Creating experiential learning opportunities that engage students, meet marketing curricula objectives, and fit the application in a traditional semester course is extremely challenging. This paper describes a role-playing simulation offered concurrently to the professional selling and sales management classes in which the selling students act as…

Expectations from the business world and business school accreditation bodies to create learning outcomes that enhance students' understanding of ethical concepts call for marketing educators to integrate ethics into their pedagogy. This paper summarizes a debate activity used in an undergraduate marketing communications course. Debates engage…

This paper describes the design, implementation, and evaluation of a marketing career speed networking event held during class time in two sections of the consumer behavior class. The event was coordinated through a partnering effort with marketing faculty and the college's Career Center. A total of 57 students participated in the event, providing…

The marketing department of a large business school introduced a new undergraduate course, marketing metrics and analysis. The main materials for this course consisted of a series of online spreadsheets with embedded text and practice problems, a 32-page online metrics primer that included assurance of learning questions and a sample examination…

Measures of survey reliability are commonly addressed in marketing courses. One statistic of reliability is "Cronbach's alpha." This paper presents an application of survey reliability as a reflexive application of multiple-choice exam validation. The application provides an interactive decision support system that incorporates survey item…

Thanks in part to groundbreaking work by companies such as Apple and IDEO, there has been growing interest in design as a way to improve the odds of new product success. This paper describes a user-centered design workshop developed for a new product marketing course. The workshop included exercises designed to explain and illustrate the…

Electronic reverse auctions are increasingly being used by firms to improve firm financial and operational performance. The described teaching innovation serves as a model for introducing electronic reverse auctions as a central element in a comprehensive negotiation exercise involving sales management and purchasing management students. Results…

Each term, instructors are dealt a hand when presented with a surprise buffet of personalities from which to form teams. We need to make the best of it. While the benefits of team projects in marketing classes are well documented, they are not without pitfalls. A primary issue with student teams relates to the method of team formation, which often…

The ineffectiveness of business ethics education has received attention from the popular press and the Association to Advance Collegiate Schools of Business after repeated ethics scandals. One possibility is that teaching ethics is different from other content areas because ethics is best learned when the student does not know it is being taught.…

Globalization has prompted businesses to adopt burgeoning technologies that support the efforts of distributed teams. This project unites students from geographically dispersed master's-level programs on two continents. Using videoconferencing, virtual workspace, telephone, and e-mail, MBA students at a U.S. university teamed with students from…

This paper presents the results of implementing an active learning activity in the principles of marketing course adapted from the television show "Family Feud". The objectives of the Marketing Feud game include increasing awareness of marketing misperceptions, clarifying marketing misunderstandings, encouraging class participation, and building…

As educators, we have two missions. First, we must serve our students--they are both our customer and our product. Second, we aim to provide the market in general with graduates with relevant skills and knowledge for jobs that have not even been created yet. Given that most students graduating and moving into the workplace are not necessarily…

This paper describes an experiential learning activity designed for a New England university freshmen course, BUS101-Marketing First-Year Experience (FYE). The purpose of the activity is to teach basic principles of marketing, develop a general perspective of business, and provide FYE activities that facilitate the college transition. The specific…

Over 99 percent of business schools use student evaluation of instruction to measure teaching and classroom performance. The resultant measures are utilized in judgments of merit pay, tenure, and promotion. In such an environment, an inspection of exceptions to their assumed validity is justified. This paper investigates one such issue that is…

Can marketing outputs--advertising, packaging, product design, and retail environments--be considered a form of art? This paper explores the potential for incorporating the theories and concepts of aesthetics in the marketing curriculum in order to facilitate students' capacity to interpret marketing outputs and develop effective practical…