This paper describes ongoing research investigating students'' conceptions of learning\nmarketing. This empirical study was conducted using a phenomenographic approach to analyze data from individual semi structured interviews with twenty-four Taiwanese\nuniversity 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.
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