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Journal of Marketing Education
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Why Do Undergraduate Marketing Majors Select Marketing as a Business Major? Evidence from Australasia

Ravi Pappu

New England Business School, University of New England, Armidale 2351 NSW, Australia, rpappu{at}metz.une.edu.au

This research examines the reasons behind marketing majors’ decision to select marketing as a major, where students have the option to select more than one major toward their undergraduate degree. Results of surveys conducted at two universities, one in Australia and one in New Zealand, provide some new findings as well as extending findings from earlier studies. This research complements existing studies on the topic by providing empirical evidence from Australasia. The results also suggest that marketing is the most popular first-choice major for Australasian marketing majors.

Key Words: marketing major • marketing educators • business major • choice of major • and ranking of majors

Journal of Marketing Education, Vol. 26, No. 1, 31-41 (2004)
DOI: 10.1177/0273475303262349
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