Marketing Department Summer School Enrollment: An Analysis and Recommendations

ABSTRACT

For many universities and their faculty, summer school in an important segment of the university school year. Yet, in recent years, summer school enrollment declines have threatened the viability of summer school programs. This study examines factors that contribute to declines in summer school enrollment, causes that influence students to enroll in summer school, factors affecting course selection, and reasons for not attending summer school. Department Heads of AACSB accredited universities and marketing students were surveyed for this study. Results indicated that approximately 50% of departments report declines in summer school. Possible causes of enrollment declines are identified in the results. Students report that reducing the number of semesters required for graduation and reducing class loads during regular semesters were the two primary reasons for attending summer school. The findings suggest potential courses of action and recommendations which are discussed.