Based on the popular television show the "Iron Chef," an innovative marketing activity called the "Iron Inventor" is introduced. Using the creative problem-solving approach and active learning techniques, the Iron Inventor facilitates student learning pertaining to the step-by-step processes of creating a new product and…

This paper provides a critical examination of the potential role of balance theory and student liking (affect) of instructors as tools for marketing professors in assisting student learning. The nature of balance theory and evidence of the learning impact of affect toward instructors are discussed. An empirical test of the theory is provided, and…

Much of the existing research in distance education has focused on contrasting the outcomes between traditional face-to-face teaching and purely online courses, in which the entire course content is delivered online. However, research has not examined the effectiveness of hybrid-online courses, in which a combination of online delivery and…

To understand how learners of respective types respond to marketing games, a joint space generated by canonical correlation analysis is used to recreate Kolb's learning style-type plot and locate business students as points within it according to their learning style types. Two hundred twenty-three undergraduate students played The Marketing Game!…

Jen Harrington is the owner and pastry chef of Sweet Conclusion, a bakery in Tampa, Florida. Most of Harrington's business comes from baking wedding cakes, but she has been attempting to attract customers to her retail bakery, where she sells cupcakes, pies, ice cream, and coffee. Nearly four years she opened Sweet Conclusion, the retail part of…

Social media usage has grown rapidly in recent years, as individuals have incorporated social networks such as Facebook into their daily activities and businesses have begun to use social tools to interact with consumers. Many social media tools, likewise, have applications relevant for marketing education. This study assesses the adoption of…

This paper introduces the Intercollegiate Ethics Bowl (IEB) as a means of promoting active learning in the realm of marketing ethics. The cases discussed in the competition are based on current ethical issues and require students to provide a coherent analysis of what are generally complex, ambiguous, and highly viewpoint dependent issues. The…

This paper describes a course development project designed to address the obligation of consumer goods companies to engage in socially responsible advertising and promotion. Course development was informed by stakeholder theory. Videotaped interviews with 46 stakeholder representatives were integrated into the course, providing students with an…

This study identifies the value undergraduate marketing students are placing on various aspects of a marketing internship and compares the relative importance that internship providers place on these same factors. Results were obtained by surveying 140 internship providers and 336 undergraduate marketing majors. Internship providers rated…