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Showing 1 to 15 of 246 results Save | Export
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Bartholomew, Darrell E.; Newman, C. M.; Newman, L. M. – Marketing Education Review, 2021
This study provides an updated view of the marketing capstone course by sharing content including textbooks, cases, simulations, and engaged learning approaches and technologies used in teaching the course to undergraduate students. Using a content analysis methodology, we analyzed data from 122 syllabi from U.S.-based AACSB schools. Our findings…
Descriptors: Marketing, Business Administration Education, Capstone Experiences, Undergraduate Students
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Elhajjar, Samer; Karam, Scarlett; Borna, Shaheen – Marketing Education Review, 2021
This research explores the perspectives of business students and marketing educators and practitioners on integrating Artificial Intelligence (AI) into marketing education programs. It also investigates drivers that predict interest on the part of marketing students in taking AI courses. Data were collected through interviews with 20 marketing…
Descriptors: Artificial Intelligence, Marketing, Business Administration Education, Technology Integration
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Wood, Natalie T.; Muñoz, Caroline – Marketing Education Review, 2021
Technology and new digital media tools can enhance student learning; however, the opposite also can be true. Abstaining from technology and digital media can help students understand how such technology influences consumer behavior and how marketers may use it. This paper describes the purpose, design, and methods of an unplugged class assignment.…
Descriptors: Influence of Technology, Consumer Economics, Marketing, Business Administration Education
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Black, Hulda G.; Dingus, Rebecca; Milovic, Alex – Marketing Education Review, 2021
Developing professionalism skills in the classroom is vital to the business college experience as educators strive to ensure preparedness and success of their graduates. Marketers especially need enhanced professionalism training, as their careers involve interactions with many constituents. In this paper, the authors develop a semester-long…
Descriptors: Undergraduate Students, Business Administration Education, Marketing, Professionalism
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Aguirre, Grant C., II; Hyman, Michael R.; Jones, Jeri L. – Marketing Education Review, 2020
To explore the best structure for a dedicated marketing ethics course, two field experiments were conducted in which two case types (i.e., small business/personal decision-making versus corporate-wrongdoing) and the timing of logic and critical thinking instruction were manipulated. Results show undergraduates can identify and apply ethical…
Descriptors: Marketing, Ethics, Small Businesses, Decision Making
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Albinsson, Pia A.; Burman, Bidisha; Shows, G. David; Stoddard, James E. – Marketing Education Review, 2020
This paper examines whether marketing educators' efforts in integrating sustainability-related issues in an undergraduate Integrated Marketing Communications (IMC) course affect students' perceived sustainability literacy. Using the Taxonomy of Significant Learning, a traditional IMC course was redesigned to include sustainability-focused concepts…
Descriptors: Marketing, Teaching Methods, Communications, Sustainability
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Wood, John – Marketing Education Review, 2020
Professional sales as a subject in the university curriculum now faces rapid adoption. There appears to be a corresponding decline in teaching sales management or leadership. The Sales Leadership course presented in this paper combines concepts of sales management with experiential learning activities to the sales curriculum. Beyond this…
Descriptors: Sales Occupations, Salesmanship, College Curriculum, Course Descriptions
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Graham, Kenneth W.; Achenreiner, Gwen; McDermott, Maggie; Crosby, Elizabeth – Marketing Education Review, 2020
Prior research on marketing curriculum design suggests that new course offerings are driven by inputs from faculty resources and interests, student demand and willingness to enroll in the course, and feedback from alumni and employers regarding the skills students need to be successful in the workplace. In the face of the rising costs of higher…
Descriptors: Undergraduate Students, Marketing, Elective Courses, Value Judgment
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Rippé, Cindy B. – Marketing Education Review, 2020
Educators can foster the engagement of Generation Z students by leveraging their passions for social issues and collaboration. This article describes a marketing project, including the planning, promotion, and implementation of a campus-wide Canned Food Drive that culminated in a Canned Food Statue Contest securing more than 2,000 cans for…
Descriptors: Age Groups, Natural Disasters, Weather, Student Projects
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Sexton, Robin; Garner, Benjamin – Marketing Education Review, 2020
This study explores students' self-reported perceptions of multiple pedagogical methods for teaching business ethics. Five different pedagogical activities were implemented, and 79 students were surveyed at the end of the course and were asked which activities were perceived as helpful for learning and for stimulating thinking about ethics. The…
Descriptors: Student Attitudes, Instructional Effectiveness, Ethics, Measurement Techniques
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Inhofe Rapert, Molly; Mukherjee, Amaradri – Marketing Education Review, 2020
Building on active, experiential, and situated learning, the Retail Safari brings together students and executives in a retail setting to witness first-hand how course knowledge will play out in the aisles and shelves of the retail world. Retail Safari was evaluated favorably in terms of pedagogical affect, perceived value of the course content,…
Descriptors: Active Learning, Experiential Learning, Situated Learning, School Business Relationship
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Reavey, Brooke – Marketing Education Review, 2020
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…
Descriptors: Marketing, Teaching Methods, Course Descriptions, Scholarships
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Drehmer, Charles E.; Coker, Kesha K.; Gala, Prachi – Marketing Education Review, 2020
The "Teaching Moments" sessions at the "2019 Society for Marketing Advances Annual Conference" offered 34 teaching solutions from marketing educators. The aim of the sessions was to quickly advance teaching ideas, allowing other instructors to adopt these techniques in their own classrooms. This article features eight of the…
Descriptors: Teaching Methods, Conferences (Gatherings), Marketing, Instructional Innovation
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Schaller, Tracey King – Marketing Education Review, 2020
This article describes the process of implementing a field-based experiential learning activity using a marketplace scavenger hunt. Evidence for integrating short-term field-based learning in marketing classes is limited, compared to other disciplines. This is surprising given the accessibility and richness of marketplace settings that can add…
Descriptors: Experiential Learning, Learning Activities, Field Trips, Curriculum Implementation
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Cowley, Scott – Marketing Education Review, 2020
The YouTube SEO Project directs students to research a target market's needs using consumer search demand, create an engaging mobile video that responds to this demand, and use search engine optimization (SEO) to optimize and publish the video for searchers on YouTube.com. Students completing the project reported positive learning outcomes and…
Descriptors: Search Engines, Web Sites, Video Technology, Film Production
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