This article introduces a simulation, Marketplace Live, and compares students' simulation performance with their course performance. The sample is drawn from 13 sections of the author's Marketing Concepts (Principles of Marketing) course. The results support the idea that marketing simulations do contribute to learning marketing concepts. Evidence…

This exploratory study looks at the relative impact of student soft and hard skills on entry-level marketing job interview success. Marketing professionals with hiring experience conducted pre-course and post-course structured interviews with students in a Principles of Marketing course using behaviorally anchored rating scales to tap soft and…

Cause-Related Marketing (CRM), defined as profit motivated giving, is an effective strategy that can be used to demonstrate to students the "good side" of marketing. This paper outlines an experiential project that allowed students to gain a better understanding of marketing principles while also gaining an appreciation for corporate…

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.…

Given the applied nature of business disciplines, simulations are useful in helping students bridge theory learned in the classroom and practical skills needed to succeed in industry. Much of the learning that occurs in simulations comes from working in teams as students work together to solve problems and defend their ideas. Thus, while marketing…

Because of the ever-increasing demand by faculty for realistic, experiential-learning exercises easily incorporated into the marketing curriculum, this article offers a new exercise that is based on Parlin's early work in marketing research with Campbell's soup: garbology. Garbology is an entertaining, experiential learning activity that serves as…

Today's marketing students face an increasingly turbulent job-search environment as companies assess and modify their hiring needs and practices. As marketing educators, we can help our students better position themselves in the market by helping them identify their individual strengths (and weaknesses) and articulate their professional goals. To…

Previous research supports the idea that the success of hybrid or online delivery modes is more a function of course design than delivery media. This article describes a case study of a hybrid Principles of Marketing course that implemented a comprehensive redesign based on design principles espoused by the Quality Matters Program, a center for…

This paper presents a pedagogical innovation used in a marketing principles course that requires students to apply for scholarships throughout the semester as an active-learning technique that aids knowledge transfer of key marketing concepts (e.g., STP). Previous research has revealed that when students identify their personality strengths and…

Marketing principles and consumerism are evident in higher education with universities central to the development of fit for purpose graduates. Students are increasingly viewed as consumers of university products and expected to manage self-hood and to promote themselves to the marketplace. This article is drawn from research in an ongoing larger…

Engaging students in a principles of marketing course can prove challenging but also provides instructors with an opportunity to link course concepts using a real-world orientation. This paper describes the use of a personal brand statement assignment as a way to integrate the key marketing concepts of branding and brand positioning into a broader…

Purpose: This study aims to determine preference and concerns regarding tap vs bottled water and recommendations to increase tap water use in a US Midwest university. The authors propose interventions to increase tap water use based on survey results. Design/methodology/approach: The authors conducted an online survey of the community of a…

To prepare students for the rapidly evolving field of digital marketing, which requires more and more technical skills every year, a social media practicum creates a learning environment in which students can apply marketing principles and become ready for collaborative work in social media marketing and analytics. Using student newspapers as…

Despite demand for new graduates seeking a sales position, student reticence toward pursuing a sales career remains. While all students will not choose a sales career, diminishing the existence of sales-related misconceptions among the student population should establish sales as a viable career path for a larger number of students. We test six…

Action Research is an applied scholarly paradigm resulting in action for continuous improvement in our teaching and learning techniques offering faculty immediate classroom payback and providing documentation of meeting our educational responsibilities as required by AACSB standards. This article reviews the iterative action research process of…