Marketing Education Review最新文献

{"title":"A FOOT IN THE DOOR: A CUSTOMIZABLE NETWORKING PROJECT","authors":"H. Black, A. Milović, R. Dingus","doi":"10.1080/10528008.2022.2159442","DOIUrl":"https://doi.org/10.1080/10528008.2022.2159442","url":null,"abstract":"ABSTRACT 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 was tested across multiple modalities, in classes large and small, at two universities. Student feedback was quite positive, with students noting an increased level of confidence in networking while identifying tools they can use beyond the semester. Materials are provided for professors to implement this project in their class.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"130 - 135"},"PeriodicalIF":0.0,"publicationDate":"2023-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48825878","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}

{"title":"CULTIVATING CREATIVITY: ENHANCING CREATIVE CAPACITY THROUGH ONLINE MICROLEARNING","authors":"AnneMarie Dorland","doi":"10.1080/10528008.2022.2159443","DOIUrl":"https://doi.org/10.1080/10528008.2022.2159443","url":null,"abstract":"ABSTRACT 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 paper outlines how marketing educators can embed creative capacity skill development training in existing course designs using online masterclasses. Findings from a study of undergraduate marketing students enrolled in a pilot creative capacity development online masterclass reveal that this teaching innovation can be effectively employed to foster and enhance creative capacity skills. After participating in the embedded online masterclass, student assessments related to key creativity-development relevant learning objectives and ATTA scores both improved. This case example of microlearning and creativity focused skill development provides key insights into the ways in which we might develop the critical creative capacities of our students across disciplinary contexts using online microlearning modalities. A detailed project implementation plan and suggested model of masterclass content are provided for educators interested in helping learners develop the creative capacities they need for the careers of the future.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"156 - 162"},"PeriodicalIF":0.0,"publicationDate":"2023-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43081857","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}

{"title":"INCREASING STUDENT ENGAGEMENT USING ‘MEME BASED’ EXERCISE INNOVATION","authors":"J. Hansen, P. Wilson","doi":"10.1080/10528008.2022.2159436","DOIUrl":"https://doi.org/10.1080/10528008.2022.2159436","url":null,"abstract":"ABSTRACT 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 exercises using a meme (instead of the traditional slide deck or typed document file). Moreover, to create even more engagement and connection, we propose requiring the students to use a picture of the instructor teaching (from posted media choices by the instructor) as the background photo for the meme. Results of test usage in classes occurring in 2020 and 2021 indicate that this technique is helpful in students becoming more engaged in critical thinking toward class learning topics and class structure topics, this was especially evident when the meme course exercises leveraged competitive aspects such as student voting on them and prizes. Discussion of relevant technology adoption elements to consider in setting up exercise parameters are outlined.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"113 - 117"},"PeriodicalIF":0.0,"publicationDate":"2023-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44266902","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}

{"title":"A R.E.C.I.P.E. FOR INCLUSION: A SIX-STEP JOURNEY TO TEACHING INCLUSIVE MARKETING ORIENTATION","authors":"Candice R. Hollenbeck, V. Patrick","doi":"10.1080/10528008.2022.2159439","DOIUrl":"https://doi.org/10.1080/10528008.2022.2159439","url":null,"abstract":"ABSTRACT 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 businesses, but this strategy can also lead to a thriving society in which all people manifest their best capabilities. Here, we provide a six-step RECIPE for teaching IMO: recognize diversity, embrace differences, co-opt diverse user perspectives, identify with empathy, and practice inclusive marketing and evolve as a marketing professional. Examples and results are discussed.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"142 - 148"},"PeriodicalIF":0.0,"publicationDate":"2023-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42351726","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}

{"title":"#OPENFORBUSINESS: STUDENT PROMOTION OF COMMUNITY ORGANIZATIONS AND BUSINESSES ON SOCIAL MEDIA","authors":"Z. Xu, Fernando Parra, Abby Peters, McDowell Porter, J. Woods","doi":"10.1080/10528008.2022.2159434","DOIUrl":"https://doi.org/10.1080/10528008.2022.2159434","url":null,"abstract":"ABSTRACT 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 economic reasons or to protect public safety; however, many local organizations lack the marketing or technology expertise to communicate effectively with their customer base during these times, creating significant disparities between small businesses and larger corporations. This experiential learning assignment was specifically designed to engage students in a social media campaign in which they created social media posts to support their communities and local businesses using the common hashtag #OpenForBusiness . Through this applied experience, students are able to learn real-world social media strategies relevant to their marketing careers, including the elements of design, strategic messaging, and effective solicitation of consumer behavior. Furthermore, this teaching innovation addresses a critical gap in business education, namely, the disconnection between theoretical concepts and practical experiences.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"107 - 112"},"PeriodicalIF":0.0,"publicationDate":"2023-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46569337","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}

{"title":"RNMKRS PITCHPERFECTOR: ARTIFICIAL INTELLIGENCE TO BOOSTER STUDENTS’ SELF-EFFICACY IN DELIVERING ELEVATOR PITCH","authors":"Jose L. Saavedra Torres, C. E. Heath","doi":"10.1080/10528008.2022.2159435","DOIUrl":"https://doi.org/10.1080/10528008.2022.2159435","url":null,"abstract":"ABSTRACT 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 pitch self-efficacy, surveys were administered before and after the implementation of the RNMKRS assignment. In addition, class modality (online asynchronous and in-person) was tested to identify potential differences in self-efficacy growth. We found that the usage of RNMKRS did increase student self-efficacy in the delivery of an elevator pitch. That impact was not influenced by classroom modality suggesting that it would be equally effective for an in-person class as it would be in an online asynchronous course. Finally, we discuss the challenges that we faced implementing RNMKRS with students.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"118 - 124"},"PeriodicalIF":0.0,"publicationDate":"2023-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46313888","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}

{"title":"MARKETING CURRICULUM DESIGN AND CAREER OUTCOMES","authors":"Zafar Iqbal","doi":"10.1080/10528008.2022.2164206","DOIUrl":"https://doi.org/10.1080/10528008.2022.2164206","url":null,"abstract":"ABSTRACT Undergraduate marketing degrees have been shown to have the same impact on post-graduation income for marketing jobs as non-marketing undergraduate degrees for similar marketing jobs. Moreover, having a marketing degree has been shown to not impact long-term career satisfaction. However, previous research has not accounted for the possible differential impact of curriculum design on post-graduation income and long-term career satisfaction. In other words, not all marketing programs are the same. In this paper, we describe an innovative yearlong marketing honors program that uses six best practices drawn from the marketing education literature in its design and implementation. We then compare the starting salaries after college and current career satisfaction of graduates from the marketing honors program with those of graduates from a non-honors marketing program in the same university. We demonstrate the differential impact of course-level, programmatic, and extra-curricular design choices on career outcomes. Implications are then discussed that impact marketing curriculum design.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"242 - 260"},"PeriodicalIF":0.0,"publicationDate":"2023-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43071732","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}

{"title":"DIVERSITY AND INCLUSION PRACTICES IN MARKETING EDUCATION: A CONCEPTUAL FRAMEWORK AND OVERVIEW OF THE SPECIAL ISSUE","authors":"Ilia Protopapa, Kirk Plangger","doi":"10.1080/10528008.2023.2173846","DOIUrl":"https://doi.org/10.1080/10528008.2023.2173846","url":null,"abstract":"Individuals in societies across the globe are challenging long-standing cultural, gendered, racial, ethnic, and other stereotypes as is evident from protests ranging from women’s rights in Iran and Afghanistan to the “Black Lives Matter” and the “Me Too” movements (Amnesty International, 2022). Furthermore, these calls for change have been incorporated into the United Nation’s Sustainable Development Goals (www. un.org/sustainabledevelopment/), specifically gender equality (Goal 5), reduced inequalities (Goal 10), and responsible consumption and production (Goal 12). Thus, marketing managers need to be prepared to examine and reflect on their organizations’ past marketing practices, identify areas where they could do better, and strategize future marketing strategies that are indeed inclusive and respect diversity (De Ruyter et al., 2022). In doing so, organizations will be ready to meet these social challenges head on. Consider, for instance, Unilever’s Dove brand’s “Campaign for Real Beauty.” Since 2004, this campaign tried to reform how the global cosmetic industry, including many other Unilever brands, portrays and advertises their beauty products. By exposing manipulated content in cosmetic advertising (Campbell, Plangger, Sands, & Kietzmann, 2022), Dove is breaking down longstanding cultural stereotypes of what defines beauty. The brand’s most recent campaign against social media beauty filters employs Deepfake technologies to expose young consumers to the dangers of misleading online beauty advice (Kiefer, 2022). Inclusive marketing campaigns such as Dove are pushing industry leaders and policymakers to set new standards for how businesses communicate with their customers. An important part of this shift toward more diverse and inclusive marketing is educating marketing practitioners. For example, Diageo, the global beverage conglomerate with brands such as Guinness, Johnnie Walker, and Crown Royal, has directed that all its over 1,200 marketing staff to take part in inclusive design training to remove unconscious bias from future marketing campaigns that will be accessible for all consumers (Stewart, 2022). These changes in marketing practice integrate inclusive and diverse strategies that need to be reflected in marketing education and pedagogy to train the next generation of business leaders (Kipnis et al., 2021). Marketing education and pedagogy require two connected reforms that enable inclusivity and respect diversity in the classroom and the marketplace. First, educators need to use novel instructional methods that demonstrate the effectiveness of embedding diverse and inclusive business policies in marketing practices (Crittenden, Davis, & Perren, 2020; Rivera, Arrese, Sádaba, & Casado, 2020). Second, educators need to eliminate both conscious and unconscious bias of groups, especially those that are underrepresented to not only make marketing education accessible for all but ensure that everyone has equal opportunities to gain fro","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"33 1","pages":"1 - 6"},"PeriodicalIF":0.0,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47030928","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}

{"title":"Neuromodulation for functional upper gastrointestinal diseases.","authors":"Jiande Chen","doi":"10.54844/gmiw.2022.0087","DOIUrl":"10.54844/gmiw.2022.0087","url":null,"abstract":"<p><p>Neuromodulation has recently received a great deal of attention among academic institutions, government funding agents and industries. This mini-review focuses on methods and applications as well as mechanisms of various neuromodulation methods in treating functional diseases of the upper gastrointestinal tract. First, the methods of various neuromodulation are introduced, including direct electrical stimulation at various peripheral nerves, such as the vagus nerve, sacral nerve and spinal cord, direct gastrointestinal electrical stimulation and noninvasive/transcutaneous electrical stimulation. Then, literature search was performed on the clinical applications of these neuromodulation methods for treating gastroesophageal reflux disease, functional dyspepsia and gastroparesis. Due to nature of the mini-review, the search results are selectively presented based on the expert opinions. Finally, a perspective is provided based on the author's own experience in this field of research.</p>","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"23 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10888504/pdf/","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91222719","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"UNDERGRADUATE MARKETING STUDENT RETENTION: THE ROLE OF PERSONAL VALUES","authors":"Halimin Herjanto, M. Amin, Megan M. Burke, Mark-John Burke","doi":"10.1080/10528008.2022.2159438","DOIUrl":"https://doi.org/10.1080/10528008.2022.2159438","url":null,"abstract":"ABSTRACT Student retention is a critical issue for higher education institutions. This study investigates the motivation of marketing student retention in the United States. The study was conducted by exploring the underlying personal values that drive student retention through the means-end chain (MEC) laddering approach. A total of 55 usable student comments were gathered from two mid-sized (1 public, 1 private) institutions and analyzed using MEC. The findings show that marketing student retention was influenced by hedonism, power, achievement, and self-direction and, to a lesser extent, by the other-regarding value of benevolence. In addition, the hierarchical value map shows the importance of the industry category-building marketing courses to emphasize the industry and marketing environment. It must be recognized, however, that the strength of the industry category depends on how universities maintain their brand image and that image’s congruency with students’ personal values. Finally, the study results revealed that marketing course factors (e.g., course content and course excitement) and job security are fundamental attributes that enhance student retention.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45259220","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}