This thesis examined the role of strategic marketing in organizational adaptation to a rapidly changing and competitive external environment among institutions of higher education. Colleges and universities adapt to external pressures as open systems operating within a broader external environment (Bess & Dee, 2008; Keller, 1983). How does…

Purpose: The purpose of this paper is to explore how marketing can be taught to students originating from non-marketing or non-business backgrounds (non-marketers), so that academics can engage such students in lectures and tutorials. Design/methodology/approach: The research design involved a qualitative methodology using data from two…

As marketing educators, we face a challenge to provide innovative and challenging learning environments that respond to student needs. The Integrated Core Program is an innovative approach to enhancing and improving upon undergraduate Principle of Marketing students' mastery of content along with further developing their critical thinking skills.…

Search marketing is the process of utilizing search engines to drive traffic to a Web site through both paid and unpaid efforts. One potential paid component of a search marketing strategy is the use of a pay-per-click (PPC) advertising campaign in which advertisers pay search engine hosts only when their advertisement is clicked. This paper…

This study investigates the extent to which educators address direct and interactive marketing concepts in undergraduate introductory marketing courses. As practitioners seek more accountability from their marketing efforts, so too must academia respond with more relevant content. Results from textbook content analysis suggest that direct and…

Physical education teachers can champion their profession through marketing the importance of physical activity to children and families in the communities they serve. Social marketing, a consumer-based approach to behavior change, is an excellent choice for physical education teachers who want to "sell" physical activity to their…

Perceived service quality in higher education and its antecedents have been one of the significant issues worldwide. Despite being studied over decades, service quality (SQ) remains a crucial area of research due to its dynamic and contextual nature, among other reasons. The main research objective is to uncover the dimensions constituting SQ from…

In this experiential learning activity, Telling the Tale, students use the power of story to translate a deeper knowledge of target markets into demonstrable practical competencies, such as buyer persona formulation and copywriting. The activity's overarching goal is to provide students with hands-on experience in which they hone their creative…

Product life cycle (PLC) stages and diagrams are briefly and dispassionately covered in the standard marketing textbook format with little attention to the social-psychological experiences of those actually participating. This qualitative study used process drama as a teaching tool and a research instrument to probe the PLC phenomenon in a…

This research set out to explore the attitudes of school, academic and public librarians towards marketing libraries. The main question that was examined is whether personality characteristics such as empowerment, extroversion and resistance to change influence librarians' attitudes towards the marketing of libraries. One hundred and fifty-six…

Effective education at the tertiary level is one of the key conditions for the development of modern economies; it also has a substantial impact on social development. Nowadays, higher education institutions all over the world are facing numerous challenges, some of them global (e.g. funding), others local (e.g. demographic trends). Universities…

Many (digital) learning materials are often based on a combination of text and pictures, whereby pictures often only serve a decorative (learning-irrelevant) function. Such decorative pictures were proven as detrimental for learning success. In contrast, research on retrieval cues (also known as "memory cues") showed that a…

A novel concept for an integrated marketing communications (IMC) semester project succeeded in meeting or exceeding course learning objectives while increasing social impact and community engagement. Partnering with a selected business and a synergistic community cause, student teams developed and implemented an IMC plan to motivate consumers to…

Marketing graduates are ultimately expected to perform in managerial roles, yet limited course work is devoted to leadership training for marketing management. In the capstone marketing course, group projects with partner organizations can serve as an opportunity for student leadership development. Marketing students working in groups on…

This paper will develop and explain a conceptual framework for the use of business industry marketing techniques within the higher educational spectrum. This framework will demonstrate how sound marketing management can help higher education increase its effectiveness and improve student interest, as well as encourage the development of managerial…