Lectures remain a focus for most universities as a vehicle for teaching and learning. But with declining attendance rates, some question whether traditional lectures are still relevant to today’s university students. Characteristics of the student (e.g., increased student demand for flexibility stemming from a need to work and study), as well as the environment (e.g., new technologies) probably contribute to this trend. With lecture attendance dropping, universities need to work hard to understand contributing factors that they may address in order to deliver more value for students. This requires a deep understanding of student behaviour and effective marketing techniques to reverse the trend.
Prior research has examined what influences whether or not students attend lectures. Motivation, attitudes, perceptions of learning, as well as other internal factors (e.g., personal factors such as personality, lifestyle, involvement) and external influences (e.g., situational, social) have a role to play. The School of Advertising, Marketing and Public Relations needs to understand more about the modern marketing student and their behaviour in order to develop strategies to engage them and encourage attendance. If the School can identify key barriers, it can work to encourage increased lecture attendance for the units it delivers.
What can the School of Advertising, Marketing and Public Relations do to positively influence lecture attendance amongst marketing students?

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