This study examined challenges of employing university culture as a mechanism to increase commitment to the internationalization strategy among university internal stakeholders. Data were collected from a sample of 235 students, faculty, and staff from a top-ranked university in Russia. The study showed a misalignment between internal marketing…

This research focuses on exploring the effects of game-based learning (GBL) and self-regulated learning (SRL) on promoting students' learning and the interactions between teachers, students and peers. The experiment designed for this study was conducted in the course of "Media Marketing Management". The effects of GBL, SRL, and their…

This research explores the potential causes for student's lack of interest in enrollment in marketing analytics courses. We reveal that a misconception of marketing as a "soft skills" major of study persists, which leads to biased assessment of the relevance and applicability of curriculum in regards to future career. As a result,…

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…

Marketing programs rely heavily on team projects to foster team performance, however hiring managers continue to note deficiencies in marketing graduates. At the same time, global health concerns accelerate the transition to remote work settings. This exploratory study extends Belbins work on team roles using a novel psychometric assessment of…

GSRSs are known to positively influence students' learning behaviors and in-class participation. Kahoot! is one of the GSRSs widely adopted in the higher education (HE) sector and also widely studied in the HE marketing literature. Whilst varied theories have been applied to study the pedagogical value of Kahoot!, the user experience (UX) theory…

In response to the "Journal of Marketing Education" special issue on teaching turmoil and triumphs in times of crisis, we develop and test a student anxiety, preparation and learning framework for responding to external crises. We use structural equation modeling to assess how COVID-19 anxiety impacts classrelated anxiety, class…

Online learning is a powerful option for professional development in various careers, including marketing. However, massive open online courses (MOOCs) tend to face an issue of course dropouts, and this cannot only be attributed to factors like course content or value. Social interactions among students and interest-generating elements of MOOCs…

Purpose: Social media engagement is widely used by the higher education institutions (HEIs) to improve brand performance through brand image and brand loyalty. This study focusses on the effect of social media engagement on relationship quality and brand performance in the higher education marketing (HEM) context. Social media engagement…

The influence of fonts in marketing education may be underestimated as font usage/selection may benefit both department programs and courses in terms of attracting students and enhancing student learning outcomes. Across four studies, this research examines the effects of handwritten fonts on student inferences from course information. A course…

The purpose of this research is to investigate the extent to which universities actively encourage students to participate in study abroad at an international branch campus (IBC) owned by the university. We suggest that the quality of information on study abroad provided by an institution in its website may be a good indicator of the institution's…

Virtual reality (VR) technology has been shown to be a promising teaching method in STEM subjects. Extending these findings, the current study is the first to develop and examine the feasibility of using a VR simulation in marketing (i.e., a non-STEM subject). Specifically, the levels of immersion and three learning outcomes (learning attitude,…

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…

Objective: To investigate the contexts in which college students use e-cigarettes and marijuana, perceptions about the benefits and harms, and health effects of use. Participants: College student e-cigarette and marijuana ever users (n = 20; 18-21 years old) from the Texas Adolescent Tobacco and Marketing Surveillance System (TATAMS). Methods:…

Purpose: This study investigates the effect of university website features and value co-creation behaviors of students on promoting brand image and brand reputation at Islamic Azad University in Iran. Design/methodology/approach: The study is quantitative. Using convenience sampling techniques, a responsive group of 384 students was chosen from…