Gender Effects on the Major Selection Process—A Five-Year Study: Implications for Marketing Business Programs of Small Private Colleges to Women
Eric Kolhede
Journal of Marketing for Higher Education, 2001, vol. 11, issue 2, 39-60
Abstract:
The level of interest among women in choosing business as a program of study has contributed substantially to both the nationwide growth of business majors from 1970 to 1987 and the decline that followed. Should undergraduate business programs therefore adopt a gender-based marketing strategy in order to more effectively attract and retain students who demonstrate an interest in the study of business? This five-year study of undergraduates at a small western private college revealed similarities and differences between males and females in their expectations of a business program. These gender comparisons point to product development and promotional strategies business programs of small private colleges can employ for meeting female students' educational expectations.
Date: 2001
References: Add references at CitEc
Citations:
Downloads: (external link)
http://hdl.handle.net/10.1300/J050v11n02_03 (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:11:y:2001:i:2:p:39-60
Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20
DOI: 10.1300/J050v11n02_03
Access Statistics for this article
Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes
More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().