Showing papers in "Journal of Marketing Education in 1999"
TL;DR: In this article, the authors focus on the use of group projects in the classroom and suggest that educators need to reexamine this issue to ensure that marketing students are developing both discipline-related and support skills.
Abstract: The ability for students to work within a team environment has long been a skill set prized by most marketing educators and practitioners. What has not been altogether clear is how to best learn such skills. Some educators would argue that along with the “good,” there is truly some “bad” and “ugly” inherent in the framework many use to teach teamwork. The authors of this study focus on the use of group projects in the classroom. Results suggest that educators need to reexamine this issue to ensure that marketing students are developing both discipline-related and support skills.
220 citations
TL;DR: This paper conducted a study with 107 of the marketing discipline's most well-regarded educators and found that faculty are working harder to develop discussion-oriented class cultures, making increased use of emerging technologies, and placing a greater emphasis on helping students strengthen their communication and decision-making skills than 10 years ago.
Abstract: This article reports results of a study undertaken with 107 of the marketing discipline™s most well-regarded educators. Asked to both reflect on the changes they had made over the past 10 years in their teaching and to identify the challenges that await in the new millennium, these faculty provide an insightful picture of the evolving marketing education landscape. Study results indicate that faculty are working harder to develop discussion-oriented class cultures, making increased use of emerging technologies, and placing a greater emphasis on helping students strengthen their communication and decision-making skills than 10 years ago. Asked to identify challenges they see as the year 2000 approaches, respondents noted that the marketing discipline must increase its relevancy and value to students and their prospective employers. Also, marketing educators need to stay in front of technological change and take a true leadership role in helping students develop business skills necessary for success.
161 citations
TL;DR: The marketing mix of Product, Price, Promotion, and Place was introduced to marketing education by E. Jerome McCarthy in 1960 as discussed by the authors, and these mnemonically easy-to-remember labels rapidly became the organizi...
Abstract: The marketing mix of Product, Price, Promotion, and Place was introduced to marketing education by E. Jerome McCarthy in 1960. These mnemonically easy-to-remember labels rapidly became the organizi...
115 citations
TL;DR: The authors report on their experience in guaranteeing the satisfaction of undergraduate students with the instructor’s performance and general advice related to the guarantee is offered for instructors interested in guaranteeing their own performance.
Abstract: Service guarantees, formal promises made to customers about the service they will receive, are rarely offered in university classes. In this article, the authors report on their experience in guaranteeing the satisfaction of undergraduate students with the instructor’s performance. The rationale for, success of, and lessons learned from this pedagogical exercise are reviewed. In addition, detailed feedback from students gained through focus group interviews and a written student assignment regarding the guarantee is examined. General advice related to the guarantee is offered for instructors interested in guaranteeing their own performance.
111 citations
TL;DR: This paper examined the ranking of marketing journals using Australian university library holdings, in either hard copy or full-text electronic format, and found that the accessibility rankings differed significantly from the most recent U.S. perceptual rankings, and suggested that in some situations, the accessibility ranking may be a more appropriate measure than other approaches.
Abstract: Instead of using citations or marketing academics™ perceptual ranking of journals, this article examines the ranking of marketing journals using Australian university library holdings, in either hard copy or full-text electronic format. This measure was used as a proxy for broad-based accessibility of marketing journals. The study found that the accessibility rankings differed significantly from the most recent U.S. perceptual rankings, and it is suggested that in some situations, the accessibility ranking may be a more appropriate measure than other approaches. An examination of journal characteristics and their relationship to holdings in Australian university libraries was also undertaken. It was found that the year in which the journal started publication and its perceived importance within the United States (i.e., perceptual ranking) had a statistical impact on the proportion of Australian university libraries holding the journal.
97 citations
TL;DR: In this paper, students were asked to indicate what instructional characteristics changed or stayed the same as an instructor gained more and more experience, such as organization, knowledge, fairness, and even the ability of the students to learn.
Abstract: Previous research has indicated that the mean scores of student evaluation of teaching effectiveness do not change with experience. If this is true, whatever aspects of effective instruction the instruments are measuring do not change in the students’ perception. University students were asked to indicate what instructional characteristics changed or stayed the same as an instructor gained more and more experience. Instructor structural-related factors such as organization, knowledge, fairness, and even the ability of the students to learn were perceived as improving over time. Personalityrelated factors were perceived as stable. Implications of these findings are discussed.
83 citations
TL;DR: The use of inter-active distance learning did have an impact on student evaluations of the course and most of the differences dealt with the instructor’s teaching methodology and style and his or her interaction with students.
Abstract: To meet the needs of part-time and off-campus students, many institutions of higher education are using distance learning technologies. This study addresses the impact of the interactive television...
76 citations
TL;DR: The authors applied the principles of marketing research to a course on marketing research, using the class to identify what students want from their marketing research course, and found that the research was personally relevant to the students, they were highly motivated in a course that is historically unpopular.
Abstract: Research was conducted among undergraduates in the target market for a marketing research course to find ways of improving the course image, content, and teaching methodology. This study is unique because it applies the principles of marketing research to a course on marketing research, using the class to identify what students want from their marketing research course. Because the research was personally relevant to the students, they were highly motivated in a course that is historically unpopular. Students saw how they could work to improve their own experience and that of their peers, and they began to appreciate the value of carefully conceived and executed research in effective and successful service design.
70 citations
TL;DR: This article used the critical incident technique to elicit specific course-related behaviors by college professors that are perceived as fair and unfair by marketing students, and found that some reported behaviors did seem unfair, whereas students appear to misinterpret other behaviors that likely had no malicious intent.
Abstract: Whereas research points to desirable educational outcomes that are enhanced by fairness in the classroom, this study addresses a fundamental question: what do professors do that students perceive as fair or unfair? Using the critical incident technique, the authors elicit specific course-related behaviors by college professors that are perceived as fair and unfair by marketing students. The authors find that the drivers of perceptions of fairness and unfairness are not simple mirror images. Procedural and interactional dimensions appear to be present, in addition to student reactions to outcomes. Some reported behaviors did seem unfair, whereas students appear to misinterpret other behaviors that likely had no malicious intent. The article assesses the current state of research related to fairness and relates this knowledge to fairness in the classroom. After describing the study and its results, the authors discuss the implications for teachers and for future research on classroom fairness.
60 citations
TL;DR: In this article, the authors report on the implementation of a specific mix of teaching techniques in the Principles of Marketing course and find that students found this approach more interesting, challenging, and motivating than the more traditional lecture approach.
Abstract: Society is demanding that higher education be more accountable for student learning. To complicate this further, faculty are now expected to develop the student’s leadership, interpersonal, and communication skills in addition to teaching the basics of their discipline. To examine ways of achieving such goals, the authors have embarked on a long-term program aimed at implementing classroom-based quality initiatives for higher education. This article reports on the implementation of a specific mix of teaching techniques in the Principles of Marketing course. Results show that students felt this approach more interesting, challenging, and motivating than the more traditional lecture approach. Students considered the use of chapter objectives and lectures/discussions as major contributors to learning. From these findings, a proposed model for understanding student learning in a Principles of Marketing course is presented.
TL;DR: In this paper, the authors report the findings of a survey of undergraduate students designed to examine the key factors involved in selecting a marketing major, dealing with the initiatives undertaken by marketing departments at various universities in an attempt to enhance the quality and quantity of marketing majors.
Abstract: This article reports the findings of a survey of undergraduate students designed to examine the key factors involved in selecting a marketing major. A discussion follows, dealing with the initiatives undertaken by marketing departments at various universities in an attempt to enhance the quality and quantity of marketing majors.
TL;DR: The authors analyzed undergraduate marketing students' attitudes toward international marketing as a career and their perceptions about how well prepared they are to enter this arena, finding that marketing majors are convinced that international marketing will increase in importance in the future, but they also believe that they are not particularly well prepared to choose this as their career.
Abstract: The purpose of this study is to analyze undergraduate marketing students™ attitudes toward international marketing as a career and their perceptions about how well prepared they are to enter this arena. A national sample of students indicates that marketing majors are convinced that international marketing will increase in importance in the future, but they also believe that they are not particularly well prepared to choose this as a career. The data also indicate that marketing majors do not speak foreign languages in greater proportion than nonmarketing majors do and may not be learning the languages that businesses would prefer them to know. Implications for universities and the business community are discussed.
TL;DR: In this article, an innovative product development class project in which marketing and bio-resource engineering students work together is described, which is executed as a professional development activity designed to give students a broader perspective on their discipline as well as model the types of work teams they will experience on the job.
Abstract: This article reports on an innovative product development class project in which marketing and bio-resource engineering students work together. The project modifies a project suggested by Lunsford and Henshaw employing marketing and engineering students. The project is executed as a professional development activity designed to give students a broader perspective on their discipline as well as model the types of work teams they will experience on the job. This article describes the approach to the project used by the interdisciplinary team of instructors, the faculty and the students™ responses to the project, and suggested improvements for further implementations.
TL;DR: In recent years, the business community has placed an increasing demand on universities to develop students who can think holistically as discussed by the authors, and one way that universities have responded to this challenge is...
Abstract: In recent years, the business community has placed an increasing demand on universities to develop students who can think holistically. One way that universities have responded to this challenge is...
TL;DR: In this paper, the authors investigated the leadership style of a department chair in a marketing department that underwent a transformation in collegiality and research productivity using qualitative and quantitative research methods.
Abstract: Using qualitative and quantitative research methods, the leadership style of a department chair in a marketing department that underwent a transformation in collegiality and research productivity is investigated. The leader™s unique leadership style was compared to published models, and a composite model was identified based on responses of faculty familiar with the leader. Rationale for the mechanism at work and suggestions for application are stressed.
TL;DR: In this paper, a three-phase approach is proposed for revitalizing the marketing strategy course, where scenario planning provides the ability to craft multiple strategies and contingencies and better prepares today's students to anticipate tomorrow's crises.
Abstract: Given the fluctuations and rate of change inherent in today’s business environment, it is more imperative than ever that business schools help prepare students to deal with an uncertain future. By enabling students to embrace uncertainty and to envision multiple future competitive environments, scenario planning provides the ability to craft multiple strategies and contingencies and better prepares today’s students to anticipate tomorrow’s crises. The three-phase approach provides faculty with a contemporary and applicable methodology for revitalizing the marketing strategy course.
TL;DR: In this paper, the second course in business statistics is re-positioned from a problem-solving orientation to a decision-making orientation to eliminate the need for an additional research course.
Abstract: The emphasis on mechanics in business statistics courses poses a problem for marketing research instructors who teach their course with an application emphasis. Instructors of marketing research could find students ill prepared for the course. As a result, some marketing programs require students to take a research laboratory or break the research course into two parts of 3 credit hours each. This article outlines an alternative. Repositioning (reengineering) the second course in business statistics from a problem-solving orientation to a decision-making emphasis eliminates the need for an additional research course. A 2-year experience teaching the course shows students to be better prepared for the marketing research course. In addition, how to develop and assess key business skills such as communication, problem solving, decision making, and computer use in the course is also discussed. Assessment of outcomes is presently mandated by the American Assembly of Collegiate Schools of Business (AACSB).
TL;DR: The House of Quality exercise described in this article represents the initial step in the QFD process and emphasizes marketing's role in the voice of the customer research as discussed by the authors, which is one means to achieving these product development objectives.
Abstract: Today, product-oriented businesses focus on shortening the time to market, reducing costs and increasing product quality in the design and manufacture of new products. Quality function deployment (QFD) is one means to achieving these product development objectives. Central to the QFD process is the voice of the customer to drive design. Cross-functional product teams consisting of design engineers, operations management experts, and marketing researchers work closely to ensure that the customers’ needs are included in the design process. The House of Quality exercise described in this article represents the initial step in the QFD process and emphasizes marketing’s role in the voice of the customer research.
TL;DR: In this article, an experiential learning activity designed to provide business students with an understanding of benefit segmentation, product positioning, and target markets is presented, without the need for primary data.
Abstract: This article introduces an experiential learning activity designed to provide business students with an understanding of benefit segmentation, product positioning, and target markets. This “bootstrap benefit segmentation” method can be taught without the need for primary data. It makes benefit segmentation available as a short-term experiential activity that can be accomplished in one or two class meetings or as an assignment prepared outside of the classroom.
TL;DR: In this article, four categories of retail career socialization (i.e., socialization related to education, work, retail establishments, and family) were hypothesized to predict retail career preference.
Abstract: In this study, it was hypothesized that (1) four categories of retail career socialization (i.e., socialization related to education, work, retail establishments, and family) will predict three aspects of retail career preference (i.e., intrinsic, extrinsic, and lifestyle) and (2) retail career preference will, in turn, predict retail career choice. College juniors and seniors nationwide (N = 723) responded to a survey questionnaire. The findings indicated that socialization related to retail work and education had direct and indirect effects on retail career choice. Retail shopping–related socialization had pervasive, indirect effects on retail career choice via all three components of retail career preference. Family-related socialization had an overall negligible indirect effect on retail career choice through retail career preference. The intrinsic enjoyment component of retail career preference had the greatest effect on retail career choice, followed by the extrinsic compensation and lifestyle flexi...
TL;DR: In this paper, the authors developed a course that positions customer service as an outcome of the total system and uses concepts from various research streams to promote successful delivery of customer service, and specific suggestions for course content and pedagogy are presented.
Abstract: Business is becoming more aware of the importance of customer service in customer satisfaction and retention. Customer service must be positioned as something that ultimately depends on successful management of both organizational and final consumer relationships across the supply chain. Unfortunately, traditional marketing curriculums study the delivery of customer service as a static and isolated event rather than as a function of the total business enterprise. Following suggestions for more integrative curriculums, the authors develop a course that positions customer service as an outcome of the total system and uses concepts from various research streams to promote successful delivery of customer service. Specific suggestions for course content and pedagogy are presented.
TL;DR: In this article, the authors explore gender differences in faculty perceptions and experiences of student behavior as well as in class workload and policies and find that more similarities were found between males and females than differences.
Abstract: The authors explore gender differences in faculty perceptions and experiences of student behavior as well as in class workload and policies. Overall, more similarities were found between males and females than differences. Both genders report experiencing the same number of classroom disruptions, requests for exceptions to due dates, and similar levels of respect, and students seek advice on personal matters from them in equal numbers. However, some gender differences do exist. Females are more likely to report being addressed as fiMs.fl or fiMrs.fl rather than fiDr.,fl and they believe that students see them as setting high standards and assigning a challenging workload more than males. Conversely, males are more likely to think that their students see them as experts, perceive them to have a lot of business experience, and consider them humorous. The information reported is an important start in assessing the academic climate in marketing departments for both genders.