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Magnotta, Sarah; Thomas, Veronica L.; Steffes, Erin; Chang, Hua; Vinuales, Gema – Marketing Education Review, 2021
A challenge for Principles of Marketing instructors is introducing new topics to majors and non-majors alike in a way that piques interest and increases student engagement across the breadth of topics. To help instructors overcome this challenge, we provide marketing "hooks," or short in-class exercises, that can be implemented to…
Descriptors: Marketing, Teaching Methods, Student Interests, Undergraduate Students
Vinuales, Gema; Magnotta, Sarah R.; Steffes, Erin; Kulkarni, Gauri – Marketing Education Review, 2019
An innovative segmentation, targeting, and positioning (STP) activity is described and evaluated using two learning outcomes: student perception of learning and actual student learning. The results indicate that the activity is effective in generating classroom engagement in a principles of marketing course with a diverse student population.…
Descriptors: Student Attitudes, Academic Achievement, Outcomes of Education, Learner Engagement
Thomas, Veronica L.; Magnotta, Sarah R.; Chang, Hua; Steffes, Erin – Marketing Education Review, 2018
Instructors are faced with the challenge of teaching a significant amount of material covering a wide variety of topics in a Principles of Marketing course. In order to present the critical consumer decision-making process concept in a meaningful way while remaining mindful of time constraints, we propose a semi-structured classroom activity that…
Descriptors: Role Playing, Decision Making, Experiential Learning, Class Activities