Education Commons^™

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 …

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 …

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.

Flipping The Online Classroom – Comparing The Effectiveness Of Two Teaching Modalities For Online Experiential Learning Activities, William J. Zahn Ph.D.

Association of Marketing Theory and Practice Proceedings 2022

Marketing educators recognize the importance of imparting theoretical marketing knowledge while also helping students acquire marketable skills through experiential learning. Experiential learning is active, reflective learning that encourages linking abstract lessons with concrete activities. Experiential education is learning by doing (Cowley, 2020; Frontczak, 1998),

Courses have shifted away from in-person lectures and moved online due to the Covid-19 epidemic (Thomason 2020). This shift has left an open question of the best way to include experiential learning in an online learning environment. In short, how can students best prepare for and learn from experiential learning without having face-to-face meetings with their …

Analytics Capability In Marketing Education: A Practice-Informed Model, Justina Setkute, Simone Kurtzke Dr.

Articles

As marketing continues to be transformed by technology and the explosion of big data, academic research has identified a significant need for analytics skills in marketing education. However, it is unclear whether current curriculum approaches to marketing analytics equip students with the skills employers need and prepare them effectively for data-driven marketing roles. This study identifies the knowledge and skills marketing graduates require for analytics practice to bridge the theory-practice gap and increase students’ employability. Our research reveals that a blend of knowledge, soft and technical skills is needed, and that the ability to communicate insights from data to stakeholders …

Curating Engaging Content: Student Perceptions Of Content Delivery Methods In A Hybrid Course, Heather Kirkwood, Thomas Tanner, Ashutosh Dixit

Atlantic Marketing Association Proceedings

No abstract provided.

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.

An Estimate On The Supply And Demand Of Marketing Education Teachers In The Next Five Years In The Hampton Roads, Virginia Area, Alison Danielle Briel

OTS Master's Level Projects & Papers

As of 2017, there is a lack of information about the number of Marketing Education teachers at the high school level employed in the Hampton Roads area of south eastern Virginia. Marketing Education is an essential subject to teach at the secondary level because it prepares students for careers in marketing and management. For this study, a survey was created to understand the current state of Marketing Education and the supply and demand of Marketing Education teachers. This study primarily focused on Marketing Education programs in the high school setting. A survey consisting of open-ended questions was developed and distributed …

Students' Attitudes Towards Textbook Types: Are Students Really Ready For E-Textbooks?, Diane R. Edmondson, Cheryl Ward

Atlantic Marketing Journal

Abstract - This study examines students’ attitudes and preferences to the four primary textbook types currently on the market. These types include hardback, paperback, loose leaf, and E-textbook. Two hundred twenty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Results found that students still prefer paperback textbooks, even when this textbook is at a higher price than other alternatives. When students were asked their opinions on the various textbook options, it was clear that price, ease of use, health concerns, and ownership desires were the primary reasons why they …

“You Can Count On It!” Using County Auditors' Data For Marketing Research Group Projects: A Case Study, Julie M. Szendrey

Atlantic Marketing Journal

The purpose of this research was to develop an efficient and effective process for marketing educators to use in the teaching of an undergraduate marketing research course. Instructors should consider the use of readily available auditors’ data for pedagogical usage in a semester-long courses. The research process posed by Neuman (2007) was followed in the development of a course assignment utilizing the use of auditors’ data. Students analyzed and presented their project results using SPSS software tools learned during the course and through videos provided by the American Marketing Association certificate offerings. Final group presentations also included the discussion of …

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.

Students' Attitudes Towards Textbook Types: Are Students Really Ready For E-Textbooks?, Diane R. Edmondson, Cheryl Ward

Atlantic Marketing Association Proceedings

Textbook selection is just one of the many decisions a professor has to make when teaching a class. These selection decisions are sometimes made by the individual professor while other times it is made by committee or department. In many cases, students are not taken into consideration when making these decisions. However considering many professors complain that students do not buy or use the required textbook (Kingkade 2014, Paxhia 2011, Robinson 2011), maybe it is time to think about student’s attitudes and preferences before making textbook adoption decisions. Unfortunately there are only a few studies (e.g. Daniel and Woody 2013) …

Instructional Alignment Of Workplace Readiness Skills In Marketing Education, Sarah J. Martin, Philip A. Reed

STEMPS Faculty Publications

This study examined high school marketing education teachers’ knowledge of workplace readiness skills and whether that knowledge had an impact on student workplace readiness skill achievement. Further, this study examined the usage of Virginia’s 13 Workplace Readiness Skills curriculum and identified the teaching methods and instructional strategies used to disseminate the skills to students. Three sets of data were used for this study: teacher workplace readiness skills data, teacher survey data, and student workplace readiness skills post-test data. Pearson’s correlation was used to determine whether teacher knowledge of workplace readiness skills had an impact on student attainment of the same. …

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 …

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 …

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 …

Correlation Between Marketing Education Student's Gpas And Passing Score On The National Retail Foundation Professional Certification, Amanda Green

OTS Master's Level Projects & Papers

The purpose of this study was to determine if marketing education students in Virginia, with above average GPAs, are scoring higher on the National Retail Foundation customer service certification and professional sales certification tests than those with average GPAs.

Instructional Alignment Of Workplace Readiness Skills In Career And Technical Education, Sarah Jane Martin

STEMPS Theses & Dissertations

The United States faces a skills shortage that goes beyond academic and technical skills. Employers report entry-level workers lack the necessary "soft" skills, also referred to as workplace readiness skills, needed for success in the workforce; thus, calling on educational institutions to make improvements in high school curriculum in order to address the skills gap. The intent of this dissertation was to examine high school marketing education teachers' knowledge of workplace readiness skills and whether that knowledge had an impact on student workplace readiness skill achievement. Further, this study examined the usage of Virginia's 13 Workplace Readiness Skills curriculum and …

Professional Development Topics For Marketing Education Teachers, Ashley E. Nunn

OTS Master's Level Projects & Papers

The problem of this study was to determine the topics for professional development days for marketing education high school teachers. To solve this problem the following questions will be asked: 1) How are professional development workshops perceived by marketing education teachers? 2) What topics do marketing education teachers want to learn through professional development? 3) What are suggestions for improvement of professional development for marketing education teachers?

A Study To Determine The Effectiveness Of Portfolio Assessment In Marketing Education At Oscar Smith High School, Chesapeake, Virginia, Lynn B. Owen

OTS Master's Level Projects & Papers

The following goals of this study were established to: 1. Evaluate students using portfolio assessment techniques; 2. Determine if portfolio assessment is of instructional value in marketing education.

The Considerations For Planning Marketing Education Courses In Virginia, Stephanie Gilmore

OTS Master's Level Projects & Papers

The following questions need to be answered in order to solve the research problem: 1. Should business and marketing teachers collaborate to design an entrepreneurship course? 2. Should entrepreneurship be taught as a separate course in the marketing department? 3. Should Principles of Marketing be offered as a year-long course instead of a semester course? 4. Should students studying under the cooperative method of instruction complete basic employability skills?

A Study To Determine The Educational And Employment Status Of Deep Creek High School Marketing Education Graduates, Donald B. Gresham

OTS Master's Level Projects & Papers

The following goals were established to guide the research: 1. Determine the educational status of the program graduates; 2. Determine the employment status of the program graduates; 3. Determine if the Marketing Education program graduates are currently using most of the skills they learned while enrolled in the Marketing Education program.

A Study To Determine The Feasibility Of Establishing A Dual Marketing/Business Education Teacher Certification Curriculum In Virginia Colleges And Universities, Joy D. Lalonde

OTS Master's Level Projects & Papers

The following questions were established to guide this research: What should the requirements for teacher certification in marketing education be? What should the requirements for teacher certification in business education be? Can the two certification requirements be combined into one teacher education program?

A Study To Determine Issues And Concerns Of Implementing The Tech Prep Concept Into Marketing Education Programs In Tidewater, Virginia High Schools, Colleen E. Smith

OTS Master's Level Projects & Papers

The following objectives have been established to answer the problem: 1) identify which high schools in Tidewater, Virginia have Tech Prep marketing education programs; 2) determine reasons why high schools in Tidewater, Virginia have or have not developed Tech Prep programs; 3) determine financial resources received by Tidewater, Virginia schools to investigate the development of Tech Prep programs.

A Study To Determine What Knowledge, Skills And Abilities Chesapeake Marketing Education Students Should Possess In Order To Fulfill The Needs Of Retailers In Chesapeake, Virginia, Stephanie L. Freeman

OTS Master's Level Projects & Papers

To find a solution to the problem, the following questions had to be answered: 1. What background knowledge should Marketing Education students display before applying for a retail job? 2. What specific skills should Marketing Education students possess? 3. What abilities should Marketing Education students be able to perform without extemporization? 4. What additional needs do retailers have of Marketing Education students?

A Study To Determine The Correlation Between The Virginia Common Core Of Learning And The Secretary's Commission On Achieving Necessary Skills Reports To The Marketing Education Curriculum, Lalita Brinkley Samrai

OTS Master's Level Projects & Papers

The problem of this study was to determine the correlation between the Virginia Common Core of Learning and the Secretary's Commission on Achieving Necessary Skills Reports to the marketing education curriculum in Newport News. The research goals of the study were 1) to determine how Marketing Education Curriculum compares to the outcomes identified in the Virginia Common Core of Learning; 2) to determine how the Marketing Education Curriculum compares with the Secretary's Commission on Achieving Necessary Skills Report; and 3) to develop a plan to improve the Marketing Curriculum to meet the demands of society.

A Study To Determine How Many Marketing Education-Training Specialist Graduates Work In A Training Profession, Joseph Lee Logan Iii

OTS Master's Level Projects & Papers

The following goals were established to answer this problem: 1. Determine the number of graduates from the Training Specialist program who are currently employed; 2. Determine those who are employed and what types of training positions they had secured; 3. Recommend program modifications to improve this curriculum.

A Study To Determine The Supply And Demand Of Marketing Education Teachers Within The Next Five School Years In The Tidewater, Virginia Area, Christin Leigh Gilbert

OTS Master's Level Projects & Papers

The following goals were established to find a solution to this problem: 1. Determine the number of graduates in this field that will be seeking employment; 2. Determine the number of positions to be filled due to the number of persons retiring from Marketing Education teaching positions; 3. Determine the number of positions to be filled due to career changes of Marketing Education teachers; 4. Determine the growth of local school district Marketing Education programs; 5. Determine the future needs for Marketing Education teachers.