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Business School Marketing Strategies For Enrollment Challenges In The Current Environment, Selcuk Ertekin

Association of Marketing Theory and Practice Proceedings 2024

This article aims to understand the implications and remedies for the recent turmoil in business school enrollment and retention. By reviewing the academic business literature on enrollment decline and by incorporating a traditional marketing strategy framework, we categorized the existing studies to come up with a list for success. We found that business schools must revise their curriculum with sustainability and technological change in mind. They must invest in hedonic aspects of business education, consider adding creative internship opportunities and incorporate innovative online learning initiatives. They must also identify faculty super influencers and use social media in their promotions. Finally, …

Identifying Technological Factors Influencing Personal Branding In The Field Of Consulting And Education (Case Study: Entrepreneurship Students University Of Tehran), Fargol Saberi Qomi, Reza Mohammadkazemi, Ayatollah Momayez

Association of Marketing Theory and Practice Proceedings 2024

This study aimed to identify the technological factors influencing personal branding in counseling and education. This research used the qualitative-quantitative method to create a deeper understanding and a comprehensive view of the study subject. Several factors were extracted using library studies and semi-structured interviews with ten experts and professors. These factors were divided into the general format of 2 technological factors influencing information and communication technology and three factors, including personal branding of individual, job, and environmental-cultural. The questionnaire was distributed among a sample of 110 members of the statistical population, and a statistical analysis of the data was …

Bridging Theory And Practice: A Mock Digital Ad Agency Approach To Enhance Student Preparedness For Immersive Digital Marketing Education, Christopher A. Wilkey, Austin Hostetter, Russell Wahlers

Association of Marketing Theory and Practice Proceedings 2024

As the business world continues to evolve, the demand for skilled digital marketers is on the rise. In response to this industry need, educational institutions are tasked with developing innovative pedagogical approaches to equip students with the practical skills necessary for success in the digital marketing field. This paper presents a novel educational initiative implemented at a Midwestern university, where a mock digital ad agency class serves as a preparatory course for students entering an immersive digital marketing course as part of a digital marketing minor.

The mock digital ad agency class is designed to bridge the gap between theoretical …

Effectiveness Of The #Eventcanvas Methodology In Online Education, Hilmi A. Atadil, Patti Spaniola, Helena F. Allman, Sebnem Atabas

Association of Marketing Theory and Practice Proceedings 2024

#EventCanvas Methodology is an innovative event design process that presents collective online teaching and learning strategies for marketing students and business schools. The COVID-19 pandemic has significantly increased the speed of digitalization in marketing and business education. Now, even more research is needed for studies introducing and examining new online teaching and learning strategies. Based on the principles of the Spreading Activation Theory, the purpose of this study is twofold: (1) to explore students’ online learning experience for the #EventCanvas Methodology, and (2) to examine the instructors’ teaching experience with this methodology by developing meme maps. It is proposed that …

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 …

The Hr Connection, Georgia Southern University

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Confronting New Realities: Factors Impacting Adoption And Success Of Online Marketing Education In The Caribbean, Neleen S. Leslie-Piper, Celia Mckoy, Petula Senior

Association of Marketing Theory and Practice Proceedings 2023

ABSTRACT

COVID-19 was a watershed event in higher education as institutions at all levels were affected. Schools, colleges, and universities were forced to transition to remote or online instruction with varying levels of preparation. While most colleges and universities in the developed world were taken by surprise, they were not completely unprepared, as most institutions already had the infrastructure to facilitate online learning. In fact, some institutions were already offering online or hybrid courses of study. The developing world, and the Caribbean in particular, faced a different challenge. While institutions utilized learning management systems to deliver face-to-face classes, the facilitation …

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Do You Dare To Study Abroad? Examining Cross-Cultural Differences In The Role Of Covid-19 Post-Pandemic Stress On Study Abroad Intentions And Country Image Formation, Helena Allman, Hilmi A. Atadil, Harriette Bettis-Outland

Association of Marketing Theory and Practice Proceedings 2023

The purpose of this study is to explore the underlying dimensions of Covid-19 stress to determine the extent to which Covid-19 stress has an effect on students’ intentions to participate in future study abroad programs. The underlying stress factors that this work examines include traumatic stress, contamination fears, fears about economic consequences and past Covid illness experience. The paper addresses the cross-cultural differences in these factors’ effects on studying abroad intentions among young individualistic versus collectivistic consumers. The goal of this study is to develop a deeper understanding of Covid related stress phenomena among global young consumer cohorts. The results …

From Academia To Industry: The Educators’ Role In Preparing Marketing Practitioners For America’S Multicultural Reality, Neleen S. Leslie-Piper, Tanzeah Sharpe

Association of Marketing Theory and Practice Proceedings 2023

This study examines the state of multicultural marketing education. It looks at current Marketing and IMC programs offered in the United States to ascertain the extent to which their curricula include components aimed at building multicultural competence in future practitioners. Finally, the paper proposes recommendations for making marketing education more responsive to current market needs.

Physical And Emotional Impact Of Lighting Conditions In Higher Education Classrooms, Robert P. Mcdonald, Gallayanee Yaoyuneyong

Association of Marketing Theory and Practice Proceedings 2023

The literature review shows that researchers in different fields have long explored the impact of the physical classroom environments (e.g., lighting, temperature, classroom layout, and furniture) to identify the ideal classroom environments. When the lighting condition is poor (i.e., light levels below standards), it can cause drowsiness, leading to lower concentration and motivation, and elevated student stress. However, most studies focused on K-12 learning environments. Therefore, this study aims to specifically focus on the lighting conditions in educational facilities around a university campus in the Southeastern United States and to explore whether these lighting conditions impact students’ mental well-being, their …

Staff Council Agenda, Georgia Southern University

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Engaging Gen Z Through Humor, Wendy Gillis, Fred Pozin

Association of Marketing Theory and Practice Proceedings 2023

ABSTRACT

The current generation of undergraduate students in the classroom (Gen Z) is the loneliest generation in the U.S. (Twenge, 2017), and they know it. What are they spending time on? Their phones. What are they not spending time on? Time with friends (Twenge, 2017). Gen Z has more of a life online versus offline, yet Gen Z yearns for in-person interaction, and the pandemic has only made it worse. The authors’ advice? Tell a joke. By combining theories from psychology, management, and marketing, this conceptual paper explores the relationship between humor, trust, and persuasion.

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