The Marketing course at Otago 1966-1990: A case study in curriculum technology, University fashions and politics

Abstract

This paper is a case study of the development of the Marketing Management course at the University of Otago over 25 years. Key development phases and turning points in the history of the curriculum are presented and discussed.

In 1966 the first Marketing Management paper at the University of Otago was taught by the then Professor of Accounting. In 1990, the Department of Marketing offered a programme which took up half of the course work for the B.Com. in Marketing Management. It had a very large number of undergraduate and postgraduate students and its staffing establishment included two chairs and more than 35 staff, some of them part-time.

In such an enormous operation, academic leadership and staffing problems arise which are quite different from those of most of the small Marketing groups and departments typical for Australasian tertiary institutions.