Abstract
An exploratory study has been made on an attempt to meet students’ a priori expectations in an introductory marketing course. Student expectations and preferences were incorporated into course emphasis and conduct. Preliminary findings suggest that if expectations are met, both student satisfaction and performance may be improved.
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Wilson, T.L. (2015). Reflections on Students’ A Priori Expectations of an Introductory Marketing Course and its Development. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_38
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DOI: https://doi.org/10.1007/978-3-319-17046-6_38
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17045-9
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