Selling Principles: Influencing Principles of Marketing Students’ Perceptions of and Attitudes toward Marketing as a Discipline

Abstract

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.

Determinants of Students’ Interest in Learning Quantitative Techniques among Undergraduates in Sri Lanka

“…The studies related to students' interest for certain areas of activity were based on surveys of Camey and Williams (2004), Mcintyre, Webb and Hite (2005), Farrell (2006) and Robinson Jr. (2006). Thus, the selected variables for this research will be based on the studies cited, and also on national studies of Costa, Andrade and Lima (2008), Costa, Pinto e Oliveira (2011), Costa and Oliveira (2009), and Azevedo et al (2012).…”

“…The personal interest of the student for the area of Management Accounting was analyzed considering the importance attached by students to courses in the area and their personal willingness to develop studies related to management subjects in accounting.A similar survey was conducted by Camey and Williams (2004), which assessed the personal interest of the students for marketing.…”

An Analysis of Business Administration Students Interest in the Area of Production and Operations

“…Following the review of some empirical studies with similar goals, especially those based on the work of Camey and Williams (2004), Mcintyre, Webb and Hite (2005), Farrell (2006) and Robinson Jr. 2006, together with exhaustive discussions among the authors and consultations with other researchers interested in the subject, it was agreed that the evaluation of the area of Production and operations would be based on five dimensions, described next.…”

“…First, we analyze the 'students' personal interest' in Production and operations area. The approach was based on studies by Camey and Williams (2004), who analyzed students' personal interest in Marketing. These authors also examined aspects such as the importance attributed to the subjects by students, personal willingness to develop studies in the area and student interest in a Marketing career.…”

“…In these terms, it was decided to adjust aspects related to disciplines of services to disciplines of the area of Production and operations. To develop a measurement scale for this topic, aspects that Camey and Williams (2004) had evaluated, such as the educational impact of the Marketing discipline for business students, were also considered.…”