GEN Z's Conception of Marketing

Purpose of the Study: This study provides current information on how marketing is understood by Generation Z undergraduate students. It also identifies if business majors differ in those perceptions relative to non-business majors and if there are significant differences across different business majors in their perceptions regarding marketing. Method/Design and Sample: Generation Z undergraduate students (n = 1,027) registered for principles of marketing courses provided their personal definitions of marketing as well as a discussion of their provided definitions. Content analysis was used to classify the discrete references contained within each definition and associated clarifying statements. Intra- and inter-rater reliability was demonstrated. Results: A total of 10,248 discrete units were placed into 14 categories. The total number of categories noted by each respondent ranged from 1 to 12 (mean = 7.24, SD = 1.91). The average number of categories discussed in the initial definition (mean = 3.67, SD = 1.56) was substantially fewer than those provided by respondents when discussing their definitions (mean = 6.30, SD = 2.07). There were few statistically significant differences identified across the initial definitions, discussions, or total count categories based on business major or if the respondent was a non-business major. Value to Marketing Educators: This is the first study we are aware of that identifies what the term marketing signifies to Generation Z undergraduate students. Understanding Generation Z perceptions about marketing can aid professors in developing curriculum and reshaping course content to tackle mistaken beliefs while strengthening relevant perspectives.