Applying Marketing Techniques to Improve Students' Perceptions of Marketing

Autor:	William D Danko, Charles M. Schaninger
Rok vydání:	1988
Předmět:	Marketing Measure (data warehouse) media_common.quotation_subject 05 social sciences 050301 education Quantitative marketing research Education Perception 0502 economics and business 050211 marketing Psychology 0503 education media_common
Zdroj:	Journal of Marketing Education. 10:34-37
ISSN:	1552-6550 0273-4753
DOI:	10.1177/027347538801000207
Popis:	Even though the ratio of marketing majors to all business students has been shrinking on a nationwide basis, the trend can be reversed by applying marketing techniques. This study used a simulated before-after quasi-experimental design to demonstrate how students' perceptions can be assessed. Specific modifications were implemented to meet students' needs and expectations. The follow-up measure 18 months later showed not only an enrollment increase in marketing courses, but a more favorable perception of marketing among nonmajors as well.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::8ee2eaf5807e04da57ad00c462d0671e https://doi.org/10.1177/027347538801000207 Zobrazit plný text záznamu