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This research explores the potential causes for student’s lack of interest in enrollment in marketing analytics courses. We reveal that a misconception of marketing as a “soft skills” major of study persists, which leads to biased assessment of the relevance and applicability of curriculum in regards to future career. As a result, students become less interested in quantitative courses. Furthermore, we identified self-efficacy view as a mitigating factor in the effect. We discuss potential intervention approaches to the challenges discovered.

I WAS TOLD THERE WOULD BE NO MATH: MARKETING STUDENTS’ MISCONCEPTIONS OF THE CAREER FIELD IMPEDE ENROLLMENT INTEREST IN QUANTITATIVE COURSES