The aim of this Q-study was to identify and categorize learners' learning styles and preferences with regard to the incorporation of gamification-enhanced activities in a partially flipped gamified classroom during a Taiwan university eighteen week's Introduction to Marketing course. Q-methodology was used because it identifies assorted viewpoints…

This research is one of the first Intent to Pursue a Sales Career (ITPSC) studies to link intent to actual student behavior. In addition, this study systematically revisits the validity and reliability of the ITPSC-scale and its associated antecedents. Based on partial least square analysis, we find support for the validity and reliability of the…

A substantial body of empirical research outside of the marketing education literature indicates that students adopt "surface," "deep," or "strategic" learning approaches based on their learning environment, among other factors. Using the Revised Approaches to Studying Inventory and the Course Experience…

When professors teach complex topics like trademarks in a business law or legal environment class, the delivery is often too abstract. Textbooks tend to focus on black-letter basics of trademark law, ignoring strategic considerations. Experienced managers know that the strongest trademarks (legally speaking) do not necessarily sell products. These…

Today's firms are inundated with a huge volume of data and face requirements to use this data to gain and maintain competitive advantage. In this teaching brief, we address the confirmed analytic skills gap by providing context-relevant learning experiences to business students. Specifically, a marketing analytics project development model is…

Cause-Related Marketing (CRM), defined as profit motivated giving, is an effective strategy that can be used to demonstrate to students the "good side" of marketing. This paper outlines an experiential project that allowed students to gain a better understanding of marketing principles while also gaining an appreciation for corporate…

Online learning is a powerful option for professional development in various careers, including marketing. However, massive open online courses (MOOCs) tend to face an issue of course dropouts, and this cannot only be attributed to factors like course content or value. Social interactions among students and interest-generating elements of MOOCs…

This research draws on the self-system model of motivational development to explain how the use of business simulation games in class facilitates students' engagement and enhances their learning. Based on a survey of 360 undergraduate students who played a business simulation game in a marketing course, the findings show that students' perceptions…

This study examined the impact of shared responsibility on the relationship between marketing and other business students' coping strategies and their satisfaction with the rapid transitioning to remote learning and academic performance expectations. COVID-19 (coronavirus disease 2019) rapidly altered and challenged higher education to maintain…

The pandemic's aftermath has shifted how institutions and their stakeholders seek to function in the "new normal." Marketing students are seeking flexibility in terms of the delivery of content. Like corporate marketers, marketing departments and faculties are challenged with seeking a solution that satisfies the needs of students,…

Gone are the days of transactional marketing, and here to stay are increased expectations for marketers to act as trusted advisors while providing value customized specifically to each customer. Accordingly, marketers must clearly identify the competitive advantage of their products or services, and they need to be sure this competitive advantage…

There is a consensus among marketing educators, scholars, and practitioners that business ethics, in particular, and marketing ethics must be a vital part of a marketing student's education. However, a survey of the best business schools in the United States reveals that most of them do not offer a stand-alone business ethics course, let alone a…

This study examines students' reflections on how concepts covered in a marketing course are applied to the broader liberal arts curriculum. The objective was to demonstrate when given a chance with an Interdisciplinary Reflection Assignment, students can articulate interdisciplinary relevance. The study collected sample data from six classes over…

This article reports on an innovative Social Media Marketing Analytics course that was developed to respond to current industry needs for marketing analysts with data-driven and multiperspective marketing strategy development skills. Teaching approaches, resources, and insights are shared to encourage future development of similar courses.

The authors review 33 cases and related materials to understand how customer lifetime value (CLV) is taught. The authors examine (a) whether CLV is calculated using something other than contribution (e.g., revenue), (b) whether discounting is used, and (c) whether acquisition costs are subtracted before reporting CLV. The authors show considerable…