While the marketing education literature has contributed to our understanding of the skills that are important for successful employability, there has been limited effort to study both technical and non-technical skills together and second, their relative importance. This study addresses these gaps by conducting a Delphi study with a panel…

Describes the Questia subscription-based online academic digital books library. Highlights include weaknesses of the collection; what college students want from a library; importance of marketing; competition for traditional academic libraries that may help improve library services; and the ability of Questia to overcome barriers and…

Background: The development and promotion of educational games are still outpacing knowledge of these games' effects, raising calls for evidence of benefits and challenges. Studies suggest that students and teachers like games, but the payoff of the investment in terms of increased motivation and achievement remains unclear. Objectives: This study…

Extant research has emphasized the importance of information to help families of English learner-identified children to navigate school choice structures, and raised critical questions about the information that is made available through school marketing. At a time of increasing tension around school choice and the rapid expansion of certain forms…

Developing professionalism skills in the classroom is vital to the business college experience as educators strive to ensure preparedness and success of their graduates. Marketers especially need enhanced professionalism training, as their careers involve interactions with many constituents. In this paper, the authors develop a semester-long…

Discusses how much of the criticism toward the use of marketing theory in strategic planning for higher education is predicated on the idea that students are unqualified to evaluate the complex and long-term nuances of educational services. A survey of 157 high school seniors finds that students ranked academically related attributes higher in…

An adventure educator describes his process of "waking up" to awareness of the role of ethics in professional practice. Four critical incidents in this process involved the obligation to protect clients from undue harm, responsibility to continually assess one's professional competence, duty to share information with peers, and…

Questionnaires were mailed to 261 agencies involved in public relations and publicity services, 56 agencies involved in advertising, and public relations directors of 183 corporations and other nonagency organizations in order to determine the knowledge and skill areas important to agency and organizational public relations employers. In an effort…

Soft skills (active listening, attention to detail, avoiding technology-based distractions, etc.) are a growing need in today's workforce. Yet, finding the time, methods, and space within marketing classes can be a challenge. Faced with the task of teaching students not only how to function in their daily roles once in the workforce, the authors…

This paper seeks to determine the value of field trips that help establish macromarketing and sustainability scholarship in mainstream business/marketing education. It explores the experiences of postgraduate marketing and business strategy students undertaking a field trip to the "World's Greenest Football Club," Forest Green Rovers. It…

The need to improve the professional skills of those with marketing degrees has spurred surveys of current students, alumni, practitioners, and faculty about the importance of various professional skills; however, previous surveys of marketing faculty have focused only on computer skills. To address this limitation, the goals of this study were…

Challenges related to marketplace diversity present an opportunity to prepare students to successfully engage with diversity through innovative curricular approaches. The present research develops a semester-long course project designed to enhance students' awareness and understanding of diversity and inclusion issues from a social justice…

Describes a study which sought to establish outcome standards very important for secondary marketing education. Business people, former students, and marketing educators were asked to judge the standards identified from the literature in terms of importance to secondary marketing education. (CT)

Prior research has demonstrated the importance of forecasting to creative problem-solving performance. Less is known about how case analysis and outcome valence impact forecasting performance. In this study, 266 participants were asked to assume the role of a Marketing Director of a clothing company and develop a marketing campaign for entering a…

The global market's economic growth has been boosted by the size of the sports industry, which now has a budget in the billions of dollars. Sports marketing has emerged as a result of this growth in the sports industry. Sports marketing has emerged as the most important feature of sports companies, having grown in importance as a scientific…