EVALUATION OF THE UNITED STATES ASSOCIATE DEGREE SYSTEM AND THE CURRICULUM OF MARKETING ASSOCIATE IN APPLIED SCIENCES DEGREE

Authors : Nuran ÇAKIR YILDIZ, Özlem KARAMAN

Pages : 183-204

View : 28 | Download : 30

Publication Date : 2023-06-30

Article Type : Research Paper

Abstract :Marketing is a management function that is constantly changing and developing with the influence of digital technologies. This transformation should be taken into account when training professionals in this field. For this reason, marketing higher education curricula need to be constantly updated in order to train professionals who can keep up with the changes in the sector. The aim of this study is to reveal the general characteristics of the United States of America\`s higher education system, which is accepted as the starting point of the professional skills training practices of the marketing discipline, and to determine the adequacy of the marketing associate degree curriculum to gain current competencies. For this purpose, first of all, the general structure of Community Colleges, which is a unit of the American education system and corresponds to Vocational Schools in Turkey, was examined; It has been determined that associate degree education differs according to two different goals. First; These are Associate Degree of Science programs that enable graduates to transition to undergraduate degrees and provide basic theoretical education in the relevant field. The second is Applied Sciences Associate Degree programs, where professional knowledge and skills training is offered to students who want to work directly in the relevant sector after graduation. Within the scope of the study, Applied Sciences Associate Degree education, compulsory and elective courses, number and variety of courses, course contents were examined by using document analysis method. As a result, it has been determined that the content of the Community college marketing associate degree curriculum is largely focused on the transfer of traditional and theoretical knowledge. It has been observed that these programs, which aim to direct graduates into professional life, are insufficient in reflecting sectoral practices into the curriculum. On the other hand, the fact that these programs encourage students to strengthen their cultural and intellectual aspects with Core Curriculum courses selected from different disciplines and interests has been considered a strength of the education offered at Community Colleges.
Keywords : Ön lisans Eğitimi, Pazarlama Eğitimi, Amerika Birleşik Devletleri Eğitim Sistemi, Topluluk Koleji, Müfredat