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…

Understanding the need to revamp the traditional pedagogies, the current research aims at using a contemporary teaching pedagogy for a classical concept of "consumer decision-making." The article uses role-play activity as an experiential tool and provides empirical evidence to the current study. Role-play seems to offer a practical and…

The purpose of this study is to understand the reasons why Japanese higher education institutions show a lack of digital marketing activities. Specifically, we focused on the challenges faced by institutions with management and business faculties when implementing digital marketing. To achieve this purpose, the research invited 167 Japanese higher…

The ability to use multimethod data is an increasingly desirable skill set for business practitioners. Projects that allow business students to practice mixed methods research create a valuable opportunity to improve work-readiness skills. This research tests the benefits of a mixed methods, client-based project, which was a collaborative effort…

In marketing, the traditional approach for teaching quantitative concepts uses individual courses, such as marketing research and business statistics. While this pedagogy is common, research indicates it is difficult for students to master quantitative concepts in a single course. Instead, quantitative reasoning (QR) requires repeated practice, so…

Digital technologies are becoming more embedded and prevalent in everyday life. One leading technology, Virtual Reality (VR), is well-positioned to extend its impact past the gaming industry and move deeper into education, particularly in university settings. Embracing digital technologies is essential in keeping marketing education relevant.…

This article presents a research project that set out to better understand the transformational learning of students working with a real-world client in the design thinking process. The article presents a case study involving a partnership between Grand Valley State University and Founders Brewery to design, develop, market, and distribute a…

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.…

Purpose: The purpose of this study was to investigate attractiveness of internship advertisements to the prospective applicants through the lens of employer branding. By giving attention to internship attractiveness, universities and companies expand current collaborations around internship provision to enhance student internship experiences,…

This study investigates the predictors of students' course evaluations and course grades in online team-based learning marketing courses during the COVID-19 pandemic. In Study 1, eighty-three undergraduate students taking a variety of team-based learning marketing courses at two different universities participated in an online survey. Multiple…

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…

Flow theory is used in this article [Csikszentmihalyi, M. (1990). "The domain of creativity"] to determine whether gamified resources, named Accountingame and Marketingame, possess certain characteristics which, in the form of educational games, increase the performance of Portuguese undergraduate students attending Accounting (N = 816)…

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…

Free online survey tools provide a practical learning-by-induction platform for business communication instructors interested in trying out an advanced multidisciplinary survey activity coupled with an innovative teaching design. More than just building skills in marketing, survey projects marshal a wider set of thinking and doing activities that…

To address the recent calls for integration between liberal arts education and the business curriculum, we designed the team-taught interdisciplinary course, How to Cell: Marketing Meets Microbiology. The course blended multiple introductory courses, focused on environmental issues involving microbiology, and addressed how they were being…