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, 1½ 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. C lassroom educators seek to provide students with the most effective learning experience. One aspect of this challenge revolves around how long students and their instructors meet face to face in the classroom for a given learning session. According to Brookfield (2003), conventional educational wisdom is that increased face-to-face time is necessary for learners to develop intellectual rigor and analytical depth. Teachers are said to need sufficient time to model the analytical behaviors they wish to encourage in learners. Extended contact time and a teacher's skilled help are also believed to be necessary so that learners are able to uncover dimensions and applications of ideas that would remain hidden in online or independent study environments. (p. 73) Despite this view, students do not have an unlimited attention span or an unlimited ability to process information. Therefore, as continuous face-to-face classroom time increases, a point of diminishing returns to learning is reached. Furthermore, almost all universities must treat total classroom time for a given course as a fixed and limited resource. Traditionally, a three-credit, semester-based course includes approximately 3 hours of classroom instruction per week. Given this constraint, how should these 3 hours be distributed weekly to optimize learning and meet the scheduling preferences of students?The purpose of this article is to assess which class length meeting is optimal in terms of the outcomes of student (a) perspectives, (b) grades, and (c) evaluations of instructor performance. Class formats of interest are (a) 1 hour/three times a week (hereafter labeled short format), (b) 1½ hours/two times a week (hereafter labeled moderate format), and (c) 3 hours/once a week (hereafter labeled intensive format). This article also examines whether there are differences in the learning outcomes between marketing majors and other business majors.