I WAS TOLD THERE WOULD BE NO MATH: MARKETING STUDENTS’ MISCONCEPTIONS OF THE CAREER FIELD IMPEDE ENROLLMENT INTEREST IN QUANTITATIVE COURSES

Yang He, Joe F. Alexander, Atanas Nik Nikolov, Rui “Aray” Chen

2022-04-25articleMarketing Education Review16 citationsclosed

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Management and Marketing Education Statistics Education and Methodologies Information Systems Education and Curriculum Development

Abstract

This research explores the potential causes for student’s lack of interest in enrollment in marketing analytics courses. We reveal that a misconception of marketing as a “soft skills” major of study persists, which leads to biased assessment of the relevance and applicability of curriculum in regards to future career. As a result, students become less interested in quantitative courses. Furthermore, we identified self-efficacy view as a mitigating factor in the effect. We discuss potential intervention approaches to the challenges discovered.

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