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Journal of Marketing Education
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Business Student Preferences: Exploring the Relative Importance of Web Management in Course Design

Steven A. Taylor

Illinois State University

Michael Humphreys

Illinois State University

Roger Singley

Illinois State University

Gary L. Hunter

Illinois State University

The following study investigates the relative importance of Web management practices in business curricular pedagogy from an undergraduate student perspective. Using conjoint methodology, the results suggest that students early in their program of studies tend to most value (more) tests in terms of course attributes, while students later in their program of studies tend to value Web management practices. Taken together, these results suggest that undergraduate course design can be effectively implemented, consistent with the marketing concept, based on a sensitivity to diverse student learning styles and needs.

Key Words: Web management • course design • course attributes: marketing pedagogy • course preferences

Journal of Marketing Education, Vol. 26, No. 1, 42-49 (2004)
DOI: 10.1177/0273475303262352
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