Relating Pedagogical Preference of Marketing Seniors and Alumni to Attitude toward the Major

Abstract

Learning styles of marketing students have changed over the years. Changes have also occurred in emphases placed by the American Assembly of Collegiate Schools of Business, universities, schools, and departments on meeting student learning needs. This study measures the pedagogical preferences of marketing seniors and alumni and relates them to a global attitude toward the marketing major. This approach may be used in any marketing program as a potential attitudinal enhancement mechanism, since key pedagogies can be identified. In turn, the motivation and learning potential of pedagogies can be evaluated. Results indicate an association between in-class activities and overall attitude toward the marketing major.