Conference Proceedings

The Integrated Curriculum: Bridging Rigor and Relevance

I Ojansivu, T Whitford

ANZMAC - Australian and New Zealand Marketing Academy | Published : 2017


Higher education institutions, especially business schools, face the challenge of integrating academic rigor and managerial relevance into their curriculums. These are being criticized for being too static; failing to provide marketing students essential professional competencies (such as leadership and teamwork skills) and the contemporary industry knowledge needed to navigate their future professional life. We propose a novel approach to overcome the dichotomy of such rigor and relevance with an ‘integrated curriculum’ approach; where current industry topics and challenges are presented alongside subject content, and teaching is delivered together by academics and industry representatives...

View full abstract