Marketing the Business Major to College-Bound High School Students

Abstract

The recent decline in business majors and the overall demographic decline in high school seniors may require more aggressive marketing programs for business majors and college students in general. High school seniors who had expressed an interest in business as a college major participated in an interactive, experiential program to better understand the business major while learning about a university and its teaching philosophy. Participant responses indicate an increase in intention to major in business and to apply to the university as a result of the program.