A Comparative study of the Marketing Curriculum Implementation and Undergraduates' Competency among Higher Learning Institution in Malaysia.
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Date
2010
Authors
Subramaniam, Ilangko
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Abstract
The ability of the undergraduates to utilise the skills acquired from their higher
learning institutes in their employment sector has posed a great concern in recent
years. This study aims at comparing the implementation of marketing curriculum in
lieu of its objectives, curriculum content, competency skills and the various skills
acquisition among the final year undergraduates of five higher learning institutes in
Malaysia. The study also gives an insight into three main apsects. Firstly, the study
looks into the similarities and variations in the marketing curriculum, particularly on
its course objectives, course structure and the content of the marketing curriculum. It
also analyses the methods in which the competencies are integrated in the marketing
curriculum as well as the different competencies that are imparted to the final year
undergraduates of the higher learning institutes selected in this study. This study
employs a qualitative and quantitative method and comprises content analysis,
interviews as well as focus group interviews among the undergraduates and lecturers.
Interview sessions for the lecturers were aimed at eliciting information on the
objectives and marketing programme's teaching and learning activities. The
competency skills component that are integrated in the marketing programme was
also identified through the interview sessions. The findings show that the higher
learning institutes focus on several general and specific objectives in planning the
marketing course structure and the competency component. In structuring the
curriculum objectives, emphasis on the marketing skills and integration of
competency aspects were the two main elements that were emphasised. The various
activities carried out in the marketing course were analysed from the undergraduates'
and the lecturers' perspectives. The study highlights several general and specific
competencies detected in the teaching and learning of the marketing curriculum. It
also gives insights into the vatious methodologies that can be employed by the
lecturers to vary their teaching and learning activity. Some of the activities that
contribute towards the acquisition of competencies according to the different courses
include web page designing, direct contact with people in the industry, market
research and exposure through talks by corporate figures. The comparison of the
curriculum content, learning activity and integration of competency among the
higher learning institutes in this study serves as an evaluation for further planning of
suitable and relevant competencies for the marketing curriculum among the higher
learning institutions in Malaysia.
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Keywords
Marketing curriculum