Management Development Programs in Marketing: What Needs to Be Done Differently

Abstract

For many business schools, management programs are perceived to be the source of the Golden Egg, but few schools will be able to develop this Goose to lay the Golden Egg. Competition is fierce, and schools must respond to clients’ changing business environments to succeed. Based on a wide range of experiences with marketing management programs, this article outlines the changing environment to which theseprogram schools must react. It proposes and suggests responses to these changes in terms of appealing to new audiences, developing new pedagogy, and introducing new course content. The implications for schools hoping to create the Golden-Egg-laying Goose are then articulated.