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Direct linkOttley, Gary; Bechwati, Nada Nasr – Marketing Education Review, 2018
Marketing in contemporary society is undergoing a shift in its foundational beliefs, including those concerning how the discipline treats customers. In this article, we present marketing educators with new ways of thinking about customers and challenge core marketing concepts by leveraging an elevated marketing perspective. We provide a roadmap to…
Descriptors: Marketing, Business Administration Education, Consumer Economics, Class Activities
Upshaw, Danny C., Jr.; Hardy, Marcia; Habig, Phil – Marketing Education Review, 2018
In 1950 Mason Haire used projective research techniques to examine consumer perceptions of a new product, instant coffee. This article adapts his original experiment for use as a classroom exercise, discusses the pedagogical benefits of the exercise, and demonstrates how it can facilitate discussions about marketing history, the changing nature of…
Descriptors: Marketing, Business Administration Education, Class Activities, College Instruction
Moscato, Emily M. – Marketing Education Review, 2018
Consumer insights are all around us. Yet it can be difficult for students to examine everyday consumption practices and see how this understanding has application. Using the simple premise of a favorite family recipe, students learn how insight can be hidden in plain sight. Beginning with conducting an in-depth interview, the assignment gives…
Descriptors: Consumer Economics, Assignments, Marketing, Business Administration Education
Buff, Cheryl L.; O'Connor, Suzanne – Marketing Education Review, 2012
This paper describes the design, implementation, and evaluation of a marketing career speed networking event held during class time in two sections of the consumer behavior class. The event was coordinated through a partnering effort with marketing faculty and the college's Career Center. A total of 57 students participated in the event, providing…
Descriptors: Consumer Economics, Behavioral Sciences, Marketing, Employment Opportunities
Eastman, Jacqueline K.; Iyer, Rajesh; Eastman, Kevin L. – Marketing Education Review, 2011
In this paper, we measure the impact of interactive technology on student satisfaction and find support for the hypothesis that students who find a class is more interesting because of the use of interactive technology will be more satisfied with the course. The results also support the hypothesis that if students like the course, they will be…
Descriptors: Consumer Economics, Satisfaction, Course Evaluation, Interaction
Love, Edwin; Stone, Donn E.; Wilton, Taine – Marketing Education Review, 2011
Thanks in part to groundbreaking work by companies such as Apple and IDEO, there has been growing interest in design as a way to improve the odds of new product success. This paper describes a user-centered design workshop developed for a new product marketing course. The workshop included exercises designed to explain and illustrate the…
Descriptors: Marketing, Workshops, Design, Usability
