Showing papers in "Journal of Marketing Education in 2001"
TL;DR: The rapidly changing nature of the workplace and the composition of the current generation of students call for new paradigms for delivering business education as discussed by the authors, and teaching, once largely a teacher-cen...
Abstract: The rapidly changing nature of the workplace and the composition of the current generation of students call for new paradigms for delivering business education. Teaching, once largely a teacher-cen...
181 citations
TL;DR: Despite the rapid advance of cutting-edge technologies such as the Internet of Things (IoT), the evaluation of educational effectiveness and academic credibility has not yet been addressed as discussed by the authors.
Abstract: Crucial to achieving educational effectiveness and academic credibility is the systematic evaluation of innovative practices. Despite the rapid advance of cutting-edge technologies such as the Inte...
149 citations
TL;DR: The role of the instructor in influencing students' attitudes, beliefs, and concerns toward group projects was assessed in a survey of students at 32 educational institutions as discussed by the authors, finding that students were more likely to have positive attitudes about group work if they had instructors who discussed group management issues (e.g., group dynamics) and used methods to evaluate individual performance within the group.
Abstract: The role of the instructor in influencing students’ attitudes, beliefs, and concerns toward group projects was assessed in a survey of students at 32 educational institutions. Results from a path-analytic model support the view that the instructor plays a significant role in influencing students’ attitudes, perceived benefits, and work and grade equity concerns regarding group work. The research showed that students were more likely to have positive attitudes about group work if they had instructors who discussed group management issues (e.g., group dynamics) and used methods to evaluate individual performance within the group (e.g., peer evaluations). In addition, the findings indicate that in general, instructors are not doing enough to facilitate students’ group experiences.
149 citations
TL;DR: In this article, student satisfaction and content analysis of student reflection papers is used to study real-world entrepreneurship and retail management, especially in terms of developing Internet skills. And the author provides observations and recommendations concerning the successful operation of student-operated Internet businesses.
Abstract: Using the Internet, students can create and carry through to completion their own business plans, from product development to marketing and promotions to operations. As measured by student satisfaction and content analysis of student reflection papers, this new technique is an effective way to study “real-world” entrepreneurship and retail management, especially in terms of developing Internet skills. Side benefits include increased fund-raising and membership for student organizations, increased community interaction, and free publicity for the host institution. The author provides observations and recommendations concerning the successful operation of student-operated Internet businesses.
135 citations
TL;DR: The teaching environment is undergoing a major shift as more and more marketing programs are offering classes either partially (Web enabled) or totally (Web exclusive) online as discussed by the authors. This shift is due to...
Abstract: The teaching environment is undergoing a major shift as more and more marketing programs are offering classes either partially (Web enabled) or totally (Web exclusive) online. This shift is due to ...
130 citations
TL;DR: In this paper, two versions of a marketing planning course are compared based on requirements such as exams, teamwork, discussions, and research techniques, to illustrate the differences and similarities between electronic and traditional classrooms.
Abstract: The electronic or Internet-based MBA program is a growing phenomenon, primarily because of students’ needs for flexibility and because of continuously improving technology for delivery of courses. Online MBA programs occur in a number of different formats ranging widely in tuition rates, timing, and delivery. Course content also necessarily differs from traditional classrooms. To illustrate the differences and similarities between electronic and traditional classrooms, two versions of a marketing planning course are contrasted based on requirements such as exams, teamwork, discussions, and research techniques.
119 citations
TL;DR: In this paper, the authors investigate how various educational technology tools affect students' perceptions in three outcome-oriented areas: overall learning, ability to get a job, and expected job performance.
Abstract: In this age of rapid technological innovation, marketing professors are using various educational technology tools to assist learning in their classes. However, little is known about students’ perceptions of how these unique teaching tools influence their overall experience. Consequently, marketing professors may be unsure which educational technology tools to incorporate into their courses. This study investigates how various educational technology tools affect students’perceptions in three outcome-oriented areas: overall learning, ability to get a job, and expected job performance. Student perceptions were obtained through a survey administered in a “Marketing on the Internet” course that simultaneously employed various educational technology tools. Findings reveal that students have differing opinions on the impact of these technologies on their learning, ability to get a job, and job performance. Suggestions are provided so instructors can select the appropriate educational technology tools to maximiz...
117 citations
TL;DR: In this article, the authors suggest ways to use interactive technology in the classroom and examine the educational outcomes of doing so and suggest other courses in the marketing curriculum in which this technology might be used effectively.
Abstract: The purpose of this article is to suggest ways to use interactive technology in the classroom and to examine the educational outcomes of doing so. This technology will be related to teaching marketing courses and the international marketing module within international business courses. It has been used in many diverse types of educational settings and could be integrated into any classroom in any discipline. The use of this technology and the study of its outcomes was conducted at an AACSB-accredited midwestern university with 177 business students, both graduate and undergraduate. The findings of this study indicate that use of this interactive technology in the classroom increases student participation, recall and understanding of the material, team-building skills, and enjoyment of the course and the learning process itself. Suggestions for other courses in the marketing curriculum in which this technology might be used effectively are offered.
103 citations
TL;DR: Teaching in a higher educational setting is analogous to service delivery in the business sector as discussed by the authors, where students, as consumers of professorial output, have needs and wants, which, if better understood, s...
Abstract: Teaching in a higher educational setting is analogous to service delivery in the business sector. Students, as consumers of professorial output, have needs and wants, which, if better understood, s...
95 citations
TL;DR: This article showed that students in large sections perform worse in terms of content knowledge than those in small sections, and that students with different learning styles perform differently in the same classroom and that these effects may be minimized by the extensive use of multimedia technology in the classroom.
Abstract: Traditionally, students in large sections perform worse in terms of content knowledge than those in small sections. In addition, research has shown that students with different learning styles perform differently in the same classroom. This study shows that these effects may be minimized by the extensive use of multimedia technology in the classroom.
86 citations
TL;DR: Marketing educators can use this paradigm to promote more efficient teaching and better learning, and consequently students will be better prepared to manage and use IT in their professional careers.
Abstract: This article presents a framework for integrating information technology (IT) into the marketing curriculum in the context of the specific objectives of an undergraduate business program.The authors propose integration of IT via five technological modules: (1) Web-based communication among instructors and students, (2) use of the marketing department’s Web site as an educational resource, (3) the Internet as a marketing medium, (4) computer-supported market analysis and decision making, and (5) computer-enhanced business presentations. As an illustration, this article details the use of the five modules according to the specific program objectives at Seton Hall University. The article also outlines practical guidelines for the application of IT in teaching and learning and outcomes and assessments measures. Marketing educators can use this paradigm to promote more efficient teaching and better learning, and consequently students will be better prepared to manage and use IT in their professional careers.
TL;DR: The purpose of this article is to offer an approach for getting students to take responsibility for documenting their level of course participation and explore the active learning framework to teaching that might best support this approach to participation documentation.
Abstract: Documenting student participation is not an easy task, for the professor or the student. The purpose of this article is to (1) offer an approach for getting students to take responsibility for docu...
TL;DR: In this paper, the integration of basic technologies in marketing and business school is discussed and discussed, and it is shown that basic and discipline-specific technological competencies are needed by marketing and Business School faculty, students and their employers.
Abstract: Basic and discipline-specific technological competencies are needed by marketing and business school faculty, students, and their employers. Integration of basic technologies is common and easily a...
TL;DR: Many business schools are in the process of designing e-commerce courses and programs in response to the growing need for university graduates skilled in online technologies and strategies as discussed by the authors, which is a good time to be in business education.
Abstract: Many business schools are in the process of designing e-commerce courses and programs in response to the growing need for university graduates skilled in online technologies and strategies. To assi...
TL;DR: In this paper, the role of technological innovation in facilitating or hindering business skill development in a distance-learning MBA program can be better understood by understanding how and why student needs for marketing and business skills development can differ within and across MBA programs and how technological innovations can contribute to or potentially limit the development of specific skills desired by marketing students.
Abstract: Increasingly, universities are offering a marketing education to a diverse, international student population through formats including both full-time and distance-learning MBA programs. At the same time, universities are increasing their reliance on technology innovations to enhance students’ global learning experience. Ultimately, a key measure of success of such programs and technological approaches is the extent that participant needs for business skill development are being met. This article proposes that the role of technological innovation in facilitating or hindering business skill development in a distance-learning MBA program can be better understood by (1) understanding how and why student needs for marketing and business skill development can differ within and across MBA programs and (2) how technological innovations can contribute to—or potentially limit—the development of specific skills desired by marketing and business students.
TL;DR: In the U.S., businesses are breaking down barriers between functional departments and focusing on interdepartmental teams aimed at providing customer satisfaction as discussed by the authors, and cooperation between marketi...
Abstract: Increasingly, U.S. businesses are breaking down barriers between functional departments and focusing on interdepartmental teams aimed at providing customer satisfaction. Cooperation between marketi...
TL;DR: Using qualitative and quantitative research methods, the impact of implementing a technology-rich learning environment in a marketing curriculum is investigated and Faculty and student responses to the new laptop-based environment are provided.
Abstract: Integrating technology into teaching and learning is increasing exponentially; however, nonanecdotal evidence of its effectiveness is lacking. Using qualitative and quantitative research methods, the impact of implementing a technology-rich learning environment in a marketing curriculum is investigated. A quasi-experimental approach used (1) a pre-laptop program assessment based on perceptual mapping and concept studies, (2) a treatment (laptops and pedagogy changes) assessment based on social cognitive theory, and (3) a post-laptop assessment of perceptual mapping and enrollment data. Faculty and student responses to the new laptop-based environment are provided along with a discussion based on this experience.
TL;DR: In this article, the authors examined the development and the advantages and disadvantages of using a fantasy football league to enhance comprehension of sport marketing concepts and found that role-play and simulation activities have documented higher levels of student motivation and involvement compared with traditional lecture methods.
Abstract: The use of simulation offers marketing educators many instructional opportunities that would be unavailable to students without the use of simulation. The operation of a fantasy football league offers a simulation that encompasses many of the factors that occur in day-to-day marketing operations in the sport industry. Previous studies investigating the use of role-play and simulation activities have documented higher levels of student motivation and involvement compared with traditional lecture methods. Through simulation, the student becomes an active participant in problem-solving situations rather than a passive recipient of information. Simulations also help prepare students to gain job-related skills desired by future employers. To explore the use of simulation, this article will examine the development and the advantages and disadvantages of using a fantasy football league to enhance comprehension of sport marketing concepts.
TL;DR: In this article, the authors examined the perceptions of innovative teaching activities and critical support and extrinsic reward mechanisms among marketing academicians, and a review of the marketing education literatu...
Abstract: This study examined the perceptions of innovative teaching activities and critical support and extrinsic reward mechanisms among marketing academicians. A review of the marketing education literatu...
TL;DR: In this paper, the authors provide guidance and background to marketing academicians, which allows them to add integrated components to existing classes and/or programs or begin the design of an integrated program.
Abstract: In recent years, many business schools have developed integrative programs in response to a number of internal and external factors. Although the exact nature of these programs varies, a significant common element is a desire to impart to students appreciation, knowledge, and skills for cross-functional business situations. This article focuses on marketing’s key role. With its rich history on drawing from and contributing to other academic disciplines, marketing is in a powerful position to serve an important role in guiding and binding together other areas in an integrated program. The article provides guidance and background to marketing academicians, which allows them to add integrated components to existing classes and/or programs or begin the design of an integrated program.
TL;DR: In this paper, a marketing research project that is designed to answer research questions based on secondary data is described, which incorporates Web sources without denigrating the traditional off-web sources of secondary data.
Abstract: A marketing research project that is designed to answer research questions based on secondary data is described. The project incorporates Web sources without denigrating the traditional off-Web sources of secondary data. First, a review of the literature highlights the importance of becoming a knowledge worker in the new economy, the value of projects in marketing research courses, and the need to incorporate off-Web sources in projects. After project objectives are provided, the project is completely described. Project problems and some possible solutions are offered, followed by a brief discussion of the evaluation of the project. The project could be adapted for other courses in marketing.
TL;DR: This article found that both those with and without administrative duties see the same significant obstacles to increased adoption: time to learn, execute, and maintain faculty Web sites, and time to maintain faculty web sites.
Abstract: Two separate surveys were conducted over a 2-year period to gauge how marketing educators’ use of the Internet changed between 1998 and 2000. Respondents were found to have made significant strides in their adoption of electronic technology and appeared satisfied with their efforts. While most were not expected by their institutions to have Web sites, many did so out of personal motivation. Both those with and without administrative duties see the same significant obstacles to increased adoption: time to learn, execute, and maintain faculty Web sites. Despite the use of Marketing Educators’ Association members as the sample frame, study findings provide an excellent benchmark on which individual marketing faculty and administrators can gauge their own efforts and design future plans.
TL;DR: In this article, the authors developed a professional services marketing course that focuses on the specific needs of various non-marketing audiences, and developed a framework for an integrative course that would provide non-majors with an understanding of what marketing of professional services requires and an appreciation of its value in the creation of new business opportunities.
Abstract: Understanding the strategic implications of marketing is important to non-marketing majors, just as finance, accounting, and management are important to marketing majors. The need is real to develop ways to bring integrated, cross-functional insights into the classroom. To that end, various ways have been presented to integrate business courses. Team teaching using faculty from different functional areas and combining two or more functional areas to cover relevant topics are two ways to accomplish the task. This article focuses on a third approach to integration. By using principles of market segmentation, the authors have developed a professional services marketing course that focuses on the specific needs of various non-marketing audiences. Their objective was to develop a framework for an integrative course that would provide non-majors with an understanding of what marketing of professional services requires and an appreciation of its value in the creation of new business opportunities.
TL;DR: In this article, the formation and governance of a department of marketing advisory council based on the experiences of a marketing department at a large midwestern public university is discussed, and an innovative approach for building trust and commitment with advisory council members, while increasing a department's human, intellectual, and financial resources is outlined using relationship-marketing principles as a foundation.
Abstract: Colleges of business administration are under continuing pressure to make their curriculum and faculty research more relevant to the business community. At the same time, resources are either declining or not keeping pace with growing enrollment at many institutions. This article addresses the formation and governance of a department of marketing advisory council based on the experiences of a marketing department at a large midwestern public university. An innovative approach for building trust and commitment with advisory council members, while increasing a department’s human, intellectual, and financial resources, is outlined using relationship-marketing principles as a foundation. Examples of bylaws, activities, annual meetings, and methods of ongoing communication to ensure the success of a departmental advisory council are provided. Finally, some caveats and pitfalls associated with developing and managing an advisory council are discussed.
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TL;DR: In a special issue devoted to the role and prospects for innovation in marketing education as discussed by the authors, the authors examined innovation in a variety of contexts, including the classroom, curriculum, department, and college.
Abstract: Although innovation is taught in marketing courses around the world, less attention has focused on the role and prospects for innovation in marketing education. To help remedy this situation, Craig Kelley asked me to serve as guest editor for a special issue devoted to the topic. The nine peer-reviewed articles in this collection examine innovation in a variety of contexts, including the classroom, curriculum, department, and college. The first five articles focus on innovation in the classroom, including unique approaches to the teaching and learning process. Clarke, Flaherty, and Mottner examine student perceptions of educational technology tools, including chat rooms, online lecture outlines, instructor home pages, and others. These tools are increasingly common, although relatively little research has examined their impact and effectiveness. In this study, students had differing opinions of how various technologies affect their ability to learn, get a job, and perform on the job. Gillentine and Schulz share an innovative approach to learning in the sports marketing context. Using a behavioral simulation, students are given the opportunity to operate a fantasy football league. Skills in marketing research, communication, problem solving, and teamwork are enhanced through the simulation process. Peterson focuses on a common problem, assessing student participation. Using a course, not class, participation mind-set and the active learning approach, his article details an assignment in which students document their participation. The assignment yields creative and insightful responses from most students. Castleberry contributes a project idea that combines Web and off-Web secondary sources. With this assignment, students improve skills in finding information, assessing the validity and reliability of secondary data, coping with researcher frustration, and integrating material learned in other courses. In the spirit of entrepreneurship and retail management, Daly describes the development of student-operated Internet businesses. Students work in a committee structure to create and manage a business during this semester project. Support from upper administration adds credibility and accountability to this innovative learning tool. Four articles focus on innovation at the curriculum, department, or college level. Andrus and Martin detail the development of an advisory council to a marketing department. Their article provides a step-by-step guide to the process, including how to recruit members, develop trust and mutual goals, effectively use member time and talent, and integrate faculty and students with council members. The authors also examine benefits and concerns when innovating with the business community. Dacko presents a study of skill development in MBA programs, with a focus on gaps that may exist between students in full-time and distance-learning programs. This study provides insights on the ways in which innovation in degree delivery affects the development of nine key skills, such as decision making, leadership, risk taking, and oral communication. Barber, Borin, Cerf, and Swartz discuss the role of marketing in an integrative business curriculum. They examine the rationale for integrative programs, how marketing can aid the integration process, and the benefits and challenges of this type of program. A case study of one college’s integrative approach provides an example that other educators may choose to follow. The last article sheds light on the systems in place to support innovation in marketing education. Albers-Miller, Straughan, and Prenshaw’s study examines the infrastructure that supports and rewards teaching innovation. Their results point to a host of activities, although educators in their sample questioned the adequacy of extrinsic rewards and formal support. I appreciate these authors’ innovative work, willingness to share ideas, and commitment during the review and revision process. Reviewers’ expertise and valuable feedback also enhanced the value of this special issue. The following individuals reviewed manuscripts during the fall 2000 and spring 2001: