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,…

GSRSs are known to positively influence students' learning behaviors and in-class participation. Kahoot! is one of the GSRSs widely adopted in the higher education (HE) sector and also widely studied in the HE marketing literature. Whilst varied theories have been applied to study the pedagogical value of Kahoot!, the user experience (UX) theory…

Sales management students carry certain misconceptions about sales jobs, which often create confusion in their minds about the nature of the sales job- should they be customer-oriented or sales-oriented? To excel in the initial years of their careers as effective salespersons, students might emphasize sales-orientation or target achievement over…

The importance of diversity and diversity education is becoming increasingly clear among businesses and in society. Colleges and universities are recognizing the necessity of expanding student outcomes to include intercultural competence to meet this requirement. Because of this increased importance, this study sought to examine the impact of a…

This paper presents the Sandwich model workshop, a novel approach that strengthens the integrated pedagogy of theory and practice. Designed to provide academic and industry knowledge in an experiential and layered manner, the workshop is an effort to mitigate previously experienced challenges where simultaneous exposure to theory and practice was…

While there has been a significant amount of work involving marketing education, it is unclear as to which demographic and psychographic characteristics of marketing majors drive their behavior toward academic performance (AP). The core premise of this study is that a set of students' demographic and psychographic characteristics underlie…

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…

In this exploratory research, the authors categorize the benefits and challenges of participating in a mentoring program from the perspectives of mentors and mentees. The authors use the mentoring framework proposed by Crisp and Cruz in 2009 to inform educators. The authors report the percentage of mention, the level of occurrence, and the effect…

College graduates need better preparation for and experience in data analytics for higher-quality problem solving. Using the curriculum innovation framework of Borin, Metcalf, and Tietje (2007) and case study research methods, we offer rich insights about one higher education institution's work to address the marketing analytics skills gap.…

This paper reports a study coauthored with second-year undergraduate students that examines student experiences of undertaking real-life, client-set marketing assessments with an equality and inclusion remit. Students were set a marketing assessment with an explicit social justice focus, thereby prompting them to reflect on their own backgrounds…

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 article explores the effect of incorporating the precepts of neuroscience in a social constructivist theory of learning on student performance in an introductory course in marketing. The authors delivered the pilot class in a flipped format because it facilitates including the neuroscience considerations of dual coding, working memory,…

The use of live cases in marketing teaching has been suggested as a way to provide students with interesting and relevant course work while collaborating on live case exercises also provides industry partners with valuable new ideas for innovation and development. When properly conducted, live cases can also be used for conducting research by the…

Globalization has prompted businesses to adopt burgeoning technologies that support the efforts of distributed teams. This project unites students from geographically dispersed master's-level programs on two continents. Using videoconferencing, virtual workspace, telephone, and e-mail, MBA students at a U.S. university teamed with students from…