Meeting Stakeholder Needs: A Study Of Marketing Courses

This study investigates whether or not marketing courses are meeting the needs of
stakeholders – primarily students and potential employers, as well as accreditation bodies.
This is the first stage in an ongoing study, investigating both Marketing and Accounting
courses. Both discliplines were investigated because they both offer large foundation units
that often feed into other courses, regardless of whether or not students choose to do further
marketing and accounting study. Furthermore, accounting graduates require accreditation,
while marketing graduates do not at this stage. This paper focuses primarily on Marketing
courses, and contributes to an ongoing disucssion. In order to develop implications for
teaching practice, qualitative interviews were carried out and analysed, developing
recommendations for educators.