Reinforcing Comprehensive Business Learning Through An Undergraduate Retailing Course: A Prospectus

Abstract

Undergraduate programs in business are expected to provide a comprehensive learning for their students in order to prepare them to be able to deal with complex business problems in their jobs. Business schools attempt to provide this learning through various curricular design strategies. This paper proposes the use of an undergraduate course in retailing to help in achieving the objective of comprehensive learning about the operation of business enterprises, especially for marketing majors. A case is made that a well-designed retailing course provides the potential for reinforcing learning achieved in other marketing courses, creates an opportunity for cross-functional business learning, and can also help in achievement of learning goals specified by AACSB.