Abstract
This paper presents the results of an exploratory study on why adult learners decide not to participate in college business programs. The primary objective was to better understand how administrators and marketing educators can attract and retain this important target market. Results indicate that lack of time and energy was the main barrier for these prospects. Child care responsibilities and limited course offerings were the second and third leading barriers.
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 The Academy of Marketing Science
About this paper
Cite this paper
Malhotra, N.K., Guarino, J.M., Sizoo, S.L. (2015). Attracting Quality Adult Learners to the Marketing Classroom. In: Wilson, E., Hair, Jr., J. (eds) Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13141-2_6
Download citation
DOI: https://doi.org/10.1007/978-3-319-13141-2_6
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13140-5
Online ISBN: 978-3-319-13141-2
eBook Packages: Business and EconomicsBusiness and Management (R0)