Viewing the Curriculum as a Product:

From a marketing perspective, an important product of the institution of higher learning is the curriculum. This study used survey research and target marketing to learn more about what the business community wants this product to be like. The results indicated many firms have similar perceptions about the importance of various marketing courser, skills and personal characteristics to entry-level employment in their organization, regardless of market segment. Where differences were found, a company's scope of operations (i.e., local, regional, national, international) was found to provide the most insight for viewing the curriculum as employment preparation and for assisting educators interested in updating the marketing curriculum.