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- Association of Marketing Theory and Practice Proceedings 2013 (5)
- Department of Management Faculty Publications (3)
- Association of Marketing Theory and Practice Proceedings 2010 (2)
- Association of Marketing Theory and Practice Proceedings 2014 (2)
- Association of Marketing Theory and Practice Proceedings 2018 (1)
Articles 1 - 14 of 14
Full-Text Articles in Business
An Exploratory Study Of Marketing Students’ Perception Of Chatgpt: Thank You For Help! But I Am Also Worried, Kelly La Venture, Hyun Sang An, Wooyang Kim
An Exploratory Study Of Marketing Students’ Perception Of Chatgpt: Thank You For Help! But I Am Also Worried, Kelly La Venture, Hyun Sang An, Wooyang Kim
Association of Marketing Theory and Practice Proceedings 2024
Generative Artificial Intelligence (GenAI), including tools like ChatGPT, is rapidly emerging as a pivotal force in various industries, especially in marketing. These GenAI tools, help marketers employ new capabilities and innovative approaches for ideating and executing marketing tasks. Despite its apparent usefulness, GenAI is often perceived as a double-edged tool. Its positive aspects, such as enhanced efficiency and effectiveness, are acclaimed in professional domains, while academic discussions often emphasize challenges like ethical usage and transparency. The purpose of this study is to explore marketing major students’ nuanced perceptions toward GenAI, exploring their views on its opportunities, threats, pros, and cons …
How Customer Engagement And Customer Participation Translate Across High-Involvement Purchases (Like Higher Education), Wendy T. Gillis, Douglas Johansen, Shiri D. Vivek
How Customer Engagement And Customer Participation Translate Across High-Involvement Purchases (Like Higher Education), Wendy T. Gillis, Douglas Johansen, Shiri D. Vivek
Association of Marketing Theory and Practice Proceedings 2018
Previous research suggested that customer participation resulted in greater customer satisfaction for the service provider. Specifically, earlier research differentiated Service Customer Engagement (CE) from Service Customer Participation (CP), where the former was ideation and the latter was practical application/execution. In other words, CE was more psychological, where customers think, feel, and trust. Conversely, CP was more behavioral, or physical, where customers act and do.
The point of this research is to translate previous learning to other high-involvement purchases. Research indicates that services high in credence, high contact, as well as high-involvement (Sharma and Patterson 1999) seem to be particularly relevant …
The Rapid Adoption Of Smarter Teamwork Tools: The System For Management, Assessment, Research, Training, Education, And Remediation For Teamwork, Matthew W. Ohland, Misty L. Loughry, Richard Layton, David Jonathan Woehr, Daniel Michael Ferguson
The Rapid Adoption Of Smarter Teamwork Tools: The System For Management, Assessment, Research, Training, Education, And Remediation For Teamwork, Matthew W. Ohland, Misty L. Loughry, Richard Layton, David Jonathan Woehr, Daniel Michael Ferguson
Department of Management Faculty Publications
No abstract provided.
Optimizing Student Team Skill Development Using Evidence-Based Strategies, Matthew W. Ohland, Misty L. Loughry, David Jonathan Woehr, Richard Layton, Daniel Michael Ferguson
Optimizing Student Team Skill Development Using Evidence-Based Strategies, Matthew W. Ohland, Misty L. Loughry, David Jonathan Woehr, Richard Layton, Daniel Michael Ferguson
Department of Management Faculty Publications
The critical importance of effective teamwork in engineering is widely recognized. Surprisingly, however, relatively little is known about how to develop teamwork skills in higher education classes, including what factors contribute to effective teamwork, their relative importance in a team's overall performance, and the underlying individual and interpersonal dynamics. Increasing numbers of engineering instructors are adopting instructional practices relying on teamwork, yet many instructors simply form student teams and hope the members individually and collectively learn on their own how to work in teams and succeed in their task(s). Instructors do this because they do not have guidance for a …
Adjuncts And Institutional And College Mission: Maintaining Distinctives In An Era Of Part-Time Faculty, David J. Burns, Yvonne Smith, Keith Starcher
Adjuncts And Institutional And College Mission: Maintaining Distinctives In An Era Of Part-Time Faculty, David J. Burns, Yvonne Smith, Keith Starcher
Association of Marketing Theory and Practice Proceedings 2014
In 1969, roughly 78 percent of the instructional faculty at colleges and universities were full time and tenured or on tenure track. By 2009, that percentage had declined to 33 percent. Given their part-time status, adjunct faculty members are commonly viewed as a supplementary workforce. Evidence suggests that this looser connection extends to the mission of the university. Today, institutional mission is becoming increasingly important to colleges and universities as higher education has become much more competitive. The competitive environment is forcing colleges and universities to focus more attention on segmentation and differentiating their missions from those of the competition. …
A Survey Of Employer Needs And Expectations From Business Programs At Higher Education Institutions, Tulay Girard, Krissa Weyant
A Survey Of Employer Needs And Expectations From Business Programs At Higher Education Institutions, Tulay Girard, Krissa Weyant
Association of Marketing Theory and Practice Proceedings 2014
The recent economic slowdown and changing nature of business environments have made it increasingly challenging and competitive for recent graduates to qualify for higher level positions. Higher education institutions continuously ask what employers are looking for in a newly graduated candidate. However, most do not exactly know the answers. Understanding the changing needs and expectations of employers has become a priority for higher education institutions to remain competitive in their markets. Academics also have to respond to these changes by understanding whether they prepare their students to meet the needs and expectations of employers. This exploratory study aims to understand …
Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart
Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart
Association of Marketing Theory and Practice Proceedings 2013
This study compares the characteristics and motivational factors influencing educational decisions of online vs. face-to-face learners. Using a survey of undergraduate marketing students from colleges in the Southeastern U.S., demographic, attitudinal and learning style differences are examined to determine the roles they play in student selection of online vs. traditional classroom modes of educational delivery. Alternative approaches to segmentation of the student market are explored, as are implications for marketing education. Likert scales and open ended questions were used to determine student perspectives on various dimensions of online versus face-to-face courses. A cross section of students were surveyed including those …
The Inmates Are Running The Asylum: The Role Of A Consumer Mentality In Higher Education And Exploring How It Can Be Overcome, Stephen S. Batory, Anne Heineman Batory, David J. Burns, John Lanasa, Randy Stuart
The Inmates Are Running The Asylum: The Role Of A Consumer Mentality In Higher Education And Exploring How It Can Be Overcome, Stephen S. Batory, Anne Heineman Batory, David J. Burns, John Lanasa, Randy Stuart
Association of Marketing Theory and Practice Proceedings 2013
Serving and satisfying customers is often viewed as the primary function of businesses. Consequently, a customer orientation, or a focus on determining customers’ wants and needs and designing and offering products to satisfy them, is a key concept within marketing. Is the importance of a customer orientation also true in higher education? Several believe that it is. The answer to the question of who is the customer in higher education, however, is less clear. Historically, society was viewed to be the primary customer of higher education – the purpose of higher education was viewed to produce educated individuals who possess …
Marketing Faculty And Marketing Staff: Framework Of Shared Opportunity, Lynn W. Mcgee
Marketing Faculty And Marketing Staff: Framework Of Shared Opportunity, Lynn W. Mcgee
Association of Marketing Theory and Practice Proceedings 2013
Marketing faculty and university marketing professionals are finding opportunities to collaborate that deepen research in marketing for higher education, enrich the marketing student experience and enhance marketing effectiveness at their institutions. This exploratory research brief draws on two advancement experts to describe the potential-- and the challenges--of research in higher education marketing, reviews a sample of published research to identify the types of published collaborations and uses a case study of a public comprehensive university to identify types of marketing faculty/staff collaboration. As faculty across all disciplines are asked to take more leadership in marketing their schools and departments, marketing …
The Role Of Empathy In The Benefits Sought From Volunteering, David J. Burns
The Role Of Empathy In The Benefits Sought From Volunteering, David J. Burns
Association of Marketing Theory and Practice Proceedings 2013
Increasing needs for volunteers have led many nonprofit organizations to seek to understand the benefits sought by individuals from volunteering. This study examines empathy. Empathy is believed to be one of the causes of individuals engaging in helping or prosocial behavior, an activity which includes volunteering. What role does empathy play in the benefits sought by individuals from volunteering? The objective of this study is to examine this question. The relationship between empathy and benefits sought by collegiate business students from volunteering are explored. Individuals who possess relatively higher levels of empathy appear to be more likely to participate in …
Using Smartpls In Online Loyalty Assessment, Ali Dehghan, John Duggar
Using Smartpls In Online Loyalty Assessment, Ali Dehghan, John Duggar
Association of Marketing Theory and Practice Proceedings 2013
Because of the low cost, fast expansion of the Internet and increasing demand for innovative educational systems, online learning is becoming popular and attractive (Zhang, Zhao, Zhou, and Jr, 2004). As of 2009, almost 12 million out of 20.4 million post-secondary students, within the United States, took at least one online course and this number will reach 22 million by 2014 (Nagel, 2009). The explosion of the use of online learning systems in higher education, allows students to leave the online programs quite easily (Tham and Werner, 2005). Therefore, educational institutions should try to retain their existing students. Thus, student …
Smarter Teamwork: System For Management, Assessment, Research, Training, Education, And Remediation For Teamwork, Matthew W. Ohland, Richard A. Layton, Daniel Michael Ferguson, Misty L. Loughry, David Jonathan Woehr, Hal R. Pomeranz
Smarter Teamwork: System For Management, Assessment, Research, Training, Education, And Remediation For Teamwork, Matthew W. Ohland, Richard A. Layton, Daniel Michael Ferguson, Misty L. Loughry, David Jonathan Woehr, Hal R. Pomeranz
Department of Management Faculty Publications
The rapid adoption of Team-Maker and the Comprehensive Assessment of Team Member Effectiveness (CATME), tools for team formation and peer evaluation, make it possible to extend their success to have a significant impact on the development of team skills in higher education. The web-based systems are used by over 700 faculty at over 200 institutions internationally.
This paper and its accompanying poster will describe strategies for broadening the scope of those tools into a complete system for the management of teamwork in undergraduate education. The System for the Management, Assessment, Research, Training, Education, and Remediation of Teamwork (SMARTER Teamwork) has …
Marketing Part-Time Mba Programs: Understanding The Need For And Dimensions Of Flexibility, Lynn C. Dailey
Marketing Part-Time Mba Programs: Understanding The Need For And Dimensions Of Flexibility, Lynn C. Dailey
Association of Marketing Theory and Practice Proceedings 2010
Flexibility likely plays a major role in MBA recruitment, particularly for part-time MBA programs. This begs the question, what does flexibility really mean in regards to education? This paper examines the issue of MBA program flexibility. The paper utilizes exploratory research to help MBA marketers better understand consumers need for flexibility and to identify dimensions on which MBA marketers can build flexibility into their programs.
A Tale Of Two Worlds: A Second Life For Higher Education?, Daniel Demaiolo, Donna Walsh
A Tale Of Two Worlds: A Second Life For Higher Education?, Daniel Demaiolo, Donna Walsh
Association of Marketing Theory and Practice Proceedings 2010
This exploratory research investigates the virtual world industry, explanations for its growth and emerging trends for entrepreneurial ventures and marketing communications. It then explores the effectiveness of operating and promoting higher education in Second Life. Results illustrate consumers 17-24 years old still rely on traditional media for information related to higher education. Developing a business model and marketing mix in Second Life, that often features uncensored content, may not be an appropriate method of connecting with the target demographic. Benefits of utilizing virtual worlds are considered; further research is recommended; suggestions are offered to increase Second Life’s viability in higher …