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DEVELOPING EMPATHY AS A STRATEGIC AND TACTICAL SKILL IN THE CONTEXT OF INNOVATING FOR TRANSGENDER CONSUMERS 在跨性别消费者创新的背景下，将同理心培养为一种战略和战术技能
Marketing Education Review Pub Date : 2023-06-19 DOI: 10.1080/10528008.2023.2226124
Bridgette M. Braig, H. Witt
{"title":"DEVELOPING EMPATHY AS A STRATEGIC AND TACTICAL SKILL IN THE CONTEXT OF INNOVATING FOR TRANSGENDER CONSUMERS","authors":"Bridgette M. Braig, H. Witt","doi":"10.1080/10528008.2023.2226124","DOIUrl":"https://doi.org/10.1080/10528008.2023.2226124","url":null,"abstract":"","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45110561","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Nonverbal Communication And Sales Performance: Do High and Low-Performing Sales Students Gesture in the Same Way? 非语言交际与销售业绩:业绩好的销售学生和业绩差的销售学生的手势相同吗?
Marketing Education Review Pub Date : 2023-05-30 DOI: 10.1080/10528008.2023.2219667
Lindsay R. Levine, Timothy C. Heinze, Adam Puckett
{"title":"Nonverbal Communication And Sales Performance: Do High and Low-Performing Sales Students Gesture in the Same Way?","authors":"Lindsay R. Levine, Timothy C. Heinze, Adam Puckett","doi":"10.1080/10528008.2023.2219667","DOIUrl":"https://doi.org/10.1080/10528008.2023.2219667","url":null,"abstract":"ABSTRACTNonverbal 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 sales by examining the use of four types of gestures (illustrators, beats, adaptors, and regulators) and coinciding measures of sales performance within the context of a national student sales competition. Results include the finding that highly rated sales students use one specific kind of gesture – illustrators - more frequently than low performing sales students. No significant relationships were uncovered between beats, adaptors, or regulators and performance. Educational implications and recommendations for sales courses are provided.KEYWORDS: professional sellingsales communicationnonverbal behaviorsales competition Disclosure statementNo potential conflict of interest was reported by the authors.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"302 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135643516","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
TEACHING INNOVATION SPECIAL ISSUE (2023) – HAVE IT YOUR WAY: MASS CUSTOMIZATION IN MARKETING EDUCATION 教学创新特刊(2023)-随心所欲:营销教育中的大规模定制
Marketing Education Review Pub Date : 2023-04-03 DOI: 10.1080/10528008.2023.2207901
Alicia D. Cooper, M. Levin
{"title":"TEACHING INNOVATION SPECIAL ISSUE (2023) – HAVE IT YOUR WAY: MASS CUSTOMIZATION IN MARKETING EDUCATION","authors":"Alicia D. Cooper, M. Levin","doi":"10.1080/10528008.2023.2207901","DOIUrl":"https://doi.org/10.1080/10528008.2023.2207901","url":null,"abstract":"","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"97 - 98"},"PeriodicalIF":0.0,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46609691","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
IMPROVING QUANTITATIVE COMPETENCY: INTEGRATING MATH ELEMENTS INTO MARKETING COURSES 提高量化能力:将数学元素融入市场营销课程
Marketing Education Review Pub Date : 2023-04-03 DOI: 10.1080/10528008.2023.2196957
Ginger Killian
{"title":"IMPROVING QUANTITATIVE COMPETENCY: INTEGRATING MATH ELEMENTS INTO MARKETING COURSES","authors":"Ginger Killian","doi":"10.1080/10528008.2023.2196957","DOIUrl":"https://doi.org/10.1080/10528008.2023.2196957","url":null,"abstract":"ABSTRACT Quantitative skills are a highly-sought skillset for today’s graduates. However, students often misperceive marketing as a soft-skills discipline, leading to a crisis of confidence when faced with quantitative components within the discipline. The Quantitative Competency Development (QCD) innovation aligns with AACSB learning assurance standards, ensuring students develop quantitative competency in areas relevant to current business practices. QCD introduces an outcome-based learning process to incorporate valuable quantitative skills into any course. Through the use of an online publisher platform, students gain foundational quantitative knowledge. Class time is then used to reinforce knowledge and build technical skills using Excel. Finally, concept mastery is tested through formula-type exam questions within the LMS, which varies question inputs by student, resulting in each student needing to calculate his or her answer individually. Formulaic problems reduce the benefits of cheating in that values vary for each question and each student. As an added benefit, professors can easily identify students who upload exam questions online. Results show that students are motivated to learn the concepts and competency improvement is demonstrated. Challenges related to implementation are discussed, followed by an overview of the adaptability of the process throughout the marketing curricula. Guidance and consideration for developing formulaic questions in LMS systems is also provided.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"99 - 106"},"PeriodicalIF":0.0,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48654141","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
A LIFE FULL OF BILLABLE HOURS: HOW TO BECOME S.M.A.R.T. AND MORE RESILIENT BY AUDITING YOUR TIME LIKE AN ADVERTISING AGENCY 充满计费时间的生活：如何像广告公司一样审计你的时间，让自己变得更具弹性
Marketing Education Review Pub Date : 2023-04-03 DOI: 10.1080/10528008.2023.2196961
Amy Watson
{"title":"A LIFE FULL OF BILLABLE HOURS: HOW TO BECOME S.M.A.R.T. AND MORE RESILIENT BY AUDITING YOUR TIME LIKE AN ADVERTISING AGENCY","authors":"Amy Watson","doi":"10.1080/10528008.2023.2196961","DOIUrl":"https://doi.org/10.1080/10528008.2023.2196961","url":null,"abstract":"ABSTRACT This paper presents a series of activities that operationalizes the key marketing concepts of mission statements and objectives at the individual, rather than organizational level. The result is a high-impact, low resource-intensive innovation that deepens learning outcomes related to these foundational practices while equipping students with personal time-management and mindfulness skills that allow them to feel more empowered over their stress and anxiety.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"4 3","pages":"170 - 175"},"PeriodicalIF":0.0,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41293588","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
TAKE A HIKE: PROMOTING INTERDISCIPLINARY LEARNING AND SUSTAINABLE VALUE WITH DESIGN THINKING 走一走:用设计思维促进跨学科学习和可持续价值
Marketing Education Review Pub Date : 2023-04-03 DOI: 10.1080/10528008.2023.2198503
Christopher P. Blocker
{"title":"TAKE A HIKE: PROMOTING INTERDISCIPLINARY LEARNING AND SUSTAINABLE VALUE WITH DESIGN THINKING","authors":"Christopher P. Blocker","doi":"10.1080/10528008.2023.2198503","DOIUrl":"https://doi.org/10.1080/10528008.2023.2198503","url":null,"abstract":"ABSTRACT This generation of students enters a workforce that increasingly demands interdisciplinary thinking to solve complex problems and create sustainable value. The global pandemic, climate crisis, and state of social inequality call for future business leaders to practice a broader intellectual vision to “see” across domains and apply diverse lenses. However, the traditional silos within universities, business colleges, and marketing curriculum constrain student exposure to narrower paradigms. To help address this challenge, this paper introduces a field-based exercise called “Designing a Greenspace for Sustainable Value.” The exercise promotes learning objectives for interdisciplinary mind-sets, sustainable innovation, and developing value propositions in teams. Experimental results reveal positive effects on a scale measuring students’ Interdisciplinary Competence. Moreover, qualitative feedback uncovers students’ experiences, perceived barriers for interdisciplinary thinking, and reflective paths forward. The exercise can be incorporated into a variety of marketing courses, and it has been effectively implemented in both undergraduate and graduate contexts as well as in-person and digital modes of delivery. To promote retention, students are encouraged to literally and metaphorically “take a hike” to other fields to develop their interdisciplinary mind-set for solving complex problems.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"149 - 155"},"PeriodicalIF":0.0,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44783235","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
TEACHING NETWORKING SKILLS IN AN INTRODUCTORY COURSE: IMPACT OF A LINKEDIN ASSIGNMENT ON STUDENT PERCEPTIONS AND BEHAVIORS 在入门课程中教授网络技能：LINKEDIN作业对学生认知和行为的影响
Marketing Education Review Pub Date : 2023-03-06 DOI: 10.1080/10528008.2023.2187669
S. Brewer, Kathy McCarthy
{"title":"TEACHING NETWORKING SKILLS IN AN INTRODUCTORY COURSE: IMPACT OF A LINKEDIN ASSIGNMENT ON STUDENT PERCEPTIONS AND BEHAVIORS","authors":"S. Brewer, Kathy McCarthy","doi":"10.1080/10528008.2023.2187669","DOIUrl":"https://doi.org/10.1080/10528008.2023.2187669","url":null,"abstract":"","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46861510","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
CHOOSE-YOUR-OWN ADVENTURE IN MARKETING EDUCATION: EMPOWERING STUDENTS TO INCREASE ENGAGEMENT AND RIGOR THROUGH MASS CUSTOMIZATION 在市场营销教育中选择你自己的冒险:让学生通过大规模定制来提高参与度和严谨性
Marketing Education Review Pub Date : 2023-02-22 DOI: 10.1080/10528008.2022.2159440
J. R. Gilbert, Mario Gonzalez-Fuentes
{"title":"CHOOSE-YOUR-OWN ADVENTURE IN MARKETING EDUCATION: EMPOWERING STUDENTS TO INCREASE ENGAGEMENT AND RIGOR THROUGH MASS CUSTOMIZATION","authors":"J. R. Gilbert, Mario Gonzalez-Fuentes","doi":"10.1080/10528008.2022.2159440","DOIUrl":"https://doi.org/10.1080/10528008.2022.2159440","url":null,"abstract":"ABSTRACT 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 of the pandemic, students connected with others online and consumed media in new and different ways that have arguably emboldened a do-it-yourself attitude toward learning. The authors argue that this learning breakdown, exacerbated by loosened course structures (if not standards), is rooted in psychological ownership. Empowerment theory is employed to conceptualize, and subsequently deploy, a choose-your-own-adventure marketing course format to guide students toward achieving a sense of control. Quantitative and qualitative feedback suggest that this approach may substantively enhance both perceived quality of instruction and rigor, while shifting a greater number of attributions for poor performance onto the student.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"163 - 169"},"PeriodicalIF":0.0,"publicationDate":"2023-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"60193223","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
TEACHING EYE-TRACKING AND FACIAL EXPRESSION ANALYSIS TECHNOLOGY IN AN ONLINE MARKETING RESEARCH CLASS 网络营销研究课中的眼动追踪与表情分析技术教学
Marketing Education Review Pub Date : 2023-02-22 DOI: 10.1080/10528008.2022.2159441
Sydney Chinchanachokchai, J. Mckelvey
{"title":"TEACHING EYE-TRACKING AND FACIAL EXPRESSION ANALYSIS TECHNOLOGY IN AN ONLINE MARKETING RESEARCH CLASS","authors":"Sydney Chinchanachokchai, J. Mckelvey","doi":"10.1080/10528008.2022.2159441","DOIUrl":"https://doi.org/10.1080/10528008.2022.2159441","url":null,"abstract":"ABSTRACT 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 to these technologies is the ability to collect eye-tracking and facial expression data remotely through a compliant user’s webcam. This paper illustrates how marketing educators can incorporate eye-tracking and facial expression analysis technology into an online marketing research class. The teaching effectiveness results show that this 4-week online project using the remote technology helps students improve their learning and become more ready for future careers. The online experiential project using these technologies allows marketing educators to switch from face-to-face instruction to an online format while still maintaining the same quality of instruction and level of engagement.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"125 - 129"},"PeriodicalIF":0.0,"publicationDate":"2023-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45001007","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
SELLING ON VALUE: USING THE PURPOSEFUL CHOREOGRAPHY AS THE BASIS OF AN INNOVATIVE SALES ROLE PLAY 基于价值销售:使用有目的的编排作为创新销售角色扮演的基础
Marketing Education Review Pub Date : 2023-02-17 DOI: 10.1080/10528008.2022.2159437
Riley G. Dugan, Na Young Lee
{"title":"SELLING ON VALUE: USING THE PURPOSEFUL CHOREOGRAPHY AS THE BASIS OF AN INNOVATIVE SALES ROLE PLAY","authors":"Riley G. Dugan, Na Young Lee","doi":"10.1080/10528008.2022.2159437","DOIUrl":"https://doi.org/10.1080/10528008.2022.2159437","url":null,"abstract":"ABSTRACT 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. However, we contend that this typical sales role play can be extended by tasking students with the need to perform independent research to speak convincingly about the concept of value. In response, we describe an innovative role play based on the purposeful choreography, which tasks students with presenting a compelling, and novel, business case to a buyer. Moreover, we highlight opportunities and challenges for sales professors who are interested in adopting this role play into their advanced selling courses.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"136 - 141"},"PeriodicalIF":0.0,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45500625","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
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