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 United Nations' Sustainable Development Goals (SDGs) provide a framework for building sustainable marketing strategies to improve social and natural environments. Marketing is a key factor for achieving SDG12, "Ensuring sustainable production and consumption patterns," and a new kind of marketing education is needed to engage and…

Technology continues to change and improve the marketing profession. Marketing research technologies such as eye-tracking and facial expression analysis allow marketers to gain more insights into consumer behaviors. Recently, these technologies have become more affordable and applicable in the classroom learning environment. A very recent addition…

With artificial intelligence (AI) technologies making significant evolutions over the past few years, there is a growing need for advertising students to get familiarized with the different types of AI technologies and explore and experiment with ways to adapt to such changes. This article illustrates the development and implementation of the…

Brand names are prevalent in our society: they influence consumption and future buying behaviour. As research has shown, children are also aware of brands and brand names, and brand names learned in childhood can influence their attitude towards the known brands. The collaboration of various scientific fields including pedagogy, psycholinguistics,…

While marketing educators have identified the need for integrating transformative consumer behavior (TCR) in the marketing curriculum, they offer scant examples as it relates to actual student projects. The purpose of this article is to demonstrate how marketing educators can help students design interventions that address macro-level marketing…

The student as consumer has emerged as a common motif and point of contestation in educational philosophy over the past two decades, as part of the critique of the neoliberal educational reform agenda that followed Lyotard's (1984) mapping of the postmodern condition. In addition, the consumer-orientated student has assumed a problematic presence…

Today, education is massively affected by marketisation and the drastic demands of the global economy. Integration training for immigrants has fallen prey to that; immigrants are employed to serve market needs, which has been attributed to the creation of "integration as business." In the article, the authors examine how integration…

From the 1990s, the multimodal turn in discourse studies makes multimodal discourse analysis a popular topic in linguistics and communication studies. An important approach to applying Systemic Functional Linguistics to non-verbal modes is Visual Grammar initially proposed by Kress and van Leeuwen (1996). Considering that commercial advertisement…

This article presents the BuzzFeed Marketing Challenge, which helps students gain integrative real-world marketing experience by selecting a target market, then creating, publishing, and promoting an article for the target market on entertainment publisher BuzzFeed.com. The challenge is for students to effectively use marketing strategy and…

This paper demonstrates a strategy to speed teaching innovation transfer between marketing educators. Nine teaching innovations presented at the Society for Marketing Advances 2012 Annual Conference are offered in a brief catalog form. The reader can also download support materials at www.salesleadershipcenter.com/research.html#mer-tm13/.…

The ineffectiveness of business ethics education has received attention from the popular press and the Association to Advance Collegiate Schools of Business after repeated ethics scandals. One possibility is that teaching ethics is different from other content areas because ethics is best learned when the student does not know it is being taught.…

A learning experience is described for upper elementary or junior high students involving the manufacture, transportation, and marketing of a product for consumers. Steps are given and roles are assigned for students to convert raw material (paper) to a finished product (paper airplanes) and to sell it. (AV)

This feature section of the Forum includes short articles on various aspects of the business education program. (JS)

This Proctor and Gamble produced and teacher developed environmental education unit is designed to teach seventh through ninth grade students about making informed consumer product choices. The unit focuses on the concept of consumer product life cycle analysis, an approach to assessing the environmental impacts of a product at each stage in its…