A Phenomenographic Approach for Exploring Learning Marketing Conceptions of Undergraduate Students
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.
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution 3.0 License.
Business and Economic Research ISSN 2162-4860
Copyright © Macrothink Institute
To make sure that you can receive messages from us, please add the 'macrothink.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.