| Title: | The Influencing Factors of Classroom Satisfaction in Marketing Courses at Zhejiang Institute of Economics and Trade |
| Author: | Zhang Siyu |
| Advisor: | Dr. Ma Yu |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.502-512) Click PDF |
Abstract
This study explored the influencing factors of classroom satisfaction in marketing courses and their theoretical foundations. It constructed a structural model of the influencing factors of marketing classroom satisfaction and validated the research hypotheses and the model.
Drawing on a substantial amount of relevant literature, this study systematically reviewed Total Quality Management (TQM) Theory, self-regulated learning theory, and research findings on classroom satisfaction. By sorting through these theories and research outcomes, a solid theoretical foundation was laid for the subsequent in-depth exploration of the influencing factors of marketing classroom satisfaction.
This study investigated the impact of four factors on marketing classroom satisfaction, including student expectations, perceived quality, perceived value, and self-regulated learning ability. A quantitative research method was employed in this study. A total of 375 questionnaires were distributed, with 366 valid responses, yielding a response rate of 97.6%. The findings reveal that all four factors have a significant influence on marketing classroom satisfaction. Based on the analysis, the following suggestions are put forward for schools: (1) Strengthen orientation education to build a reasonable cognitive framework and accurately grasp student expectations. (2) Optimize teaching design, innovate teaching methods, and stimulate students’ learning interests. (3) Expand practical platforms, enhance the added value of courses, and continuously improve course value. (4) Strengthen awareness guidance, impart learning methods, and improve the efficiency of self-regulated learning.
Keywords: Total Quality Management (TQM) Theory, self-regulated learning theory, classroom satisfaction, marketing courses
6717195034 Zhang Siyu, 2568 (2025). Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), The Influencing Factors of Classroom Satisfaction in Marketing Courses at Zhejiang Institute of Economics and Trade, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
