Should I Take It or Should I Not? Exploration of Students’ Course Choice as a Product
AbstractThis study aims to explore the components of students’ course selection process and overlooking these components from marketing perspective. Three focus groups were administered. Data revealed that the focus groups participants’ responses are congregated in two main categories: (1) WOM related evaluations. (2) Official concerns based evaluations. The WOM related evaluations were emerged as follows; (1.1) instructors’ in-class performance, (1.2) the degree of attractiveness of course-related virtual environment, (1.3) the toughness of course assignments and their grading policies. Official concerns based evaluations were surfaced as follows; (2.1) level of academic and practical experience of instructors (2.2) the use of computer-enhanced learning technologies. Like consumer purchase decision process it is observed that, students too seek reliable information and gather information mainly from senior students in the form of WOM activities; and courses and instructors’ performance factors which are counterparts of product and services in academia are evaluated based on information in WOM activities.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Econjournals in its journal International Review of Management and Marketing.
Volume (Year): 1 (2011)
Issue (Month): 1 (April)
Contact details of provider:
Web page: http://www.econjournals.com
Product choice; WOM; students; focus group; exploration; virtual environment.;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- I20 - Health, Education, and Welfare - - Education - - - General
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Howard, Daniel J & Gengler, Charles, 2001. " Emotional Contagion Effects on Product Attitudes," Journal of Consumer Research, University of Chicago Press, vol. 28(2), pages 189-201, September.
- Judith A. Chevalier & Dina Mayzlin, 2003.
"The Effect of Word of Mouth on Sales: Online Book Reviews,"
NBER Working Papers
10148, National Bureau of Economic Research, Inc.
- Dina Mayzlin & Judith A. Chevalier, 2003. "The Effect of Word of Mouth on Sales: Online Book Reviews," Yale School of Management Working Papers ysm413, Yale School of Management.
- Bottomley Paul, 1990. "A meta-analysis of applications of diffusion models : F. Sultan, J.U. Farley and D.R. Lehmann, Journal of marketing research 27 (1990) 70-77," International Journal of Forecasting, Elsevier, vol. 6(4), pages 584-585, December.
- Brown, Jacqueline Johnson & Reingen, Peter H, 1987. " Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, University of Chicago Press, vol. 14(3), pages 350-62, December.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ilhan Ozturk).
If references are entirely missing, you can add them using this form.