Marketing Education Review最新文献

{"title":"EDITORIAL","authors":"Kunwoo Lee, N. Patrikalakis","doi":"10.1115/1.1559906","DOIUrl":"https://doi.org/10.1115/1.1559906","url":null,"abstract":"Thank you Dr. Barbara Wooldridge! To begin, I sincerely want to thank Dr. Barbara Wooldridge for her time and service in the past 3 years as the Editor for our journal. Barbara has made significant strides in elevating our journal to new heights despite the challenges presented during the ongoing pandemic. I have already learned (and continue to learn) from Barbara, and I thank her for the instrumental support and passion she has for MER. I hope to carry forward her enthusiasm as I embark on this new role as the incoming Editor. There is no doubt that our understanding of “Marketing Education” has evolved over the years. Since the inception of the journal (1990 – Founder: Raymond W. Buddy LaForge), the priorities and lens in which we look at marketing education has shifted, along with the journal’s focus. Indeed, the push toward digital modes of delivery and shifting needs of stakeholders (students, faculty, and industry) have transformed the way we think about Marketing Education. As a start, I believe it is important to develop a holistic understanding of the journal’s strengths and weaknesses prior to engaging in any initiatives and opportunities. Recently, I conducted an analysis of all articles (31 years) identifying the topic trends, impact (e.g., citation analysis), networks (e.g., co-authorships) to better understand the past and the present, along with identifying opportunities for the future. Holistically, the journal has largely focused on marketing instruction/delivery (assignments, content, etc.) or student learning/experience (experiential, active learning, etc.). While this is core to what we do, it is my hope that we also push toward thinking about topics that are not always traditionally “student-facing”; this could include topics related to curriculum, administration, careers, internships, facilities, etc. I also feel that there can be more opportunities for topics related to graduate education and more insights into faculty experiences. I encourage us to think wider in how the ecosystem of academia can differentially influence marketing instruction and student experiences. Further, the publications contained within MER were primarily US-centric. While this is not surprising given that the journal is founded in the United States (and largely promoted within the US), it presents an intriguing opportunity to expand our reach globally. Further, I hope to expand beyond our core “marketing” lens to connect with other disciplines that often maintain close associations with our discipline (hospitality, fashion, graphic design, etc.). While my vision for the journal is not to deviate away from “marketing,” there lies an opportunity to interconnect with other disciplines that may still be highly relevant (e.g., services in hospitality, fashion consumption, graphics & ads, etc.). As the former editors have worked tirelessly to elevate the journal each and every step, I too am looking forward to pursuing these opportunities to advance the ","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"32 1","pages":"1 - 2"},"PeriodicalIF":0.0,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1115/1.1559906","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45795808","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":"VIRTUAL REALITY OR REALITY: CONTENT IS ALWAYS KEY TO ENJOYMENT, UNDERSTANDABILITY AND COMPREHENSION","authors":"Steven Bauer, Sarah Fischbach, Alice Labban, Emilie M Fleck, A. Speth","doi":"10.1080/10528008.2021.2017302","DOIUrl":"https://doi.org/10.1080/10528008.2021.2017302","url":null,"abstract":"ABSTRACT This article presents a new approach to bring virtual reality into the marketing classroom. Our study adds to the literature by testing two different types of virtual reality content and showing the importance of content in producing desired educational outcomes. We also extend past research by suggesting specific processes and resources for adapting virtual reality to the marketing curriculum. Virtual reality has not been widely applied to core marketing curriculum, particularly global marketing. The medium is especially suited to global marketing, since success in the area depends on understanding foreign environments. Our new approach uses two types of virtual reality videos, an educational video on South Sudan and advertisement for Toms Shoes, to teach global marketing concepts. We investigate the impact of this approach in a study with 100 students and find that the VR vs. non-VR format has a significantly positive impact on enjoyment. In addition, the Toms VR video scores significantly higher than the South Sudan VR video on enjoyment, content understandability, and comprehension. Our results point to the importance of content in creating educational materials in any format, and suggest a particular need to develop virtual reality materials which align with learning objectives in the marketing curriculum.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"32 1","pages":"113 - 119"},"PeriodicalIF":0.0,"publicationDate":"2021-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43072949","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":"LET’S GET PERSONAL: USING SWOT AND FAB AS THE FOUNDATION TO DEVELOP STUDENTS’ PERSONAL BRANDS","authors":"R. Dingus, H. Black, Steven Dahlquist","doi":"10.1080/10528008.2021.2015244","DOIUrl":"https://doi.org/10.1080/10528008.2021.2015244","url":null,"abstract":"ABSTRACT Today’s marketing students face an increasingly turbulent job-search environment as companies assess and modify their hiring needs and practices. As marketing educators, we can help our students better position themselves in the market by helping them identify their individual strengths (and weaknesses) and articulate their professional goals. To this end, the authors have outlined a dual-purpose exercise wherein students: 1) learn and apply two key marketing methods (SWOT and FAB); and 2) lay a stronger foundation for building their personal brand. Effectively, students apply these key marketing principles to themselves, in order to discover their unique qualities. In turn, they are then better prepared to take actions that enhance their personal brand in the job-search process. Empirical evidence shows that students not only enjoyed the assignment but became more confident in their understanding of key marketing models. In addition, they demonstrated a higher level of comfort with the concept of marketing themselves and developing a personal brand. This assignment can be implemented in a variety of classes in multiple formats, as a simple one-time assignment or part of a larger career and personal branding module. The prescribed assignment has been tested in three marketing courses and multiple modalities.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"32 1","pages":"155 - 162"},"PeriodicalIF":0.0,"publicationDate":"2021-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45551094","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":"OBJECTION PRACTICE USING A LIVE APPOINTMENT-SETTING CALL WITH PROFESSIONALS","authors":"Shannon Cummins","doi":"10.1080/10528008.2021.2013118","DOIUrl":"https://doi.org/10.1080/10528008.2021.2013118","url":null,"abstract":"ABSTRACT Getting students comfortable with responding to customer objections is a challenge. This assignment introduces students to objection response using a live role-play conducted with professionals over the phone. The project typically takes 3 weeks to complete and is an excellent way to deliver value to professional partners or involve alumni in a time-efficient and location neutral manner. The project works equally well in-person or online. Results show that students participating in the live role-play call have higher actual and perceived learning regarding objection response techniques. Additionally, students who participate are more likely to receive a job or internship offer due to the networking embedded in the activity.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"32 1","pages":"136 - 142"},"PeriodicalIF":0.0,"publicationDate":"2021-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44512107","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":"BUSINESS STUDENTS’ LEARNING MOTIVATIONS AND IMPLICATIONS FOR SUSTAINABLE IMPLEMENTATIONS OF AT-HOME INTERNATIONALIZED PROGRAMS: QUALITATIVE EVIDENCE FROM VIETNAM","authors":"Tran Le Huu Nghia, G. Hoang, Phuongloan Vo","doi":"10.1080/10528008.2021.2012701","DOIUrl":"https://doi.org/10.1080/10528008.2021.2012701","url":null,"abstract":"ABSTRACT Internationalization of higher education programs has become more diverse in non-Western countries but there has been a paucity of studies exploring these at-home initiatives of internationalization, particularly using business students’ experience. This article reports a qualitative study that investigated 18 Vietnamese business students, majoring in marketing and international business, for their motivations of pursuing an elite internationalized university program. The results showed that business students were motivated by several foreign elements embedded in these programs: English language instruction, foreign certificate/degree, international teachers and friends, among others. The motivations were influenced by their rational self-interest and opinions of third parties and were practically driven by the motive of enhancing their employability. The article discusses the findings in relation to the current socio-cultural and educational context of Vietnam and provides practical implications for sustainable implementation of these business programs on the principle of meeting students-as-customers’ learning needs and expectations.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"32 1","pages":"329 - 341"},"PeriodicalIF":0.0,"publicationDate":"2021-12-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48755900","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":"TEACHING SOCIAL MEDIA AS AN INTERDISCIPLINARY EXPERIENTIAL PROGRAM","authors":"Sarah Alhouti","doi":"10.1080/10528008.2021.2006719","DOIUrl":"https://doi.org/10.1080/10528008.2021.2006719","url":null,"abstract":"ABSTRACT The Interdisciplinary Social Media Fellowship is a two-semester program in which students gain internship credit by learning about social media marketing through a client-based experiential learning program. A faculty member created and ran a program in which five students from multiple disciplines followed a framework that defined their roles and processes to ensure interdisciplinary learning and successful social media practice. Students engaged with internal and external stakeholders to learn from various perspectives. The program created a win-win situation for the university and the students: students benefited through experiential and interdisciplinary learning, while the university produced engaging content relevant to various stakeholders.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"32 1","pages":"143 - 149"},"PeriodicalIF":0.0,"publicationDate":"2021-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45839603","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":"THE GAME OF STORES: SIMULATING RETAIL SITE SELECTION AND PROFITABILITY","authors":"Rik Paul, Abhilash Ponnam, Shantanu Shanker Bagchi","doi":"10.1080/10528008.2021.2001347","DOIUrl":"https://doi.org/10.1080/10528008.2021.2001347","url":null,"abstract":"ABSTRACT Retailers are faced with the challenge of how many stores to operate in a potential or an existing market and where those stores should be located. Various factors influence this decision-making. For instance, the customer behavior and their demographic characteristics, customer travel times, presence of competitors, costs involved, location profitability, etc. Literature in retailing points out various gravity laws that assist retailers to make the location choice decision. ‘Game of Stores” is a board game-based simulation designed for classroom teaching that incorporates the principles of Huffs Law to create a dynamic environment for participants. The gameplay is devised to mimic reality in a competitive setup and to provide participants with similar challenges faced by retailers in real-time. The simulation is intended to help participants comprehend, analyze, and apply the concepts related to retail store location decisions in a gamified environment and to test their analytical skills in optimizing retail location choice and profitability. The applied nature of the game makes it suitable for use in Retail Management courses for students specializing in Marketing.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"32 1","pages":"282 - 297"},"PeriodicalIF":0.0,"publicationDate":"2021-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44169229","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":"EDITORIAL","authors":"Barbara Ross Wooldridge","doi":"10.1080/10528008.2021.2005750","DOIUrl":"https://doi.org/10.1080/10528008.2021.2005750","url":null,"abstract":"As I sat at my computer 3 years ago to compose my first letter from the editor, my term seemed to stretch far into the future with 12 issues over 3 years, yet it now seems to be over in a blink of an eye. I thought the hardest decision as editor was accepting or rejecting papers until I had to make the final decision for the next editor. MER was fortunate to have three excellent finalists for the position; I wish all three could have been chosen. The new editor of MER for the next 3 years starting January 1, 2022, is Dr Seung Hwan (Mark) Lee. He is a professor at Ryerson University in Toronto, Canada. He has regularly published in Marketing Education Review, including MER’s Article of the year Award (2014), MER’s Best Reviewer of the Year Award (2015) and has been an Editorial Board member since 2016. Dr Lee recently was awarded the 2019 Axcess-Capon Distinguished Teaching Award by Society of Marketing Advances (SMA) for his pedagogical contributions. In addition, he has been a recipient of two university-wide teaching awards from Colorado State University and Western University. I look forward to working with him as a reviewer as I return to the editorial reviewer board as a reviewer. Being the editor of MER has truly been a privilege, I had the opportunity to read hundreds of papers on different aspects of marketing education; some were published, some were not, but all had value and made me a better educator having read them. I will miss interacting with all the ERB members. Your willingness to take time out of very hectic lives to review and help authors shape their papers to become successful is remarkable. I learned so much reading your reviews. Given that almost 2 years of my editorship happened during a pandemic when all of us were challenged and stretched in ways we never imagined, yet you reviewed – awes me. I am a believer that many hands make light work, so if you have suggestions for reviewers or ERB members please send them to Mark; I make no promises, but I do know he will consider and review them. Welcome to the Winter Volume of the Special Issue on Covid-19, and Its Impact on Marketing Education. Due to the overwhelming response to the call the issue was split into two volumes (fall and winter). The winter volume the papers have several logical groupings. Our first group of four papers explores the different methods used to facilitate learning during the pandemic and the transition from one modality to others. Vander Schee and Birrittella offer insights into being more efficient online in managing students with less resources by employing group projects, peer grading, and group grading. The authors evaluated the peer grading and group grades against instructors’ grades in preCovid-19 and post-Covid-19 courses online. Results show no significance difference in grades. Additionally, students perceive the peer group grading as fair. Ackerman and Gross discuss using synchronous online discussion boards as the primary mode of instruct","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"31 1","pages":"273 - 274"},"PeriodicalIF":0.0,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45102265","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":"AN INTEGRATED MODEL OF DIGITAL MARKETING CURRICULUM DESIGN","authors":"Debra Zahay, Wesley A. Pollitte, Brooke Reavey, Antonio Alvarado","doi":"10.1080/10528008.2021.1947856","DOIUrl":"https://doi.org/10.1080/10528008.2021.1947856","url":null,"abstract":"ABSTRACT The purpose of this paper is to detail an exploratory case study which highlights a process to modernize an undergraduate marketing curriculum by incorporating aspects of digital marketing and analytics in all courses. In comparison to most other university models that offer, at best, one course in digital marketing, this paper details a blueprint to infuse all courses in the marketing curriculum with marketing theory, digital marketing technical skills, and experiential learning activities. Based on constructive alignment theory, and with assistance of the ADDIE Model (Analysis, Design, Development, Implementation and Evaluation), the University was able to involve all stakeholders before updating the curriculum and hire and train faculty in a speedy manner to meet market needs. All marketing courses were modernized to incorporate experiential components (e.g., simulations, client projects, etc.) that reinforce relevant marketing theories and specific technical skills. Results show that by integrating digital marketing activities in all courses, graduating seniors developed not only skills but the ability to apply them and a current perspective of digital marketing and analytics that has made it possible for them to enter a career in digital marketing post graduation.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"32 1","pages":"205 - 223"},"PeriodicalIF":0.0,"publicationDate":"2021-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44161056","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":"IT’S ABOUT ENJOYING THE VIRTUAL EXPERIENCE: THE ROLE OF ENJOYMENT AND ENGAGEMENT IN THE ADOPTION OF VIRTUAL REALITY IN MARKETING EDUCATION","authors":"Gerardo J. Moreira, C. Luna-Nevarez, Enda F McGovern","doi":"10.1080/10528008.2021.1965486","DOIUrl":"https://doi.org/10.1080/10528008.2021.1965486","url":null,"abstract":"ABSTRACT Digital technologies are becoming more embedded and prevalent in everyday life. One leading technology, Virtual Reality (VR), is well-positioned to extend its impact past the gaming industry and move deeper into education, particularly in university settings. Embracing digital technologies is essential in keeping marketing education relevant. Based on the technology acceptance model, this mixed-methods study investigates the role of perceived engagement and enjoyment in adopting VR as a new technology and its influence on satisfaction and perceived learning effectiveness. The paper provides empirical evidence supporting the importance of student enjoyment in the adoption of VR. Engagement, when enjoyable, is also an important contributor to the adoption of new technology. With increasing pressure placed on universities to quickly implement digital pedagogy applications, enjoyment is critical in allowing students to more easily adopt VR applications and to feel satisfied that they can learn effectively as an integral part of their educational experience.","PeriodicalId":37208,"journal":{"name":"Marketing Education Review","volume":"32 1","pages":"224 - 239"},"PeriodicalIF":0.0,"publicationDate":"2021-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47161570","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}