Marketing Commons^™

Operating A Very Large-Section, Hybrid Principles Of Marketing Class At A Public University: Lessons Learned Over Ten Years, Bruce Robertson, Kevin Kelly

Atlantic Marketing Journal

This case study describes the development and operation of a very large-section, hybrid Principles of Marketing Class. The authors describe the original structure of the class, major adaptations and decisions related to its development over time, and discuss four lessons learned through this process: (1) The non-traditional format needs a lot of explaining, (2) This will always be an experimental class, (3) Plan in advance and have contingency plans, (4) It is easier to share the work than it is to share the budget. They conclude by suggesting Principles of Marketing is a logical entry point for innovative technology.

Exploring Consumer Behavior Using Student Constructed Photographic Essays And Film Projects, Seth Ellis

Atlantic Marketing Journal

Millennials can be characterized by a preference for classroom discussion rather than lecture, working in small collaborative groups, and a desire for structure and steady feedback. This paper describes an undergraduate course, Visual Methods for Exploring Consumer Behavior, where students examine topics in consumer behavior by constructing photographic essays and films as primary research vehicles. We discuss how the course is operationalized, how to encourage and support students in their endeavors, and how to avoid some of the pitfalls we have encountered.

A Hybrid Course Designed To Increase Managerial Export Motivation And Export Engagement, John Andy Wood, Cyril Logar, William Riley

Atlantic Marketing Journal

The paper reviews and explains a new course format at West Virginia University. The content of this course focuses on initiating exporting by companies located in the home state of the university. The attendees include university students and representatives of companies that are interested in starting to export. The content of the course and the participation by company representatives created the need for an atypical delivery of Friday evenings and all day Saturday meeting at two to four week intervals between class sessions. Practical exporting experience is shared by experts from the Department of Commerce, the Export Council, and representative …

Engaging Students Through A Virtual Live Case, John M. Zych

Atlantic Marketing Journal

Students are motivated to engage in their education when they understand how mastery of course content will translate to practical skills needed in the job market. In marketing education, live cases often are used to help students make a clear connection between course content and its application to real-world business problems. There are times, however, when a live case is not feasible or available. For these circumstances, the author has developed an innovative approach which approximates a live case. The approach combines components of a live case with historical analysis to have students perform an in-depth market strategy analysis of …

The Collaborative Classroom: New Technology Brings New Paradigm, Ben Clapp, James Swenson

Atlantic Marketing Journal

Today, technology is the agent of change that is revolutionizing education. The collaborative classroom, where teachers and students openly gather and share information to empower one another for the purpose of learning, is quickly replacing the existing reality of the traditional classroom where teachers lecture and provide their expertise.

Collaboration is a tool used in classrooms not only to engage students but also to bring them together and teach them how to work together. Peer review is an important collaborative technique that allows students to share their work and ideas for the purposes of improvement and shared learning. With the …

Quality Of Student Effort: Improving Through Achievement Mastery And Psychological Needs, Michael W. Pass

Atlantic Marketing Journal

Instructors shaping the classroom experience with a variety of innovative teaching methods may improve the quality of student effort. This study facilitates effective innovation by developing and testing a model that shows how the quality of student effort is influenced by an achievement mastery goal orientation in tandem with the student’s fulfillment of three psychological needs. Findings reveal the influence of these factors, thus highlighting their importance and suggesting that instructors give attention to each one of them when deciding to take steps to increase student effort. Achievement Goal Theory and Self-Determination Theory are drawn upon to advance hypotheses that …

Using Technology To Teach Pricing Concepts, Kathy Winsted, Judy Graham

Atlantic Marketing Journal

This paper identifies a useful technology tool that aids in the teaching of pricing strategies and allows students to experience the interactive effects of decisions involving pricing, production levels, and promotional spend. This innovative technology tool can be easily implemented either online or in the classroom. Concepts related to pricing strategy do not typically evoke enthusiasm from students, and in many cases, both students and professors would welcome an engaging, innovative way to teach the key concepts of pricing strategy. In the past, attempts to convey pricing concepts through experiential learning have involved large-scale simulations that extend throughout the length …

Laptop Technology In Classrooms: How Student Perceptions Shape Learning And Satisfaction, P. Raj Devasagayam, Nicholas R. Stark, Ryan Watroba

Atlantic Marketing Journal

This study is based on perceptions of students regarding the integration of laptops in classroom endeavors. Empirical findings are based on data collected from a sample of 392 students in undergraduate and graduate universities in twelve states of the USA. Three key findings related to the integration of laptop technology into classrooms of higher education are reported. First relates to student perceptions and feelings surrounding laptop use in the classroom. Secondly, we report how these perceptions vary depending on personal characteristics of students. Lastly, we examine the role these perceptions play in student learning, as well as student satisfaction. Traditionally, …

Transforming Marketing Education Of The Future: The Role Of Intelligent Agent Technologies (Iats) In Enhancing Student Learning, Ashutosh Dixit, Mayukh Dass, Glenna C. Pendleton, William J. Lundstrom

Atlantic Marketing Journal

This conceptual paper introduces IATs and discusses how such intelligent and interactive applications can translate into better education environment for marketing curriculum, particularly marketing research. We present a conceptual model based on extant literature. We present some initial test of our conceptual model of IAT usage in marketing education in a marketing research class.

2013 December, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2013.

Select Readiness: Assessing The Clinical Learning Environment Of A Regional Branch Medical Campus, Margaret A. Hadinger Edd, Ms, Erica T. Mahady Ma, Edward Norris Md, Fapm, J Alan Otsuki Md, Mba

Edward R Norris MD, FAPA, FAPM

No abstract provided.

2013 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2013.

2013 October, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2013.

Imsa360: Fall/Winter 2013, Imsa Fund

IMSA Fund Reports

One of the best things about IMSA that never changes is that we continue to change, not “change for change’s sake,” but change to keep learning, leading and innovating, change grounded in who we are and who we aspire to be. One area of big change on the horizon relates to upgrading our facilities.

For some time now, we have coped with an aging campus, an academic building much of which has not been renovated since the 1970s (before IMSA opened and occupied the then- closed facility), and residence halls in serious need of major rehabilitation. Thankfully, the State of …

Want To Enroll In A Mooc? No Thanks, My Professors Have Their Own Videos, Enda Mcgovern, Arne Baruca

WCBT Faculty Publications

Purpose: The paper explores how professors, in adopting short digital video lectures as a complementary teaching platform outside the classroom, could better enhance the learning experience for digital natives, i.e. millennial students, in challenging the growth of massive open online courses (MOOC). Specifically, the use of personalized, class-specific, video content made available on YouTube, in which the professor-of-record appears, is examined as a complementary learning platform for students required to read textbook material in preparation for class discussions.

Method / Design and Sample: Students were required to view class-specific digital videos on YouTube and thereafter complete a questionnaire to examine …

2013 September, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2013.

Ethics, Corporate Social Responsibility, And Sustainability Education In Aacsb Undergraduate And Graduate Marketing Curricula: A Benchmark Study, Jeananne Nicholls, Joseph F. Hair, Charles B. Ragland, Kurt E. Schimmel

Faculty and Research Publications

AACSB International advocates integration of ethics, corporate social responsibility, and sustainability in all business school disciplines. This study provides an overview of the implementation of these three topics in teaching initiatives and assessment in business schools accredited by AACSB International. Since no comprehensive studies have been conducted for the marketing area, the results provide benchmarks as well as thought-provoking material to initiate business school and marketing faculty discussions on integrating the three topics into their curricula.

2013 August, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2013.

2013 July, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2013.

2013 June, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2013.

Principles And Practices Of Bar And Beverage Management, James Peter Murphy

Books

Murphy, J. (2013) The Principles and Practices of Bar and Beverage Management, Goodfellows Publishing Ltd, Oxford, England.

Principles and Practices of Bar and Beverage Management is a comprehensive text and resource book designed to explain the latest developments and new complexities of managing modern bars - be they stand alone or part of larger institutions such as hotels and resorts.

Principles And Practices Of Bar And Beverage Management - The Drinks Handbook, James Peter Murphy

Books

Murphy, J. (2013) The Principles and Practices of Bar and Beverage Management - The Drinks Handbook, Goodfellows Publishing Ltd, Oxford, England.

The Principles and Practices of Bar and Beverage Management - The Drinks Handbook is an authoritative resource and comprehensive training guide, essential for all students, bartenders, sommeliers, mixologists, waiters and food and beverage practitioners the world over. Written and configured in an accessible and user-friendly style, packed with facts, explanatory illustrations and case studies it provides an in-depth knowledge of the products, plus the technical skills, practices and latest developments in the bar and beverage area.

The Value Of Nongovernmental Free Vocational Training In Vietnam; The Opportunities And Barriers In Teaching Japanese Cooking Skills To Disadvantaged Vietnamese Youth, Koji Asada

Capstone Collection

Nongovernmental free vocational training for disadvantaged youth has been provided by various organizations in the world and has had a positive impact on the learners. This is also true in Vietnam.

However, how is the training geared to employment opportunities, designed to overcome challenges to learning and employment, and with what potential impact on the learners and communities. These questions have not been well answered.

This study examines the value of nongovernmental free vocational training in Hanoi city, Vietnam, which is in the middle of rapid economic development. Specifically, this study researched the future prospects of skill training in Japanese …

2013 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2013.

Imsa360: Spring 2013, Imsa Fund

IMSA Fund Reports

Having recently announced my retirement from IMSA, I am writing my last letter for IMSA360 to share my appreciation and admiration for the engagement and support of the entire IMSA community, which includes each and every reader of this publication. During the past six years, our collaborative work has produced some exceptional results as evidenced by our students’ success in national and international competitions, publications, presentations and leadership conferences. In addition, other highlights include our institutional recognition- especially the 2009 Intel Star Innovator Award-our growing donor base, the expansion of programs and services for Illinois students and teachers, a growing …

2013 April, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2013.

2013 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

2013 March, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2013.

Increasing College Football Attendance: An Exploratory Study Of Fan Typology, Oscar T. Mcknight, Ronald Paugh, Jordan Mcknight, Wenhui Jin

Oscar T McKnight Ph.D.

No sport enjoys more popularity in the USA than football. However, not every college can fill their stadium. This study examined spectator typology and college football attendance. Four typologies emerged as well as a chronology of expectations for game events. Presented is PUNT a sport marketing strategy to increase football game attendance.

2013 February, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2013.