Document Type

Conference Proceeding

Conference Track

Marketing Education/ The Dynamic Business School

Publication Date



A sample of 304 American marketing students from four regionally diverse universities provided insight regarding their attitudes towards online education. Positives included scheduling flexibility, opportunities to take more classes offered by their own and by other universities, and the elimination of time and cost constraints. Most disconcerting was the absence of studentteacher interaction. Traditional and hybrid offerings were generally deemed to be superior to those courses using the “delivered entirely online (DEO)” format. Students need to be made more aware of the advantages of online education from both an educational and a temporal perspective. A meaningful segment is comprised of those students who have yet to take an online course and tend to exhibit more reluctance towards online education. Another constituency that needs to be targeted so as to change the existing negative perceptions is the employers who look to higher education institutions for students with the skills needed to help their organizations achieve their own goals. Another key group comprises prospective faculty, many of whom have yet to fully embrace this evolving paradigm germane to the delivery of the educational product.

About the Authors

Sam Fullerton received his PhD in marketing from Michigan State University. He is a professor of marketing at Eastern Michigan University. He has also served as a visiting professor at the University of Michigan, Waikato University (NZ), the University of Southern Queensland (Australia), Queensland University of Technology (Australia), and the Potchefstroome Business School at North-West University (South Africa) where he was awarded the title of Extraordinary Professor. His research focuses on ethics, sports marketing, and marketing education. In recent years, his research has appeared in Sport Marketing Quarterly, the Journal of Applied Marketing Theory, the Journal of Services Marketing, the American Journal of Business Education, and the South African Journal of Business and Economic Sciences. He has also authored books on Sports Marketing, Personal Selling, and Marketing Research.

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