The purpose of this paper is to describe an experiment in Marketing Education for undergraduate and graduate students. The paper deals basically with an attempt to inject some of the flavour of the real business world into the Marketing curriculum, thus making the course more practical and more alive to the students.
The objective of this paper is to specify, collect and classify the steps to be followed in designing, implementing and evaluating an Executive Development Program. The authors view the subject from a distinctly pragmatic viewpoint which is based on their experiences in this type of work. The steps described herein may also serve, with certain modifications and adjustments, as a basis for undergraduate or post-graduate level programs.