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“You Can Count On It!” Using County Auditors' Data For Marketing Research Group Projects: A Case Study, Julie M. Szendrey
“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 …
Turning Guest Speakers' Visits Into Active Learning Opportunities, Vassilis Dalakas
Turning Guest Speakers' Visits Into Active Learning Opportunities, Vassilis Dalakas
Atlantic Marketing Journal
While guest speakers have a lot to offer, the traditional format of their visits to marketing classes may hinder student engagement. This paper describes an idea used in marketing classes intended to increase active learning and to maximize impact of guest speakers’ visits. It involves creating assignments for the students to prepare prior to a speaker’s visit. As a result, the students end up preparing thoughtful questions, they are engaged in their discussion with the speaker, and they make a more conscious effort to link course material to the insight from the speaker.