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Abstract
This article provides a justification and an implementation plan for the establishment of a historical orientation across the undergraduate marketing curriculum. The justification for the historical perspective addresses three areas: tapping into the extensive body of knowledge in marketing history, practical implications, and critical thinking. The implementation plan involves recommendations drawing on two pedagogical approaches: (a) the degree to which topical marketing history can be infused into the marketing curriculum and (b) the development of a general historical perspective across marketing topics and courses (i.e., the role of marketing in history) by specifying historical contexts that are relevant to particular courses. General information on historical research methods in marketing is offered, and an example of a historical case analysis that illustrates a potential way to generate concrete practical outcomes from the historical context of marketing is included. Results of a survey of students show favorable responses to the discussion of the historical context of marketing in a senior-level marketing course.
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