Postgraduate Marketing Curricula in the United Kingdom

Abstract

Reports the results of a recent survey of curricula of postgraduate diplomas and master's degrees in marketing, and concentrates on the objectives of the course and the detailed content of the syllabi offered. Suggests that in the present context there may quite reasonably be considerable variety in what is considered relevant to postgraduate marketing specialization, depending on objectives sought. Uses data collected by postal questionnaire with 22 course leaders — nine university and 13 public sector — in the spring of 1979, the response rate was 55 per cent. Proceeds to discuss further: survey methods; course objectives; learning experiences; course content; and assessment procedures. Concludes that analysis suggests strong similarity in the approach to marketing taken by different courses, representing consensus to subject boundaries, syllabus content and appropriate methods of assessment.

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