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Showing 1 to 15 of 202 results Save | Export
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Vinuales, Gema; Magnotta, Sarah R.; Steffes, Erin; Kulkarni, Gauri – Marketing Education Review, 2019
An innovative segmentation, targeting, and positioning (STP) activity is described and evaluated using two learning outcomes: student perception of learning and actual student learning. The results indicate that the activity is effective in generating classroom engagement in a principles of marketing course with a diverse student population.…
Descriptors: Student Attitudes, Academic Achievement, Outcomes of Education, Learner Engagement
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Thyroff, Anastasia – Marketing Education Review, 2019
The demand for marketing researchers is at an all-time high and continues to grow. Yet a disconnect exists between marketing research in industry and in academia; qualitative research is standard in the former, but often is overlooked in the latter's curricula. I argue that qualitative marketing research is an ideal topic for applying experiential…
Descriptors: Marketing, Researchers, Industry, Teaching Methods
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Fowler, Kendra; Thomas, Veronica L.; Saenger, Christina – Marketing Education Review, 2019
A principal goal of marketing educators is to prepare students to be successful in their future careers. The marketing education community is beginning to recognize the importance of information literacy as an important component of job readiness. We present details of a content analysis that describes the amount and scope of marketing coverage…
Descriptors: Graduate Students, Information Literacy, Critical Literacy, Marketing
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Mendini, Monica; Peter, Paula C. – Marketing Education Review, 2019
This research note examines whether a smart classroom (technology-enhanced learning space) has a positive or negative impact on students' engagement in the learning process; that is, whether it generates positive engagement toward the course and group work. It presents results from a preliminary study comparing two marketing courses taught by the…
Descriptors: Learner Engagement, Educational Technology, Technology Uses in Education, Marketing
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Nielson, Blake; Cummins, Shannon – Marketing Education Review, 2019
It can be difficult for employers to recruit sales students because of the supply/demand gap. This is true despite increases in university sales education programs. This study investigates the impact of a sales organization representative giving an in-class presentation about student intent to pursue employment at the organization. The results…
Descriptors: Recruitment, Sales Occupations, College Students, Career Choice
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Swanson, Scott R. – Marketing Education Review, 2019
Prior to taking the principles of marketing course, undergraduate students were surveyed to determine their perceptions of marketing. Twelve categories emerged from the content analysis, suggesting that students have a more holistic view of marketing than previously reported. Results provide a vivid portrait of current student beliefs.…
Descriptors: Undergraduate Students, Student Attitudes, Marketing, Beliefs
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Kutlubay, Omer Cem; Uslay, Can – Marketing Education Review, 2019
Firms and institutions of higher education alike emphasize the value of teamwork in increasing organizational performance. In this empirical study, the role of social ties on team performance is examined. The results indicate that there is an inverted-U relationship between average number of friends in a team and team performance, and that this…
Descriptors: Undergraduate Students, Business Administration Education, Social Networks, Interpersonal Competence
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Bennett, Delancy H.S.; Raymond, Mary Anne – Marketing Education Review, 2019
Building upon existing experiential learning processes, this paper presents an extended experimental learning framework for creating Corporate Engagement Programs (CEPs). The research answers the AACSB call for "engagement programs" which leverage passive and active pedagogies to connect in-class-lessons to engagement activities with…
Descriptors: Theory Practice Relationship, Experiential Learning, Learning Processes, Teaching Methods
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Magnotta, Sarah R. – Marketing Education Review, 2018
Inside sales is a fast-growing sales profession, with the increase in inside sales positions skyrocketing beyond outside sales positions. Unfortunately, instructors lack the resources to adequately prepare students for inside sales careers. This study provides an innovative, short-term module that introduces the topic of inside sales,…
Descriptors: Experiential Learning, Sales Occupations, Role Playing, Teaching Methods
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Upshaw, Danny C., Jr.; Hardy, Marcia; Habig, Phil – Marketing Education Review, 2018
In 1950 Mason Haire used projective research techniques to examine consumer perceptions of a new product, instant coffee. This article adapts his original experiment for use as a classroom exercise, discusses the pedagogical benefits of the exercise, and demonstrates how it can facilitate discussions about marketing history, the changing nature of…
Descriptors: Marketing, Business Administration Education, Class Activities, College Instruction
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Zarzosa, Jennifer – Marketing Education Review, 2018
This article seeks to address the gap between marketing education and marketing practice by integrating a design-thinking (DT) methodology to the marketing research (MR) framework to achieve learning objectives that will enhance cross-functional, collaborative, conceptual, and technical skills. The mobile application marketing research project…
Descriptors: Interdisciplinary Approach, Marketing, Teaching Methods, Educational Objectives
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Moscato, Emily M. – Marketing Education Review, 2018
Consumer insights are all around us. Yet it can be difficult for students to examine everyday consumption practices and see how this understanding has application. Using the simple premise of a favorite family recipe, students learn how insight can be hidden in plain sight. Beginning with conducting an in-depth interview, the assignment gives…
Descriptors: Consumer Economics, Assignments, Marketing, Business Administration Education
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Kelly, Kathleen; Lee, Seung Hwan; Bowen Ray, Heather; Kandaurova, Maria – Marketing Education Review, 2018
Barriers to cross-cultural instruction challenge even experienced educators and their students. To increase cross-cultural competence and bridge learning gaps, professors in two countries adapted the Photovoice methodology to develop shared visual vocabularies with students and unearth hidden assumptions. Results from an anonymous evaluation…
Descriptors: Photography, Learner Engagement, Life Style, Teaching Methods
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Jelinek, Ronald – Marketing Education Review, 2018
While sales force automation (SFA) and customer relationship management are important concepts in business-to-business selling, many instructors struggle to effectively integrate these topics into their curriculum. The research described in this article offers a role play and two coordinating sets of slides that aim to help students better…
Descriptors: Sales Occupations, Teaching Methods, Business Administration Education, Pretests Posttests
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Lee, Seung Hwan; Hoffman, K. Douglas; Chowdhury, Shahin A.; Sergueeva, Ksenia – Marketing Education Review, 2018
In this exercise, students were asked to devise a guerilla marketing campaign that achieved the four primary goals of guerilla marketing: message, unconventionality, hedonics, and value. Students documented their guerilla marketing event (via a video documentary) and discussed how they achieved their four objectives using the concepts and theories…
Descriptors: Documentaries, Video Technology, Marketing, Active Learning
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