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

There are no files associated with this record.

Title Capturing Student Expectations in Marketing Education: Opportunities for Real-Time Responsiveness
Author Miller, Dale; Fisher, Ron James
Publication Title ANZMAC 2004 Marketing Accountabilities and Responsibilities
Editor Jim Wiley
Year Published 2004
Place of publication Wellington N Z
Publisher ANZMAC. (Published Online)
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.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.anzmac.org/
Alternative URI http://smib.vuw.ac.nz:8081/WWW/ANZMAC2004/CDsite/papers/Miller1.PDF
ISBN 0475222151
Conference name ANZMAC (Australian and New Zealand Marketing Academy) 2004
Location Wellington N Z
Date From 2004-11-29
Date To 2004-12-01
URI http://hdl.handle.net/10072/2317
Date Accessioned 2005-03-11
Date Available 2009-02-10T01:40:19Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

Brief Record

Griffith University copyright notice