An introduction to the invited commentaries on macromarketing education

The 2007 International Society on Marketing and Development and Macromarketing Society joint conference included a special session addressing issues involved in incorporating macromarketing courses into business curricula. The session featured five marketing educators with experience teaching macromarketing courses. Each speaker was asked to prepare a commentary in response to the following three questions: (1) Are macromarketing courses well suited for helping students build critical thinking and logical argument skills? (2) Should macromarketing courses be electives, required courses, or some combination of both? (3) What benefits to students and to other college stakeholders stem from incorporating macromarketing education into marketing curricula? The following essays summarize the talks presented during the 2007 special session.