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Articles 1 - 13 of 13
Full-Text Articles in Education
College Students’ Financial Literacy At An Eastern Kentucky Regional University, Hannah Barrett, Steve S. Chen, Christy L. Trent
College Students’ Financial Literacy At An Eastern Kentucky Regional University, Hannah Barrett, Steve S. Chen, Christy L. Trent
Atlantic Marketing Journal
Financial literacy is essential knowledge for recent college graduates to be able to manage a stable job, career, and personal wealth. This study examined the financial literacy of 228 college students (49.8% males; 50.2% females) at a regional public university in Eastern Kentucky. The participants were randomly invited to complete a 22-item online financial literacy survey, which was created based on the work of Cude et al. (2006). The survey contents included five demographic questions and 17 five-point Likert scales (1= strongly agree/ always, 5= strongly disagree/ never) to rate participants’ knowledge on investing, saving, budgeting, and credit. The data …
Teaching Digital And Social Media Marketing Through Community Engagement: An Online Asynchronous Class Longitudinal Case Study, Joie Hain, Anita Whiting
Teaching Digital And Social Media Marketing Through Community Engagement: An Online Asynchronous Class Longitudinal Case Study, Joie Hain, Anita Whiting
Atlantic Marketing Journal
Abstract - While marketing educators have identified the need for community engagement projects within the marketing curriculum, there is little research on implementing a community engagement project in marketing, especially in digital marketing. Therefore, this longitudinal case study aims to demonstrate how a community engagement project was implemented into digital and social media marketing classes at one university. This case study discusses (1) how the community engagement project was developed, (2) the work conducted, and (3) the results provided to the client. This case study also provides feedback from both students and the client. Overall, students were pleased with the …
Why Students Select Their College Major: An Investigative Study, Kate N. Matthews, Diane R. Edmondson, Lucy Matthews
Why Students Select Their College Major: An Investigative Study, Kate N. Matthews, Diane R. Edmondson, Lucy Matthews
Atlantic Marketing Journal
With the decline in the number of traditional college-aged students, understanding the degree selection process is important for departments, colleges, and universities alike. For students, selecting the proper major early is also beneficial since it reduces time in school and tuition costs. Therefore, a better understanding of the degree selection process is worthwhile. Survey data was collected from 1,177 undergraduates at a southeastern U.S. university. Survey questions included major selection influences and other attitude and demographic items. The highest ranked reason is interest and passion followed by fit with personality type. This was similar for students who changed majors. External …
Making A Case For A Digital Marketing Concentration: An Analysis Of Traditionally Generalized Online Mba Programs, Paige Gardiner, Maureen Andrade
Making A Case For A Digital Marketing Concentration: An Analysis Of Traditionally Generalized Online Mba Programs, Paige Gardiner, Maureen Andrade
Atlantic Marketing Journal
Over the last decade, business schools have added online MBA programs to meet student demand for access, price, and geographic convenience while trying to ensure a solid tuition revenue base. Online MBA programs have been forced to waive the GMAT and reduce the number of credits required for graduation while seeking ways to bring additional value to their online programs. This research examines whether offering online MBA students a specialized marketing concentration in digital marketing will make students marketable to businesses. The research examines this conjecture and provides a recommendation for MBA stakeholders. Study 1 shows the industry demand for …
The Impact Of Technology, Engagement, And Student Readiness On Student Learning In Blended Synchronous Learning Environments, Kirsten Passyn, Susan Wright
The Impact Of Technology, Engagement, And Student Readiness On Student Learning In Blended Synchronous Learning Environments, Kirsten Passyn, Susan Wright
Atlantic Marketing Journal
The authors investigate technology, engagement, and student readiness as determinants of student learning in a blended synchronous learning environment. The experiment was conducted in two sections of a principles of marketing course where in-person and remote students simultaneously completed short concept quizzes using a mobile polling app. In-person students achieved higher quiz scores than remote students. GPA is a predictor of scores in both environments, and the effect is more pronounced for lower GPA students in remote locations. Student surveys identify focus and engagement as primary challenges to remote learning. Technology issues are secondary.
Investigating The Impact On Student Engagement From Converting Face-To-Face Classes To Online In Response To Covid-19, Anita Whiting
Investigating The Impact On Student Engagement From Converting Face-To-Face Classes To Online In Response To Covid-19, Anita Whiting
Atlantic Marketing Journal
Paper investigates the impact on student engagement from converting traditional face-to-face classes to online in response to Covid-19. In particular, this study investigated the impact of conversion to online on four different types of student engagement: (1) participation engagement, (2) emotional engagement, (3) skill engagement, and (4) performance engagement. Survey data were collected from 160 business students who had their face-to-face classes converted to online due to Covid-19. Results of study show that all four types of student engagement significantly declined when classes were converted to online. Participation engagement declined the most while performance engagement declined the least. Non-traditional students …
Student Perspectives On Mandatory Conversion To Online Classes: A Qualitative Study, Anita Whiting, Joie S. Hain
Student Perspectives On Mandatory Conversion To Online Classes: A Qualitative Study, Anita Whiting, Joie S. Hain
Atlantic Marketing Journal
This qualitative research study investigates students’ perspectives on the mandatory conversion to online classes due to COVID-19. In particular, this study explores (1) students’ struggles with conversion of class to online, (2) students’ likes of converted online class, (3) students’ dislikes of converted online class, 4) students’ happiness toward converted online classes, and (5) students’ recommendations on ways to improve online classes. The study was conducted at three universities in the southeastern region of the United States. The major findings of the study are (1) almost 80 percent of students reported struggles when class was converted to online, (2) 88 …
Hello, Are You There? Creating And Measuring Online Student Engagement, Kirsten Passyn
Hello, Are You There? Creating And Measuring Online Student Engagement, Kirsten Passyn
Atlantic Marketing Journal
Engaging students in an online environment is frustrating for faculty and a concern of administration. Faculty and students report lower levels of satisfaction and lower engagement in online versus face to face learning. Dropout rates in fully online courses are often two times higher than face to face courses. This research attempted to engage online students by embedding a gamification-based scavenger hunt in an online course. Engagement was measured using a combination of quantitative and qualitative measurements. Although the scavenger hunt didn't significantly engage low performing students, it did motivate and deepen top-performing students' engagement. Interestingly, qualitative-based engagement measures proved …
Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar
Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar
Atlantic Marketing Journal
This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special
A Guide For Early Career Success In Academic Research, Obinna O. Obilo, William B. Locander, David A. Locander
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
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 …
A Course Project Designed To Aid Students’ Understanding Of The Structure Of Advertisements: An Application Of The Who Says What To Whom Over What Channel With What Effect Model, Paul J. Costanzo
Atlantic Marketing Journal
The author describes a project using a classic communication and attitude-change model and explains how instructors teaching a course in promotional strategy, advertising, or integrated marketing communications can use it to help students better understand the critical elements of an effective advertisement. The author provides an overview of the research on the classic model and describes how the model is still useful today. One benefit for the instructor who adopts this project in their respective course is that students are required to synthesize knowledge of the model with information provided in the current advertising literature and then use this knowledge …
Teaching Customer Orientation To Millennials By Utilizing Electronic Communication Between Students And Firms, Thomas M. Hickman, Michael M. Pearson
Teaching Customer Orientation To Millennials By Utilizing Electronic Communication Between Students And Firms, Thomas M. Hickman, Michael M. Pearson
Atlantic Marketing Journal
This article describes an experiential method for teaching customer orientation by directing students to use their own experience with a business to write either an e-mail letter of praise or complaint to that business. Students complete a survey that asks them to rate businesses on customer orientation measures at the time they send the e-mail and, again, at the end of the semester after having had time to receive a response. Results of the surveys are analyzed and recommendations are given for conducting an interactive discussion that allows students to see the variability of the firms’ commitment to customer orientation.