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,…

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…

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,…

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…

With the innovation and integration of technology within society, post-secondary education has adapted by offering online classes. This has allowed university students to obtain their degrees through digital learning. Benefits such as reduced costs, flexibility, convenience, and greater accessibility have driven this change in modality. Yet, some…

Sponsorship in pro-environmental social marketing campaigns has received limited academic attention within a higher education (HEI) context. This study examines how multi-level variables, i.e. individual (general environmental attitudes), organisational (scepticism toward the HEI's environmental corporate social responsibility (CSR) initiatives;…

Purpose: This research aims to focus on analysing the opinion of university students on the effects that agile methodologies are having on their education during this time of pandemic that is affecting the normal functioning of on-site universities. Specifically, the authors intend to analyse the effect that different constructs have on the…

The present study aims to conceptualize service quality and perceived value in the context of blended learning by redefining and modifying the existing SERVQUAL model, reviewing prior marketing literature on perceived value, and examining the relationships between service quality, perceived value, and student satisfaction. The sample was…

Objective: Internet and development of digital media as a tool for online promotions provides avenues for early recruitment of college students into risky drinking. The objective of the study was to examine prevalence of alcohol promotions on web-based media and its possible effects on alcohol drinking by sex among college students in Kenya.…

This study was designed to investigate whether the degree of mindfulness exhibited by a sample of Thai students had an effect on the level of anxiety they experienced in English as a second language (ESL) public speaking classes, and whether such an effect was related to the students' level of performance in communicating in English during…

Transnational education students are an increasingly important source of income for higher education institutes. Student recruitment trade shows as a marketing communication tool are being used by the majority of higher education institutes and despite multi-million-dollar investments, little is known about the impact they have on the…