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Showing 1 to 15 of 225 results Save | Export
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Purinton, Elizabeth F.; Burke, Megan M. – Marketing Education Review, 2020
With asynchronous scheduling and the semi-anonymous nature of online courses, engaging students can be challenging. The authors created an innovative MBA class assignment designed to teach brand management while engaging students in the topic, the class, and with each other. Students were provided with a food product from a well-established brand…
Descriptors: Online Courses, Scheduling, Masters Programs, Business Administration Education
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Hagenbuch, David J.; Mgrdichian, Laureen M. – Marketing Education Review, 2020
For decades, marketing has been associated with moral lapses--an unsettling trend that is unlikely to change, short of substantially new methods in marketing ethics education. By leveraging the power of a unique 2 × 2 matrix and branding, Mindful Marketing offers an approach for analyzing moral issues that students have found easy to learn,…
Descriptors: Marketing, Ethics, Teaching Methods, Metacognition
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Ferrell, O. C.; Ferrell, Linda – Marketing Education Review, 2020
New technologies, including artificial intelligence (AI), enablers of big data analysis, blockchain data systems, robotics, and drones are transforming marketing. Marketing education has adapted over the last 120 years driven by changes in marketing technology that have helped shape the courses taught. Marketing educators are facing challenges in…
Descriptors: Marketing, Textbooks, Interdisciplinary Approach, Robotics
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van Esch, Patrick; von der Heidt, Tania; Frethey-Bentham, Catherine; Northey, Gavin – Marketing Education Review, 2020
We report on an experiment to investigate the effect of an online asynchronous marketing simulation on student engagement and GPA. Engagement was measured in terms of conscious attention, enthused participation and social connection. The participants were 45 students undertaking marketing management at an American university over one semester.…
Descriptors: Marketing, Simulation, Teaching Methods, Learner Engagement
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Laverie, Debbie; Humphrey, William; Manis, Kerry T.; Freberg, Karen – Marketing Education Review, 2020
The digital era has changed marketing dramatically and marketing jobs have shifted as well. Thus, marketing faculty face a difficult challenge in preparing students for the marketplace. Industry certifications can be a great way to prepare students for a career in the digital era. We present a design for using certifications with suggestions for…
Descriptors: Internet, Marketing, College Faculty, Employment Qualifications
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Ashley, Christy – Marketing Education Review, 2019
Undergraduate marketing majors who were enrolled in the senior-level marketing capstone course engaged with current marketing news from credible sources and practiced data visualization as part of a teaching innovation, Fantasy Brand Leagues. The ten-week assignment treated brands like players in a game modeled after Fantasy Football. The…
Descriptors: Undergraduate Students, Marketing, Capstone Experiences, Independent Study
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Key, Thomas M.; Czaplewski, Andrew J.; Ferguson, Jeffery M. – Marketing Education Review, 2019
Digital marketing practice continues to grow along with the need for a qualified workforce. This paper presents a course design intended to teach students how to use relevant digital marketing tools and give them an end-to-end experience and managerial control over key resources. Students leave the course with real-world skills and items for their…
Descriptors: Career Readiness, Marketing, Certification, Social Media
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Coker, Kesha K.; Whalen, D. Joel – Marketing Education Review, 2019
This article features 29 "Teaching Moments" from the 2018 "Society for Marketing Advances" ("SMA") Annual Conference. The publication of this article is a critical part of a multi-channel distribution system designed to help speed the diffusion of teaching ideas to marketing educators. The "Teaching Moments"…
Descriptors: Conferences (Gatherings), Marketing, Business Administration Education, Class Activities
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Ertimur, Burçak; Lavoie, David R. – Marketing Education Review, 2019
One of the key challenges marketers face today is to build awareness against the tendency of overconfidence that can hamper gaining and leveraging customer insights. This article presents a pedagogical innovation that allows students to become more aware and reflective of themselves as consumers while exposing them to diversity of consumer…
Descriptors: Self Concept, Reflection, Consumer Economics, Marketing
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Mittal, Sarah – Marketing Education Review, 2019
This innovation proposes an alternative to the traditional exam/test model. Many faculty members have likely struggled with the need to objectively assess their students and the push back they get from students in administering such assessments. The current article outlines a win-win solution that allows professors to objectively assess student…
Descriptors: Tests, Grading, Educational Innovation, College Faculty
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Dingus, Rebecca; Milovic, Alex – Marketing Education Review, 2019
Gone are the days of transactional marketing, and here to stay are increased expectations for marketers to act as trusted advisors while providing value customized specifically to each customer. Accordingly, marketers must clearly identify the competitive advantage of their products or services, and they need to be sure this competitive advantage…
Descriptors: Marketing, Business Administration Education, Competition, Value Judgment
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Bennett, Delancy H. S.; Matos, Geraldo; Andonova, Yana – Marketing Education Review, 2019
Rebranding is a widely utilized practice to change the image of a brand in the minds of the consumer through major or minor changes in both its positioning and aesthetics. Yet, evidence suggests it is not meaningfully covered in many marketing classes. This project provides an innovative, engaging, experiential learning opportunity that can be…
Descriptors: Marketing, Teaching Methods, Team Sports, Merchandise Information
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VanMeter, Rebecca A.; Schetzsle, Stacey; Howie, Katharine – Marketing Education Review, 2019
Traditional MBA programs and course delivery methods have come under increased scrutiny, to the point of being labeled passé. Specific criticisms include the relevance of the material and an inability to prepare students for the real world. This paper presents a teaching innovation whereby the textbook chapters align with short podcasts that serve…
Descriptors: Graduate Students, Masters Programs, Business Administration Education, Marketing
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Kim, Dae-Hee; Hettche, Matt; Spiller, Lisa – Marketing Education Review, 2019
To advance the pedagogical discussion on adopting third-party certifications in marketing courses, this article examines responses of undergraduate students with different learning styles to the online certification program incorporated into marketing classes. While the overall student opinions were positive especially as a valuable addition for…
Descriptors: Marketing, Cognitive Style, Certification, Undergraduate Students
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Zahay, Debra; Altounian, David; Pollitte, Wesley; James, Juli – Marketing Education Review, 2019
This article outlines how resource deployment from the top down can provide support for faculty seeking to implement a marketing curriculum that is focused on teaching digital marketing. Data from this exploratory study suggest that if the higher administration, particularly the dean, is familiar with what happens in the digital marketing…
Descriptors: Marketing, Internet, Information Technology, Higher Education
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