The ongoing COVID-19 pandemic has forced marketing educators to innovate and adapt their existing teaching methods. This article presents and discusses an experiential learning exercise called the market-immersion project (MIP) and how it was adapted to suit online teaching. The MIP was an integral part of the course on the…

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,…

This study compares two marketing-focused short-term study programs in Asia (India and Japan) and highlights reasons as to why students perceive that they learn more in one country than the other. Research to date has sparsely assessed the impact of study abroad programs on students' perceived growth. The existing literature has rarely focused on…

The case study is a very popular pedagogical tool in management education, especially in international business, marketing and strategy courses. Substantial literature exists about the effectiveness of case studies, but there is a lack of studies on empirical evaluation of their effectiveness in the classroom and subsequent contribution to…

The objectives of this paper were to explore the existing status of agricultural higher education in India, application of marketing concepts in similar institutions and to find the most appropriate marketing concept to make agricultural higher education more competitive. Extensive searches of relevant agricultural education, business management…

Purpose: The purpose of this exploratory study is an examination of some perceptions of US education, as experienced by foreign MBA students. Design/methodology/approach: A longitudinal field study captured perceptions of a group of 51 international students over a one-year interval. The first anticipatory survey was done in India, and the…

Brands are fundamentally about experiences and relationships, and therefore they form prime basis of an institution's connection with their stakeholders. With the mushrooming of business schools (both private autonomous and government supported) and fading global boundaries, especially in the Indian context, communicating a business school brand…

This article argues for a third transformation in marketing pedagogy, one made necessary by the emergence of subsistence consumers as a high-growth market segment. Continued double-digit growth in buying power and consumption among the world's poor appear certain, provided that the subsistence merchants serving such markets are effective. Ensuring…

Identifies cigarette advertising as an example of marketing harmful products to intended consumers using harmful images. Describes a classroom project in which students learn how to create, increase, and maintain demand. Includes a chart with student-designed "demarketing" campaigns and a bibliography on women and advertising. (CFR)