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ERIC Number: EJ1054805
Record Type: Journal
Publication Date: 2015-Apr
Pages: 11
Abstractor: As Provided
ISSN: ISSN-0273-4753
Evaluating Educational Practices for Positively Affecting Student Perceptions of a Sales Career
Cummins, Shannon; Peltier, James W.; Pomirleanu, Nadia; Cross, James; Simon, Rob
Journal of Marketing Education, v37 n1 p25-35 Apr 2015
Despite demand for new graduates seeking a sales position, student reticence toward pursuing a sales career remains. While all students will not choose a sales career, diminishing the existence of sales-related misconceptions among the student population should establish sales as a viable career path for a larger number of students. We test six educational interventions in large Principle of Marketing classes from three different universities (n = 1,355) to help identify educational practices for reducing student reticence toward a career in sales. Our results show that while all six educational approaches raise students' perceptions and interest in a selling career, the utilization of experienced salespeople to present classroom materials and to discuss their sales career was the most effective. Classroom lecture and role-plays by university sales students had the second highest intent to pursue intervention scores. We offer recommendations for how to best present sales material to these large, lecture-based courses.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A