A Phenomenographic Approach for Exploring Conceptions of Learning Marketing among Undergraduate Students by Hung-Ming Lin, Han-Jen Niu
This paper describes ongoing research investigating students' conceptions of learning marketing. This empirical study was conducted using a phenomenographic approach to analyze data from individual semi structured interviews with twenty-four Taiwanese university students. The six categories of conceptions of learning marketing were identified, including learning marketing as 'memorizing,' 'testing,' 'applying,' 'gaining higher status,' 'understanding' and 'seeing in a new way.' In contrast with other learning domains, the results illustrate that 'applying' was conceptualized as the major feature of learning marketing for all interviewed students. Moreover, most of the students consider 'applying' and 'understanding' to be closely related when learning marketing.