The purpose of this article is to provide an extended case study of the development of and early outcomes of a student-run digital marketing agency. Employers are looking to hire graduates who are "work ready." In the area of digital marketing, this is especially challenging given the rapid pace of change in the industry where new…

To better understand the marketing education discipline, this research uses an eleven-year (2013-2023) systematic bibliographic content analysis of teaching and pedagogy paper topics that are part of the Society for Marketing Advances (SMA) Annual Conference Proceedings. Since many marketing educators present works in progress at conferences…

Driven by technological innovations, continuous digital expansion has transformed fundamentally the landscape of modern higher education, leading to discussions about evaluation techniques. The emergence of generative artificial intelligence raises questions about reliability and academic honesty regarding multiple-choice assessments in online…

This study examines the role of the popular job searching website LinkedIn and its effects on personal branding, self-esteem and job search behavior self-efficacy. The experiment examined the pre and post changes of these constructs after participants completed a LinkedIn training workshop and found statistically significant results for the…

Creative confidence is a necessary and valuable skill to prepare students for marketing careers. Marketers need to be trained to offer creative solutions to enhance marketing offerings. To help address this need, the aim of this paper is to provide logistical instructions for a class module that enhances students' creative confidence through…

Students' approaches to learning, including "deep," "surface," or "strategic" methods, significantly impact their academic success and skill development. This study investigates the transition in learning approach preferences among marketing majors, comparing junior-level students beginning their upper-division…

This research explores the impact of an innovative social media-based project on students' digital activism and their perspectives on societal issues, particularly domestic terrorism. A mixed methods approach, combining structural equation modeling and qualitative data, revealed that higher levels of ethnocultural empathy led to increased…

A study abroad program offers numerous benefits and holds significant importance in a student's educational and personal development. It offers a transformative and enriching experience that can positively impact a student's personal, academic, and professional life. We propose a short-term study abroad and cultural exchange program where one of…

This article aims to provide educators with a RECIPE to pivot from traditional market orientation to inclusive marketing orientation. Inclusive Marketing Orientation (IMO) is an evolved marketing strategy that embraces the needs and desires of underrepresented consumers. The impact of increasing students' awareness of inclusivity not only benefits…

Nonverbal communication impacts a broad range of human interactions and bears significant influence on understanding and perceptions. One of the most influential categories of nonverbal communication is kinesics, which includes physical gestures and other body movements. The current study develops a foundation for future kinesics education in…

Interdisciplinary courses and activities are becoming more popular as the benefits of collaboration have become apparent. For example, collaboration between different disciplines in organizations, such as engineering and marketing, has been shown to significantly enhance the product development process. Various strategies have been used to…

The importance of play is well established in early childhood development; however the importance of play appears to diminish in more advanced levels of education. Despite this, the demand for experiential, engaging learning experiences that seek to differentiate graduate-level programs in a fiercely competitive market continues to increase. This…

Quantitative skills are a highly-sought skillset for today's graduates. However, students often misperceive marketing as a soft-skills discipline, leading to a crisis of confidence when faced with quantitative components within the discipline. The Quantitative Competency Development (QCD) innovation aligns with AACSB learning assurance standards,…

Today's students will work in an increasingly diverse environment which requires the ability to understand and connect with consumers from different social groups and cultures. The expectations placed on marketing practitioners to connect with a multiplicity of consumers requires a nuanced understanding of the different lifestyles, lived…

Internationalization of higher education programs has become more diverse in non-Western countries but there has been a paucity of studies exploring these at-home initiatives of internationalization, particularly using business students' experience. This article reports a qualitative study that investigated 18 Vietnamese business students,…