发布求助
文献互助 智能选刊 最新文献

Journal of Marketing Education最新文献

筛选
英文 中文
The Future of Marketing and Marketing Education 市场营销和市场营销教育的未来
IF 2.4
Journal of Marketing Education Pub Date : 2024-09-07 DOI: 10.1177/02734753241269838
Dhruv Grewal, Abhijit Guha, Cinthia Beccacece Satornino, Marc Becker
{"title":"The Future of Marketing and Marketing Education","authors":"Dhruv Grewal, Abhijit Guha, Cinthia Beccacece Satornino, Marc Becker","doi":"10.1177/02734753241269838","DOIUrl":"https://doi.org/10.1177/02734753241269838","url":null,"abstract":"Employers expect university graduates seeking entry-level marketing jobs to be well-versed in contemporary topics, such as sustainable development, digital marketing, big data, analytics, and the role of artificial intelligence (AI) in both traditional and contemporary marketing domains. Because many of today’s cutting-edge technological advances are deeply relevant to marketing, marketing educators must reconsider how they prepare marketing students to enter the technology-enabled world and workforce. The authors propose that marketing educators adapt their teaching of foundational marketing concepts to reflect the technology-augmented marketing era. Such reconsiderations span multiple arenas, including how classes are conducted, which topics are covered, how assignments are crafted, and how technology—and AI and generative artificial intelligence (gen AI) in particular—will transform future marketing roles. The authors also suggest ways educators can modify and reimagine existing marketing courses to prepare students for a successful entry into technology-enabled marketing jobs, as exemplified with some sample class assignments.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"185 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142226238","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
Students as Value Co-Creators in the Business Education Ecosystem 学生是商业教育生态系统中的价值共同创造者
IF 2.4
Journal of Marketing Education Pub Date : 2024-08-19 DOI: 10.1177/02734753241267762
Maria Petrescu, John T. Gironda, Anjala S. Krishen, Adina Dudau, J.Ricky Fergurson, Steven A. Stewart, Philip Kitchen, Monica Fine
{"title":"Students as Value Co-Creators in the Business Education Ecosystem","authors":"Maria Petrescu, John T. Gironda, Anjala S. Krishen, Adina Dudau, J.Ricky Fergurson, Steven A. Stewart, Philip Kitchen, Monica Fine","doi":"10.1177/02734753241267762","DOIUrl":"https://doi.org/10.1177/02734753241267762","url":null,"abstract":"Departing from the dyadic paradigm of students versus business schools in marketing and business education, this article utilizes a pluralistic perspective to account for and investigate various stakeholder groups’ value expectations and roles as we develop and examine a value co-creation ecosystem framework for marketing and business education. Service-Dominant Logic and Authority Theory are used as theoretical lenses along with a mixed-method approach to conduct three studies: (a) a fuzzy-set qualitative comparative analysis (fsQCA), (b) a qualitative conceptual mapping content analysis, and (c) a three-round quantitative Delphi study. The results provide insights into the differing elements of value and level of authority expected by various stakeholders in marketing education. This research significantly contributes to the pluralist perspective, gaining ground in business education research by extending previous work. In addition, the article contributes to the Service-Dominant Logic and Authority Theory literature by integrating the two to improve the explanatory power of value co-creation ecosystems to an expertise-led service such as marketing education. Theoretically, integrating Service-Dominant Logic and Authority Theory generates fruitful avenues to uncover what matters to business school education stakeholders.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"3 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142206579","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
Embedding the United Nations Sustainable Development Goals (SDGs) in Marketing Education 将联合国可持续发展目标（SDGs）纳入市场营销教育
IF 2.4
Journal of Marketing Education Pub Date : 2024-07-26 DOI: 10.1177/02734753241244573
Ranjit Voola, Carmela Bosangit, Michael Polonsky, Al Rosenbloom, Paromita Goswami
{"title":"Embedding the United Nations Sustainable Development Goals (SDGs) in Marketing Education","authors":"Ranjit Voola, Carmela Bosangit, Michael Polonsky, Al Rosenbloom, Paromita Goswami","doi":"10.1177/02734753241244573","DOIUrl":"https://doi.org/10.1177/02734753241244573","url":null,"abstract":"","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"4 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141785418","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
The Importance of Brand Equity in the Business of Marketing Education 品牌资产在营销教育事业中的重要性
IF 2.4
Journal of Marketing Education Pub Date : 2024-07-25 DOI: 10.1177/02734753241263111
Donald R. Bacon
{"title":"The Importance of Brand Equity in the Business of Marketing Education","authors":"Donald R. Bacon","doi":"10.1177/02734753241263111","DOIUrl":"https://doi.org/10.1177/02734753241263111","url":null,"abstract":"College graduates earn higher wages than noncollege graduates, but questions remain about the degree to which this wage difference is driven by learning in college or by the signal that the degree sends to employers. Based on a review of the literature, I propose that the value of a marketing degree is much less related to learning marketing than it is to the business school’s brand equity. A business school with strong brand equity can be more selective in admissions decision making, which in turn leads to increased graduate success and further builds the school’s brand equity. This brand-centric perspective resolves several persistent questions including why student evaluations of teaching are so important in business schools, why improvements in learning are underfunded, and why marketing education research is under-emphasized. Implications and recommendations for future research are discussed.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"19 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141774492","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
Enhancing Legitimacy: A Pathway to Strategy Renewal of Business Schools 增强合法性：商学院战略更新之路
IF 2.4
Journal of Marketing Education Pub Date : 2024-07-25 DOI: 10.1177/02734753241265278
Bodo B. Schlegelmilch
{"title":"Enhancing Legitimacy: A Pathway to Strategy Renewal of Business Schools","authors":"Bodo B. Schlegelmilch","doi":"10.1177/02734753241265278","DOIUrl":"https://doi.org/10.1177/02734753241265278","url":null,"abstract":"The rise of business schools around the globe has been a success story. However, paradigmatic changes in technology, fundamental shifts in values and major demographic developments have put business schools on the defensive. Students question whether business schools still adequately prepare them for their future careers, managers are concerned about the relevance of business schools’ research output, and some stakeholders even debate whether business schools prioritize profit and neoliberal values over societal needs. Consequently, there is an urgent need for business schools to enhance their legitimacy. This article offers a pathway to the strategic renewal of business schools. Using a Socratic questioning approach, we propose a guide to review a business school’s key strategic decisions. This offers insights on selecting a competitive positioning that aligns external stakeholder demands with the resources and capabilities of a business school.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"21 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141774493","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
Can I See Your Answers? Applying the Fishbowl Method in Marketing Analytics Classes 我能看看你的答案吗？在营销分析课程中应用鱼缸法
IF 2.4
Journal of Marketing Education Pub Date : 2024-06-22 DOI: 10.1177/02734753241259974
Han-Ling Jiang, Lin-Hua Lu, Tsunwai Wesley Yuen, Yu-Lun Liu, Conrad Coelho
{"title":"Can I See Your Answers? Applying the Fishbowl Method in Marketing Analytics Classes","authors":"Han-Ling Jiang, Lin-Hua Lu, Tsunwai Wesley Yuen, Yu-Lun Liu, Conrad Coelho","doi":"10.1177/02734753241259974","DOIUrl":"https://doi.org/10.1177/02734753241259974","url":null,"abstract":"Data-driven marketing analytics courses are integral to modern business management degrees in universities, yet many graduates focus solely on single, separated data analysis techniques during their learning process, hindering effective integration and practical performance. This study proposes that employing the Fishbowl method, which divides students into “fish” or “observers” to facilitate active problem-solving and analytical reflection, can effectively empower students to augment their learning and performance in marketing analysis by strengthening their metacognition. This research also explores the moderating effects of task complexity and students’ divergent thinking. Two field experiments (41 Cohort 22/23 students in Study 1; 39 Cohort 23/24 students in Study 2) were implemented. The results revealed that the Fishbowl method significantly enhances students’ metacognition, which affects their task-solving performance. Furthermore, students with higher (lower) divergent thinking perform better and are better suited to the observer (fish) roles. This moderating effect was strengthened when the task complexity was high. This study bridges the use of the Fishbowl method with the enhancement of metacognition in the context of marketing analytics courses. Appropriate utilization of the Fishbowl method during marketing analytics courses, along with grouping students based on their thinking traits, can significantly enhance learning effectiveness and performance.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"27 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141529340","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
From Talk to Action: How Small Steps Can Make a Big Impact in Marketing Education for Climate Action 从谈论到行动：小步骤如何在气候行动营销教育中产生大影响
IF 2.4
Journal of Marketing Education Pub Date : 2024-03-14 DOI: 10.1177/02734753241232326
Isabel Rodriguez-Tejedo, Cristina Etayo
{"title":"From Talk to Action: How Small Steps Can Make a Big Impact in Marketing Education for Climate Action","authors":"Isabel Rodriguez-Tejedo, Cristina Etayo","doi":"10.1177/02734753241232326","DOIUrl":"https://doi.org/10.1177/02734753241232326","url":null,"abstract":"This study analyzes the effectiveness of two low-cost and easy-to-implement activities (a brief talk and a case discussion) in engendering interest and awareness toward climate action in a typical Principles of Marketing course. Our findings indicate that, consistent with existing research, women are more likely to be concerned about climate change and more willing to contribute to its mitigation. We found that the talk alone had limited effects, only increasing the likelihood of students reporting the importance of climate change education in their business degree and marketing classes. However, the combined approach of talk and case discussion had a more far-reaching impact, as students reported, for example, a higher willingness to donate, volunteer, and change behavior. These results suggest that even a limited and easily applied intervention can have positive effects on the achievement of Sustainable Development Goal (SDG) 13.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"2 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140147291","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
What Is the Future of Marketing Education? 市场营销教育的未来是什么？
IF 2.4
Journal of Marketing Education Pub Date : 2024-03-04 DOI: 10.1177/02734753231220115
Victoria L. Crittenden
{"title":"What Is the Future of Marketing Education?","authors":"Victoria L. Crittenden","doi":"10.1177/02734753231220115","DOIUrl":"https://doi.org/10.1177/02734753231220115","url":null,"abstract":"","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"1 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140032659","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
Embedding the Sustainable Development Goals Into Higher Education Institutions’ Marketing Curriculum 将可持续发展目标纳入高等教育机构的营销课程
IF 2.4
Journal of Marketing Education Pub Date : 2024-02-26 DOI: 10.1177/02734753241231182
Barbara Tomasella, Bilal Akbar, Alison Lawson, Richard Howarth, Rebecca Bedford
{"title":"Embedding the Sustainable Development Goals Into Higher Education Institutions’ Marketing Curriculum","authors":"Barbara Tomasella, Bilal Akbar, Alison Lawson, Richard Howarth, Rebecca Bedford","doi":"10.1177/02734753241231182","DOIUrl":"https://doi.org/10.1177/02734753241231182","url":null,"abstract":"The 21st century’s growing societal and environmental challenges are ubiquitous. The combination of knowledge, values, mindsets, and abilities needed to address these challenges requires educating society about the simultaneous pursuit of economic, environmental, and social goals as advocated by the United Nations’ (UN) Sustainable Development Goals (SDGs). This research aims to review the academic literature on how Higher Education Institutions incorporate the SDGs into the marketing curriculum. In this regard, the expected outcome is to assist marketing academics in developing a curriculum aligned with the SDGs. An integrative literature review including 40 articles led to three core themes: Integration, Transformation, and Leadership. Building on these themes, the article contributes to marketing education through the 3Es framework (Engage, Expand, Enact) for embedding the SDGs in the marketing curriculum: “Engage” integrates sustainability knowledge into the existing marketing curriculum by fostering debates and reflection around the SDGs. “Expand” transforms values and attitudes among marketing students and staff using transformative and experiential pedagogical tools. This leads to “Enact” with leadership and partnerships within and outside the university, which leads to collaborative actions aligned with the SDGs.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"196 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139981052","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
Temporal Motivation Theory: Punctuality Is a Matter of Seconds 时间动机理论：守时是分秒必争的事
IF 2.4
Journal of Marketing Education Pub Date : 2024-02-26 DOI: 10.1177/02734753241232564
Stephen Bok, James Shum, Maria Lee
{"title":"Temporal Motivation Theory: Punctuality Is a Matter of Seconds","authors":"Stephen Bok, James Shum, Maria Lee","doi":"10.1177/02734753241232564","DOIUrl":"https://doi.org/10.1177/02734753241232564","url":null,"abstract":"Time management is essential for strong strategic business planning and marketing campaigns. Having sufficient time to complete essential planning is important, as is the punctuality of meeting deadlines. Temporal Motivation Theory (TMT) explains the relationship between deciding to perform a task and expected incentives, consequences, and the cost of delay. We analyzed the time (in seconds) that business students submitted weekly quizzes before Saturday night deadlines (1,587 quiz submissions). Self-discipline was measured as a student’s self-evaluation of their ability to start tasks promptly. We find that self-discipline, by itself, was associated with lower average quiz scores. However, self-discipline combined with greater punctuality was associated with higher quiz scores. High self-discipline associated with low emotional stability resulted in earlier average quiz submissions, which resulted in higher quiz scores than submitting work closer to deadlines. These results indicate using internal pressure like anxiety to initiate studying and completing schoolwork can lead to better academic performance. Based on TMT, students appear to use deadlines to reverse calculate the amount of time before a consequential deadline. This translates into a form of negative reinforcement (avoidance), as opposed to positive reinforcement for punctuality. Implications for business marketing students and academicians are discussed.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"56 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139981055","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
下一页 尾页
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整，为了账户安全，请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
请完成安全验证×
相关产品
×
本文献相关产品
联系我们：info@booksci.cn Book学术提供免费学术资源搜索服务，方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号：481959085
Book学术官方微信