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…

This article presents marketing educators with an approach to teaching an undergraduate services marketing class with a unique emphasis on service design. As part of the class, the content on services marketing fundamentals is blended with a detailed discussion of service design. Additionally, hands-on experience with the service design process is…

This research aims to address the gap in the literature about instructor's role in increasing students' affective engagement (with their peers and instructor) in an online class. Since marketing students will eventually fulfill roles that engage consumers with the firm's communication mediums, it is important to understand the impact of student…

In the ongoing march of industrial evolution there comes along technologies that have the power to transform businesses as we know it. The Internet revolutionized business/marketing in the nineties and today and bockchain has the potential to do the same for commercial transactions. Blockchain is a peer-to-peer model that can speed up processes…

This research explores the perspectives of business students and marketing educators and practitioners on integrating Artificial Intelligence (AI) into marketing education programs. It also investigates drivers that predict interest on the part of marketing students in taking AI courses. Data were collected through interviews with 20 marketing…

Prior research on marketing curriculum design suggests that new course offerings are driven by inputs from faculty resources and interests, student demand and willingness to enroll in the course, and feedback from alumni and employers regarding the skills students need to be successful in the workplace. In the face of the rising costs of higher…

Social media usage has grown rapidly in recent years, as individuals have incorporated social networks such as Facebook into their daily activities and businesses have begun to use social tools to interact with consumers. Many social media tools, likewise, have applications relevant for marketing education. This study assesses the adoption of…

This paper provides a critical examination of the potential role of balance theory and student liking (affect) of instructors as tools for marketing professors in assisting student learning. The nature of balance theory and evidence of the learning impact of affect toward instructors are discussed. An empirical test of the theory is provided, and…

To assist marketing students during their college experience we developed, over the course of 10 years, an innovative approach to teaching that connects classroom education, career finding, and job-skill development. We linked two required courses, one student organization, and many companies together to create the Underground Agency. The Agency…

To boost understanding of how universities can develop strategies to ensure continuity of learning in anticipation of future crises, this research asked business students to reflect on their university's response to the COVID-19 pandemic and to discuss their preferred future of higher education in times of crisis. First, students were asked what…

This article proposes a journal-neutral Publication to Citation Ratio (PCR) to complement qualitative methods to evaluate a marketing educator's scholarship for reappointment, promotion, tenure, and post-tenure review (RPTP) decisions. We empirically establish a minimum time period to evaluate scholarship data, then benchmark publication and…

Surveyed job candidates and academic mavens differ in regard to what the candidates should consider most important (e.g., quality-of-life issues, characteristics of the position, and school/department dynamics) when interviewing for an academic position. A principal finding is that candidates weigh quality of life as the most important issue,…

Barriers to cross-cultural instruction challenge even experienced educators and their students. To increase cross-cultural competence and bridge learning gaps, professors in two countries adapted the Photovoice methodology to develop shared visual vocabularies with students and unearth hidden assumptions. Results from an anonymous evaluation…

This paper outlines the experiences of developing a new hands-on marketing course. The objective of the course was to simulate the real-world scenario of starting an online retailing business and let students become entrepreneurs. Students were challenged to assimilate and apply relevant e-retailing knowledge while being responsible for designing,…

Curriculum-Faculty-Reinforcement (CFR) alignment is an alignment between fundamental marketing concepts that are integral to the mastery of knowledge expected of our marketing graduates, their perceived importance by the faculty, and their level of reinforcement throughout core marketing courses required to obtain a marketing degree. This research…