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ERIC Number: EJ804456
Record Type: Journal
Publication Date: 2007
Pages: 11
Abstractor: As Provided
Reference Count: 23
ISSN: ISSN-0273-4753
The Wretched Refuse of a Teeming Shore? A Critical Examination of the Quality of Undergraduate Marketing Students
Aggarwal, Praveen; Vaidyanathan, Rajiv; Rochford, Linda
Journal of Marketing Education, v29 n3 p223-233 2007
What is the quality of students attracted to the marketing major relative to other business majors? Although some anecdotal evidence suggests that undergraduate marketing students are less quantitatively oriented, there has been no comprehensive assessment of the overall quality of marketing students relative to other business students. Using a variety of secondary data analyses from nationwide samples, the authors assess the quality of students choosing marketing as a major. The results paint a grim picture for the marketing discipline. Marketing majors are among the poorest performing students relative to other business majors both coming in to and leaving college. Results from a broad-based sample suggest that marketing educators need to start a dialogue on exactly what set of knowledge and skills core to the discipline are being offered students and their employers. The authors offer some solutions and point to areas for additional research. (Contains 7 tables and 2 figures.)
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A