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…

This paper describes the process used and experiences gained in developing a social media and marketing course. As the first known paper on this topic appearing in the marketing education literature, the paper provides educators with a framework for developing similar courses. The course was developed using a sound instructional design model, the…

Reflective learning has long been studied in many disciplines. A primary way that reflective learning has been taught is through journaling. With the advent of e-learning, journaling has moved to the Web in the form of blogs. The current paper reviews the current state of journaling and blogging research with specific recommendations for marketing…

The Eco-Sculpture Assignment demonstrates that art may be used as a conduit to scaffold metacognition in marketing courses. Theoretical underpinnings are drawn from the literature on pedagogy used in general, marketing, and art education contexts. The assignment is described in detail, followed by examples of learner response that illustrate…

This paper documents a teaching innovation addressing the challenges of embedding and assessing reflective practice in work-integrated learning, specifically marketing internships. We identify four issues relating to this problem: lack of knowledge or skill for reflection, limitations of physical journals, facilitation of different forms of…

The recent global economic crisis has created a hypercompetitive job market in which students have struggled to attain positions in fields related to their disciplines. In an effort to provide students with tools to achieve career success, this paper outlines the elements for "Developing POP! A Professional Online Presence." This…

Geographic Information Systems (GIS) offer geospatial analytical tools with great potential for applications in marketing decision making. However, for various reasons, the rate of adoption of these tools in academic marketing programs has lagged behind that of marketing practitioners. RacerGISOnline is an innovative approach to integrating these…

Schools of business are increasingly focused on efforts aimed at measuring, documenting, and improving student learning. E-portfolios have been introduced by a number of schools for purposes of assessment to meet the mandates of the Association to Advance Collegiate Schools of Business or similar accreditation agencies. E-portfolio, including a…

Globalization is the most influential trend of the early twenty-first century. However, many students have had limited direct contact with cultures other than their own. The following teaching innovation targets such students to give them an experiential learning opportunity about the process of acculturation for expatriates. This is accomplished…

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…

Is there a commercially viable market in the United States for movies made for Mormons? David "Dutch" Richards, a graduate of Brigham Young University's School of Film, thinks there is. He believes that in the Western United States, especially in Utah and the Intermountain West, there are enough Mormons who would pay to watch a film…

Despite an increase in ad spending and demand for employees with expertise in search engine optimization (SEO), methods for teaching this important marketing strategy have received little coverage in the literature. Using Bloom's cognitive goals hierarchy as a framework, this experiential assignment provides a process for educators who may be…

Knowledge of how to effectively monitor social media is an increasingly valued marketing research skill. This study tests an approach for adding social media content to an undergraduate marketing research class team project. The revised project maintains the expected objectives and parameters of a traditional research project, while integrating…

Achieving student learning outcomes in a "gamelike" environment allows students to connect real-world activities to marketing and business concepts presented in a relevant and authentic manner. The innovative game, Barracuda Cove Investment Game, can be incorporated into any marketing-related course that would require a marketing or…

Curriculum-Faculty-Reinforcement (CFR) alignment is an alignment between fundamental marketing concepts that are integral to the mastery of knowledge expected of our marketing graduates, their perceived importance by the faculty, and their level of reinforcement throughout core marketing courses required to obtain a marketing degree. This research…