Toward a Professional Marketing Education

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Abstract
This paper illustrates four approaches to providing a pro fessional marketing education: academic specialization, con tent relevance, student membership in professional organiza tions, and career planning. Academic specialization is a career-track individualized program in one of the following areas: advertising, inter national marketing, marketing to professional buyers, market ing research, retail management, or transportation and dis tribution management, Content relevance is achieved using cases and the creation of a marketing plan. Other opportunities for relevance include the Small Business Institute Program, consulting with business executives, and work experience. Each student completes a career-plan project and a seminar to develop behavioral skills to enhance the process of find ing employment.

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