THE IMPORTANCE OF COURSE TITLE AND STUDENT PERCEIVED VALUE OF A COURSE TO EMPLOYERS IN MOTIVATING STUDENTS TO ENROLL IN QUANTITATIVE MARKETING COURSES

Abstract

With growing demand for marketing graduates with quantitative strengths, many universities are developing degree programs and courses that focus on analytical skills. Unfortunately, marketing students are often regarded as having inferior quantitative skills. Thus, marketing departments face the challenge of motivating students to enroll in analytical courses. Course titles are likely to play a role in influencing student perceptions of courses. Our results suggest that the title has significant impact on student interest in analytical marketing courses, and that student perceived value of the course to employers mediates this relationship.

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