A Comparative study of the Marketing Curriculum Implementation and Undergraduates' Competency among Higher Learning Institution in Malaysia.
| dc.contributor.author | Subramaniam, Ilangko | |
| dc.date.accessioned | 2015-07-29T08:16:14Z | |
| dc.date.available | 2015-07-29T08:16:14Z | |
| dc.date.issued | 2010 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/854 | |
| dc.language.iso | other | en_US |
| dc.subject | Marketing curriculum | en_US |
| dc.title | A Comparative study of the Marketing Curriculum Implementation and Undergraduates' Competency among Higher Learning Institution in Malaysia. | en_US |
| dc.type | Thesis | en_US |
Files
License bundle
1 - 1 of 1
Loading...
- Name:
- license.txt
- Size:
- 1.71 KB
- Format:
- Item-specific license agreed upon to submission
- Description: