The wretched refuse of a teeming shore? A critical examination of the quality of undergraduate marketing students

Praveen Aggarwal, Rajiv Vaidyanathan, Linda Rochford

Research output: Contribution to journalArticlepeer-review

27 Scopus citations

Abstract

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 o fered students and their employers. The authors o fer some solutions and point to areas for additional research.

Original languageEnglish (US)
Pages (from-to)223-233
Number of pages11
JournalJournal of Marketing Education
Volume29
Issue number3
DOIs
StatePublished - Dec 1 2007

Keywords

  • Marketing curriculum
  • Marketing majors
  • Student quality
  • Undergraduate students
  • Value of majors

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