Pub Date : 2024-01-30DOI: 10.1177/02734753241226669
Narmin Tartila Banu, Aron Darmody, Leighann C. Neilson
This paper discusses the creation and implementation of an experiential learning assignment focused on the United Nation’s Sustainable Development Goal (SDG) 12, which aims to ensure sustainable consumption and production patterns. Using a grounded theory approach that combines analyzing 90 senior-level marketing students’ reflective essays alongside 63 pre- and post-assignment survey responses, we develop the “RESCUER” framework which combines active and passive learning elements. We demonstrate how active learning layered on top of passive methods can be an effective means to generate more responsible consumer behaviors within a complex food supply system. Students begin with passive learning components in the form of readings and lectures (labeled Resources), before Engaging with mindfulness in an active learning activity that involves the selection, purchase, and preparation of perishable food for a salad. The framework also includes the important effects of Social influence and its role in how Cognizance and Underlying problem salience are generated. Finally included are factors that Expedite the process of generating cognizance and problem salience such as the ready availability of relevant facilities (e.g., the existence of a garbage sorting system), which can enable more Responsible consumer behaviors.
{"title":"RESCUER: Combining Passive and Active Learning Techniques to Teach Food Sustainability","authors":"Narmin Tartila Banu, Aron Darmody, Leighann C. Neilson","doi":"10.1177/02734753241226669","DOIUrl":"https://doi.org/10.1177/02734753241226669","url":null,"abstract":"This paper discusses the creation and implementation of an experiential learning assignment focused on the United Nation’s Sustainable Development Goal (SDG) 12, which aims to ensure sustainable consumption and production patterns. Using a grounded theory approach that combines analyzing 90 senior-level marketing students’ reflective essays alongside 63 pre- and post-assignment survey responses, we develop the “RESCUER” framework which combines active and passive learning elements. We demonstrate how active learning layered on top of passive methods can be an effective means to generate more responsible consumer behaviors within a complex food supply system. Students begin with passive learning components in the form of readings and lectures (labeled Resources), before Engaging with mindfulness in an active learning activity that involves the selection, purchase, and preparation of perishable food for a salad. The framework also includes the important effects of Social influence and its role in how Cognizance and Underlying problem salience are generated. Finally included are factors that Expedite the process of generating cognizance and problem salience such as the ready availability of relevant facilities (e.g., the existence of a garbage sorting system), which can enable more Responsible consumer behaviors.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"5 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139951236","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-01-10DOI: 10.1177/02734753231223155
Shaoling (Katee) Zhang, L. Scribner
The rapid evolution of digital marketing, characterized by the surge in digital channels and data, has amplified the demand for graduates specialized in digital marketing analytics (DMA). Yet, marketing educators contend with insufficient theoretical guidance and practical pedagogical methods in the course design that aligns with industry expectations in teaching analytics within the novel context of digital marketing. Addressing this void, this paper presents a case study operationalizing a practice-informed model through two experiential learning methods—simulations and client-based projects–in teaching these courses. These methods, grounded in three practice-informed dimensions (i.e., knowledge, hard skills, and soft skills), are incorporated to structure two separate sections of a DMA course over distinct semesters. Preliminary findings from student data regarding actual and perceived learning outcomes suggest a slight edge for the simulation approach over the client-based project approach. However, our faculty reflection delves deeper into the benefits and challenges of both approaches. This case study aims to offer insights and recommendations for marketing educators considering incorporating a practice-informed approach integrated with experiential learning methods to teach their DMA courses.
{"title":"Would You Rather . . . a Simulation or a Client-Based Project? A Case Study of Experiential Learning Methods in Digital Marketing Analytics Courses","authors":"Shaoling (Katee) Zhang, L. Scribner","doi":"10.1177/02734753231223155","DOIUrl":"https://doi.org/10.1177/02734753231223155","url":null,"abstract":"The rapid evolution of digital marketing, characterized by the surge in digital channels and data, has amplified the demand for graduates specialized in digital marketing analytics (DMA). Yet, marketing educators contend with insufficient theoretical guidance and practical pedagogical methods in the course design that aligns with industry expectations in teaching analytics within the novel context of digital marketing. Addressing this void, this paper presents a case study operationalizing a practice-informed model through two experiential learning methods—simulations and client-based projects–in teaching these courses. These methods, grounded in three practice-informed dimensions (i.e., knowledge, hard skills, and soft skills), are incorporated to structure two separate sections of a DMA course over distinct semesters. Preliminary findings from student data regarding actual and perceived learning outcomes suggest a slight edge for the simulation approach over the client-based project approach. However, our faculty reflection delves deeper into the benefits and challenges of both approaches. This case study aims to offer insights and recommendations for marketing educators considering incorporating a practice-informed approach integrated with experiential learning methods to teach their DMA courses.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"47 9","pages":""},"PeriodicalIF":2.4,"publicationDate":"2024-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139440879","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-01DOI: 10.1177/02734753231215436
Abhijit Guha, Dhruv Grewal, Stephen Atlas
To understand why and how marketing educators can best use generative artificial intelligence (AI), such as ChatGPT, this article integrates a literature survey, interviews with both marketing educators and managers, and surveys of both marketing educators and students. In leveraging these inputs, the authors argue that generative AI can significantly shape and improve the future of marketing education. Specifically, by including ChatGPT in their lessons, marketing educators can both materially enhance learning experiences and better prepare students for future jobs with marketing firms that rely on ChatGPT in practice. Noting that ChatGPT has downsides, this research identifies several steps educators should take to minimize the risks. Finally, the authors propose an agenda for continued research into how marketing educators can and should use ChatGPT, with the explicit recognition that ChatGPT is evolving rapidly, so that, the research agenda will need to adapt as well.
{"title":"Generative AI and Marketing Education: What the Future Holds","authors":"Abhijit Guha, Dhruv Grewal, Stephen Atlas","doi":"10.1177/02734753231215436","DOIUrl":"https://doi.org/10.1177/02734753231215436","url":null,"abstract":"To understand why and how marketing educators can best use generative artificial intelligence (AI), such as ChatGPT, this article integrates a literature survey, interviews with both marketing educators and managers, and surveys of both marketing educators and students. In leveraging these inputs, the authors argue that generative AI can significantly shape and improve the future of marketing education. Specifically, by including ChatGPT in their lessons, marketing educators can both materially enhance learning experiences and better prepare students for future jobs with marketing firms that rely on ChatGPT in practice. Noting that ChatGPT has downsides, this research identifies several steps educators should take to minimize the risks. Finally, the authors propose an agenda for continued research into how marketing educators can and should use ChatGPT, with the explicit recognition that ChatGPT is evolving rapidly, so that, the research agenda will need to adapt as well.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":" 4","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138614537","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-01DOI: 10.1177/02734753231215090
Janna M. Parker, Kevin W. James
Social media marketing constantly evolves, and teaching in this dynamic discipline can be challenging. This commentary provides a brief overview of the emergence and evolution of social media marketing in the curriculum. We address emerging best practices in teaching, such as educators cultivating industry relationships and using certifications in the curriculum. We discuss the emerging trend of using stackable certificates. We conclude with a brief review of the emphasis the marketing education journals have placed on integrating technology. We posit that with the newest technology, students need to be taught how to use due to the benefits but understand the potential risks associated with these new technologies, such as artificial intelligence.
{"title":"Social Media Marketing: A Commentary on Teaching and Learning in a Dynamic Field","authors":"Janna M. Parker, Kevin W. James","doi":"10.1177/02734753231215090","DOIUrl":"https://doi.org/10.1177/02734753231215090","url":null,"abstract":"Social media marketing constantly evolves, and teaching in this dynamic discipline can be challenging. This commentary provides a brief overview of the emergence and evolution of social media marketing in the curriculum. We address emerging best practices in teaching, such as educators cultivating industry relationships and using certifications in the curriculum. We discuss the emerging trend of using stackable certificates. We conclude with a brief review of the emphasis the marketing education journals have placed on integrating technology. We posit that with the newest technology, students need to be taught how to use due to the benefits but understand the potential risks associated with these new technologies, such as artificial intelligence.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":" 36","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138618785","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-25DOI: 10.1177/02734753231208961
Peter C. Knight, Claudia C. Mich, Karen M. Peesker
Several studies show that while collegiate sales programs effectively prepare students for sales careers, there are various opportunities to improve. In this research, we look at how sales education impacts the career preparedness of recent 4-year college graduates. We focus specifically on the development of self-leadership and sales-related self-efficacy to explore how sales programs can better prepare undergraduates for successful careers in sales. This study uses a multistage process to consider key latent constructs that positively influence sales performance and intention to stay with current employers among recent college graduates. Results reveal how experiential education methods and college experiences positively influence early-stage sales performance and intent to stay and reduce employee turnover. Findings provide insights into recent graduates’ perceptions of preparedness for critical sales tasks provided by their college education and provide practical guidelines to university and business sales educators to enhance the sales education of university sales graduates.
{"title":"Ready, Set, Fly! Preparedness of Sales Graduates for Entry Roles","authors":"Peter C. Knight, Claudia C. Mich, Karen M. Peesker","doi":"10.1177/02734753231208961","DOIUrl":"https://doi.org/10.1177/02734753231208961","url":null,"abstract":"Several studies show that while collegiate sales programs effectively prepare students for sales careers, there are various opportunities to improve. In this research, we look at how sales education impacts the career preparedness of recent 4-year college graduates. We focus specifically on the development of self-leadership and sales-related self-efficacy to explore how sales programs can better prepare undergraduates for successful careers in sales. This study uses a multistage process to consider key latent constructs that positively influence sales performance and intention to stay with current employers among recent college graduates. Results reveal how experiential education methods and college experiences positively influence early-stage sales performance and intent to stay and reduce employee turnover. Findings provide insights into recent graduates’ perceptions of preparedness for critical sales tasks provided by their college education and provide practical guidelines to university and business sales educators to enhance the sales education of university sales graduates.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"9 36","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-11-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139237157","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-25DOI: 10.1177/02734753231209701
Eva Delacroix
The United Nations’ Sustainable Development Goals (SDGs) provide a framework for building sustainable marketing strategies to improve social and natural environments. Marketing is a key factor for achieving SDG12, “Ensuring sustainable production and consumption patterns,” and a new kind of marketing education is needed to engage and transform students accordingly. In a sustainable marketing class, we asked students to weave a rug from recycled clothes, then estimate its selling price, considering its production and environmental costs. This arts-and-crafts-based pedagogy gave students a deep understanding of the requirements of SDG12. It was engaging for students and highlighted the role marketing can play in raising willingness to pay higher prices for more sustainable products. In sum, this class achieved transformative sustainability learning in line with the Head, Hands, and Heart framework proposed by Sipos et al.
{"title":"Raising Marketing Students’ Awareness of Their Role in Achieving Sustainable Development Goals: An Arts-and-Crafts-Based Pedagogy","authors":"Eva Delacroix","doi":"10.1177/02734753231209701","DOIUrl":"https://doi.org/10.1177/02734753231209701","url":null,"abstract":"The United Nations’ Sustainable Development Goals (SDGs) provide a framework for building sustainable marketing strategies to improve social and natural environments. Marketing is a key factor for achieving SDG12, “Ensuring sustainable production and consumption patterns,” and a new kind of marketing education is needed to engage and transform students accordingly. In a sustainable marketing class, we asked students to weave a rug from recycled clothes, then estimate its selling price, considering its production and environmental costs. This arts-and-crafts-based pedagogy gave students a deep understanding of the requirements of SDG12. It was engaging for students and highlighted the role marketing can play in raising willingness to pay higher prices for more sustainable products. In sum, this class achieved transformative sustainability learning in line with the Head, Hands, and Heart framework proposed by Sipos et al.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"13 31","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-11-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139238223","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-24DOI: 10.1177/02734753231212212
Janna M. Parker, Kevin W. James, Britton R. Leggett, Marwan Al-Shammari
The internet has changed marketing education and disrupted the traditional approach to teaching marketing. Digital marketing as a field of study is a dynamic discipline that requires educators to evaluate their curricula and teaching methods constantly. This research reviews the digital marketing education research over the past 25 years to gauge the current standing of the extant literature. A multi-step process with specific research goals was implemented to assess the current state. First, a thematic review of the literature based on the modules of capabilities developed by the Digital Marketing Institute and the American Marketing Association contributed to identifying four eras of digital marketing education research. Next, the authors assess areas of research coinciding with the topical review to assess relevant research in each area. We conclude with recommendations for research to fill the gaps, including calls for work in search engine optimization, analytics, and email marketing, as well as greater attention when submitting article keywords, as finding papers when searching EBSCO or Web of Science depends on relevant keywords.
互联网改变了市场营销教育，颠覆了传统的市场营销教学方法。数字营销作为一个研究领域，是一门动态学科，需要教育工作者不断评估其课程和教学方法。本研究回顾了过去 25 年来的数字营销教育研究，以衡量现有文献的现状。为了评估现状，我们实施了一个具有特定研究目标的多步骤过程。首先，根据数字营销协会和美国营销协会开发的能力模块对文献进行了专题回顾，从而确定了数字营销教育研究的四个时代。接下来，作者评估了与专题综述相吻合的研究领域，以评估每个领域的相关研究。最后，我们提出了填补空白的研究建议，包括呼吁在搜索引擎优化、分析和电子邮件营销方面开展工作，以及在提交文章关键词时给予更多关注，因为在搜索 EBSCO 或 Web of Science 时能否找到论文取决于相关关键词。
{"title":"The First 25 Years of Digital Marketing Education Research: A Thematic Exploration and an Agenda for Future Inquiry","authors":"Janna M. Parker, Kevin W. James, Britton R. Leggett, Marwan Al-Shammari","doi":"10.1177/02734753231212212","DOIUrl":"https://doi.org/10.1177/02734753231212212","url":null,"abstract":"The internet has changed marketing education and disrupted the traditional approach to teaching marketing. Digital marketing as a field of study is a dynamic discipline that requires educators to evaluate their curricula and teaching methods constantly. This research reviews the digital marketing education research over the past 25 years to gauge the current standing of the extant literature. A multi-step process with specific research goals was implemented to assess the current state. First, a thematic review of the literature based on the modules of capabilities developed by the Digital Marketing Institute and the American Marketing Association contributed to identifying four eras of digital marketing education research. Next, the authors assess areas of research coinciding with the topical review to assess relevant research in each area. We conclude with recommendations for research to fill the gaps, including calls for work in search engine optimization, analytics, and email marketing, as well as greater attention when submitting article keywords, as finding papers when searching EBSCO or Web of Science depends on relevant keywords.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"33 3","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-11-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139241878","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-14DOI: 10.1177/02734753231197552
Shari L. S. Worthington, Fabian Eggers
{"title":"Entrepreneurial Marketing: Embracing Change and Disruption in and Beyond the Classroom","authors":"Shari L. S. Worthington, Fabian Eggers","doi":"10.1177/02734753231197552","DOIUrl":"https://doi.org/10.1177/02734753231197552","url":null,"abstract":"","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"38 31","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134953643","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-14DOI: 10.1177/02734753231193900
{"title":"Special Issue Call for Papers: Artificial Intelligence and the Future of Marketing Education","authors":"","doi":"10.1177/02734753231193900","DOIUrl":"https://doi.org/10.1177/02734753231193900","url":null,"abstract":"","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"34 10","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134953663","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-27DOI: 10.1177/02734753231203006
Ryan J. Langan, Naz Onel, Kelly Weidner
With the adoption of sustainability continuing to gain momentum, there has never been a better time for business schools to understand the extent to which they are preparing students to contribute to sustainable organizations and society. The current research seeks to help schools advance this aim by examining the extent to which sustainability is being integrated within business school curricula. We accomplish this through a systematic analysis of 529 websites from undergraduate marketing programs accredited by the Association to Advance Collegiate Schools of Business (AACSB). To further our understanding of how sustainability can be integrated into curricula, we draw upon prior research and the United Nations’ Blueprint for Sustainable Development Goal (SDG) Integration to propose a new sustainability curriculum framework. This research fills a gap in the literature by offering a comprehensive look at the state of sustainability in marketing education and offers direction for programs seeking to meet market demands, advance SDG goals, and fulfill current AACSB standards.
{"title":"Addressing the UN’s Sustainable Development Goals: An Examination of Sustainability Offerings in Marketing Curriculum and a Framework for Advancement","authors":"Ryan J. Langan, Naz Onel, Kelly Weidner","doi":"10.1177/02734753231203006","DOIUrl":"https://doi.org/10.1177/02734753231203006","url":null,"abstract":"With the adoption of sustainability continuing to gain momentum, there has never been a better time for business schools to understand the extent to which they are preparing students to contribute to sustainable organizations and society. The current research seeks to help schools advance this aim by examining the extent to which sustainability is being integrated within business school curricula. We accomplish this through a systematic analysis of 529 websites from undergraduate marketing programs accredited by the Association to Advance Collegiate Schools of Business (AACSB). To further our understanding of how sustainability can be integrated into curricula, we draw upon prior research and the United Nations’ Blueprint for Sustainable Development Goal (SDG) Integration to propose a new sustainability curriculum framework. This research fills a gap in the literature by offering a comprehensive look at the state of sustainability in marketing education and offers direction for programs seeking to meet market demands, advance SDG goals, and fulfill current AACSB standards.","PeriodicalId":46987,"journal":{"name":"Journal of Marketing Education","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136261505","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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