Advances in Graduate Marketing Curriculum

Abstract

This research explores the impact of coercive, mimetic, and normative isomorphic pressures on the coverage and offering of courses addressing ethical, social, and sustainability issues (ESSI) in business schools’ graduate marketing curricula. Data from the Aspen Institute’s Beyond Grey Pinstripes program are analyzed to detect if significant increases have occurred in the number of marketing courses addressing ESSI offered when comparing data from 2005 to 2007, 2007 to 2009, and 2005 to 2009. In addition, analysis of the databases from 2007 and 2009 are undertaken to assess if there are increases in the percentage of coverage of ESSI in the marketing curricula. Significant increases in graduate marketing course offerings focusing on ESSI were found over time but not an increase in the coverage of ESSI in these courses. Implications of these findings are discussed.