Every time shoppers make a purchase at a store or browse a Web site, customer behavior is tracked, analyzed, and perhaps shared with other businesses. Target Corporation is a leader in analyzing vast amounts of data to identify buying patterns, improve customer satisfaction, predict future trends, select promotional strategies, and increase…

Most students are concerned about grades and often have negative attitudes toward testing. Students perceive traditional instructor-written exams as irrelevant and autocratic, leading to lower trust in teaching and evaluation methods and decreased motivation to learn. This paper discusses a new approach, the student-written exam, which is a…

The marketing education literature emphasizes and documents the effectiveness of using the student-authored case (SAC) method as a means to develop managerial and critical thinking skills. However, most SACs are short lived, lack suggested case solutions, do not benefit from peer feedback, and present challenges in finding relevant company data.…