Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Using Client Based Projects (Cbss) In Mba Marketing Programs To Bridge The Gap Between Theory And Practice, Lynn C. Dailey
Using Client Based Projects (Cbss) In Mba Marketing Programs To Bridge The Gap Between Theory And Practice, Lynn C. Dailey
Association of Marketing Theory and Practice Proceedings 2013
The ability to apply marketing knowledge is a key skill needed by marketing graduates. This is especially true in MBA education. Historically, academics have stressed theory while practitioners have stressed practice. Experiential learning can bridge the gap between theory and practice. One important form of experiential learning is having students participate in client based projects (CBP). Many professors are hesitant to take on CBPs because they appear to be time intensive and riskier to manage as opposed to traditional case studies; however, this paper shows a step by step process for implementing CBPs in the classroom that has been successfully …
Effects Of Market Orientation On University Brand Equity, Trang Phuc Tran, Charles Blankson
Effects Of Market Orientation On University Brand Equity, Trang Phuc Tran, Charles Blankson
Association of Marketing Theory and Practice Proceedings 2013
Given the propensity of brand equity to act as a good information resource and performance evaluation system for market-oriented universities, the current study proposes that market orientation is positively correlated with brand equity in an academic institution where brand equity is operationalized by four dimensions: perceived quality, brand awareness, brand association, and brand loyalty. This study used open ended interviews to investigate brand equity concept in an educational environment. This method was designed to get individual observations of brand equity from the leaders of colleges and schools. Three Deans and Associate Deans were invited to participate in face-to-face open-ended discussions …