Abstract
The design of a well thought out course must satisfy programme as well as student needs. A conjoint model that compares the relative importance of six course attributes that influence students’ preferences was applied to 502 undergraduate sport management students attending 12 universities in North America. Results indicated that students prefer a course that covers thematic content; incorporates field trips; uses web tools; assigns both individual and group projects; emphasises lectures and discussion; and, includes a larger number of assessments. Results are valuable and informative for academic staff to help them develop courses to satisfy students’ needs and enhance teaching effectiveness.
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