Newspaper article THE JOURNAL RECORD

New Curriculum for Ou Marketing Students Planned

Newspaper article THE JOURNAL RECORD

New Curriculum for Ou Marketing Students Planned

Article excerpt

A new curriculum designed to help marketing students better compete has been developed and will be phased in this fall at the University of Oklahoma in Norman.

Discussion of revising the curriculum surfaced several years ago among faculty members who were dissatisfied with what students were doing in the classrooms, said Adele Hughes, director of the Division of Marketing in the OU College of Business Administration.

"We perceived a particular problem in the areas of communications and in the ability of students to synthesize and analyze," Hughes said. "In the upper-division classes, we saw that students really weren't thinking of the computers as a tool."

All these problems were interrelated, she said.

"If you don't think clearly, you can't write clearly," Hughes said.

To see if their ideas were correct, campus recruiters were polled.

"We told them we really wanted to know the deficiencies in our students," she said. "We consistently heard that students can't analyze - they can memorize and have the pieces, but they can't go beyond that answer.

"Then, we asked if this problem was unique to OU. They said this was their complaint at most universities."

One of the first actions Hughes took after being named division director in 1988 was to work with Dee Fink, an instructional development specialist at OU, in developing a new curriculum.

In developing the curriculum, they asked faculty and people in the marketing sector, "What skills, facts, principles, theories and concepts do you think are improtant for a marketing major to know?"

"We came up with basic groups of skills and concepts that we want our students to know," Hughes said. …

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