Academic journal article International Journal of Marketing Studies

A Study of the Marketing Mindset: Undergraduate Student Choice of Marketing Major in a Business-Biased Public University in Ghana

Academic journal article International Journal of Marketing Studies

A Study of the Marketing Mindset: Undergraduate Student Choice of Marketing Major in a Business-Biased Public University in Ghana

Article excerpt


Motivations for undergraduate student choice of marketing major have critical strategic human resource planning and long-term career satisfaction importance. Yet few studies have been devoted to it. Based on four hypotheses, this study examined the correlation between job, personal, educational and gender factors, and undergraduate students' choice of marketing major, and influential relationship of various close affinities (individuals) with that choice in a business biased Public University in Ghana. A cross-sectional quantitative study based on a population sample size of 527, this research examined 21 variables captured in a closed-ended questionnaire administered to a sampled student population of marketing major students for three-month duration. Descriptive analysis, Chi-Square test, multiple linear regressions, Pearson correlation, factorial and component analyses were calculated of data. Whiles results indicated the female gender is not correlated to choice of marketing profession, personal interest factors was positively related to the choice, followed by the nature of marketing, quality and reputation of lecturers, and job related factors.

Keywords: decision making, marketing major, influencers, nature of marketing, job related, gender and marketing

(ProQuest: ... denotes formulae omitted.)

1. Introduction

1.1Background to the Study

Recently, there has been renewed interest among business organizations about the strategic importance of career and human resource strategic planning and their impact on organizational competiveness, performance, and sustainability. Among the focus of this interest is the influence of socio-economic, personal, and education relatedfactorsonundergraduate students' choice of business major and consequent student satisfaction in their future jobs and careers. Research evidence suggestspositive relationship between stable and long-term employment and higher organizational productivity whiles excessive and frequent employee turnover are associated with low productivity,high costs of hiring, training, placement of new hires,and learning curve effects (Silva & Toledo, 2009; Abowd & Kramarz, 2003) on overall organizational productivity. Moreover, frequent employee turnover has adverse consequences for known organizational work patterns and organizational culture and employee motivations (U.S. Department of Education, 1998, 2001; Blacks & Ashford, 1995). These contrasts have triggered and spurred research interests as well. Studies investigating what motivates undergraduate students to select business majors (Cohen & Hanno, 1993; Kim, Markham, & Cangelosi, 2002; Noel, Michaels, & Lavas, 2003; Pritchard, Potter, & Saccucci, 2004) have suggested that whereas the occupation of students' parents, socioeconomic factors (Leppel, Williams, & Waldauer, 2001) are important considerations, student personality traits, student interest in the subject, curriculum and teaching-learning environment factors, future job availability, students aptitude for the subject, future potential associated with that major (Kim et al., 2002; Mauldin et al., 2000; Pritchard et al., 2004), job availability, perceived social prestige associated with the major, flexibility, and financial rewards (Adams, Pryor, & Adams, 1994) are also key considerations in the decision making process.

Admittedly, these past research evidences have thrown much light on factors that students consider important in the choice of business majors including accounting and finance (Felton, Buhr, & Northey, 1994; Cohen & Hanno, 1993). Yet, the explicit lack of concentration of research evidence on marketing major students provides urgent need for additional studies.To be sure, business major at the undergraduate level is wide and diverse in scope, with each discipline requiring different aptitudes, motivations and even job prospects and financialrewards (Cohen & Hanno, 1993; Tom, O'Grady, & Swanson, 1995; Aggarwal, Vaidyanathan, & Rochford, 2007). …

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