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Showing 1 to 15 of 338 results Save | Export
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Torres, José Saavedra; Heath, C. Edward – Marketing Education Review, 2023
This article investigates the usage of an AI bot app called RNMKRS PitchPerfector to teach the sales skills necessary to deliver a successful elevator pitch. In particular, we wanted to know if the use of this app could increase student self-efficacy toward this critical selling skill. To analyze if RNMKRS had a real impact on students' elevator…
Descriptors: Artificial Intelligence, Self Efficacy, Public Speaking, Speech Skills
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Hansen, Jared M.; Wilson, Paul – Marketing Education Review, 2023
The practice of "memes" -- taking an image from pop culture and adding humorous or inspiring text to it -- are an opportunity for marketing practice. We posit that memes also provide an innovative technique to help students become more engaged in marketing classes. We propose requiring students to submit one or more graded homework…
Descriptors: Learner Engagement, Popular Culture, Humor, Internet
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Dugan, Riley; Lee, Na Young – Marketing Education Review, 2023
Few academic disciplines make as frequent use of experiential learning exercises as marketing and sales. This is particularly true in selling courses, where a sales role play often serves as a culminating exercise in which students are tasked with building rapport with a buyer, uncovering buyer needs, overcoming objections, and closing a sale.…
Descriptors: Salesmanship, Business Administration Education, Role Playing, Experiential Learning
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Xu, Zhenning; Parra, Fernando; Peters, Abby; Porter, McDowell, III; Woods, Jeremy – Marketing Education Review, 2023
This teaching innovation develops social media and strategic marketing skills through student promotion of community organizations and businesses--our local economic engine--following community or business interruptions (e.g., natural disasters, pandemic, seasonal closures). Our communities are periodically impacted by necessary shutdowns for…
Descriptors: Social Media, Marketing, Community Organizations, Business
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Hollenbeck, Candice R.; Patrick, Vanessa M. – Marketing Education Review, 2023
This article aims to provide educators with a RECIPE to pivot from traditional market orientation to inclusive marketing orientation. Inclusive Marketing Orientation (IMO) is an evolved marketing strategy that embraces the needs and desires of underrepresented consumers. The impact of increasing students' awareness of inclusivity not only benefits…
Descriptors: Teaching Methods, Inclusion, Business Administration Education, Marketing
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Gilbert, Jonathan Ross; Gonzalez-Fuentes, Mario – Marketing Education Review, 2023
The landscape of student tolerance for ambiguity and engagement, both in and out of the classroom, has changed markedly in recently years. Technology is simultaneously redefining the boundaries of learning and eroding tried and true pedagogical structures. Signs of change were present prior to recent global upheaval. However, against the backdrop…
Descriptors: Individualized Instruction, Marketing, Business Administration Education, Student Empowerment
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Chinchanachokchai, Sydney; McKelvey, James – Marketing Education Review, 2023
Technology continues to change and improve the marketing profession. Marketing research technologies such as eye-tracking and facial expression analysis allow marketers to gain more insights into consumer behaviors. Recently, these technologies have become more affordable and applicable in the classroom learning environment. A very recent addition…
Descriptors: Teaching Methods, Business Administration Education, Marketing, Eye Movements
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Black, Hulda G.; Milovic, Alex; Dingus, Rebecca – Marketing Education Review, 2023
Marketing projects offer the opportunity to combine theory with practice. We propose a semester-long project that takes concepts learned in various marketing courses--prospecting, developing rapport, and building a personal network--and allows students to create a customizable networking strategy to benefit their career development. The project…
Descriptors: Social Networks, Student Projects, Marketing, Business Administration Education
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Dorland, AnneMarie – Marketing Education Review, 2023
The development and enhancement of creative thinking capacities is essential to marketing students' success. But despite marketing students' need to enhance and evidence their creative capacity skill set for the careers of the future, there exist few available models for marketing educators to introduce creative thinking skill development. This…
Descriptors: Creativity, Creative Development, Creative Thinking, Skill Development
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Killian, Ginger – Marketing Education Review, 2023
Quantitative skills are a highly-sought skillset for today's graduates. However, students often misperceive marketing as a soft-skills discipline, leading to a crisis of confidence when faced with quantitative components within the discipline. The Quantitative Competency Development (QCD) innovation aligns with AACSB learning assurance standards,…
Descriptors: Numeracy, Competence, Interdisciplinary Approach, Mathematics Education
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Watson, Amy – Marketing Education Review, 2023
This paper presents a series of activities that operationalizes the key marketing concepts of mission statements and objectives at the individual, rather than organizational level. The result is a high-impact, low resource-intensive innovation that deepens learning outcomes related to these foundational practices while equipping students with…
Descriptors: Resilience (Psychology), Time, Time Management, Learning Activities
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Blocker, Christopher P. – Marketing Education Review, 2023
This generation of students enters a workforce that increasingly demands interdisciplinary thinking to solve complex problems and create sustainable value. The global pandemic, climate crisis, and state of social inequality call for future business leaders to practice a broader intellectual vision to "see" across domains and apply…
Descriptors: Interdisciplinary Approach, Thinking Skills, Design, Sustainability
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Elhajjar, Samer; Borna, Shaheen – Marketing Education Review, 2023
This research explores the perspectives of marketing students and educators about the Big Data courses in marketing education programs. It also examines drivers that predict interest on the part of marketing students in taking Big Data courses. Data was collected through interviews with 20 marketing educators, and a survey was completed by 480…
Descriptors: Marketing, Teaching Methods, Competition, Statistics Education
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Iqbal, Zafar – Marketing Education Review, 2023
Undergraduate marketing degrees have been shown to have the same impact on post-graduation income for marketing jobs as non-marketing undergraduate degrees for similar marketing jobs. Moreover, having a marketing degree has been shown to not impact long-term career satisfaction. However, previous research has not accounted for the possible…
Descriptors: Marketing, Curriculum Design, Teaching Methods, Comparative Analysis
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He, Yang; Alexander, Joe F.; Nikolov, Atanas; Chen, Rui Aray – Marketing Education Review, 2023
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,…
Descriptors: Marketing, Business Administration Education, College Students, Misconceptions
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