An Application Regarding the Perceptions and Attitudes on the Occupation and Education of Marketing Including the Students of Business Enterprise in Turkey

Abstract

Many factors affecting the consumers' preferences such as the variety of products, population, and the level of income have raised the focus on the consumers and affected the importance of occupation of marketing and its efficiency directly for companies. The importance of qualified human resource has been major in marketing during the rivalry. It is a critical issue that not only educational content and methods should be improved but also the students should be aware of educational areas. The aim of this study is to analyze the attitudes and perceptions of the business enterprise students taking 'Marketing' course in a Vocational College and the Faculty of Economics and Administrative Science regarding marketing discipline, the course of 'Marketing' and the occupation of 'Marketing'. Moreover, in order to analyze the problem, focus groups method has been employed so that the advantages of both observation techniques and in depth interview techniques can be used for an interpretative approach in addition to questionnaires.