The Importance of Course Title and Student Perceived Value of a Course to Employers in Motivating Students to Enroll in Quantitative Marketing Courses
Publication Date
1-1-2020
Document Type
Article
Publication Title
Marketing Education Review
DOI
10.1080/10528008.2020.1794900
First Page
225
Last Page
235
Abstract
With growing demand for marketing graduates with quantitative strengths, many universities are developing degree programs and courses that focus on analytical skills. Unfortunately, marketing students are often regarded as having inferior quantitative skills. Thus, marketing departments face the challenge of motivating students to enroll in analytical courses. Course titles are likely to play a role in influencing student perceptions of courses. Our results suggest that the title has significant impact on student interest in analytical marketing courses, and that student perceived value of the course to employers mediates this relationship.
Department
Marketing and Business Analytics
Recommended Citation
Gauri Kulkarni and Gema Vinuales. "The Importance of Course Title and Student Perceived Value of a Course to Employers in Motivating Students to Enroll in Quantitative Marketing Courses" Marketing Education Review (2020): 225-235. https://doi.org/10.1080/10528008.2020.1794900
