Abstract
The purpose of this article is to encourage discussion among marketing educators about the logic and structure of current undergraduate marketing curricula. The authors offer one alternative conceptualization of marketing, whereby current marketing knowledge is organized around the core concept of capturing and creating customer value for a sustainable competitive advantage. They argue that one of the primary benefits to this approach is that marketing students, future business decision makers, will be better able to grasp the linkages between key concepts. A guide for curriculum conceptualization and assessment is provided.