Education Commons^™

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.

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 …

A Guide For Early Career Success In Academic Research, Obinna O. Obilo, William B. Locander, David A. Locander

Atlantic Marketing Journal

Balancing the research, teaching, and service facets is important to achieving success in academia. Doctoral programs should prepare their students to successfully navigate and balance all three of these facets. We focus on the research facet in this study and draw from the experience of a panel of accomplished researchers within the discipline, to compile a set of guidelines for doctoral students and new faculty. Analyzing the qualitative results from the panel interviews, we find that to ensure success within the research facet, one must effectively manage three emergent focal distinctions; a relationship with: oneself, others, and with the work.

Revisiting Textbook Adoption Decisions: Are Students Finally Ready For E-Books?, Cheryl B. Ward, Diane R. Edmondson

Atlantic Marketing Journal

This study re-examines students’ attitudes and preferences to the four primary textbook types (hardback, paperback, loose leaf, and E-book). One hundred eighty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Unlike the 2014 study, where students overwhelming preferred paperback textbooks, even when this textbook is at a higher price than other alternatives, the 2018 study found that the textbook choice depended on if an access code to publisher’s online course materials was required. When access codes were required, students preferred paperback textbooks, followed closely by E-books. When no access …

Revisiting Textbook Adoption Decisions: Are Students Finally Ready For E-Books?, Cheryl B. Ward, Diane R. Edmondson

Atlantic Marketing Association Proceedings

No abstract provided.

Apps For Enhancing Student Engagement And Learning, Chrissann Ruehle, Mary Martin, Cuauhtémoc Luna-Nevarez, Nick Barnes

WCBT Faculty Publications

Individuals in todays on the go society frequently rely on mobile devices and apps to manage their daily business. Common uses for apps include entertainment, online banking, travel planning and ecommerce in addition to a host of other activities. Factoring in the proliferation of mobile devices, marketing educators are searching for innovative tools and techniques to boost student engagement through the use of apps. The purpose of this paper is to outline a framework for integrating apps into the curriculum as well as provide specific examples that educators can utilize to strengthen engagement and learning.

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

Marketing 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 …