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For more than a decade, reform in vocational education has been a major topic in national reports calling for education change. A majority of these documents identify the teacher as the major change agent. The instrument used in this study is designed to assess attitudes of vocational education students regarding the vocational course in which they are enrolled. Responses from 354 secondary marketing education students are analysed using both descriptive and inferential statistics. The five core propositions of exemplary teaching developed by the National Board for Professional Teaching Standards provide a philosophical framework for further examination of study findings. Findings suggest that students are generally positive about their marketing course and form perceptions toward marketing courses based on three factors - personal relevance, educational value, and life skills.