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- Title
Infusing the Malcolm Baldrige National Quality Award (MBNQA) into Marketing Curriculum©.
- Authors
Giunta, Catherine E.
- Abstract
The Malcolm Baldrige National Quality Award (MBNQA) program is a demonstrated vehicle for companies to evaluate their planning and business, including marketing, strategy. However, little has been written about the use of this tool to enhance marketing students' development of planning and strategy competencies. This exploratory analysis describes the use of Malcolm Baldrige companies as focus points for entry-level marketing students' completion of their first marketing plan project. The categories of the MBNQA can enhance students' preparation for their futures.
- Subjects
UNITED States; MALCOLM Baldrige National Quality Award; TOTAL quality management awards; MARKETING education; EXPLORATORY factor analysis; CURRICULUM
- Publication
Journal of Higher Education Theory & Practice, 2015, Vol 15, Issue 4, p57
- ISSN
2158-3595
- Publication type
Article