BUSINESS NEEDS AND GRADUATE BUSINESS SCHOOL OFFERINGS IN MARKETING

The purpose of this study was to determine if a gap exists in the skill and knowledge businesses require of marketing employees and what the Association to Advance Collegiate Schools of Business (AACSB) accredited schools actually provide. In this quantitative study, two set of data were collected and compared, and a gap analysis conducted. A questionnaire was used to obtain data from members of the Business Marketing Association (BMA) regarding course preferences that would best prepare students for positions in marketing. Records analysis was then undertaken of the marketing course offerings of AACSB accredited MBA programs offering an emphasis in Marketing. Gap analysis was conducted by applying a test of difference to the results of the two data collection efforts. Results of the study suggest that some misalignment between school offerings and business needs exists.