Showing papers in "Journal of Marketing Education in 2012"
TL;DR: The Journal of Marketing Education (JME) was launched almost 35 years ago as discussed by the authors, and it has a long and distinguished history in marketing education, which can be traced back to the 1970s.
Abstract: The Journal of Marketing Education (JME) was launched almost 35 years ago. In this invited article, we review JME’s long and distinguished history. For historical perspective, we will lean heavily ...
59 citations
TL;DR: This article used the Kano model of satisfaction to investigate professor characteristics that create student satisfaction as well as those attributes that can cause their dissatisfaction, and found that professor characteristics are correlated with student satisfaction.
Abstract: This research uses the Kano model of satisfaction to investigate professor characteristics that create student satisfaction as well as those attributes that can cause their dissatisfaction. Kano qu...
52 citations
TL;DR: In this paper, a case study examines the first-time use of TBL in a postgraduate marketing subject at an Australian university and concludes that TBL is an effective teaching process enabling educators to offer students enhanced and stimulating learning experiences.
Abstract: Marketing educators are often faced with poor preclass preparation by students, declining student interest in attending classes as the semester progresses, and student complaints regarding previous bad experiences with team assessment activities. Team-based learning (TBL) is an innovative teaching strategy using semiformalized guidelines aimed to enhance student engagement and improve teamwork and, hence, overcome the typical problems faced by educators. This case study examines the first-time use of TBL in a postgraduate marketing subject at an Australian university. The results indicate that the TBL innovation has a positive influence on student engagement and offers opportunities to assist learning. The study concludes that TBL is an effective teaching process enabling educators to offer students enhanced and stimulating learning experiences. The case study contributes to the marketing education literature by assessing the first-time TBL experience of students and educator. Key issues addressed are stu...
49 citations
TL;DR: In this paper, the authors explore the changing worldview of a new generation of learners and the threat that this poses to the future of experiential learning (EL) and propose practical ways of responding to the changing EL landscape.
Abstract: This article explores the changing worldview of a new generation of learners and the threat that this poses to the future of experiential learning (EL). Initially the differing characteristics of three generations of learners, X, Y, and Z, are outlined, along with key educational reforms they have been subject to, particularly in the United Kingdom, the case study location. Following this, a series of ethnographic EL snapshots, collected between 1991 and 2010, are used to develop a continuum of learner disengagement. This continuum includes academically challenged, ambivalent, and formulaic learners. Of these, it is the formulaic learner who presents the greatest threat to EL. This is a discerning and discriminating learner who wishes to be in control of his or her own achievements and who sees EL activities as a threat to his or her success. Practical ways of responding to the changing EL landscape are proposed. These proposals include moving away from a linear learning experience, embracing EL projects ...
38 citations
TL;DR: In this paper, a pop-up retail consignment store for experiential learning is described. But experientially learning theory was not considered. But it was a catalyst for designing and incorporating a pop shop into the curriculum.
Abstract: Educators continually seek innovative methods by which to engage students. Kolb’s experiential learning theory was a catalyst for designing and incorporating a pop-up retail consignment store into ...
27 citations
TL;DR: In this article, the authors argue for a third transformation in marketing pedagogy, one made necessary by the emergence of subsistence consumers as a high-growth market segment, which requires the development of pedagogical approaches that take into account their unique capabilities, characteristics, and orientation.
Abstract: This article argues for a third transformation in marketing pedagogy, one made necessary by the emergence of subsistence consumers as a high-growth market segment. Continued double-digit growth in buying power and consumption among the world’s poor appear certain, provided that the subsistence merchants serving such markets are effective. Ensuring such effectiveness, however, demands the training of millions of such marketers, which in turn requires the development of pedagogical approaches that take into account their unique capabilities, characteristics, and orientation. The article begins with a brief review of the historical record of transformation in marketing education in response to market changes, and then moves into a detailed description of subsistence merchants and the challenges they present to contemporary marketing education practices. Focus then shifts to the Marketplace Literacy Project (MLP) and its evolving methodologies for teaching marketing to subsistence merchants in India. The arti...
27 citations
TL;DR: In this article, the authors use Personal Sales Career Opportunities (PSO) to train both men and women for ethical sales dilemmas using the Personal Sales Manager (PSM).
Abstract: Sales career opportunities are growing, and the number of women in sales is increasing. Educators must adequately prepare both men and women for today’s ethical sales dilemmas. Using the Personal S...
26 citations
TL;DR: In this paper, a semester-long, team-based retail audit project is presented to elicit active student engagement with consumer behavior course material via concrete, hands-on, real-world experience.
Abstract: Marketing educators have long recognized the value of engendering students’ deep learning of course content via experiential pedagogies. In this article, the authors describe a semester-long, team-based retail audit project that is structured to elicit active student engagement with consumer behavior course material via concrete, hands-on, real-world experience. For the project, students form teams to organize and conduct an observational audit of a live retail setting. In the process of completing the project, students engage with course content on their own, with their team members, and importantly, within a focal store environment, thus experiencing for themselves the effects of that content on their own shopping behavior, as well as that of others. Compelled by the project’s active pedagogy to engage in discovery, students learn not only the “what” and “why” of marketing concepts, strategies, and techniques but also “how to” implement them. Anchored in conceptual perspectives relevant to the project, ...
26 citations
TL;DR: The segment manager method (SMM) as discussed by the authors is a method for assigning individualized grades on the group project that does not rely on peer evaluations, which has been shown to be more effective than peer evaluations.
Abstract: Professors often give members of a group project the same grade or they use peer evaluations to provide individualized grades. Unfortunately, both these methods have shortcomings. This article describes the segment manager method (SMM), a method for assigning individualized grades on the group project that does not rely on peer evaluations. A quasi-experiment is described where marketing research students are graded in groups either with peer evaluations (the control group) or with the SMM (the treatment group). Students participating in the quasi-experiment were more likely to prefer the SMM over the approach that uses peer evaluations. Moreover, when the SMM is compared with the peer evaluations approach, the SMM appears to be more likely to generate individualized grades on the group project that reflect each student’s academic ability, to deter social loafing, to increase scores on the group project, and to increase scores on an exam that is heavily loaded with project material. Recommendations for fu...
25 citations
TL;DR: In this paper, a set of stimuli placed in students' environments to influence their cognition, affect, and behavior is discussed. But the design of strategies such as group assignments is not considered.
Abstract: Pedagogical strategies can be thought of as a set of stimuli placed in students’ environment to influence their cognition, affect, and behavior. The design of strategies such as group assignments a...
24 citations
TL;DR: The authors challenged the content of most marketing research courses whereby students are indoctrinated into the qualitative-then-quantitative archetype commonly found in scholarly research, and pointed out that it is not the case in most marketing courses.
Abstract: This article challenges the content of most marketing research courses whereby students are indoctrinated into the qualitative-then-quantitative archetype commonly found in scholarly research, unde...
TL;DR: This article describes the development of a new required undergraduate marketing metrics course, designed specifically to strengthen analytical skills across the marketing curriculum, and the process that guided course development is presented.
Abstract: The lack of analytical preparation of marketing students was a key concern at a large, public university in southeastern United States, leading to the decision to create a new required undergraduat...
TL;DR: In this article, the authors provide detailed guidelines on how to implement a specific type of client-based project (i.e., a client-financed project, CFP), and discuss the challenges faced by clients, faculty, and students who participate in a CFP.
Abstract: Today’s marketing instructors are faced with the challenge of improving their students’ soft skills to prepare them for today’s business environment. Numerous authors have noted that client-based/-sponsored projects help students improve the soft skills they need to succeed in the business community. This article provides detailed guidelines on how to implement a specific type of client-based project, (i.e., a client-financed project, CFP). The article also discusses the challenges faced by clients, faculty, and students who participate in a CFP. Finally, clients’ and students’ attitudes about the benefits of participating in a CFP are discussed.
TL;DR: This paper found that higher working hours decrease students' perceptions of the value and their experience of group work, and this occurs more with second-and third-year students than their peers in groups where few students were working.
Abstract: Approximately 57% of students in the United States work while attending college. For most of these students (81%), this is more than 20 hours a week. There has been shown to be a negative relationship between hours worked and academic achievement in studies in the United States as well as the United Kingdom and Australia. There is, however, no research to the authors' knowledge as to how the number of working hours affects student learning in groups, and whether students in groups with varying work patterns report better learning outcomes in groups where student working hours are similar. This study reports that overall, greater working hours decrease students' perceptions of the value and their experience of group work, and this occurs more with second- and third-year students. It also reveals that students studying in groups where there is a large proportion of students working more than 2 days a week displayed significantly more negative appraisals of their experience at the end of a project than their peers in groups where few students were working.
TL;DR: In this article, the authors argue that the traditional lecture method has failed miserably to engage the business students and deliver significa cation to the restless young generation business students of today.
Abstract: Teaching the restless young generation business students of today is not easy. Furthermore, the traditional lecture method has failed miserably to engage the business students and deliver significa...
TL;DR: In this paper, an active learning activity game was developed to address the lack of participation and understanding of new product characteristics in the Principles of Marketing course and students found Bidding for Buyers a valuable learning experience by encouraging class participation and student motivation.
Abstract: The five characteristics that influence new product rate of adoption are routinely covered in the Principles of Marketing course. Any particular marketing concept such as relative advantage, compatibility, complexity, divisibility, and communicability may not capture interest or engagement among students who take the course as a graduation requirement. Thus, an active learning activity game was developed to address the lack of participation and understanding. Primary assessment of the activity (n = 300) demonstrated that students found Bidding for Buyers a valuable learning experience by encouraging class participation and student motivation. A confirmatory study (n = 85) also demonstrated that student comprehension of new product characteristics and their influence on rate of adoption using a traditional lecture and Bidding for Buyers was significantly higher compared with just a traditional lecture covering the same material.
TL;DR: In this paper, the evaluation of faculty research productivity in promotion and tenure decisions, including many articles that seek to determine the rank of various marketing journals, has been studied and evaluated.
Abstract: Much has been written about the evaluation of faculty research productivity in promotion and tenure decisions, including many articles that seek to determine the rank of various marketing journals....
TL;DR: The importance of user-centric methods of website analysis for the field of direct and interactive marketing is discussed and strategies for implementing qualitative research techniques in an educational context are outlined.
Abstract: Although it is difficult these days to find a company that does not have a website, you do not have to look very far for to find a website with significant design and architecture flaws. Getting a ...
TL;DR: In this paper, the authors focus on the use of mentoring by a peer as a way to help teachers of marketing to develop their teaching skills using self-ethnography and elaborate on the potential of intradepartmental faculty mentoring in teaching (FMIT) to enhance the quality of marketing education.
Abstract: This study focuses on the use of mentoring by a peer as a way to help teachers of marketing to develop their teaching skills. Using self-ethnography, we elaborate on the potential of intradepartmental faculty mentoring in teaching (FMIT) to enhance the quality of marketing education. The study describes FMIT, a novel type of mentoring, reviews its benefits, and reveals the threats to its rewarding implementation. Three major elements related to rewarding intradepartmental mentoring were identified—organizational support, knowledge sharing in mentoring discussions, and handling emotions in mentoring. Accordingly, FMIT requires the establishment of an official status and permanent support structure. An existing colleague relationship and a long-term experience of collaboration provide facilitative conditions both for knowledge sharing and other rewards for both actors. The courage and ability to give and receive constructive feedback makes the mentoring relationship mutually beneficial. Organizational suppo...
TL;DR: In this article, a new experiential exercise affords marketing students the opportunity to learn to design service environments, which is appropriate for a variety of marketing courses and is especially beneficial in teaching services marketing because the proposed activity complements two other exercises widely used in this course.
Abstract: A new experiential exercise affords marketing students the opportunity to learn to design service environments. The exercise is appropriate for a variety of marketing courses and is especially beneficial in teaching services marketing because the proposed activity complements two other exercises widely used in this course. Service journal and blueprinting exercises are commonly assigned to examine the impact of “people” and “process” decisions; the exercise proposed in this article offers an opportunity to examine the influence of “physical evidence” on the customer experience. Thus, these three exercises expose students to hands-on activities related to all three of the additional Ps related to services marketing. In addition to explaining how to carry out the exercise, this article provides evidence of how it actively engages students in all four steps of the experiential learning cycle (concrete experience, abstract conceptualization, reflective observation, and active testing). Finally, the ability of...
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