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Gender Effects on the Major Selection Process—A Five-Year Study: Implications for Marketing Business Programs of Small Private Colleges to Women

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  • Eric Kolhede

Abstract

The level of interest among women in choosing business as a program of study has contributed substantially to both the nationwide growth of business majors from 1970 to 1987 and the decline that followed. Should undergraduate business programs therefore adopt a gender-based marketing strategy in order to more effectively attract and retain students who demonstrate an interest in the study of business? This five-year study of undergraduates at a small western private college revealed similarities and differences between males and females in their expectations of a business program. These gender comparisons point to product development and promotional strategies business programs of small private colleges can employ for meeting female students' educational expectations.

Suggested Citation

  • Eric Kolhede, 2001. "Gender Effects on the Major Selection Process—A Five-Year Study: Implications for Marketing Business Programs of Small Private Colleges to Women," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 11(2), pages 39-60, October.
    • Handle: RePEc:taf:jmkthe:v:11:y:2001:i:2:p:39-60
    DOI: 10.1300/J050v11n02_03
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