Changes in college student composition and implications for marketing education: revisiting predictors of academic success

The composition of marketing students has changed in the last few years [J. Mark. Educ. 21(1999) 206; Mark. Educ. Rev. 9 (1999) 1]. Available literature seems to indicate that today's college-bound students are academically ill prepared [Telegram and Gazette. Entrance exam scores hit plateau: ACT student skills test results at same level for third year in a row (August 18) A3, 1999]. This study attempts to identify predictors of academic success and argues that marketing programs need to do a better job of preparing students for academic studies and a career in marketing if the discipline is to grow. Evidence from a sample of college students indicates that American College Testing Assessments (ACT) composite score, achievement striving, and feelings of inferiority significantly correlate with academic performance. Study findings and implications for marketing education are also discussed.