The changing body of students: a study of the motives, expectations and preparedness of postgraduate marketing students

Liu, Jie (2010) The changing body of students: a study of the motives, expectations and preparedness of postgraduate marketing students. Marketing Intelligence & Planning, 28 (7). 812 - 830. ISSN 0263-4503

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Abstract

Purpose – The aim of this paper is to assess the motives, expectations and preparedness of postgraduate marketing students, and discuss possible implications for postgraduate marketing education in the UK. Design/methodology/approach – The research uses primary data collected from postgraduate marketing students at four British universities. Factor analysis is used to evaluate the convergent validity of the survey questionnaire and Cronbach's alpha coefficient to examine the internal consistency and reliability of the variables composing the major scales. Findings – The results indicate that postgraduate marketing education today faces a culturally diverse student body coupled with a notable lack of relevant work experience. Students are found to have relatively low perception of their preparedness for postgraduate study and high expectations for support and practical experience in marketing. Research limitations/implications – The sample used is relatively small although the high response rate achieved would help add validity to the study. Further research should examine the ways in which students draw on their prior-learning experience to make sense of their learning process. Practical implications – This study should be of interest to postgraduate marketing programme and module leaders. It suggests that a realignment of curriculum design and various support activities on the part of postgraduate marketing education providers are needed to respond to the changing body of students. Originality/value – The study offers a timely measure of the motives, preparedness, and expectations of postgraduate marketing students. The findings should be of immediate and practical value to postgraduate marketing educators in the UK.