Comparative Study On Undergraduate Curriculum For Marketing Between Sino-american Universities

With the rapid development of economy, the employers put forward higher requirements to marketing practitioners. That means our universities should have a certain ability to cultivate high-quality marketing graduates. Universities must have appropriate goals and then set a series of courses, which can make the students to obtain the necessary knowledge and skills. Here 7universities from China and 7 universities from the United States are choosen as the examples and documentary analysis method, contrast method and invest method are taken to make an comparison on marketing education curriculum. Summarizing the development of marketing education both in China and America, Finding the marketing curriculum in the case universities and then making a comparison to find the difference between Sino-American, and try to learn some practice from American universities. The main conclusions of this study are summarized as follows:1. The original of marketing education and the curriculum process are the same in both two countries, but there lays some deference in the law of curriculum developing. First, Marketing education originated from economical development. Second, marketing education now tend to emphasizes on general education and professional knowledge instead of just focusing on professional knowledge. However, there are some differences in two countries’ development.Marketing education in China is from America, and pays most attention to theory. Marketing education in American is closely connected with marketing practice in economic.2. Compared with the curriculum in American universities, there are some shortages in our marketing curriculum. Training objective has lack of time features in basic quality requirement on students. Elective courses are not proper in curriculum structure. Curriculum content is simple,outmoded and duplicated, and professional curriculum is short of practice.3. To make our marketing curriculum better, these suggestions are presented: Training objectives should considering time features and have a clear position. Curriculum structure’s division should depend on curriculum areas, Curriculum structure ought to expand students’ elective authority and strengthen guiding course election. In order to enrich the curriculum content, universities can develop characteristic courses, add academic frontier coursesand increase foreign exchange study. Enhancing practice by cooperation between universities andcompanies, reinforcing fieldwork and so on.Curriculum can effect the quality of education. The purpose of the comparison is to learn from others. On the way of education, it’s necessary to improve the curriculum, so that universities can provide outstanding graduates for our country.