Applying Marketing Techniques to Improve Students' Perceptions of Marketing

Abstract

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.