A substantial body of empirical research outside of the marketing education literature indicates that students adopt surface, deep, or strategic learning approaches based on their learning environment, among other factors. Using the Revised Approaches to Studying Inventory and the Course Experience Questionnaire, this exploratory research examines upper-level marketing majors’ learning approaches, their perceptions of the overall academic quality of their program of study, and the relationships between those two sets of indicators. Findings from 345 senior-level marketing students indicate the heaviest use of the strategic approach, followed by the deep approach, and then the surface approach. Results also suggest that strategic and deep learning approaches are associated with higher perceptions of the quality of the academic program. Surface learning is the least preferred approach and negatively associated with the perception of academic program quality and satisfaction with academic achievement. Recommendations are offered for reaching strategic learners.

市场营销教育文献之外的大量实证研究表明，学生采用表面，深度或战略性方法基于学习环境等因素的学习方法。这项探索性研究使用修订后的库存研究方法和课程经验调查表，研究了高级市场营销专业学生的学习方法，他们对学习计划的整体学术质量的看法以及这两组指标之间的关系。345名高级市场营销学生的调查结果表明，策略方法的使用量最大，其次是深度方法，然后是表面方法。结果还表明，战略和深度学习方法与对学术课程质量的更高认知有关。表面学习是最不受欢迎的方法，并且与对学术课程质量的认知和对学术成就的满意度负相关。提供了一些建议，以吸引战略学习者。