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UNDERGRADUATE MARKETING STUDENT RETENTION: THE ROLE OF PERSONAL VALUES.

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Title: UNDERGRADUATE MARKETING STUDENT RETENTION: THE ROLE OF PERSONAL VALUES.
Authors: Herjanto, Halimin1 (AUTHOR), Amin, Muslim2 (AUTHOR) Tengkumuslim@yahoo.com, Burke, Megan M3 (AUTHOR), Burke, Marcus J.4 (AUTHOR)
Source: Marketing Education Review. Winter2023, Vol. 33 Issue 4, p303-319. 17p.
Subject Terms: *School dropout prevention, *Undergraduates, *Universities & colleges, *Job security, Brand image, Marketing
Geographic Terms: United States
Abstract: Student retention is a critical issue for higher education institutions. This study investigates the motivation of marketing student retention in the United States. The study was conducted by exploring the underlying personal values that drive student retention through the means-end chain (MEC) laddering approach. A total of 55 usable student comments were gathered from two mid-sized (1 public, 1 private) institutions and analyzed using MEC. The findings show that marketing student retention was influenced by hedonism, power, achievement, and self-direction and, to a lesser extent, by the other-regarding value of benevolence. In addition, the hierarchical value map shows the importance of the industry category-building marketing courses to emphasize the industry and marketing environment. It must be recognized, however, that the strength of the industry category depends on how universities maintain their brand image and that image's congruency with students' personal values. Finally, the study results revealed that marketing course factors (e.g., course content and course excitement) and job security are fundamental attributes that enhance student retention. [ABSTRACT FROM AUTHOR]
Copyright of Marketing Education Review is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Education Research Complete
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  Data: *<searchLink fieldCode="DE" term="%22School+dropout+prevention%22">School dropout prevention</searchLink><br />*<searchLink fieldCode="DE" term="%22Undergraduates%22">Undergraduates</searchLink><br />*<searchLink fieldCode="DE" term="%22Universities+%26+colleges%22">Universities & colleges</searchLink><br />*<searchLink fieldCode="DE" term="%22Job+security%22">Job security</searchLink><br /><searchLink fieldCode="DE" term="%22Brand+image%22">Brand image</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink>
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  Data: Student retention is a critical issue for higher education institutions. This study investigates the motivation of marketing student retention in the United States. The study was conducted by exploring the underlying personal values that drive student retention through the means-end chain (MEC) laddering approach. A total of 55 usable student comments were gathered from two mid-sized (1 public, 1 private) institutions and analyzed using MEC. The findings show that marketing student retention was influenced by hedonism, power, achievement, and self-direction and, to a lesser extent, by the other-regarding value of benevolence. In addition, the hierarchical value map shows the importance of the industry category-building marketing courses to emphasize the industry and marketing environment. It must be recognized, however, that the strength of the industry category depends on how universities maintain their brand image and that image's congruency with students' personal values. Finally, the study results revealed that marketing course factors (e.g., course content and course excitement) and job security are fundamental attributes that enhance student retention. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Marketing Education Review is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1080/10528008.2022.2159438
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        Text: English
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      – SubjectFull: Universities & colleges
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      – SubjectFull: Job security
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      – SubjectFull: Brand image
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      – SubjectFull: Marketing
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              Text: Winter2023
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