Experiential satisfaction with a wholly online marketing unit

This study examines the relationship between students’ satisfaction with a core undergraduate marketing unit, preference for online or face-to-face mode of teaching delivery and intent to major in marketing. The core undergraduate marketing unit was offered only in a wholly online mode, although many of the students had experienced traditional face-to-face classes in previous units. The sample was 112 undergraduate students. Findings indicated students’ preference for face-to-face mode of teaching delivery did not affect satisfaction with the marketing unit, but there was a significant relationship between unit satisfaction and students preference for online mode of teaching delivery. Mode of teaching delivery preferences suggested neither the online or face-to-face mode affected students’ choice in majoring in the marketing discipline, however, there was a significant relationship between student satisfaction and intent to major in marketing.