Small business is a market segment worthy of the attention of marketing educa tors. This article presents results of a survey of male and female college students as a student source of input to the marketing curriculum planning process. Students agreed on the inadequacy of coverage given to small business in present marketing curricula. Career plans of 40% men and 29% women students include a manage ment career in small business. Men (70%) and women (65%) agreed that they would take a course in small business marketing. What are marketing-oriented marketing educators doing to serve this market?
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