Showing papers in "Journal of Marketing Education in 2009"
TL;DR: A meta-analysis of the literature shows that a small average relationship exists between learning and the evaluations but that the association is situational and not applicable to all teachers, academic disciplines, or levels of instruction as discussed by the authors.
Abstract: Although the student evaluation of teaching has been extensively researched, no general consensus has been reached about the validity of the process. One contentious issue has been the relationship between the evaluations and learning. If good instruction increases the amount of learning that takes place, then learning and the evaluations should be validly related to each other. A review of the literature shows that attempts to find such a nomological relationship has been complicated by practice, methodology, and interpretation. A meta-analysis of the literature shows that a small average relationship exists between learning and the evaluations but that the association is situational and not applicable to all teachers, academic disciplines, or levels of instruction. It is concluded that the more objectively learning is measured, the less likely it is to be related to the evaluations.
279 citations
TL;DR: In the past decade, study abroad programs (SAPs) have more than doubled, where today, about 223,000 U.S. college students study abroad, immersing themselves in foreign language, culture, and busine...
Abstract: In the past decade, study abroad programs (SAPs) have more than doubled, where today, about 223,000 U.S. college students study abroad, immersing themselves in foreign language, culture, and busine...
229 citations
TL;DR: This article describes the implementation of a project in a marketing course in which students created an interactive textbook using wiki software, and concludes that the wiki work improved the collaboration skills of students, but effects on learning could not be assessed.
Abstract: Wikis are one of the newest features of Web 2.0. This article describes the implementation of a project in a marketing course in which students created an interactive textbook using wiki software. Several surprises encountered along the way are described, and the unique problem of grading individual contributions to a wiki is discussed. The author concludes that the wiki work improved the collaboration skills of students, but effects on learning could not be assessed. Strategies are provided that other instructors interested in using a wiki in the classroom can use to make the experience fulfilling for both instructor and students. The article ends with a call for the development of better grading methods and for assessment of the impact of wikis on learning.
93 citations
TL;DR: In this article, the authors focus on students' perceptions of rapport, whereas past research has mainly focused on student's perceptions of trust and rapport, rather than students' trust in adults.
Abstract: Rapport refers to when two people “click.” Although business education researchers have begun to study rapport, past research has principally focused on students' perceptions of rapport, whereas fa...
87 citations
TL;DR: In this paper, the authors examined both graduate and employer perspectives on the essential skills and knowledge needed by marketing professionals to successfully perform their roles and found that the transition from marketing graduate to employee is marked by a lack of skills to organically fit the organization.
Abstract: The process of transition from university undergraduate to business professional is a crucial stage in the development of a business career. This study examines both graduate and employer perspectives on the essential skills and knowledge needed by marketing professionals to successfully perform their roles. From in-depth interviews with 14 graduates and 14 employers, it is apparent that the transition trajectory is both diverse and dynamic. The first main finding is that the transition from marketing graduate to employee is marked by a lack of skills to organically “fit the organization.” Another finding is related to specific competencies such as the ability to have and, most importantly, apply marketing knowledge. These findings have strong implications for the development and redesign of curricula to produce highly skilled, employable graduates and to assist universities in retaining a competitive advantage within the tertiary sector.
83 citations
TL;DR: In this paper, the authors discuss literature regarding group projects using real world clients (client-based learning) and empirically test whether the nature of the project has any influence on how the students perceive the project as a motivational
Abstract: Today's educators are faced with the challenge of preparing undergraduate students to be productive employees who can communicate effectively, work well in teams, and solve problems, as well as demonstrate content knowledge Group projects are one tool that educators can use to help students develop these key skills Educators may be tempted to try client-based projects in which students consult with real companies, an approach that may involve extensive preparation for the faculty member, or opt instead for a less labor-intensive option, such as having students work on hypothetical problems for established companies Faculty must decide what type of project will most benefit their students and, at the same time, will not be too complex to administer In this article the authors discuss literature regarding group projects using real world clients (client-based learning) and they empirically test whether the nature of the project has any influence on how the students perceive the project as a motivational
53 citations
TL;DR: In this article, a case study outlines the use of client-sponsored research projects in a quantitative postgraduate marketing research subject conducted in a 12-week semester in a research-intensive Australian university.
Abstract: This case study outlines the use of client-sponsored research projects in a quantitative postgraduate marketing research subject conducted in a 12-week semester in a research-intensive Australian university. The case study attempts to address the dearth of recent literature on client-sponsored research projects in the discipline of marketing. Evaluation results provided from students in a 3-year period indicate support for the use of client-sponsored projects because they provide a number of benefits. In particular, students feel that such projects give invaluable opportunities to develop consulting and research skills that are highly sought after by industry. However, despite the advantages of the client-sponsored research projects, the quantitative nature of the marketing research subject is still an impediment to attaining high student quality teaching scores. Furthermore, there can be problems if students lack basic statistical knowledge, do not practice SPSS outside of class, and segment project task...
52 citations
TL;DR: Viva voce (viva) or oral examinations are widely used in medical education, clinical examinations, and doctoral defenses, yet the assessment method is seldom adopted by university marketing departm....
Abstract: Viva voce (viva) or oral examinations are widely used in medical education, clinical examinations, and doctoral defenses, yet the assessment method is seldom adopted by university marketing departm...
47 citations
TL;DR: The authors used a survey among all students of an Australian university to compute a regression model with the probability of lecture attendance as the dependent variable and found that only four of the factors previously investigated are significant for marketing students (i.e., the difficulty of the subject, the quality of the lecture as perceived by the student, the QoE of the student as indicated by his or her average mark, and the format of lecture), which leaves little opportunity for Australian universities to improve attendance with simple measures.
Abstract: Lectures are a central element of traditional university learning, but Australian lecturers increasingly face very low levels of lecture attendance. A significant amount of research exists that investigates the drivers of lecture attendance. However, those studies typically study single factors in an isolated manner, thus overestimating the importance of individual factors. This study contributes to the understanding of lecture attendance (and nonattendance) by including a range of factors that potentially affect lecture attendance simultaneously, thus accounting for possible interactions between factors and identifying the key drivers of lecture attendance. The study uses a survey among all students of an Australian university to compute a regression model with the probability of lecture attendance as the dependent variable. Results indicate that only four of the factors previously investigated are significant for marketing students (i.e., the difficulty of the subject, the quality of the lecture as perceived by the student, the quality of the student as indicated by his or her average mark, and the format of the lecture), which leaves little opportunity for Australian universities to improve attendance with simple measures. Instead, the data suggest that universities need to improve the quality of lectures to achieve better attendance levels.
41 citations
TL;DR: The authors examines the implications of the increased popularity of social enterprise programs and social venture competitions for the marketing curriculum and recommends some changes in emphasis and/or scope to specific areas in marketing curriculum.
Abstract: This study examines the implications of the increased popularity of social enterprise programs and social venture competitions for the marketing curriculum. Social enterprise programs and competitions are often offered outside the school of business and target students from a variety of academic backgrounds. Although social enterprises use business skills to solve social problems, the specific marketing skills required differ from those covered in most marketing curricula. This article recommends some changes in emphasis and/or scope to specific areas in the marketing curriculum and includes an outline of the proposed marketing curriculum for social enterprise programs.
36 citations
TL;DR: In this article, the authors describe the process one marketing faculty followed to demonstrate assurance of learning for marketing students and present longitudinal results associated with a course-embedded direct assessment device in the Principles of Marketing course.
Abstract: This article describes the process one marketing faculty followed to demonstrate assurance of learning for marketing students and presents longitudinal results associated with a course-embedded direct assessment device in the Principles of Marketing course. The process follows closely the Association to Advance Collegiate Schools of Business (AACSB) new requirements for demonstrating assurance of learning and illustrates a methodology used to satisfy the requirements of multiple accrediting agencies. Although AACSB does not mandate assurance of learning at the major level, other accrediting bodies (i.e., regional agencies) do require this effort. Our focus on the Principles of Marketing course informs the assurance of learning in the foundations of knowledge for all business students, while simultaneously enabling continuous improvement with regard to education of marketing majors.
TL;DR: In this article, the authors investigate whether cross-cultural response styles affect the validity of student evaluations and propose a simple method to check for response style contamination in student evaluation data and discuss some practical implications.
Abstract: Student evaluation surveys provide instructors with feedback regarding development opportunities and they form the basis of promotion and tenure decisions. Student evaluations have been extensively studied, but one dimension hitherto neglected is the actual measurement aspect: which questions to ask, how to ask them, and what answer options to offer to students to get the most valid results. This study investigates whether cross-cultural response styles affect the validity of student evaluations. If they do, then the student mix in a class can affect an instructor's evaluation, potentially producing biased feedback and prompting inappropriate decisions by university committees. This article discusses two main response styles, demonstrates the nature of the bias they can cause in student evaluation surveys using simulated artificial data, and illustrates three cases based on real student evaluation data in which marketing instructors' teaching quality assessments may be heavily biased because of response styles. The authors propose a simple method to check for response style contamination in student evaluation data and they discuss some practical implications.
TL;DR: In this paper, attitudes, norms, and self-identity literature are combined to address the question of how students come to view themselves as critical thinkers, and the authors hypothesize that attitude strength should moderate the influence of attitudes on normative beliefs.
Abstract: During the past decade, critical thinking has received increasing recognition in the marketing education literature. However, much of the extant literature emphasizes techniques tied to implementing critical thinking approaches, while questions exist regarding the processes by which students are influenced through participation in critical thinking pedagogies. This study merges attitudes, norms, and self-identity literature as a means of addressing the question of how students come to view themselves as critical thinkers. Specifically, the authors hypothesize that attitude strength should moderate the influence of attitudes on normative beliefs. Normative beliefs, in turn, are posited to mediate the influence of the Attitude × Attitude Strength interaction on student self-identity as a critical thinker. Thus, students with strong and positive attitudes regarding critical thinking will have strong normative beliefs associated with the skill, and these beliefs, in turn, will affect self-identity as a critic...
TL;DR: The Google Online Marketing Challenge as discussed by the authors is an ongoing collaboration between Google and academia to give students experiential learning, which gives student teams US$200 in AdWords, Google's flagship advertising product, to develop online marketing campaigns for actual businesses.
Abstract: The Google Online Marketing Challenge is an ongoing collaboration between Google and academics, to give students experiential learning. The Challenge gives student teams US$200 in AdWords, Google's flagship advertising product, to develop online marketing campaigns for actual businesses. The end result is an engaging in-class exercise that provides students and professors with an exciting and pedagogically rigorous competition. Results from surveys at the end of the Challenge reveal positive appraisals from the three—students, businesses, and professors—main constituents; general agreement between students and instructors regarding learning outcomes; and a few points of difference between students and instructors. In addition to describing the Challenge and its outcomes, this article reviews the postparticipation questionnaires and subsequent datasets. The questionnaires and results are publicly available, and this article invites educators to mine the datasets, share their results, and offer suggestions for future iterations of the Challenge.
TL;DR: The authors empirically explored whether an understanding of culturally anchored values provides a better customer segmentation measure to predict learning style preferences than existing domestic and international student measures, and found that culturally-anchored values provided stronger predictors of learning style preference than traditional student categorizations.
Abstract: University education is part of a globally competitive service industry and contributes more to Australia’s export earnings than agriculture. This article argues that a deeper understanding of diverse cultural student groups is important for Australian and other universities that wish to differentiate their education service offerings by customizing them to different segments. International and domestic students are commonly seen to have different learning style preferences. This study empirically explores whether an understanding of culturally anchored values provides a better customer segmentation measure to predict learning style preferences than existing domestic and international student measures. Three questions are empirically addressed: Do business students’ culturally anchored values explain variation in learning style preferences? Do students’ culturally anchored values predict a preference for a more student- or teacher-driven learning environment? and Can an understanding of culturally anchored values provide a better customer segmentation variable to identify learning style preferences than the more commonly used categories of domestic and international? This study found that culturally anchored values provided stronger predictors of learning style preferences than domestic and international student categorizations. Implications for marketing undergraduate business programs are identified.
TL;DR: In this paper, an alternative is to conduct assegmentation at the end of the semester to satisfy accreditation agencies, instead of at the beginning of the year, as is the case in this paper.
Abstract: Assessment is a prominent issue in education today. However, assessment of learning often occurs only at the end of the semester to satisfy accreditation agencies. An alternative is to conduct asse...
TL;DR: The authors explored the periodic performance evaluation process for marketing faculty members using data collected from a national sample of marketing department chairpersons and found that regular and frequent performance evaluations are a routine part of life for marketing educators, whatever their institutional affiliation.
Abstract: Whether a first entrant into the academic job market or a seasoned professional, career outcomes for marketing educators depend heavily on the evaluation process used at their institutions. This research explores the periodic performance evaluation process for marketing faculty members using data collected from a national sample of marketing department chairpersons. Several aspects of the evaluation and its potential outcomes are explored, including teaching and research expectations. The results indicate that regular and frequent performance evaluations are a routine part of life for marketing faculty, whatever their institutional affiliation. Furthermore, these evaluations tend to play a role in promotion, tenure, compensation, and retention decisions. Several interesting conclusions emerge when the results from doctoral-granting and non-doctoral-granting universities are compared, including that doctoral-granting universities tend to have a more restrictive view of what constitutes acceptable research....
TL;DR: The authors used diffusion theory and various secondary sources and interviews to observe the development of advertising education in Australia from its early past, to its current day tertiary offerings, to discuss the issues that are arising in the near future.
Abstract: In Australia, advertising is a $13 billion industry which needs a supply of suitably skilled employees. Over the years, advertising education has developed from vocational based courses to degree courses across the country. This paper uses diffusion theory and various secondary sources and interviews to observe the development of advertising education in Australia from its early past, to its current day tertiary offerings, to discussing the issues that are arising in the near future. Six critical issues are identified, along with observations about the challenges and opportunities within Australia advertising education. By looking back to the future, it is hoped that this historical review provides lessons for other countries of similar educational structure or background, or even other marketing communication disciplines on a similar evolutionary path.
TL;DR: In this article, a comprehensive model of teaching effectiveness was developed to examine the main and mediated influence of all seven main constructs on teaching effectiveness, including Clear Communication, Delivery Dynamism, and Assessment Fairness.
Abstract: Student evaluation of teaching has been examined in higher education research for over 70 years but there are gaps in our knowledge about the contribution, and relationships between, the relevant constructs. Recent literature encourages researchers to test multivariate models of Teaching Effectiveness. Seven main constructs known to influence Teaching Effectiveness have been variously selected for inclusion in previous literature; however, previous multivariate studies have examined only a subset of these constructs, with the majority considering four or fewer constructs. The comprehensive model of Teaching Effectiveness developed in this study examines the main and mediated influence of all seven constructs on Teaching Effectiveness. Data have been collected from undergraduate marketing students. Three constructs (Clear Communication, Delivery Dynamism, and Assessment Fairness) contribute directly to Teaching Effectiveness. Real-World Knowledge, Rapport, Subject Organization, and Subject Difficulty contr...
TL;DR: The chair of the marketing department serves a critical role in balancing the needs of the university with those of the faculty as discussed by the authors, and most department chairs are drawn from the faculty in their departments.
Abstract: The chair of the marketing department serves a critical role in balancing the needs of the university with those of the faculty. Because most department chairs are drawn from the faculty in their d...
TL;DR: In this article, the authors discuss the social-psychological experiences of those involved in the product life cycle (PLC) stages and diagrams are briefly and dispassionately covered in the standard marketing textbook format.
Abstract: Product life cycle (PLC) stages and diagrams are briefly and dispassionately covered in the standard marketing textbook format with little attention to the social-psychological experiences of those...
TL;DR: Poster sessions provide a creative and stimulating alternative to traditional assessment methods in marketing and have been used as a means of assessment in science fields as mentioned in this paper. But they have not yet been used in advertising.
Abstract: Poster sessions provide a creative and stimulating alternative to traditional assessment methods in marketing. Poster sessions, as a means of assessment, have long been used in science fields. This...
TL;DR: The authors outline the process used to develop a standardized set of marketing concepts to be used in all introductory marketing classes and present results from a survey designed to assess student attitudes about the use of standardized marketing concepts within a course and across the curriculum.
Abstract: This article describes a standardization process for an introductory marketing course with multiple sections. The authors first outline the process used to develop a standardized set of marketing concepts to be used in all introductory marketing classes. They then discuss the benefits to both students and faculty that occur as a result of standardizing a required course that has multiple sections. Finally, they present results from a survey designed to assess student attitudes about the use of standardized marketing concepts within a course and across the curriculum. The results indicate that students value a standardized curriculum and appreciate more repetition of concepts within and between marketing classes. In addition, the survey results show that students who are introduced to the standardized set of concepts in their introductory marketing classes score higher on a knowledge test than students who are not exposed to the standardized set of concepts.
TL;DR: In this article, the authors explore how Australian and New Zealand academics are dealing with the educational environment they face and propose that there are four interconnected issues facing academics in australia and new Zealand, which broadly include governmental policy, student issues, pedagogy, and content issues.
Abstract: The global higher education environment is changing rapidly. although changes are global, the academic responses may differ. Consequently, some issues are country specific. While research into marketing education within australia and New Zealand flourishes, it has generally not been as extensively discussed within the Journal of Marketing Education (JME) (Polonsky, Middlestadt, & Moore 2006), although there is an increasing representation from the region in JME. The objective of this special issue of JME is to explore how australian and New Zealand academics are dealing with the educational environment they face. We propose that there are four interconnected issues facing academics in australia and new Zealand, which broadly include governmental policy, student issues, pedagogy, and content issues.