Marketing, undergraduate marketing programs, marketing research, marketing management, consumer behavior


The purpose of this research was to determine the content and structure of the best undergraduate marketing programs, as identified by U.S. News and World Report for 2002 and 2003. Results show there are basically two types of programs. The first type does not have a marketing major program. Rather, the student’s program reflects the elective courses taken beyond the common core requirements. The second, more common, type requires students to take some set of courses, after which a marketing credential, e.g., a marketing major degree, is awarded. Among these schools anywhere from 3 to 7 marketing courses beyond the core are required, with 1 to 4 courses consisting of marketing electives. The most commonly required courses beyond the common core were marketing research, marketing management/strategy, and consumer behavior, in that order. This competitive information can be usefully employed in various ways for curriculum planning and assessment purposes.

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