Management & Marketing no. 4/2010

LACK OF OPTIMISM AMONG MARKETING STUDENTS VS. OTHER STUDENTS

Gregory S. BLACK,
Metro State College of Denver Denver, Colorado 80217-3362

Angelica BAHL,
Metro State College of Denver Denver, Colorado 80217-3362

Abstract. For the first time in American history, the current generation of college-age students may be destined for diminished financial opportunities than their parents. However, they may not realize that and may continue to have expectations higher than reality. Marketing students appear to be the least optimistic about their futures than students with other majors. This study utilizes a sample of 334 undergraduate students enrolled in marketing classes to find that dependent variables in three categories – family influences, demographic influences, and academic influences – impact the three independent variables of the study – student degree aspirations, career aspirations, and expected starting salaries.

Keyword: academic performance, business education, family influence, future outlook, marketing majors.

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