Date of Award

Spring 1996

Document Type


Degree Name

Doctor of Philosophy (PhD)


Urban Services - Urban Education

Committee Director

John M. Ritz

Committee Member

John E. Turner

Committee Member

Mark Fravel, Jr.

Committee Member

Rebecca S. Bowers

Committee Member

Donna B. Evans


The purpose of this study was to determine the significance of marketing occupational work experience on urban marketing teachers' prioritization of curriculum content areas delivered through instruction. This study tested a hypothesis of difference, using the variable of years of experience in marketing occupations as the catalyst for four research questions. By identifying the effect of occupational experience in marketing and its relationship to the prioritization of curriculum content for urban secondary marketing programs, the importance of occupational experience on curriculum content could be explored from an educational viewpoint.

This research assessed seventy-five secondary marketing educators and a twelve member panel of marketing occupational professionals for their perceived prioritization of the eleven curriculum content areas for the Marketing Specialist track. Once the assessments were collected, the marketing educators were subdivided into two groups: (a) those with two years or more experience in marketing occupations, and (b) those with less than two years experience. These two groups of educators were then compared against the mean of perceived prioritization for the curriculum content areas from marketing occupation professionals. An Analysis of Variance (ANOVA) was used to compare the responses of the three groups. Statistical analyses found three areas (Finance, Marketing-Information Management, and Selling) of significant difference at the p $

Additional inferential statistics (Friedman ANOVA by Ranks, Multivariate Regression Analysis, and Multivariate Analysis of Variance) provided information on the influence of marketing occupational experience on curriculum prioritization. Although four curricular content areas (Economics, Finance, Marketing-Information Management, and Selling) differed significantly between the panel of experts and the educators from several statistical tests, the greatest conclusion drawn was that educators were influenced most by their personal teaching preference, and their occupational background experience (amount and type) was a secondary consideration in approaching the curriculum.


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