If the ranking of students is based on grade scores independent of the selected college or university, it is critical to have an equal national measurement standard. It is a challenge to ensure this if there is a substantial difference in the composition of the students and enrolment requirements among colleges. Based on three different types of…

Design thinking refers to the implementation of a firm's design philosophy into design processes and outputs. This article introduces two design thinking approaches--user-centered design and design-driven innovation--that frame product design activities and show how these approaches can be incorporated into marketing curricula. The aim of this…

The authors examined the publications and impact of highly productive business and management education (BME) scholars across the business disciplines of accounting, economics, finance, information systems, management, marketing, and operations management. Results from a hierarchical cluster analysis revealed five clusters of scholars: leading BME…

An innovative segmentation, targeting, and positioning (STP) activity is described and evaluated using two learning outcomes: student perception of learning and actual student learning. The results indicate that the activity is effective in generating classroom engagement in a principles of marketing course with a diverse student population.…

Prior to taking the principles of marketing course, undergraduate students were surveyed to determine their perceptions of marketing. Twelve categories emerged from the content analysis, suggesting that students have a more holistic view of marketing than previously reported. Results provide a vivid portrait of current student beliefs.…

Recent changes in college student populations suggest potential value in assessing current students in terms of what they desire from their professors. A list of professor behaviors was examined, drawing from previous literature. Six hundred and sixty undergraduate business students across three universities rated their desires for various…

In the context of integrating the 2020 Association to Advance Collegiate Schools of Business International (AACSB) revised standards on societal impact and the United Nations Development Goals (UN SDGs), this paper provides a detailed guide for developing and implementing four societal impact projects showcasing the design, implementation, student…

The global pandemic in 2020 caused by COVID-19 required marketing educators to quickly adapt to pandemic pedagogy. It also abruptly curtailed in-person large gatherings, including academic conferences. Although many marketing scholarly professional organizations suffered a negative financial impact, the quick transition to offer completely online…

Undergraduate business students (N = 307) reported their learning preferences from a list of 18 instructional methods commonly used by college of business educators. Data were also collected on academic and demographic characteristics. Exploratory factor analysis of student preferences for instructional methods identified five learning styles:…

This study investigated the relationships between self-regulated learning, academic self-efficacy, participation in flipped classroom activities, and student performance for 36 undergraduate marketing students. Self-efficacy, cognitive strategy use, and self-regulation were measured using items from the Motivated Strategies of Learning…

Customer experience is the latest battleground for business. Not only is customer experience management (CXM) one of the most promising approaches to marketing, but some observers also contend it is "the" future of marketing. While practitioners have embraced CXM for its considerable promise, marketing academicians have lagged in…

The field of advertising is becoming increasingly integrated with public relations and social media (Kim, 2012). As a result, many employers expect new graduates to understand how to navigate this from both an integrated and digital perspective in their new careers. The challenge is that some advertising courses may be taught from a theoretical…

A principal goal of marketing educators is to prepare students to be successful in their future careers. The marketing education community is beginning to recognize the importance of information literacy as an important component of job readiness. We present details of a content analysis that describes the amount and scope of marketing coverage…

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…

Purpose: The purpose of this study was to investigate attractiveness of internship advertisements to the prospective applicants through the lens of employer branding. By giving attention to internship attractiveness, universities and companies expand current collaborations around internship provision to enhance student internship experiences,…