This study was designed to examine how self-efficacy, motivation and academic performance interact among students enrolled in an introductory marketing course in a private university of Bangladesh. Data were collected through self-administered questionnaire from the students. Empirical results reveal that there are statistically positive correlations between self-efficacy and performance (r = 0.289), self-efficacy and intrinsic motivation (r = 0.490), self-efficacy and extrinsic motivation (0.297), intrinsic motivation and performance (0.327), and extrinsic motivation and performance (0.251). Consistent with our expectations, students high in self-efficacy and motivation performed better than those low in self-efficacy and motivation. Implications and recommendations for further studies based on findings are discussed. (Contains 2 tables.)