Predictors of Student Academic Performance in the Introductory Marketing Course

Student characteristics may affect academic performance, but little research exists on the determinants of student performance in undergraduate marketing courses. For a variety of reasons, this is an important issue to students, educators, administrators, and other constituents of institutions of higher education. Using OLS regression analysis on a sample of 349 undergraduate students of marketing in a public university, the model explains about 40% of a typical student's grade, and the results of this study show that a student's grade point average, academic origin, and employment commitments may be good predictors of student performance in this course.