Time management is essential for strong strategic business planning and marketing campaigns. Having sufficient time to complete essential planning is important, as is the punctuality of meeting deadlines. Temporal Motivation Theory (TMT) explains the relationship between deciding to perform a task and expected incentives, consequences, and the cost of delay. We analyzed the time (in seconds) that business students submitted weekly quizzes before Saturday night deadlines (1,587 quiz submissions). Self-discipline was measured as a student's self-evaluation of their ability to start tasks promptly. We find that self-discipline, by itself, was associated with lower average quiz scores. However, self-discipline combined with greater punctuality was associated with higher quiz scores. High self-discipline associated with low emotional stability resulted in earlier average quiz submissions, which resulted in higher quiz scores than submitting work closer to deadlines. These results indicate using internal pressure like anxiety to initiate studying and completing schoolwork can lead to better academic performance. Based on TMT, students appear to use deadlines to reverse calculate the amount of time before a consequential deadline. This translates into a form of negative reinforcement (avoidance), as opposed to positive reinforcement for punctuality. Implications for business marketing students and academicians are discussed.