Abstract
ABSTRACT The level of interest among women in choosing business as a program of study has contributed substantially to both the nationwide growth of business majors from 1970 to 1987 and the decline that followed. Should undergraduate business programs therefore adopt a gender-based marketing strategy in order to more effectively attract and retain students who demonstrate an interest in the study of business? This five-year study of undergraduates at a small western private college revealed similarities and differences between males and females in their expectations of a business program. These gender comparisons point to product development and promotional strategies business programs of small private colleges can employ for meeting female students' educational expectations.
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