ADDING VALUE TO THE ACADEMIC CONFERENCE EXPERIENCE FOR MARKETING DOCTORAL STUDENTS

Abstract

Purpose of the Study. This study ascertains how marketing doctoral students perceive attending annual academic conferences offered by marketing professional organizations. Method, Design, and Sample. A survey was made available via an AMA ELMAR post announcing its availability in May 2021. The number of doctoral students who completed the survey was 57. A second round of data collection took place in March 2023 resulting in an additional 71 completed surveys. Both instruments were designed to provide greater detail on perceived favorable, unfavorable, and missing academic conference features. Results. When it came to attending a conference in general, respondents indicated that hearing advancements in the discipline, informal conversation, and social enjoyment were most valuable. When it came to attending a particular conference, respondents indicated that networking opportunities, peer feedback, maintaining friendships, and social enjoyment were most valuable. Features that could enhance the academic conference experience for marketing doctoral students include a session on navigating the job market process, structured networking, presentations from industry representatives, and a scheduled social time for just doctoral students. Value to Marketing Educators. This study makes a valuable contribution to the literature by enhancing our understanding of the marketing doctoral student conference experience. Providing value for them to participate in academic marketing conferences can maintain attendance numbers as seasoned faculty retire from the profession. The focus on value to encourage doctoral student attendance can also grow the membership of the sponsoring professional organizations.