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Showing 1 to 15 of 194 results Save | Export
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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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Peterson, Mark – Marketing Education Review, 2018
The following experiential-learning innovation for Web 2.0 allows students to engage in creativity that is focused on writing poetry about a course-related topic and then recording a three-minute rap video based on this poetry. The rap video project described in this article offers students an opportunity to apply critical- and creative-thinking…
Descriptors: Experiential Learning, Web 2.0 Technologies, Music, Mastery Learning
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Thomas, Veronica L.; Magnotta, Sarah R.; Chang, Hua; Steffes, Erin – Marketing Education Review, 2018
Instructors are faced with the challenge of teaching a significant amount of material covering a wide variety of topics in a Principles of Marketing course. In order to present the critical consumer decision-making process concept in a meaningful way while remaining mindful of time constraints, we propose a semi-structured classroom activity that…
Descriptors: Role Playing, Decision Making, Experiential Learning, Class Activities
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Schaller, Tracey King – Marketing Education Review, 2018
As marketing educators, we can enhance student learning by providing experiences that go beyond the classroom and into the real world. In this way, we encourage students to become lifelong learners where they observe the world around them through the lens of what they have learned. This article describes a project used in an undergraduate-level…
Descriptors: Experiential Learning, Participant Observation, Team Sports, Marketing
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Harding, Lora Mitchell – Marketing Education Review, 2018
Application-based assignments are often forgone in large marketing classes because of the daunting implementation and assessment challenges they present. One solution is to divide large classes into groups, but groups present their own challenges--of note, the potential for students to free-ride on the efforts of others. The 4Ps method of case…
Descriptors: Marketing, Teaching Methods, Case Method (Teaching Technique), Large Group Instruction
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Clarke, Theresa B.; Murphy, Jamie; Wetsch, Lyle R.; Boeck, Harold – Marketing Education Review, 2018
Instructors may find it difficult to stay abreast of the rapidly changing nature of search engine marketing (SEM) and to incorporate hands-on, practical classroom experiences. One solution is Google Ad Grants, a nonprofit edition of Google AdWords that provides up to $10,000 monthly in free advertising. A quasi-experiment revealed no differences…
Descriptors: Search Engines, Marketing, Experiential Learning, Nonprofit Organizations
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Woodham, Omar P. – Marketing Education Review, 2018
This article introduces a simulation, Marketplace Live, and compares students' simulation performance with their course performance. The sample is drawn from 13 sections of the author's Marketing Concepts (Principles of Marketing) course. The results support the idea that marketing simulations do contribute to learning marketing concepts. Evidence…
Descriptors: Marketing, Teaching Methods, Instructional Effectiveness, Tests
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Ottley, Gary; Bechwati, Nada Nasr – Marketing Education Review, 2018
Marketing in contemporary society is undergoing a shift in its foundational beliefs, including those concerning how the discipline treats customers. In this article, we present marketing educators with new ways of thinking about customers and challenge core marketing concepts by leveraging an elevated marketing perspective. We provide a roadmap to…
Descriptors: Marketing, Business Administration Education, Consumer Economics, Class Activities
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Celuch, Kevin; Bacic, Dinko; Chen, Manfen W.; Maier-Lytle, Jeanette; Smothers, Jack – Marketing Education Review, 2018
Given trends in the marketing literature, marketing education is attempting to innovate to enhance its value proposition. Education is an experiential service where student engagement implies involvement in activities both in and out of the classroom that reinforce educational value. In order to create value in service delivery, there is a need…
Descriptors: Business Administration Education, Marketing, Student Participation, Design
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