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…

This article examines why and how transformative consumer research (TCR) can become a relevant perspective in doctoral programs. The article draws selectively from studies published in consumer behavior, marketing, and marketing education that theoretically or empirically address this topic. It discusses the meaning and background of TCR together…

Teaching sustainable marketing practices requires that curricula advocate a "triple bottom line" approach to personal and marketing decision making, emphasizing requirements for a sustainable lifestyle, company, economy, and society. These requirements include environmental/ecological stewardship (maintenance and renewal of "natural capital"),…

Building from research on learning in workplace project teams, the authors work forward from the idea that the principal condition enabling integration learning in student team projects is project complexity. Recognizing the challenges of developing and running complex student projects, the authors extend theory to propose that the experience of…

Some believe that the longer the face to face classroom meeting time, the more effective the learning experience. Others point out disadvantages of lengthier classes (e.g., student attention problems). The authors assess which of three class formats (i.e., 1 hour/three times a week, 1 1/2 hours/twice a week, or 3 hours/one time a week) is optimal…

One thing that higher education has in common with other service providers is that service failures occur. There are times when students are negatively impacted by mistakes made in the classroom. An extensive body of literature has developed in the area of services marketing about what to do when such service failures occur. The current study…

Professional student organizations offer members a wide range of learning opportunities for applied marketing experiences. Little research exists in the marketing education literature on the role student organizations play in preparing their members for life beyond school. Understanding what students seek as members of such organizations and how…

A primary purpose of marketing education is to prepare students to perform throughout their careers, and performance largely relies on transferability of knowledge. It has been demonstrated that training in metacognition, along with emphasis on transfer, does lead to increased probability that knowledge will be transferred into environments…

Could marketing coursework be part of the general education requirements for all college students? This article describes the ways in which the professional school marketing curriculum model (Schibrowsky, Peltier, & Boyt, 2002) can complement and enhance liberal arts education outcomes. First, the general relationship between liberal arts…

This article looks at the methodological problems created by incorrectly using between-class data when looking at effects generated by individual students. The grade/evaluation association found in the student evaluation of teaching was used as a case example. A theoretical framework to understand the contributions to the relationship by both…

Marketing educators bear some responsibility for teaching ethics and legal issues to their students. Visits to white-collar criminals in a federal prison camp are one method of achieving this task. This article develops and empirically assesses ten objectives for such a visit by MBA and undergraduate marketing classes. Undergraduates rated the…

This article identifies the curiosity in marketing thinking and offers ways to teach for marketing thinking through an environment that fosters students' curiosity. The significance of curiosity in its relationship with thinking is that when curiosity is absent, so is thinking. Challenges are discussed in recognizing the fragility of curiosity…

Educators and marketing professionals agree that course-work must address interpersonal communication skills and ethical decision making in addition to traditional business functions and skills. This article describes an innovative approach to teaching the professional selling course in which students enhance their competency in these areas…

Large universities are increasingly offering marketing courses in classes of 300 or more students. Without access to the usual verbal and nonverbal cues, instructors in these megaclasses are disadvantaged in terms of their ability to respond to learners' needs. As a result, marketing instructors have supplemented course infrastructure with…

This article presents one educator's philosophic answer to the question "Why am I teaching?" During the course of this article, principles of servant teachership are presented. In addition, some teaching approaches used by the author are presented.