Designing Industry-aligned, Skills-based Marketing Curricula

Sandra Sjoberg


Dr. Sandra Sjoberg is the associate dean and director of Marketing & Innovation Programs at Western Governors University. She has redeveloped the undergraduate marketing program and recently launched two new graduate marketing programs at WGU. Sandra has 12 years of classroom experience teaching at Mount St. Mary’s University in Emmitsburg, Maryland, where she developed an international marketing program that included team-teaching and short-term study abroad programs with South Ural State University in Chelyabinsk, Russia. She authored a Fulbright grant and brought the first Fulbright Scholar to Mount St. Mary’s University Bolte School of Business. Prior to academia, Sandra had over 16 years of consumer product industry experience with Newell Rubbermaid, The Coca-Cola Company, Kraft Foods, Nabisco Foods Group, and Pepsi-Cola. She has a Ph.D. in applied management and decision sciences from Walden University, holds an MBA in marketing from Vanderbilt University, and a bachelor's degree in marketing and finance from the University of Baltimore.


Western Governors University (WGU) pioneered career-relevant, competency-based education. This session will discuss marketable skills research and how that can be applied to course and program development. Skills research sources will be presented and the mapping of skills to course competencies will be explored. The goal of this session is to expand skills-based education to enhance student marketability and employability.