This research explores the perspectives of marketing students and educators about the Big Data courses in marketing education programs. It also examines drivers that predict interest on the part of marketing students in taking Big Data courses. Data was collected through interviews with 20 marketing educators, and a survey was completed by 480…

Today's students will work in an increasingly diverse environment which requires the ability to understand and connect with consumers from different social groups and cultures. The expectations placed on marketing practitioners to connect with a multiplicity of consumers requires a nuanced understanding of the different lifestyles, lived…

Universities found themselves unprepared for the dynamic disruption in their delivery of educational services caused by the COVID-19 pandemic. The rapid transition by universities to move all classes to an online format posed unexpected challenges and highlighted the lack of preparation. One of these challenges was service failure in several…

This article studies the research productivity of scholars and institutional departments in the field of marketing, by examining data of published articles in four premier marketing journals ("Journal of Consumer Research," "Journal of Marketing," "Journal of Marketing Research and Marketing Science") from 2010 to…

This research aims to address the gap in the literature about instructor's role in increasing students' affective engagement (with their peers and instructor) in an online class. Since marketing students will eventually fulfill roles that engage consumers with the firm's communication mediums, it is important to understand the impact of student…

In the ongoing march of industrial evolution there comes along technologies that have the power to transform businesses as we know it. The Internet revolutionized business/marketing in the nineties and today and bockchain has the potential to do the same for commercial transactions. Blockchain is a peer-to-peer model that can speed up processes…

To assist marketing students during their college experience we developed, over the course of 10 years, an innovative approach to teaching that connects classroom education, career finding, and job-skill development. We linked two required courses, one student organization, and many companies together to create the Underground Agency. The Agency…

To boost understanding of how universities can develop strategies to ensure continuity of learning in anticipation of future crises, this research asked business students to reflect on their university's response to the COVID-19 pandemic and to discuss their preferred future of higher education in times of crisis. First, students were asked what…

This study assesses students' perspectives, including their mental health, regarding their transition from face-to-face classes to online classes for the Spring 2020 Semester as a result of the Coronavirus Pandemic. An online questionnaire was administered at the end of the Spring 2020 Semester. Demographics as well as psychographics were…

This research explores the perspectives of business students and marketing educators and practitioners on integrating Artificial Intelligence (AI) into marketing education programs. It also investigates drivers that predict interest on the part of marketing students in taking AI courses. Data were collected through interviews with 20 marketing…

Prior research on marketing curriculum design suggests that new course offerings are driven by inputs from faculty resources and interests, student demand and willingness to enroll in the course, and feedback from alumni and employers regarding the skills students need to be successful in the workplace. In the face of the rising costs of higher…

The "Teaching Moments" sessions at the "2019 Society for Marketing Advances Annual Conference" offered 34 teaching solutions from marketing educators. The aim of the sessions was to quickly advance teaching ideas, allowing other instructors to adopt these techniques in their own classrooms. This article features eight of the…

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…

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…

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…