Capturing Student Expectations in Marketing Education: Opportunities for Real-Time Responsiveness

Abstract

Capturing student expectations at several points in a one-semester course creates the possibilities of delivering real-time responsiveness to student expectations, concerns and intentions. In our discipline, best practice marketing is predicated on good market research. Using that platform, we argue that good marketing education should be responsive to the needs and expectations of its consumers, in this case, students enrolled in marketing courses. The expectations, concerns and learnings of students were captured at three points in a onesemester undergraduate course. The findings show that understanding student expectations and intentions can assist in designing courses that achieve high levels of student satisfaction in terms of both content and process. One contribution of the paper is to explore the use of a second round of gathering student expectations during a course, which increases the potential to be responsive in real-time.