Deakin University
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Self-determination theory and needs satisfaction in marketing education : are we meeting the needs of students in large marketing classes?

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conference contribution
posted on 2004-01-01, 00:00 authored by Wayne Binney, Wendy Kennedy, J Hall
The aim of this study is to assess whether universities are meeting the needs of students in large marketing classes. In so doing the study investigates the application of self determination theory and psychological needs satisfaction. The basic needs scale, comprising of three constructs; Control, Competence and Caring was adapted and used to evaluate students’ perception of an introductory marketing subject. The study used a multi-method approach consisting of a literature review, a qualitative phase involving in-depth interviews with marketing teaching staff and focus groups with marketing students and a survey of students about introductory level marketing. An adapted version of the basic psychological needs scale was included in a questionnaire that was administered to a convenience sample of 366 students. MANOVA, ANOVA and descriptive statistics were used to analyse the data. The results show that the psychological needs satisfaction of many students are not being fully realised. It was also found that marketing degree students enjoyed the challenges and were more stimulated by the subject. The higher achieving students enjoyed the challenge of the subject more than the lower achieving students. As a result of this study, there are three suggestions for further research. Firstly, further study should compare subjects, with relatively small enrolments, to those with large enrolments to corroborate the value of this method of assessing student satisfaction. Secondly, the use of a larger sample across other universities would confirm whether these findings hold for other institutions. Finally, it is suggested that a structural model should be developed to extend this investigation of student satisfaction and the constructs used in the study.



Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)


1 - 9


School of Marketing and International Business, Victoria University of Wellington


Wellington, New Zealand

Place of publication

Wellington, N.Z.

Start date


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Reproduced with the kind permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Copyright notice

2004, ANZMAC


J Wiley, P Thirkell

Title of proceedings

ANZMAC 2004 : Marketing accountabilities and responsibilities : Proceedings of the 2004 Austrn and New Zealand Marketing Academy conference

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