A Phenomenographic Approach for Exploring Learning Marketing Conceptions of Undergraduate Students

Abstract

This paper describes ongoing research investigating students' conceptions of learning marketing. This empirical study was conducted using a phenomengraphic approach to analyse data from individual semi structured interviews with twenty-four Taiwanese university students. The six categories of conceptions of learning marketing were identified, including learning marketing as 'memorizing,' 'testing', 'applying', 'gaining higher status', 'understanding' and 'seeing in a new way'. In contrast with other learning domains, the results illustrate that 'applying' was conceptualized as the major feature of learning marketing for all interviewed students. Moreover, most of the students consider 'applying' and 'understanding' to be closely related when learning marketing.