Exploring Marketing Students’ Attitudes and Performance: A Comparison of Traditional and Intensive Delivery

Abstract

This study investigates how undergraduate marketing students perceived intensive delivery of subjects over summer school as compared to traditional semester delivery. The results suggest that students preferred the intensive mode but did not perceive there were substantial differences in learning. The results also indicate that students in the intensive mode found the subject more interesting and rated the subject higher overall as compared with the traditional mode. Individual assignment grades for students in the intensive mode were higher than those in the traditional mode, but group assignment grades, examination results and final grades were not statistically different between the two modes. Intensive modes of delivery may be a viable alternative to traditional semester long classes, although they do potentially have increased costs if adopted on a large scale.

Keywords::

• Intensive teaching
• summer school
• student evaluation of unit