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…

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…

This paper explores a pedagogical approach to marketing research -- an oft required and not desired course for marketing undergraduate students. Marketing research can become a mundane and not-exciting topic of marketing compared to it's siblings of consumer behavior, social media, advertising, and the like. However, incorporating the approach of…

The role and importance of sustainability are increasing multi-fold, and responsible organizations across the globe are aligning with the United Nations (UN) Sustainable Development Goals (SDGs). Integrating the UN SDGs into marketing education, especially curriculum, has received scant attention in the marketing education literature, even though…

Understanding the need to revamp the traditional pedagogies, the current research aims at using a contemporary teaching pedagogy for a classical concept of "consumer decision-making." The article uses role-play activity as an experiential tool and provides empirical evidence to the current study. Role-play seems to offer a practical and…

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 paper reflects on how a 'sense of belonging' is cultivated for both the teaching team and the students in a large, core first year Business unit. In the Innovative Business Practice (IBP) unit students develop their personal brand and professional identity through strength-based science, and also pitch creative solutions to social problems.…

The ongoing COVID-19 pandemic has forced marketing educators to innovate and adapt their existing teaching methods. This article presents and discusses an experiential learning exercise called the market-immersion project (MIP) and how it was adapted to suit online teaching. The MIP was an integral part of the course on the…

This research investigates the effectiveness of incorporating a client-based project in an undergraduate course by comparing it with a non-client-based project. This study utilizes quantitative (i.e., experiment) and qualitative (i.e., in-depth interviews) methods to examine the impact of client-based projects on students' course performance and…

Few academic disciplines make as frequent use of experiential learning exercises as marketing and sales. This is particularly true in selling courses, where a sales role play often serves as a culminating exercise in which students are tasked with building rapport with a buyer, uncovering buyer needs, overcoming objections, and closing a sale.…

The ability to use multimethod data is an increasingly desirable skill set for business practitioners. Projects that allow business students to practice mixed methods research create a valuable opportunity to improve work-readiness skills. This research tests the benefits of a mixed methods, client-based project, which was a collaborative effort…

Career and Technical Education (CTE) is a popular trend in education due to the increased demand from American citizens to include CTE opportunities in schools along with federal funding to build new CTE programs and improve existing ones. Schools are tasked to improve student achievement. Testing performance is a central process to demonstrate…

Research in teaching innovation encourages leveraging the evolution of digital technologies from using the device to learning with the device, which means a change from using information and communicational technologies to learning and knowledge technologies. Nevertheless, although the feasibility of implementing active and interactive…

What are the success factors for careers in marketing? This important question is lacking a definite answer so far. This paper presents an empirical study of the drivers of marketing career success. First, we interviewed renowned marketing executives about the characteristics that, in their view, make successful marketers. Next, we analyzed data…

The IRS Volunteer Income Tax Assistance (VITA) program provides free income tax preparation and filing services for low- and moderate-income households. Accounting students from universities across the U.S. have provided these services for many years. A partnership has been in place for five years between VITA and the marketing research course at…