This small scale research was conducted to understand whether the duration of six-week internship which has been set by Higher Education Commission Pakistan is enough for interns to fulfill their desired objectives or not. To understand the issue at hand, semi-structured interviews were conducted with 22 interns who had completed their internship,…

Given trends in the marketing literature, marketing education is attempting to innovate to enhance its value proposition. Education is an experiential service where student engagement implies involvement in activities both in and out of the classroom that reinforce educational value. In order to create value in service delivery, there is a need…

Multimodal learning via the use of smart devices, online social interactions, and intuitive communication platforms are fundamentally changing teaching and learning settings. Consequently, educators face unique challenges around student engagement as learners increasingly look to the use of technology-enabled activities for meaningful…

The job market puts pressure on marketing educators to adapt the content of their courses to current business events impacted by race, diversity, and gender issues. However, students may experience discomfort when learning about and discussing controversial topics that are not normally discussed in class. To provide tools for educators to tackle…

As higher education is pressured to prove its students' readiness to work, preparing marketing students to become successful professionals requires faculty to employ a myriad of approaches. Among these approaches that emerged over the past 30 years are client-sponsored projects (CSP) as a superior method to transferring practical experience…

As marketing educators, we face a challenge to provide innovative and challenging learning environments that respond to student needs. The Integrated Core Program is an innovative approach to enhancing and improving upon undergraduate Principle of Marketing students' mastery of content along with further developing their critical thinking skills.…

A case study is used to achieve two research objectives: To understand students' attitudes, behavior toward, and satisfaction with videobooks vs. traditional textbooks; and to identify factors that drive student satisfaction and positive attitudes toward videobooks. Analysis of student experiences across multiple sections of an introductory…

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…

As the master's education market continues to expand, Indonesia will be amongst the key markets, especially for the MBA program. Universities are faced with challenges and opportunities in acquiring the increasing MBA market. The present study uses conjoint analysis to explore Indonesia's MBA market preferences in choosing a university by…

This study explores B-school students' perceptions of subject areas in international business/marketing as well as their preferred learning methods. We compared the responses of students from Peru, Guatemala, Mexico, and China. We found the students from the three Latin American countries mostly shared common perceptions of international marketing…

This paper seeks to determine the value of field trips that help establish macromarketing and sustainability scholarship in mainstream business/marketing education. It explores the experiences of postgraduate marketing and business strategy students undertaking a field trip to the "World's Greenest Football Club," Forest Green Rovers. It…

This study investigates the predictors of students' course evaluations and course grades in online team-based learning marketing courses during the COVID-19 pandemic. In Study 1, eighty-three undergraduate students taking a variety of team-based learning marketing courses at two different universities participated in an online survey. Multiple…

With growing demand for marketing graduates with quantitative strengths, many universities are developing degree programs and courses that focus on analytical skills. Unfortunately, marketing students are often regarded as having inferior quantitative skills. Thus, marketing departments face the challenge of motivating students to enroll in…

Purpose: The purpose of this paper is to describe how brief exercises in introductory and advanced marketing courses can help business students achieve a broader understanding of what Big data and data analytics mean in the workplace. These short analytics problems fit into the culture that we are building at our institution to create analytics…

Purpose: While there has been a significant amount of work involving marketing education, it is unclear how faculty members can increase the engagement and achievement of non-subject specialists. Accordingly, guided by Bloom's Taxonomy, this current study examines the ways that academics can teach marketing to nonmarketing undergraduate majors,…