The Fourth-Generation Marketing Curriculum: Meeting AACSB's Guidelines

Abstract

In an effort to address industry's concern that business graduates are too narrowly focused, the new AACSB guidelines recommend that business curricula have at least half or more of the required undergraduate degree credits outside the business school. This article contrasts two business schools' efforts to redesign their business curricula to meet AACSB standards and describes the changes for a fourth-generation marketing curriculum.