Journal of Marketing Education最新文献_第3页

Heuristics and the Choice of Method in Entrepreneurial Marketing Education 创业营销教育的启发式与方法选择

IF 2.4

Journal of Marketing Education Pub Date : 2023-08-07 DOI: 10.1177/02734753231190886

Itzel Lopez-Castro, G. Larios-Hernández, Alberto Borbolla-Albores

{"title":"Heuristics and the Choice of Method in Entrepreneurial Marketing Education","authors":"Itzel Lopez-Castro, G. Larios-Hernández, Alberto Borbolla-Albores","doi":"10.1177/02734753231190886","DOIUrl":"https://doi.org/10.1177/02734753231190886","url":null,"abstract":"This article exhibits that entrepreneurial marketing educators recur to their own heuristics to deal not only with the challenges that relate to their mentees’ entrepreneurial projects, but also with the operationalization of their teaching and methodological approaches. Based on the identification of heuristics derived from a convenience sample of 20 entrepreneurship educators, this research characterizes four archetypes of educators: academics, experts, entrepreneurs-in-residence, and mentors. Findings indicate that academics refer to the most common and successful practices, whereas experts qualify methods that fulfill their purposes and follow best practices. Entrepreneurs-in-residence mirror their own startup experiences, involving a certain level of pragmatism, and mentors base their decisions on experience, choosing practices that they judge suitable. Each profile tends to replicate heuristics patterns in the selection of the education method, suggesting an impossibility to separate context and experience from the methodological choices that determine entrepreneurial marketing education, whose learning process is presented as an adapted version of the model originally proposed by Kolb for students. This article contributes to the academic discussion of the role of educators in entrepreneurial marketing, offering an exploratory explanation as to why and how different educator profiles choose their teaching and methodological approaches.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"39 4","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41260496","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

Post-Pandemic Marketing: Use of Business Crisis Recovery Frameworks to Enhance Entrepreneurial Marketing Education 疫情后营销：利用商业危机恢复框架加强创业营销教育

IF 2.4

Journal of Marketing Education Pub Date : 2023-07-31 DOI: 10.1177/02734753231190249

Rosalind Jones, Sussie C. Morrish, E. Heyworth-Thomas, Edith Graham

{"title":"Post-Pandemic Marketing: Use of Business Crisis Recovery Frameworks to Enhance Entrepreneurial Marketing Education","authors":"Rosalind Jones, Sussie C. Morrish, E. Heyworth-Thomas, Edith Graham","doi":"10.1177/02734753231190249","DOIUrl":"https://doi.org/10.1177/02734753231190249","url":null,"abstract":"This article investigates entrepreneurial marketing (EM) and use of business recovery frameworks within experiential learning cycles (ELC)s to investigate post-Covid learning techniques during the learning process. Three distinct post-graduate learner cohorts took part in the study consisting of part-time MBA entrepreneurs from the United Kingdom, part-time upGrad MBA students from India (managers and marketers in large firms) and full-time MCom (Masters in Commerce) marketing students in New Zealand. This inductive study uses coursework artifacts, student feedback with thematic coding, and analysis from live business projects. Use of the post-disaster business recovery framework led to deeper learning, increased understanding, and generation of insights and new knowledge. Both student learner and entrepreneurial marketer skills and competencies are evidenced as essential for business resilience and growth in post-pandemic environments, while the framework aided co-creation of learning between the student and the focal business. Implications for marketing educators are offered together with future opportunities for education research in the EM education, entrepreneurship education and marketing fields. The study will allow educators to understand the three student typologies, leading to effective and impactful pedagogy in EM education.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41993485","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 Lab to Market: Learning Entrepreneurial Marketing Through Multi-Semester, Stage-Gate, Capstone Project in STEM MBA 从实验室到市场:通过多学期，阶段门，STEM MBA顶点项目学习创业营销

IF 2.4

Journal of Marketing Education Pub Date : 2023-07-21 DOI: 10.1177/02734753231185415

A. Marín, Atul Parvatiyar, Ronald K. Mitchell, D. Villegas

{"title":"From Lab to Market: Learning Entrepreneurial Marketing Through Multi-Semester, Stage-Gate, Capstone Project in STEM MBA","authors":"A. Marín, Atul Parvatiyar, Ronald K. Mitchell, D. Villegas","doi":"10.1177/02734753231185415","DOIUrl":"https://doi.org/10.1177/02734753231185415","url":null,"abstract":"Entrepreneurs build successful businesses by taking innovative ideas from research labs to market. This article describes a pedagogical approach and its outcomes in utilizing a multi-stage, multi-course, and multi-semester capstone integrative project to teach entrepreneurial marketing (EM) of early-stage technologies. Herein we explain concepts and practices that enable the learning needed within STEM (Science, Technology, Engineering, Mathematics) MBA programs to commercialize and market products and services arising from new technologies. The pedagogy follows a four-course sequence that applies strategic frameworks and tools to develop opportunity space for a patented idea, develop the idea into product options, undertake customer discovery, build marketing and sales strategies, and translate opportunities into venture planning. These lab-to-market outcomes are accomplished by applying deliberate practice-based action learning methods to build students’ knowledge bases and problem-solving process skills that increase their entrepreneurial expertise. Through learner engagement in a sequence of innovative, data-driven, analytical processes that focus on identifying, validating, and strategizing around scalable new ideas, this pedagogy enables students to learn EM skills that can be applied to different industries and companies at various stages of development but with an emphasis on early-stage technologies.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45661450","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 Scholarship of Teaching and Learning in Marketing Education 市场营销教育中的教学奖学金

IF 2.4

Journal of Marketing Education Pub Date : 2023-06-27 DOI: 10.1177/02734753231175048

Victoria L. Crittenden

引用次数: 1

Special Issue Call for Papers: How Well Does Your Sales Curriculum Sell? Research Focused on (Re)Designing Sales Curriculum 特刊征文：你的销售课程卖得怎么样？销售课程（再）设计研究

IF 2.4

Journal of Marketing Education Pub Date : 2023-06-27 DOI: 10.1177/02734753231172268

引用次数: 0

Exploring Students’ Motivation to Participate in Entrepreneurial Marketing Education 探究学生参与创业营销教育的动机

IF 2.4

Journal of Marketing Education Pub Date : 2023-06-02 DOI: 10.1177/02734753231178501

Aodheen McCartan, D. Cummins, Margaret Morgan, Paul Joseph-Richard

{"title":"Exploring Students’ Motivation to Participate in Entrepreneurial Marketing Education","authors":"Aodheen McCartan, D. Cummins, Margaret Morgan, Paul Joseph-Richard","doi":"10.1177/02734753231178501","DOIUrl":"https://doi.org/10.1177/02734753231178501","url":null,"abstract":"Despite recognition of Entrepreneurial Marketing’s (EM) growing global importance, Entrepreneurial Marketing Education (EME) is relatively under-researched. Applying the concept of autonomous motivation, this article proposes that EME might offer a more valuable learning experience for students and their future employers as compared with either Entrepreneurship Education (EE) or Marketing Education (ME). Through two studies involving undergraduate students, the research found that when set alongside EE and ME, EME is not more attractive to students overall, but was more likely to be participated in by business students as compared with non-business students. However, when little or no prior knowledge of EM was possessed, likelihood to participate by any student was very low. Evidence emerged that EME is not only or mainly associated with starting a business but instead is seen as relevant to students expecting to work in a smaller organization. The research confirms that intrinsic motivation is not sufficient to encourage participation but rather extrinsic motivation, in the form of an appreciation of the benefits that it might generate, is also required. Recommendations are made as to how EME can be presented to business and non-business students such that motivation to participate is enhanced.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46375178","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

Digital Marketing and Analytics Education: A Systematic Review 数字营销和分析教育:系统回顾

IF 2.4

Journal of Marketing Education Pub Date : 2023-04-25 DOI: 10.1177/02734753231166414

Christine Ye, Yuna Kim, Yoon-Na Cho

引用次数: 1

Light Bulb Moments: Where Do Student Entrepreneurs Get Their Ideas 灯泡时刻：学生企业家的想法从何而来

IF 2.4

Journal of Marketing Education Pub Date : 2023-04-20 DOI: 10.1177/02734753231166710

Stern Neill, Mark Bieraugel

引用次数: 0

Enhancing Students’ Understanding of Social Media Marketing and the Use of Advertising and Public Relations Terminology Within IMC: A Participatory Action Research Project 提高学生对社交媒体营销的理解以及IMC中广告和公共关系术语的使用：一个参与式行动研究项目

IF 2.4

Journal of Marketing Education Pub Date : 2023-03-31 DOI: 10.1177/02734753231162610

S. Laurie, K. Mortimer, Matthew Holtz, Billy Little

{"title":"Enhancing Students’ Understanding of Social Media Marketing and the Use of Advertising and Public Relations Terminology Within IMC: A Participatory Action Research Project","authors":"S. Laurie, K. Mortimer, Matthew Holtz, Billy Little","doi":"10.1177/02734753231162610","DOIUrl":"https://doi.org/10.1177/02734753231162610","url":null,"abstract":"The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is causing confusion within the industry, the academic world, and the classroom. This article addresses the need for more research on teaching social media marketing from a strategic perspective based on Integrated Marketing Communications (IMC) objectives. It explores the use of the Paid/Owned/Earned Media (POEM) framework as a form of engaged pedagogy and part of the Active Blended Learning framework. Adopting a Participatory Action Research (PAR) approach, 40 student applications of the POEM framework were analyzed, and the results indicate that it enables students to identify activities within an integrated campaign and their impact on the customer journey. These results were supported by a qualitative analysis of the views of three experienced educators in this field. It is proposed that the application of classifications, such as Paid, Owned, and Earned media, are more useful when teaching social media marketing within IMC than the classifications of Advertising and PR.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48914568","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

The (R)evolution of Marketing Education 市场营销教育的演变

IF 2.4

Journal of Marketing Education Pub Date : 2023-03-22 DOI: 10.1177/02734753221146713

Victoria L. Crittenden

引用次数: 0