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Should I Take It or Should I Not? Exploration of Students’ Course Choice as a Product

Author

Listed:
  • Goknil N. Kocak

    (University of Mersin, Turkey)

  • N. Serdar Sever

    (Anadolu University, Turkey)

Abstract

This 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.

Suggested Citation

  • Goknil N. Kocak & N. Serdar Sever, 2011. "Should I Take It or Should I Not? Exploration of Students’ Course Choice as a Product," International Review of Management and Marketing, Econjournals, vol. 1(1), pages 1-7, April.
  • Handle: RePEc:eco:journ3:2011-01-1
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    References listed on IDEAS

    as
    1. Howard, Daniel J & Gengler, Charles, 2001. " Emotional Contagion Effects on Product Attitudes," Journal of Consumer Research, Oxford University Press, vol. 28(2), pages 189-201, September.
    2. 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.
    3. 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.
    4. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. " Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 350-362, December.
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    More about this item

    Keywords

    Product choice; WOM; students; focus group; exploration; virtual environment.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I20 - Health, Education, and Welfare - - Education - - - General

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