Showing papers in "Journal of Marketing Education in 1985"
TL;DR: In this paper, client-sponsored projects are suggested as a vehicle for helping students in marketing courses integrate theoretical and applied perspectives, and suggestions for the implementation and management of client- sponsored projects are offered.
Abstract: Client-sponsored projects are suggested as a vehicle for helping students in marketing courses integrate theoretical and applied perspectives. Client-sponsored projects are described and suggestions for the implementation and management of client-sponsored projects are offered. Potential benefits as well as problems associated with these projects are elucidated.
74 citations
TL;DR: In this article, the authors ranked institutions based on the number of publications produced by each school's faculty in eight marketing journals and found that the vast majority of individuals were credited with having authored or co-authored only one article during the time period used for the analysis.
Abstract: Institutions are ranked based on the number of publications produced by each school's faculty in eight marketing journals. The 423 articles analyzed were produced by 621 different individuals employed at 60 different businesses and 196 different academic institutions. The vast majority of individuals (85 percent) were credited with having authored or co-authored only one article during the time period used for the analysis.
66 citations
TL;DR: In this article, the authors describe a project which has been used for the past four years to teach introductory marketing students about decision-making in the business world and how to apply the concepts and principles of marketing in the real world.
Abstract: Introductory marketing students can certainly learn the fundamental marketing concepts and principles in the classroom. However, if students are to appreciate fully the complexities and the importance of marketing decision-making they should experience marketing in the business world. This article describes a project which has been used for the past four years to accomplish this end.
47 citations
TL;DR: In this article, the utility of the disconfirmation perspective of consumer satisfaction as a theoretical foundation and method for evaluating student satisfaction within the context of an MBA program was evaluated in an empirical study.
Abstract: Satisfaction assessment is a vital dimension of strategic marketing consciousness and practice. Yet the study of student satisfaction in higher education is underdeveloped. This empirical study tests, and demonstrates, the utility of the disconfirmation perspective of consumer satisfaction as a theoretical foundation and method for evaluating student satisfaction within the context of an MBA program.
39 citations
TL;DR: There is a general lack of information regarding the most appropriate manner of structuring marketing curricula and courses as mentioned in this paper, according to a survey of marketing recruiters, who reported the results of a survey.
Abstract: There is a general lack of information regarding the most appropriate manner of structuring marketing curricula and courses. This article reports the results of a survey of marketing recruiters, al...
32 citations
TL;DR: In this paper, the promotion and tenure policies and practices of marketing departments in particular are explored and the balance among the evaluative areas of performance (teaching, research, and service) are assessed, together with the perceived importance of the various components of each area.
Abstract: The promotion and tenure policies and practices of marketing departments in particular are explored The balance among the evaluative areas of performance (teaching, research, and service) are assessed, together with the perceived importance of the various components of each area The results are discussed in terms of trends in today's educational system
29 citations
TL;DR: The authors argue that the need for education to include practical experience is as great in marketing as in medicine, and that this need can only be fully met by incorporating into the marketing program an extended period spent in a "real" job.
Abstract: This article argues that the need for education to include practical experience is as great in marketing as in medicine, and that this need can only be fully met by incorporating into the marketing program an extended period spent in a "real" job.
27 citations
TL;DR: In this article, the authors discuss the benefits of integrating personal computing activities into marketing education and propose a model to achieve the necessary integration of personal computers into the curricula of marketing education.
Abstract: The rapid growth in the use of personal computers among practitioners and teachers of marketing offers a significant opportunity to improve marketing education. To capitalize on this opportunity, marketing departments must integrate personal computing activities into their curricula. This article discusses the benefits of this process and proposes a model to achieve the necessary integration.
17 citations
TL;DR: In this article, the authors measured the impact of class size on student learning and attitudes in an introductory marketing course and found that the smaller section had more favorable attitudes towards marketing and produced a higher percentage of declared marketing majors.
Abstract: This article reports the results of a study which measured the impact of class size upon student learning and attitudes. Comparisons were made between a large and small introductory marketing class in terms of the amount of cognitive learning and attitude change produced. No difference was found between the large class and small class in terms of low-level and high-level cognitive learning, but the amount of attitude change differed significantly. The smaller section had more favorable attitudes towards marketing and produced a higher percentage of declared marketing majors. The results of the study indicate that special attention needs to be given to the decision of class size in the introductory marketing class, particularly with regard to increasing the number of marketing majors.
15 citations
TL;DR: Two readability measures, the Fog Index and Flesch Reading Ease, are recommended for use in evaluating readability levels of similar written material.
Abstract: Five to seven well-known textbooks for marketing principles, marketing management, marketing research, and consumer behavior were evaluated by four readability measures. Most textbooks for the marketing principles and marketing management courses were written at the general understanding level of the average student at which the course is taken. Most of the marketing research and consumer behavior texts were written at a comprehension level above the normal grade level at which they are used. Two readability measures, the Fog Index and Flesch Reading Ease, are recommended for use in evaluating readability levels of similar written material.
13 citations
TL;DR: In this article, the authors examined the function of cases in the undergraduate curriculum and proposed a modification of the traditional case method approach to make use of complex cases in higher education programs.
Abstract: Successful use of complex cases in the undergraduate curriculum requires some modification of the traditional case method approach. This article examines the function of cases in the undergraduate ...
TL;DR: Perhaps the "hottest" topic in education today is the introduction and development of the personal computer in the classroom as mentioned in this paper, and it is apparent that the integration of the computer into the classroom is...
Abstract: Perhaps the "hottest" topic in education today is the introduction and development of the personal computer in the classroom. It is apparent that the integration of the computer in the classroom is...
TL;DR: In this article, the authors report the results of a survey of business school graduates with respect to their satisfaction with their education and the major strengths and weaknesses of the undergraduate business school education received.
Abstract: This study reports the results of a survey of business school graduates with respect to their satisfaction with their education. Aspects investigated included usefulness of specific courses as well as applicability to the job, and the major strengths and weaknesses of the undergraduate business school education received.
TL;DR: This article explored whether knowledge of foreign languages is important for successful exporting and international business by US companies and whether the need for foreign language skills is pre-decision-making for US companies.
Abstract: This study explores whether knowledge of foreign languages is important for successful exporting and international business by US. companies, and whether the need for foreign language skills is pre...
TL;DR: In this paper, the effect of using guest speakers in marketing courses is investigated and it is shown that using a guest speaker is a common method of enriching the learning experience of marketing courses.
Abstract: The practice of using guest speakers in marketing courses is a common method of enriching the learning experience. The purpose of this study was to determine the effect of test expectancy with rega...
TL;DR: In this article, the differences between the many types of examinations used in classrooms, as well as the usefulness and characteristics of these exams are discussed, and the purpose of this article is to enlighten marketing educators in the field of testing where most have very little, if any, formal education.
Abstract: One only has to listen to student complaints and faculty comments to realize that there is a cold war going on in academia concerning testing practices in the classroom. This article will clarify for marketing educators the differences between the many types of examinations used in classrooms, as well as the usefulness and characteristics of these exams. The purpose of this article is not to point out practices that are educationally unsound, but to enlighten marketing educators in the field of testing where most have very little, if any, formal education.
TL;DR: Expectancy-valence models were used to predict the effort and performance of marketing students as discussed by the authors, and they found that effort is related to the degree to which behavior is viewed as lead.
Abstract: Expectancy-valence models were used to predict the effort and performance of marketing students. Expectancy theory maintains that effort is related to the degree to which behavior is viewed as lead...
TL;DR: In this article, a large number of ethical questions arise when teaching marketing and retailing, and a partial problem-solving approach is outlined to solve these problems, which mainly relate to relationships between academic institutions and business and between such institutions and their students.
Abstract: A large number of ethical questions arise when teaching marketing and retailing. Subject matter or content questions concern employer-employee, business-business, and business-society relationships. Course and program administration questions mainly relate to relationships between academic institutions and business, and between. such institutions and their students. In this article, a number of these problems are considered and then a partial problem-solving approach is outlined.
TL;DR: In this paper, the construct validity of five different methods of assessing five separate teaching behavior traits was examined in the framework of a S x 5 multitrait-multimethod matrix, and the results indicated that videotape rating methods produced convergent and discriminant validity coefficients which were greater than or equal to those derived from the more traditional peer and student rating methods.
Abstract: The construct validity of five different methods of assessing five separate teaching behavior traits was examined in the framework of a S x 5 multitrait-multimethod matrix. The results indicated that videotape rating methods produced convergent and discriminant validity coefficients which were greater than or equal to those derived from the more traditional peer and student rating methods.
TL;DR: Results of a mail survey of students accepted to a graduate business program support the general proposition that students admitted to more than one program choose to attend the program perceived to be the "best".
Abstract: Results of a mail survey of students accepted to a graduate business program support the general proposition that students admitted to more than one program choose to attend the program perceived to be the "best." In order of importance, the following factors affect this decision: reputation, location, curriculum, faculty, placement, cost, and financial aid.
TL;DR: There has been a continuing debate among procurement, marketing, and management educators as to the proper "intellectual home" for procurement as discussed by the authors, and two leading procurement educators address this issue and offer their opinions and observations.
Abstract: There has been a continuing debate among procurement, marketing, and management educators as to the proper "intellectual home "for procurement. In the following two articles, two leading procurement educators address this issue and offer their opinions and observations.We hope that these articles will help acquaint many of you with the tremendous changes and challenges in the field of procurement and stimulate your support for increasing emphasis on this rapidly evolving discipline.
TL;DR: In this paper, a process termed organizational self-education is proposed to improve the quality of teaching at higher educational levels by means of a process called self-training, and the author examines its dimensions, institutional prerequisites, benefits, applications to marketing, and key implemental considerations.
Abstract: The thrust of this article is toward improvement in the quality of teaching at higher educational levels by means of a process termed organizational self-education. The author examines its dimensions, institutional prerequisites, benefits, applications to marketing, and key implemental considerations.
TL;DR: In this article, the authors address a common problem encountered at the introductory level in retailing and other marketing courses: the difficulty of influencing the student away from long-held consumer attitudes and toward a professional perspective.
Abstract: This article addresses a common problem encountered at the introductory level in retailing and other marketing courses: the difficulty of influencing the student away from long-held consumer attitudes and toward a professional perspective. The author discusses two field projects which were used successfully to achieve these teaching objectives.
TL;DR: This paper conducted a comparative review of consumer behavior textbooks and concluded that instructors had several good books to choose from, but that there was little choice in terms of structure and approach, and a number of new books have now appeared, giving instructors a much wider choice.
Abstract: Research in education suggests that the text used in a course is the primary determinant of what students learn in a course. As recently as 1981, a review of consumer behavior textbooks concluded that instructors had several good books to choose from, but that there was little choice in terms of structure and approach. A number of new books has now appeared, giving instructors a much wider choice. A comparative review of those books can assist instructors in a most important choice.
TL;DR: In this paper, the authors present results from a study of two methods of increasing the response rate to student marketing research projects: sponsorship and type of appeal used, and the two methods are sponsored and non-sponsored.
Abstract: This article presents results from a study of two methods of increasing the response rate to student marketing research projects. The two methods are sponsorship and type of appeal used.
TL;DR: Dialectical logic seems to help explain successive advents and denigrations of marketing constructs in logical sequence, building on their predecessors.
Abstract: Dialectical logic seems to help explain successive advents and denigrations of marketing constructs. Apparently, constructs arise in logical sequence, building on their predecessors. This systematization can facilitate the study of marketing.
TL;DR: Methods to help teach advertising media planning and evaluation concepts at the undergraduate level are described, used in conjunction with published syndicated advertising media audience and cost estimates.
Abstract: This article describes methods to help teach advertising media planning and evaluation concepts at the undergraduate level. Interactive advertising media exposure distribution models are used in conjunction with published syndicated advertising media audience and cost estimates. Students are thereby enabled to evaluate separate advertising media category schedules, which might include network or spot television or radio, consumer magazines, or newspapers, for example, and combine the results to evaluate comprehensive media plans. Recent experiences with the method are presented and evaluated.
TL;DR: APL is a very powerful, yet almost unknown, computer language that is now available for several micros and after a few hours of hands-on self-instruction, it is possible to develop complex statistical programs, and replicate much of today's expensive software.
Abstract: APL is a very powerful, yet almost unknown, computer language that is now available for several micros. After a few hours of hands-on self-instruction, it is possible to construct many illustrations for the classroom, develop complex statistical programs, and replicate much of today's expensive software.