BEST PRACTICES IN MARKETING EDUCATION: UNDERGRADUATE MARKETING PROGRAMS AT NATIONAL UNIVERSITY

Ramon Corona, Mary Beth McCabe and Susan Silverstone

Business Education and Accreditation, 2016, vol. 8, issue 1, 71-88

Abstract: This research analyzes and reviews undergraduate marketing courses and programs currently offered at National University (NU). We assess the results for the last three years of student achievement and satisfaction, and make recommendations for improvement. A review of achievement outcomes from student and faculty evaluations, interviews, outbound exam results, enrollment, assessment data, SWOT analysis and the administration’s set goals were considered in a strategic context. The primary goal of this study was to improve undergraduate marketing education programs, to assist NU design more relevant academic programs and courses in the field of marketing that are attractive to NU’s specific target market, to enhance existing programs, and to eliminate unnecessary courses. The study compared competitive marketing education programs, courses, specializations, and/or certificates offered both in the US and abroad. We analyzed the development of new programs, SWOT analysis, market needs, faculty development, content and course offerings, format offered, accreditations, differentiation factors, target market and promotional strategies. The two key outcomes are: 1) Consider which changes will improve student outcomes for undergraduate marketing courses at National University for the next 3-5 years, and 2) Discover what are best practices for undergraduate marketing programs at universities in the US and globally.

Keywords: Marketing; Undergraduate Education; Adult Learners; Accelerated Studies (search for similar items in EconPapers)
JEL-codes: I2 I20 I21 I23 I25 M3 (search for similar items in EconPapers)
Date: 2016
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