Veterans are a growing student population in institutions of higher education in the U.S., and universities adopt a variety of marketing efforts to recruit them. With a focus on university marketing messages as a targeted and public way for universities to attract student veterans, the current study examines how student veterans are framed and…

Marketers and designers are likely to work together on innovation teams as they both have customer satisfaction as their end goals. Collaboration between these disciplines in innovation teams is often impaired due to the different thought-worlds that drive decision making: intuitive versus rational. To facilitate collaboration between design and…

The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is…

Marketing classes are often focused on the micro level, failing to account for wider societal issues. In this article, we argue for the inclusion of a wider macro-sustainability focus, one that "hacks" marketing education. With that objective in mind, we developed and delivered an introductory marketing course that integrated both the…

Observations from faculty who teach marketing indicate that a relatively small percentage of students have strong interest in quantitative analysis and many come into the marketing major out of the misperception that it is light on math. In reality, over 98% of marketing professionals use data during their decision-making processes, while 80% of…

Live cases, where students work directly with an outside organization to solve real-world problems, can be an immersive learning experience for marketing students. Current scholarship on live case usage in marketing is limited to small samples from a handful of live case devotees. This article draws from a large, international sample of 169…

The aim of this study is to examine how a particular object for consumption, professional development for teachers and principals, is marketed to schools, and what propositions and understandings are embedded in such offers. Adopting a conceptualization of marketing as a "perpetual questioning machine," the study deploys and develops a…

This paper explores the characteristics of mobile social media marketing adoption in the context of digital natives via an extended Mobile Technology Acceptance Model. Specifically, mobile usefulness and mobile ease of use were studied together with (1) networks relationship properties: homophily and tie-strength to understand their impacts on…

The growing societal and environmental challenges of the 21st century are ubiquitous. Thus, marketing educators are tasked with incorporating a sustainability approach into their curriculum, educating students on the synchronous pursuit of economic, environmental, and social goals. Drawing on a systematic analysis of sustainability…

As marketing continues to be transformed by technology and the explosion of big data, academic research has identified a significant need for analytics skills in marketing education. However, it is unclear whether current curriculum approaches to marketing analytics equip students with the skills employers need and prepare them effectively for…

Understanding how to support creative ideation is an important, yet, elusive, issue for marketing educators. To shed light, this study proposes ideation as a malleable state influenced by "outside-the-brain" resources. By examining venture concept ideation, this study captures the ideation-environment relationship using experience…

Addresses how linguistic choices are used for the construction of a view of marketing activity in marketing journals that corresponds to the expectations of a particular readership. Articles in three journals were analyzed with a grammatical model of sentence subjects. Results indicate separate discourses in conceptuality and concreteness in…

Digital marketing of unhealthy foods and beverages to children and adolescents is pervasive, highly effective, undermines healthy eating, and contributes to health inequities. Expanded use of electronic devices and remote learning during the COVID-19 pandemic has increased the urgency for policy interventions to limit digital food marketing in…

Recent calls to the academy challenge marketing educators to prepare new graduates for a complex, high-stakes marketing environment driven by technology. We explore the value of utilizing readily available marketing technology (martech) learning platforms as a means to stimulate preparedness for new careers or career advancement. Specifically, we…

Despite recognition of Entrepreneurial Marketing's (EM) growing global importance, Entrepreneurial Marketing Education (EME) is relatively under-researched. Applying the concept of autonomous motivation, this article proposes that EME might offer a more valuable learning experience for students and their future employers as compared with either…