To provide the current student generation with an innovative online learning method, podcasts with science fiction short stories are introduced to marketing education. Findings from neurology and psychology point to positive effects of storytelling for gaining knowledge and developing interpersonal skills. Science fiction stories challenge common…

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.…

This article features 29 "Teaching Moments" from the 2018 "Society for Marketing Advances" ("SMA") Annual Conference. The publication of this article is a critical part of a multi-channel distribution system designed to help speed the diffusion of teaching ideas to marketing educators. The "Teaching Moments"…

This multiphase classroom exercise is designed for undergraduate students in capstone strategic management courses to become comfortable and adept at using Porter's Five Forces framework for industry analysis. Assuming students have a base level of familiarity with the framework, this exercise enables them to apply it to an industry and a company…

Audience analysis is essential for creating successful messages across communication fields. The audience persona is an effective tool for understanding the characteristics and needs of a target audience. Through this unit activity, students experience the process of persona development, build skills in data collection and analysis, and gain…

When professors teach complex topics like trademarks in a business law or legal environment class, the delivery is often too abstract. Textbooks tend to focus on black-letter basics of trademark law, ignoring strategic considerations. Experienced managers know that the strongest trademarks (legally speaking) do not necessarily sell products. These…

Today's firms are inundated with a huge volume of data and face requirements to use this data to gain and maintain competitive advantage. In this teaching brief, we address the confirmed analytic skills gap by providing context-relevant learning experiences to business students. Specifically, a marketing analytics project development model is…

This article reports on an innovative Social Media Marketing Analytics course that was developed to respond to current industry needs for marketing analysts with data-driven and multiperspective marketing strategy development skills. Teaching approaches, resources, and insights are shared to encourage future development of similar courses.

As the use of social media continues to grow in practice and as an academic discipline, so too does the need for marketing students (and faculty) to develop and maintain a career-focused and current knowledge warehouse of information that is optimized to their own unique life situation--hence, the creation and use of what is described as a digital…

This article features thumbnail descriptions of 26 "Teaching Moments" presented at the Society for Marketing Advances 2016 Annual Conference. A wide variety of marketing education interventions are presented, from games that teach marketing fundamentals and enhance faculty effectiveness when counseling students, to visualizing data, and…

The 2015 Society for Marketing Advances Teaching Moments sessions offered a wide variety of teaching interventions centered on gaining students' attention, increasing class participation, using lively student-engaging demonstrations, using props during lecture, using sales technology classroom applications, using social media, and many more.…

The Eco-Sculpture Assignment demonstrates that art may be used as a conduit to scaffold metacognition in marketing courses. Theoretical underpinnings are drawn from the literature on pedagogy used in general, marketing, and art education contexts. The assignment is described in detail, followed by examples of learner response that illustrate…

BD Capital Management, an investment advisory firm based in Tulsa, Oklahoma, is dedicated to providing personal, comprehensive investment services to individuals and families, pension and profit sharing plans, endowment funds, trusts, estates, and charitable organizations.

This article presents the BuzzFeed Marketing Challenge, which helps students gain integrative real-world marketing experience by selecting a target market, then creating, publishing, and promoting an article for the target market on entertainment publisher BuzzFeed.com. The challenge is for students to effectively use marketing strategy and…

Procyon LLC had re-launched and renamed their music discovery site, Electra, to Capella, in 2008. Its core strength had originated from Electra's proprietary technology, which used music libraries from real people, its members, to generating "automated word-of-mouth" recommendations, targeted advertising and editorial content. With the re-launch,…