This research evaluates the current responsibilities, skills, and knowledge set required of digital marketing professionals. It identifies roles, qualifications, competencies, and desirable personality traits within the digital marketing environment. Our content analysis of 320 job announcements posted in 2019 and 2020 resulted in a picture of…

GSRSs are known to positively influence students' learning behaviors and in-class participation. Kahoot! is one of the GSRSs widely adopted in the higher education (HE) sector and also widely studied in the HE marketing literature. Whilst varied theories have been applied to study the pedagogical value of Kahoot!, the user experience (UX) theory…

Purpose: Drawing on human capital and sustainable career theory, this paper aims to explore university students' views regarding their self-perceived employability following participation in a mandatory module titled "The Global Marketing Professional". Design/methodology/approach: Overall, 80 students studying a full-time postgraduate…

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,…

Purpose: While there has been a significant amount of work involving marketing education, it is unclear how faculty members can increase the engagement and achievement of non-subject specialists. Accordingly, guided by Bloom's Taxonomy, this current study examines the ways that academics can teach marketing to nonmarketing undergraduate majors,…

In the global university sector competitive funding models are progressively becoming the norm, and institutions/courses are frequently now subject to the same kind of consumerist pressures typical of a highly marketised environment. In the United Kingdom, for example, students are increasingly demonstrating customer-like behaviour and are now…

This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings…

Practitioners consider critical thinking skills to be vital for survival in business. Business schools should use such insight wisely by strategically embedding critical thinking skills in the curriculum at module and program levels. Practitioners even go further and say it is the one aspect that cannot be automated and probably the most valuable…

This paper reports a study coauthored with second-year undergraduate students that examines student experiences of undertaking real-life, client-set marketing assessments with an equality and inclusion remit. Students were set a marketing assessment with an explicit social justice focus, thereby prompting them to reflect on their own backgrounds…

The writing of business case reports is a common requirement for students on academic business programmes and presents significant challenges for both native and non-native speaker students. In order to support the development of pedagogical practice in the teaching of case report writing, this paper reports a genre-based study of a corpus of 53…

This four-country study compares business students concentrating in marketing, accounting and finance (AF), and management with respect to five motives: lifestyle aspirations, reputational effects, relative ease of completion, career outcomes, and developmental skills. We find that, except for the developmental skills motive, the importance of…

This article explores the changing worldview of a new generation of learners and the threat that this poses to the future of experiential learning (EL). Initially the differing characteristics of three generations of learners, X, Y, and Z, are outlined, along with key educational reforms they have been subject to, particularly in the United…

As more and more institutions are integrating new technologies (e.g., audience response systems such as clickers) into their teaching and learning systems, it is becoming increasingly necessary to have a detailed understanding of the underlying mechanisms of these advanced technologies and their outcomes on student learning perceptions. We…

Purpose: In this conceptual discussion paper the author seeks to suggest that marketing as a technology of the market has contributed to the foreshortening of educational horizons within which we act or observe but can only hold for declining durations. To satisfy this demand for more in time, marketing has contributed to the commoditisation of…

This paper discusses a student-centred learning and teaching approach, "Marketing Downloads", designed to support students in transition into Higher Education. The move from secondary to tertiary education can be stressful for students and it impacts on their academic performance, their social life and general sense of well-being.…