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Jones, Rosalind; Morrish, Sussie C.; Heyworth-Thomas, Elizabeth M.; Graham, Edith – Journal of Marketing Education, 2023
This article investigates entrepreneurial marketing (EM) and use of business recovery frameworks within experiential learning cycles (ELC)s to investigate post-COVID learning techniques during the learning process. Three distinct post-graduate learner cohorts took part in the study consisting of part-time MBA entrepreneurs from the United Kingdom,…
Descriptors: Entrepreneurship, Marketing, Business Administration Education, Foreign Countries
Satyam; Aithal, Rajesh K. – Journal of Marketing Education, 2022
The ongoing COVID-19 pandemic has forced marketing educators to innovate and adapt their existing teaching methods. This article presents and discusses an experiential learning exercise called the market-immersion project (MIP) and how it was adapted to suit online teaching. The MIP was an integral part of the course on the…
Descriptors: Experiential Learning, Educational Change, COVID-19, Pandemics
Duus, Rikke; Cooray, Muditha – Journal of Marketing Education, 2014
In a global business environment, marketing education must support students to develop cross-cultural agility and adeptness with an aim to enhance their employability. This article contributes with an experiential cross-cultural exercise that enables students to develop new enterprises in collaboration with other students in a different country…
Descriptors: Foreign Countries, Marketing, Experiential Learning, Cooperation
Rosa, Jose Antonio – Journal of Marketing Education, 2012
This article argues for a third transformation in marketing pedagogy, one made necessary by the emergence of subsistence consumers as a high-growth market segment. Continued double-digit growth in buying power and consumption among the world's poor appear certain, provided that the subsistence merchants serving such markets are effective. Ensuring…
Descriptors: Business Administration Education, Adult Education, Marketing, Retailing