ARTICLEAPRIL 2004JOU NAL OF MARKETING EDUCATION Why Do Undergraduate Marketing Majors Select Marketing as a Business Major? Evidence from Australasia

This research examines the reasons behind marketing majors ’ decision to select marketing as a major, where stu-dents have the option to select more than one major toward their undergraduate degree. Results of surveys conducted at two universities, one in Australia and one in New Zealand, provide some new findings as well as extending findings from earlier studies. This research complements existing studies on the topic by providing empirical evidence from Austral-asia. The results also suggest that marketing is the most popu-lar first-choice major for Australasian marketing majors