Scaffolding Cognitive Processes in a Marketing Curriculum

This article highlights the importance of improving the cognitive processes of students in business studies today. When developing a curriculum in business studies at higher education level, thorough consideration should be given to all components of the learning and assessment processes. They should be tailored to real world dynamics so that they benefit students when they enter the world of work, and thus become a yardstick of successful changes in the management of higher education marketing programmes themselves.