Do Business Communication Courses Improve Student Performance in Introductory Marketing?

Abstract

In this study, the authors investigated whether completion of a business communications course improved student performance in an introductory marketing management course. Regression analysis indicated that students who completed the communications course received higher grades than the otherwise comparable students. In addition, marketing majors and students with high college grade point averages (GPAs) earned better grades in the marketing course. After controlling for college GPA, the authors found that log-linear analysis supported the regression findings by showing a partial association between the grades in marketing and completion of the communications course.