Optimal Class Length in Marketing Undergraduate Classes: An Examination of Preference, Instructor Evaluations, and Student Performance

Some believe that the longer the face to face classroom meeting time, the more effective the learning experience. Others point out disadvantages of lengthier classes (e.g., student attention problems). The authors assess which of three class formats (i.e., 1 hour/three times a week, 1 1/2 hours/twice a week, or 3 hours/one time a week) is optimal in terms of student (a) perspectives, (b) grades, and (c) evaluations of instructor performance. The authors observed that regardless of major, students prefer the twice a week class format, and marketing majors had the strongest preference for that format. All students believed the once a week format would result in lower levels of learning. Instructors teaching in the twice a week format received higher evaluations from students. And finally, there appears to be slightly better student grade performance in shorter classes, especially evident with marketing majors attending the twice a week format.