Abstract:

It is paradoxical that while the introduction of Marketing into formal educational courses in the U.K. was at the sub-degree level, the present emphasis is now upon postgraduate and post experience courses. Indeed, many Marketing educators consider that Marketing is not a suitable subject for inclusion in the undergraduate curriculum. However, since the foundation of the Chair of Marketing at Strathclyde in 1971 a major emphasis has been upon the development of a full undergraduate programme, leading ultimately to a single Honours specialisation. In this paper, the thinking underlying this countervailing trend is outlined and a description is provided of the course structure and content. Finally, conclusions on the experience to date are drawn which lead to the view that the experiment has been justified and merits replication.