Selling Principles: Influencing Principles Of Marketing Students’ Perceptions Of And Attitudes Toward Marketing As A Discipline  

Oleh:

Camey, John P. ; Williams, Janice K.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 26 no. 2 (Aug. 2004), page 154-160.
Topik: marketing; principles; student; pedagogy; perception
Fulltext: 154.pdf (96.68KB)

Isi artikel

Many marketing departments have experienced decreasing enrollments in marketing courses and difficulty recruiting students into the marketing major. This article examines and validates the Principles of Marketing class as significantly influencing students’ overall perceptions of and attitudes toward marketing and the pursuit of marketing as their major or minor field of study. Contrary to expectations, the authors find that students leave the typical Principles of Marketing class with lowered perceptions and attitudes regarding the marketing discipline. A straightforward pedagogical approach to reversing this outcome is demonstrated.

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