Abstract
What should be taught to marketing students has always been an intriguing question. The marketing curriculum as a whole and specific courses have been the topic of much debate. One of the marketing courses, consumer behavior, was the subject of this research. A survey of advertising executives revealed some interesting perceptions regarding the consumer behavior course. Most executives believed the course was helpful in making decisions in the advertising area. However, the advertising executives ranked the consumer behavior course as only moderately important in usefulness to advertisers when compared with nine other marketing courses. Interestingly, the executives that had completed a consumer behavior course ranked the course lower in importance than the executives who had not taken the course. Generally, advertising executives believed the consumer behavior course was too abstract and theoretical in orientation and could be imporved through the use of case studies and more direct application examples of the consumer behavior theories presented in the course.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Advertising Age. March 13, 1978, Crain Communications, Inc.
Bellenger, Danny N. and Kenneth L. Bernhardt. “Revising the Undergraduate Marketing Curriculum: The Views of Practitioners and Educators,”Contemporary Marketing Thought, American Marketing Association, 1977, pp. 45–49.
Coyle, Charles A. “How Marketing Executives and Marketing Graduates Value Marketing Courses,”Collegiate News and Views, Fall 1975, pp. 1–4.
Dudley, Dean A. “Theory, Policy, or the Real World,”Collegiate News and Views, Winter 1973–74, pp. 1–4.
Flaumenhaft, Frank K. “The Undergraduate Curriculum in Collegiate Business Education,”Collegiate News and Views, Fall 1977, pp. 15–17.
Gelb, Betsy D, and Richard H. Brien. “Survival and Social Responsibility: Themes for Marketing Education and Management,”Journal of Marketing, April 1971, pp. 3–9.
Gordon, R. A. and J. E. Howell.Higher Education for Business, New York: Columbia University Press, 1959.
Gregoire, Roger.The University Teaching of Social Sciences: Business Management, Paris: United Nations Educational, Scientific, and Cultural Organization, 1966.
Hise, Richard T. “The Marketing Curriculum: Does it Reflect the Recommendations of Marketing Educators?”Collegiate News and Views, Spring 1975, pp. 11–16.
Kniffen, Fred W. “Is Marketing Education Drifting.”Journal of Marketing, January 1966, pp. 4–6.
Lazer, William. “Marketing Education: Commitments for the 1970's”Journal of Marketing, July 1970, pp. 7–11.
Luck, David J. “Is Marketing Education Driving or Drifting?”Journal of Marketing, April 1965, pp. 22–24.
Pierson, Frank C. et al.The Education of American Businessmen: A Study of University—College Programs in Business Administration, New York: McGraw-Hill Book Co., 1959.
Wallace, Andrew C. “Education in Business Administration: Image and Implications,”Collegiate News and Views, Spring 1972, p. 1–4.
Watson, Frank,An Analysis of the Business Curriculum (Monograph C-14), Cincinnati: South-Western Publishing Co., 1966.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Robin, D.P., Capella, L.M. Attitudes of advertising executives toward the consumer behavior course. JAMS 7, 404–413 (1979). https://doi.org/10.1007/BF02729688
Issue Date:
DOI: https://doi.org/10.1007/BF02729688