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Curriculum To Prepare For 21st-Century Marketing Learners, Paula Hodgson, Pamela Kwok

Paula Hodgson

Because they live in the 21st century, students of marketing in higher and further education are open to the challenges of ongoing changes in the business environment. Although the job market may provide indicators of their career expectations, educators need to align the teaching, learning and assessment experiences to be provided in the curriculum so that graduates are well prepared for their future careers. Marketing graduates are expected to have mastered consumer behaviour and marketing research as the top two entry-level concepts in marketing knowledge, but they are also expected to have achieved proficiency in oral and written communications, and …