Marketing in the New Millenium: Revisiting Mission

  • Yvonne S. Smith


An extensive literature indicates that traditional and nontraditional students have different motivations for pursuing a college degree. The surprising finding of the study conducted by Andrews, Roller, and Baker was that the difference extends even to spiritual motivations. Non-traditional business students attending a Christian college did not appear to be motivated by the Christian environment, faculty, peers, content, or the leading of the Holy Spirit. At least three reasons for this immediately spring to mind:
• Non-traditional students are less mature Christians.
• Students experienced in business feel that Christianity is not relevant to their business education.
• The students in the sample did not perceive the college they were entering as Christian.
Dialogue III