THINKING ABOUT MARKETING: ATTITUDES AND PERCEPTIONS OF FIRST YEAR UNDERGRADUATE STUDENTS TOWARD THE THEORY AND PRACTICE OF MARKETING

摘要

The purpose of this research is to examine why first year students have chosen a marketing major and, from a broader sampling base, how students undertaking both marketing and non- marketing majors view the marketing domain. Whilst research into student choice of particular fields of undergraduate study is not uncommon, there is little on why students choose business majors and even less into the attitudes of both marketing and non- marketing students about what marketing means, what it does and how it relates to other disciplines.