Beliefs and Expectations of Principles of Marketing Students

Abstract

Students were surveyed to determine their beliefs and expectations prior to taking their Principles of Marketing class. The students were surveyed on the first day of class before any introduction to the course. The students were asked eight open-ended questions to determine their knowledge and awareness about marketing as a field of study. The results indicated that students believe marketing comprises selling, advertising, and promotion. Almost half of the respondents believe that marketing is a “bad business practice,” and nearly one-fourth thought that marketing was a poor career choice. Recommendations are provided for how to address student misconceptions and beliefs about marketing.