Exploring the effects on students from converting on-campus classes to online due to the covid-19 pandemic

Purpose of the Study: This study explores the impact on students majoring in business courses from emergency conversion of on-campus classes to online due to the Covid-19 pandemic. The gap in the literature is addressed and explores the impact of class format conversion on student stress, emotions, enjoyment, satisfaction, and engagement. This study also explores which groups were impacted the most by the conversion. Method/Design and Sample: Using the Stimulus Organism Response Framework, an exploratory study was conducted with business students (n=179) from three southeastern universities in April 2020. Students completed a survey about perceptions of class when it was on campus and when converted to online. Paired sample t-tests were conducted to assess differences. Change variables were calculated using before and after conversion scores. ANOVA analyses were conducted on demographic variables and the calculated change variables. Results: The results are: (1) stress and negative emotions increased, (2) positive emotions, enjoyment with class, satisfaction with class decreased, (3) engagement with class, engagement with professor, engagement with university, engagement with college/department, and engagement with other students on campus decreased, and (4) extroverts and those who prefer on campus classes were impacted the most by the conversion to online. Value to Marketing Educators: Ten recommendations are provided for business professors and university administrators with the intent of reinventing how education builds value for the students as customers. Recommendations help increase engagement by incorporating sensitivity towards students, support students equitably, and increase student satisfaction with their learning environment. For marketing educators within business majors and programs, updating the ‘business of education’ with 21st century technology prepares students for the job market. We practice what we teach. © 2021, Marketing Management Association. All rights reserved.