Varför internationell marknadsföring : En studie om internationella marknadsföringsstudenters motivationer bakom deras programval 

Sammanfattning: Abstract   Date:                           2020/06/02   Level:                          Bachelor thesis in Business Administration, 15 cr   Institution:                  School of Business, Society and Engineering, Mälardalen University Authors:                      D’alessandro Maximillian            &       Mills Dominic                            (1995/02/11)                                                    (1998/09/26)   Title:                            Why international marketing? - A study on the underlying motivational factors behind international marketing students choice of higher education   Tutor:                          Andreas Pajuvirta   Keywords:                   Motivation, students, consumer behaviour, hedonism, utilitarism, intrinsic motivation, extrinsic motivation   Research question:      Which motivational factors affect students when choosing the international marketing programmes in Sweden?   Purpose:                     The aim of this study is to contribute to a greater understanding of the existing, limited research regarding the motivational factors behind international marketing students choice of course. Furthermore, the study aims to create a holistic view of what motivational factors affect international marketing students when choosing their course.   Method:                       The study commenced with a quantitative approach, where a survey-study was employed in order to create a holistic view of the respondent’s motivations behind their academic choice. In order to delve further into these motivational factors, a qualitative focus-group was also used. The study’s collected data has been coded, grouped, and analysed with the study’s theoretical framework in mind. Furthermore, the study’s research question and purpose have been used as the outline for the closing chapters.   Conclusion:                 This study has shown that international marketing students employ a utilitarian manner of thinking, where they prioritise future possibilities and the end-goal when choosing higher educational courses. This utilitarian way of thinking is founded on an intrinsic motivation which is connected to their inherent interest for marketing.