Despite being a pervasive emotion that is felt across occupational and educational contexts, boredom has heretofore been underexplored in the marketing education literature. This research attempts to rectify this notable omission by presenting two studies that lend insight into the individual personality characteristics that make students…

Purpose: The purpose of this paper is to explore the interrelationship of branding practices and legitimacy-building of commercial degree program franchising within transnational higher education (TNHE). It aims to understand how commercial franchisees' branding practices employ discursive and symbolic strategies for building legitimacy, and how…

This paper explores the likely influence of the rapidly evolving market disruptors of cognitive computing (to mimic the human brain) and robotics to the marketing educator. A review of the literature suggests inroads in the K-12 area, though sparse when higher education is addressed. This is followed with insights on whether students grasp the…

Response rates in student evaluations of teaching (SET) surveys are often low, especially when conducted online. These lower response rates raise the question of nonresponse bias. This article examines a data set comprising student evaluations of 6,754 business courses occurring over an 11-year period to investigate whether response rate is…

This paper proposes the production of animated comics in POWTOON to serve as a visual collaborative tool and a teaching-learning strategy for a course on Operations Research. This proposal aims to achieve meaningful learning of the subject matter, incentivizing the creativity of undergraduate students of marketing and business at the Guadalajara…

Purpose: The purpose of this paper is to use Fink's (2013) taxonomy of significant learning in a retail marketing class to help rural, price-sensitive students develop empathy toward high-end urban customers while becoming self-directed learners. Design/methodology/approach: Using a 16-week pilot course, students developed a gaming prototype and…

This paper provides a critical examination of the potential role of balance theory and student liking (affect) of instructors as tools for marketing professors in assisting student learning. The nature of balance theory and evidence of the learning impact of affect toward instructors are discussed. An empirical test of the theory is provided, and…

This study compares two marketing-focused short-term study programs in Asia (India and Japan) and highlights reasons as to why students perceive that they learn more in one country than the other. Research to date has sparsely assessed the impact of study abroad programs on students' perceived growth. The existing literature has rarely focused on…

The authors describe the Pennies for Milk exercise, a participative classroom experience in which students generate a regression to the mean effect within the context of simulated household milk purchases. Regression to the mean is a ubiquitous threat for marketing researchers and managers but is often hard for students to understand. The Pennies…

Business service learning projects have the potential to be a state-of-the-art instructional laboratory to teach and apply theory and make a substantial impact on the community. In this article, the author presents a service learning project that is embedded in two consecutive required courses of the marketing major and has been conducted and…

Higher education is currently undergoing a revolution with the widespread use of electronic tools in classrooms. Simultaneously, personal opinions are increasingly stronger and more expressive resulting in electronic Word-of-Mouth (eWOM). This article presents two studies. The first study exposes students' opinions about higher education and…

This article presents two studies aimed at understanding consequences of giving students complete decision-making authority to select team members for a team assignment. Study 1 concludes that students place a high level of importance on cognitively categorizing their classmates as those to approach and avoid when self-selecting teams, and they…

As marketing educators, we can enhance student learning by providing experiences that go beyond the classroom and into the real world. In this way, we encourage students to become lifelong learners where they observe the world around them through the lens of what they have learned. This article describes a project used in an undergraduate-level…

Purpose: This paper aims to describe the development and execution of the video cover letter exercise. This learning innovation challenges students to develop a concise, targeted marketing message using video technologies and tools. Design/methodology/approach: In the first full semester of mandatory implementation, a pre-test/post-test design…

While studies have found that both accounting and finance majors outperform other majors on the Major Field Test in Business (MFTB) and the Comprehensive Business Exam (CBE), research has not identified the drivers of this performance advantage. The authors examined multiyear MFTB and CBE scores and identified both business core course composition…