Incorporating Writing across the Curriculum into an Introductory Marketing Course

For a number of years, businesspeople have been telling marketing educators and business school deans that companies need college graduates with good communication skills who can analyze complex problems. At the same time, as knowledge in marketing and business grows at a rapid rate, business school faculty face the challenge of incorporating more content-related material into already jammed course calendars. This article's premise is that the meaningful application of writing in marketing classes-utilizing the philosophy of Writing across the Curriculum-can achieve all of these objectives and challenges without overly increasing the burden on faculty.