ERIC Number: EJ1054805
Record Type: Journal
Publication Date: 2015-Apr
Pages: 11
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0273-4753
EISSN: N/A
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.
Descriptors: Educational Practices, Sales Occupations, Role Playing, College Students, Scores, Intervention, Misconceptions, Marketing, Teaching Methods, Student Attitudes, Large Group Instruction, Salesmanship, Measures (Individuals), Career Choice, Lecture Method, Competition, Statistical Analysis, Online Surveys
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
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Authoring Institution: N/A
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