The aim of this study is to identify spontaneous associations with marketing among Generation Z students and compare them with traditional and modern definitions of marketing, in the context of the research problem, which is the discrepancy between the common perception of marketing and its modern orientations. The pilot study used the CAWI method and lexical core analysis in definitions spontaneously formulated by students, comparing the frequency of concepts related to traditional and modern concepts in groups of students with and without prior marketing education. The definitions were dominated by traditional associations related to products, promotion, and advertising, indicating that the common understanding of marketing among students is largely simplified and focused on the most recognizable activities, while modern concepts such as relationships, value, and sustainable development appeared sporadically. These associations are part of the more widely studied phenomenon of negative perceptions of marketing in society. The study is pilot in nature and does not provide statistical representativeness; however, it serves as an introduction to further intergenerational and international research. The results suggest a need to revise education programs, including an increased emphasis on the strategic, relational, and ethical aspects of marketing, balancing practical tools. The study provides new insights into the spontaneous associations of marketing among Generation Z and the impact of prior marketing education on these associations.