What are the success factors for careers in marketing? This important question is lacking a definite answer so far. This paper presents an empirical study of the drivers of marketing career success. First, we interviewed renowned marketing executives about the characteristics that, in their view, make successful marketers. Next, we analyzed data…

The influence of fonts in marketing education may be underestimated as font usage/selection may benefit both department programs and courses in terms of attracting students and enhancing student learning outcomes. Across four studies, this research examines the effects of handwritten fonts on student inferences from course information. A course…

We begin with the premise that empathy adds value as a strategic marketing skill. Getting into the heads and hearts of consumers enables tailored offerings and tactics that meet the unique, richly contextualized needs of a given target audience segment. The advent of marketing automation and artificial intelligence (AI) is predicted to make…

As industry demands students with a greater technical skillset, experiential learning projects are more critical than ever in developing required technical expertise. Employing a value co-creation model at a midwestern university, the authors implemented a project to develop students' digital marketing skills, secure certifications in digital…

Many marketing educators want to help students develop networking and career development skills. LinkedIn can be valuable in this process, but students use it the least of any of the major social networks. Previous studies have discussed assignments using LinkedIn as a pedagogical tool to teach professional networking skills, but these studies did…

Nonverbal communication impacts a broad range of human interactions and bears significant influence on understanding and perceptions. One of the most influential categories of nonverbal communication is kinesics, which includes physical gestures and other body movements. The current study develops a foundation for future kinesics education in…

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…

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…

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.…

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…

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…

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…

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…

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…

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…