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Full-Text Articles in Education
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
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 …
Communicating You Are Worth It In A Noisy Marketplace, Paul Redfern, Keri Rursch, Jamie Yates
Communicating You Are Worth It In A Noisy Marketplace, Paul Redfern, Keri Rursch, Jamie Yates
Communications & Marketing
This paper provides guidance and specific examples of common elements needed for communicating the value proposition of liberal arts colleges to prospective students and families. In an environment where the worth of a college degree is questioned daily by the public and the mainstream media, this paper demonstrates how strategies that are distinctive, rooted in research and complementary to the institutional brand are imperative for communicating the worth of an institution. The paper suggests tactics to develop the key partnerships needed and provides metrics for how leaders can assess their value proposition initiatives.
The More Things Change: Reflections On The State Of Marketing In Continuing Higher Education, James D. Campbell, James L. Narduzzi
The More Things Change: Reflections On The State Of Marketing In Continuing Higher Education, James D. Campbell, James L. Narduzzi
School of Professional and Continuing Studies Faculty Publications
All of us can readily identify the major changes that have occurred in society over the past several decades and, more important, the manner in which these changes have affected the way we conduct the business of continuing higher education. For example, the telephone has been replaced by e-mail, which is now the most prevalent way we communicate with each other in the workplace. Social media and the web now dominate how we market our programs and communicate with our various constituencies. Instruction, once delivered primarily face-to-face in a classroom setting, is now routinely delivered utilizing various digitally mediated formats, …
Advertising Higher Education In Romania, Anca C. Micu, Madalina Moraru
Advertising Higher Education In Romania, Anca C. Micu, Madalina Moraru
WCBT Faculty Publications
Romania, a former communist country in Eastern Europe, saw the iron curtain lifted in 1989, and started at that time the transition to a free market economy. The past couple of decades encompass extraordinary changes in the economic structure and environment, with state monopolies being dissolved and private companies entering the market and competing in western manner. The Romanian conversion from central planning to a market-oriented economy provides a fascinating laboratory for research in economic theory and practice (Hefner and Woodward 1999). With the advent of a free market economy and a competitive environment, advertising exited its dormant communist stage …
Predictive Modeling Of Alumni Donor Behavior, Lauren Prue
Predictive Modeling Of Alumni Donor Behavior, Lauren Prue
Honors Projects in Mathematics
In recent years, college and universities have relied increasingly upon the charitable contributions of its previous graduates; as the costs of tuition rise substantially, development offices are facing the challenge of creating annual fund campaigns that are minimally expensive while providing the maximum potential for return. This study addresses the available constituent database at one University in particular in an effort to identify what criteria are the strongest predictors of donor response at a small, private university located within New England. The analysis utilized predictive modeling and data-mining largely within the software program Rapid Insight to build several models in …
Betty Comes To Bryant College
Historical Documents of Bryant University (1863-present)
Promotional brochure written to convince career-minded female students to study business at Bryant College. It outlines the Bryant experience of the mid-40s in the story of Betty, a hypothetical student who enrolls in the School of Secretarial Science.