This study addresses the growing interest in transformative experiences in international academic tourism from a managerial and consumer perspective. While the managerial perspective focuses on delivering highly personalized experiences that profoundly impact each individual, the consumer perspective emphasizes inner transformation and personal…

With artificial intelligence (AI) technologies making significant evolutions over the past few years, there is a growing need for advertising students to get familiarized with the different types of AI technologies and explore and experiment with ways to adapt to such changes. This article illustrates the development and implementation of the…

Online teacherpreneurship occurs via popular online educational marketplaces, such as Teacherspayteachers.com (TpT), whereby teachers purchase, sell, and exchange curricular materials created by fellow educators and designed for classroom use. Among the potential benefits of the practice is the ability to offer a teacher-centered and teacher-led…

International branch campuses are an important form of transnational education. Although there exists a substantial literature on the rationale and the motivation to study in International Branch Campuses, research on the customer value offered by the international branch campuses has been overlooked. In order to fill this research gap, this study…

While marketing educators have identified the need for integrating transformative consumer behavior (TCR) in the marketing curriculum, they offer scant examples as it relates to actual student projects. The purpose of this article is to demonstrate how marketing educators can help students design interventions that address macro-level marketing…

Technology and new digital media tools can enhance student learning; however, the opposite also can be true. Abstaining from technology and digital media can help students understand how such technology influences consumer behavior and how marketers may use it. This paper describes the purpose, design, and methods of an unplugged class assignment.…

The following qualitative case study uses secondary data from admitted student surveys to understand how women make decisions about college choice at one institution where men outnumber women in enrollment despite relatively even rates of application and acceptance. Findings suggest that women applicants noted affective factors related to…

In most markets, consumers of goods and services have vastly more options available to them than they will consider closely. At the point of making a decision, consumers are choosing between only a small subset (i.e., a consideration set) of all possible alternatives. The preceding process that forms these consideration sets is the focus of this…

The undergraduate-academic power dynamic is being reframed in the current university climate. This article questions the research on power relationships within higher education whereby the dynamic is acknowledged without proper consideration. As such, the formation of power relationships remains unexplored and misunderstood. This article advocates…

Purpose: This study aims to determine the impact of resource use behaviours of students of a public university in Ghana on ecological sustainability. It examines the land area required to provide the resources used and also to assimilate the wastes produced. It also suggests an effective way to initiate participative discussions on environmental…

The marketization of higher education and focus on graduate employability and earnings data has raised questions about how students perceive their roles and responsibilities while studying for their degree. Of particular concern is the extent to which students identify themselves as consumers of their higher education, for example, whether they…

We update Collier et al. (2021) by using the Survey of Consumer Finances (SCF) 2019 dataset to explore characteristics of enrollees in Income-Driven Repayment (IDR). SCF 2019 is more likely to include borrowers engaged in REPAYE. Findings support an ongoing need to encourage greater IDR participation for lowest-income borrowers and reinforced…

Purpose: The purpose of this paper is to study the influence of remote education on the consumer value of university education by the example of modern Russia. Design/methodology/approach: The authors determine the consumer value of university education in modern Russia in the conditions of the availability of predominantly traditional education;…

The purpose of this qualitative participatory research study was to explore what happens when English language arts (ELA) preservice teachers collaborate to develop multimodal, intersectional, and critical feminist empowerment literacy curricula. This study centered on the following research question: How do ELA preservice teachers make sense of…

My case study focused on the message communicated through the university's fundraising campaign titled For the Bold and sought to determine if the campaign messaging influenced decision-making of first-generation sophomores (FGS) attending William & Mary as they selected majors and formed career choices. The campaign message emphasized the…