Should I Take It or Should I Not? Exploration of Students’ Course Choice as a Product
This study aims to explore the components of students’ course selection process and overlooking these components from marketing perspective. Three focus groups were administered. Data revealed that the focus groups participants’ responses are congregated in two main categories: (1) WOM related evalu...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2011-03-01
|
| Series: | International Review of Management and Marketing |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/pub/irmm/issue/32066/354969?publisher=http-www-cag-edu-tr-ilhan-ozturk |
| _version_ | 1797922138507706368 |
|---|---|
| author | Goknil N. Kocak N. Serdar Sever |
| author_facet | Goknil N. Kocak N. Serdar Sever |
| author_sort | Goknil N. Kocak |
| collection | DOAJ |
| description | This study aims to explore the components of students’ course selection process and overlooking these components from marketing perspective. Three focus groups were administered. Data revealed that the focus groups participants’ responses are congregated in two main categories: (1) WOM related evaluations. (2) Official concerns based evaluations. The WOM related evaluations were emerged as follows; (1.1) instructors’ in-class performance, (1.2) the degree of attractiveness of course-related virtual environment, (1.3) the toughness of course assignments and their grading policies. Official concerns based evaluations were surfaced as follows; (2.1) level of academic and practical experience of instructors (2.2) the use of computer-enhanced learning technologies. Like consumer purchase decision process it is observed that, students too seek reliable information and gather information mainly from senior students in the form of WOM activities; and courses and instructors’ performance factors which are counterparts of product and services in academia are evaluated based on information in WOM activities. |
| first_indexed | 2024-04-10T14:26:33Z |
| format | Article |
| id | doaj.art-bf45cbc03d604c78b733eb1d409c6800 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T14:26:33Z |
| publishDate | 2011-03-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-bf45cbc03d604c78b733eb1d409c68002023-02-15T16:09:02ZengEconJournalsInternational Review of Management and Marketing2146-44052011-03-0111171032Should I Take It or Should I Not? Exploration of Students’ Course Choice as a ProductGoknil N. KocakN. Serdar SeverThis study aims to explore the components of students’ course selection process and overlooking these components from marketing perspective. Three focus groups were administered. Data revealed that the focus groups participants’ responses are congregated in two main categories: (1) WOM related evaluations. (2) Official concerns based evaluations. The WOM related evaluations were emerged as follows; (1.1) instructors’ in-class performance, (1.2) the degree of attractiveness of course-related virtual environment, (1.3) the toughness of course assignments and their grading policies. Official concerns based evaluations were surfaced as follows; (2.1) level of academic and practical experience of instructors (2.2) the use of computer-enhanced learning technologies. Like consumer purchase decision process it is observed that, students too seek reliable information and gather information mainly from senior students in the form of WOM activities; and courses and instructors’ performance factors which are counterparts of product and services in academia are evaluated based on information in WOM activities.https://dergipark.org.tr/tr/pub/irmm/issue/32066/354969?publisher=http-www-cag-edu-tr-ilhan-ozturkproduct choice wom students focus group exploration virtual environment |
| spellingShingle | Goknil N. Kocak N. Serdar Sever Should I Take It or Should I Not? Exploration of Students’ Course Choice as a Product International Review of Management and Marketing product choice wom students focus group exploration virtual environment |
| title | Should I Take It or Should I Not?
Exploration of Students’ Course Choice as a Product |
| title_full | Should I Take It or Should I Not?
Exploration of Students’ Course Choice as a Product |
| title_fullStr | Should I Take It or Should I Not?
Exploration of Students’ Course Choice as a Product |
| title_full_unstemmed | Should I Take It or Should I Not?
Exploration of Students’ Course Choice as a Product |
| title_short | Should I Take It or Should I Not?
Exploration of Students’ Course Choice as a Product |
| title_sort | should i take it or should i not exploration of students course choice as a product |
| topic | product choice wom students focus group exploration virtual environment |
| url | https://dergipark.org.tr/tr/pub/irmm/issue/32066/354969?publisher=http-www-cag-edu-tr-ilhan-ozturk |
| work_keys_str_mv | AT goknilnkocak shoulditakeitorshouldinotexplorationofstudentscoursechoiceasaproduct AT nserdarsever shoulditakeitorshouldinotexplorationofstudentscoursechoiceasaproduct |