Abstract
Generally, the mix of courses offered in the marketing curriculum has changed as knowledge of marketing has advanced. However, a course in marketing and public policy is absent from many curricula. This paper examines the response of marketing educators to the need for an undergraduate course in marketing and public policy and presents a framework and suggested course outline for teaching an elective course in this important area.
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Kelley, C.A., Brown, J.J. (2015). Expanding the Undergraduate Marketing Curriculum: A Course in Marketing and Public Policy. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_44
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DOI: https://doi.org/10.1007/978-3-319-17052-7_44
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