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…

E-Cigarette marketing may influence e-cigarette use among youth. This study examined reported exposure to and perceptions of e-cigarette marketing among youth between 2017 and 2019 across countries with varying e-cigarette marketing restrictions. Cross-sectional online surveys were conducted with 35 490 youth aged 16-19 from England, Canada and…

Higher education institutions are at a critical point with college recruitment, whereby social media marketing recruitment strategies are vital. Today's prospective traditional college student utilizes social media for both information and engagement. Understanding the relationship between social media influence and the college selection process…

Cause-Related Marketing (CRM), defined as profit motivated giving, is an effective strategy that can be used to demonstrate to students the "good side" of marketing. This paper outlines an experiential project that allowed students to gain a better understanding of marketing principles while also gaining an appreciation for corporate…

Influencers have emerged as influential figures in bridging the gap between brands and consumers, establishing this practice as a viable profession in advertising. Among the diverse spectrum of influencers, micro-influencers, characterized by their follower count of less than 100,000, excel in fostering engagement due to their perceived…

Purpose: While there has been a significant amount of work involving marketing education, it is unclear how faculty members can increase the engagement and achievement of non-subject specialists. Accordingly, guided by Bloom's Taxonomy, this current study examines the ways that academics can teach marketing to nonmarketing undergraduate majors,…

The advent of social media has changed the way the public perceives and reacts to higher education. Although higher education institutions have progressively adopted and integrated social media technologies into their marketing efforts, the efficacy of these initiatives has not been substantially measured. While in the past, higher education…

The development and enhancement of creative thinking capacities is essential to marketing students' success. But despite marketing students' need to enhance and evidence their creative capacity skill set for the careers of the future, there exist few available models for marketing educators to introduce creative thinking skill development. This…

Regional, private colleges that are heavily reliant on revenue from traditional, undergraduate students are facing mounting challenges in fulfilling their enrollment targets in an increasingly competitive educational landscape (Lederman, 2019). This scenario has placed a significant strain on the marketing function of these institutions, requiring…

Purpose: The purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine. Design/methodology/approach: In the article, the authors used the literature review…

The purpose of this article was to examine social marketing strategies Adult Education and Training (AET) centres in South Africa use during entrepreneurship training programmes. The sample was drawn from AET centres of the KwaZulu-Natal (KZN) province. The study used the qualitative approach (semi-structured interviews) to collect data from adult…

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…

This paper discusses the earliest collegiate academic programs that offered courses in marketing in the United States. These academic programs differed (1) in size based on the number of courses offered and (2) in name. The paper also discusses the founding of the American Marketing Association.

This paper reports the findings of a study that analyzed the marketing activities of a number of vocational schools in a municipality where these organizations were allowed to compete for students. The research employed a qualitative, exploratory and descriptive design. The data was collected through interviews with school leaders, regional…

Graduate student enrollment has become increasingly important for universities. At the same time, competition for graduate students has increased, and the way those students search for programs of study has changed dramatically in the digital era. How can your program adapt and reach its graduate enrollment goals? This benchmark survey report…