期刊名称：Journal for Advancement of Marketing Education
印刷版ISSN：2326-3296
电子版ISSN：1537-5137
出版年度：2019
卷号：27
页码：10-16
出版社：Marketing Management Association
摘要：Purpose of the Study: Technology and the internet disrupted and transformed the retail industry from a goodsdominated perspective to a consumer-centric paradigm. This transition requires a deep understanding of affective, cognitive, and behavioral aspects of the consumer for retail success. This case study is one approach by a department at a large, public university to prepare students for 21st century careers in a retail ecosystem unified by digitization, technology, and consumer centricity. Method/Design and Sample: This case study describes how one department continuously evolved to build relevant curriculum guided by global consumer trends driven by technology, social phenomena, and competitive environments recreating the consumer experience. Results: The case is an example of successfully transitioning programs and curriculum to prepare students for new retail career opportunities that do not exist today. Value to Marketing Educators: Educators may gain insights for transitioning their own programs or curriculum. The continuous evolution of programs and curriculum in this case study ranged from developing courses expanding an array of competencies, developing minors, concentrations, and degree programs for undergraduate and graduate programs with college-level and interdisciplinary collaboration across the university..
关键词：curriculum; consumer-centric; pedagogy; program development
