Higher education institutions (HEIs) engage more and more in branding activities to sustain an advantage in an increasingly high competitive environment. In such a pressing managerial context, research on brand management in the specific context of higher education expanded over the past few years. While research indicates that brand authenticity…

Applying the pedagogy of vulnerability and self-expansion theory, the exercise known as the Know Me Activity (KMA) enhances self-expansion by encouraging connections between students and the instructor. The pedagogy of vulnerability is premised on risking self-disclosure as an act of courage. Self-expansion theory is grounded in personal…

This study examined the differences between the responses of federal and state universities on entrepreneurial skills required for business education graduates' employability in Cross River State. Specifically, the study examined the difference between the responses of federal universities and state universities on planning skills, marketing…

This research explores the impact of an innovative social media-based project on students' digital activism and their perspectives on societal issues, particularly domestic terrorism. A mixed methods approach, combining structural equation modeling and qualitative data, revealed that higher levels of ethnocultural empathy led to increased…

This paper explores a pedagogical approach to marketing research -- an oft required and not desired course for marketing undergraduate students. Marketing research can become a mundane and not-exciting topic of marketing compared to it's siblings of consumer behavior, social media, advertising, and the like. However, incorporating the approach of…

This study builds on the long-identified gap between the marketing industry and marketing academia. The research investigates the relationship between resource-based factors and marketing faculty's intention to use marketing analytics technology. The theoretical framework for this study is the concerns-based adoption model (CBAM). Resource-based…

Anecdotal evidence suggests that students with quantitative business majors (e.g., finance, accounting, data analytics, economics) outperform students from less quantitatively rigorous majors (e.g., management, human resource management, marketing) on a business simulation game at a mid-sized, southeastern, public, AACSB accredited university. We…

Facing questions about the status and legitimacy of business schools, many of the world's leading institutions are now experimenting with new business models. In "The Business School of the Future," former president of International Institute for Management Development (IMD), Peter Lorange reveals how the era of virtual technology, and…

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…

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…

Purpose: This research aims to focus on analysing the opinion of university students on the effects that agile methodologies are having on their education during this time of pandemic that is affecting the normal functioning of on-site universities. Specifically, the authors intend to analyse the effect that different constructs have on the…

The field of positive psychology has blossomed in research, training, and instruction to provide grounded ways to pursue happiness. Universities are now offering courses on happiness, centers are offering training certificates, and consultants are working with organizations to enhance workers' positivity and wellbeing because research affirms that…

Purpose: The study aims to examine how organizational socialization occurs for interns transitioning from onsite to telecommuting work, particularly in a context where traditional supports have been reduced due to the pandemic. Design/methodology/approach: Drawing from interviews (n = 22) of undergraduates interning at advertorial and marketing…

Faculty are key to bringing about 'bottom-up' change for sustainability education. Yet, research is still needed on the backgrounds and experiences of change agents in universities and the challenges they face. This study focuses on the marketing discipline, a field fraught with epistemological tensions in seeking to integrate sustainability,…

The role and importance of sustainability are increasing multi-fold, and responsible organizations across the globe are aligning with the United Nations (UN) Sustainable Development Goals (SDGs). Integrating the UN SDGs into marketing education, especially curriculum, has received scant attention in the marketing education literature, even though…