Development of a Marketing Curriculum Based on Outcomes-Based Education Framework (OBE): A Case Study of the Bachelor of Business Administration Program in Marketing, Northeastern University

Abstract

The research aimed to study the needs of external stakeholders of the Bachelor of Business Administration Program in Marketing, as well as the relationship between the expectations and perceptions of external stakeholders towards the educational management of the Bachelor of Business Administration Program in Marketing. The research approach was a mixed-methods which divided into two phases. Phase 1: a quantitative research was used. The sample groups consisted of 154 alumni and stakeholders. The research instruments were the questionnaire on a need for curriculum development and the questionnaire on expectations and perceptions of external stakeholders towards curriculum development. The statistic used included MANOVA, Multiple Correspondence Analysis: MCA, and Pearson’s correlation coefficient. Phase 2: a qualitative research was used. The data were from interviews of faculty administrators and curriculum committee members. The content analysis was used for data analysis.

The findings of the study are as follows:

      (1) The top need for graduates was to be able to plan marketing research to discover new marketing knowledge and use it for planning effectively in organizational management (= 4.83, S.D.= 0.85). This caused 13 items of the learning outcomes of the program and having at least 50% of Work Integrated Learning (WIL).

      (2) The overall expectations of external stakeholders towards the curriculum was at the highest level (= 4.62, S.D.= 0.85).

          (3) Overall expectations had a moderately positive correlation with overall perceptions that was statistically significant at the .01 level (r=.300 sig.=.000).