Purpose: The purpose of this paper is to examine the impacts of a sustainability course that was designed to evoke measurable transformational changes in students' preferences and in their roles as consumers, employees and citizens, via consciously addressing sustainability issues and involving a community partner. Design/methodology/approach: The…

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher…

Getting students comfortable with responding to customer objections is a challenge. This assignment introduces students to objection response using a live role-play conducted with professionals over the phone. The project typically takes 3 weeks to complete and is an excellent way to deliver value to professional partners or involve alumni in a…

The current study evaluated the success of implementing a blended + flipped structure in a Calculus for Life and Management Sciences course. By reimagining two of the three weekly instructional hours as online asynchronous lessons, we redesigned a 200-person section into 30-person sections, with minimal additional instructor resources. Findings…

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.…

Employers and students are increasingly demanding applied, relevant skills. Eye tracking technology is used extensively by companies to test consumer attention and awareness of advertisements, packaging, and websites, but the marketing education literature lacks a pedagogy for teaching it in a marketing classroom. An experiential learning activity…

Has the National Student Survey 'customerized' the UK's university students? This article examines the 'customerization' of university students in the UK and the impacts of reciprocity and social exchange behaviour on National Student Survey outcomes. Using a multi-method qualitative approach, the findings suggest that the National Student Survey…

Over the past two decades, mindfulness meditation has received increasing attention in academia and various fields of practice. More recently, it has also been introduced into environmental and sustainability education (ESE) settings. This study offers a first exploratory investigation of learner experiences with consumption-specific mindfulness…

While increasing agricultural literacy (AL) has been the focus of numerous educational programs, few AL scales have been developed specifically for children. AL programming struggles to rigorously evaluate their programs, particularly when little time is available for assessments in informal contexts. The lack of evaluation tools that allow to…

We explore the socio-ecological effects of meat consumption by assessing the impact of a didactical intervention. We focused on meat consumers' profiles, their willingness to engage in pro-environmental actions and the allocation of responsibility for environmental issues. Using pretest-posttest-control methodology, a group of future…

Higher education has complex roles in society, the economy, and politics; it helps to transmit culture, transfer knowledge, and develop the personality of citizens. This diversity of roles is confronted with the limited resources that are related to the sources of financing, that is, students and their families, the national government, and local…

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…

In this study, we conducted in-depth interviews with 29 parents of prospective college students, a target public of university marketing efforts. We explored how university communication influenced parents' attitudes, and reputation perception. The research findings are significant in understanding parents' views on responding to prevalent…

In this article we present the level of knowledge and literacy held by the parents of primary school students regarding internet safety (online safety, digital safety) in the context of digital literacy (DL) in terms of both technical skills and knowledge. The study reported on here was conducted in Poland, and was commissioned by the Ministry of…

The purpose of the study is to explore how the digital brand story assignment creates a transformative learning experience for students. This study involves assessing the levels of learning according to Mezirow's transformational learning theory through the development of digital brand stories. The authors have tested the Digital Brand…