Marketing Commons^™

2024-February-12-Donors Welcomed To Carillon Society, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2024-February-12-Continuing Jess' Journey, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Bridging Theory And Practice: A Mock Digital Ad Agency Approach To Enhance Student Preparedness For Immersive Digital Marketing Education, Christopher A. Wilkey, Austin Hostetter, Russell Wahlers

AMTP Proceedings 2024

As the business world continues to evolve, the demand for skilled digital marketers is on the rise. In response to this industry need, educational institutions are tasked with developing innovative pedagogical approaches to equip students with the practical skills necessary for success in the digital marketing field. This paper presents a novel educational initiative implemented at a Midwestern university, where a mock digital ad agency class serves as a preparatory course for students entering an immersive digital marketing course as part of a digital marketing minor.

The mock digital ad agency class is designed to bridge the gap between theoretical …

Effectiveness Of The #Eventcanvas Methodology In Online Education, Hilmi A. Atadil, Patti Spaniola, Helena F. Allman, Sebnem Atabas

AMTP 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 …

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

AMTP 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 …

2024-February-02-Pharmacy Dean's List, Fall 2023, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

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JOHNSON CITY  (Feb. 2, 2024) – East Tennessee State University Bill Gatton College of Pharmacy has announced the names of student pharmacists who attained a grade point average qualifying them for inclusion in the dean’s list for fall 2023.

Students from ETSU Gatton College of Pharmacy must successfully complete a minimum of 12 hours and earn a grade point average of 3.5 or above with no grade below a B-.

TENNESSEE

Athens: Morgan Teeters
Bluff City: Autumn Locke; Rebekah Patrick
Bristol: Nathan Smith
Butler: Isabella Harris
Byrdstown: Alahna Gore; Alexandria Moody
Charleston: Drew Smith 
Chattanooga: Madison Bradshaw
Cleveland: Kellee …

2024 February, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2024.

2024-January-30-Etsu Is No. 2 In The Nation For Naplex, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

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JOHNSON CITY, Tenn. (January 30, 2024) — East Tennessee State University Bill Gatton College of Pharmacy rocketed to among the top accredited pharmacy schools in the country with its latest licensure exam results. A pharmacy school graduate must pass the North American Pharmacist Licensure Examination (NAPLEX) exam in order to be awarded a license to practice. 

The Class of 2023 at ETSU Gatton College of Pharmacy achieved an incredible 95.4% first attempt pass rate on their NAPLEX exam scores, placing the college at No. 2 in the country for accredited pharmacy schools. The Class of 2023 national mean for …

2024-January-05-Pharmacy Career Exploration Day On Feb. 24, 2024, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

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 …

Enhancing Marketing Education Through Gamification: Learners’ Characteristics And Motivation In Gamification Strategies, Jagannath Kharel

Theses and Dissertations

The study investigates how the personality traits of marketing students influence their engagement with gamification elements and the resulting learning outcomes. Additionally, it explores how gamification, guided by Self-Determination Theory, enhances these outcomes, and motivates university marketing students. One hundred eleven respondents participated, testing eight hypotheses: seven examined the Big Five traits' influence on attitudes and engagement. At the same time, the final used the self-determination framework to analyze motivation in gamification. Respondents with openness and extraversion favored using gamified learning materials, with no gender differences observed. The study found that gamified learning elements, such as rewards, feedback, levels, challenges, …

Two Essays To Encourage Agritourism Cluster Development In The Appalachian Region: An Analysis Of Agritourism Operation Regarding Clustering And Toolkit Curriculum For Cluster Development, Oluwatoyin Adebisi

Graduate Theses, Dissertations, and Problem Reports (ETD)

This study focused on encouraging agritourism operators in the study area to engage in clustering. Collaboration within networks and clusters is strongly encouraged as a catalyst for accelerating industrial transformation, developing regional competitive advantages, and boosting company and job creation. All these factors ultimately contribute to economic progress and prosperity. A snowball sampling method was used to survey 192 agritourism operators, with 145 responses meeting the inclusion criteria for analysis. Exploratory factor analysis was employed to identify factors contributing to agritourism business development in the selected six states. Based on a linear regression model, the findings reveal that net income …

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 Narratives Of Successful Conflict Resolution Entrepreneurs: Evolving Career Pathways And Determinants Of Business Success, Eileen Paige Petzold-Bradley

Department of Conflict Resolution Studies Theses and Dissertations

The study explores the narratives and best practices of 33 Successful Conflict Resolution Entrepreneurs (SCREs) in the United States. In doing so, the study helps to fill an essential gap in the literature, where research on conflict resolution entrepreneurship with experienced practitioners is rare. Given the focus of the study on narrative inquiry and thematic analysis, this methodological approach achieved an in-depth qualitative analysis of conflict resolution entrepreneurial experiences. The narrative insights gathered from the 33 SCREs provided detailed descriptions of the career pathways, personal motivations, business challenges, and successes of running a conflict resolution business. The research illuminates the …

2024 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2024.

Understanding The Importance Of Brand Equity On Higher Education: An Empirical Study Of Irish Public Universities, Javier Casanoves-Boix, Ana Cruz-Garcia, Sonia García-Lafuente, Mónica Pérez-Sánchez

Dept. of Marketing & International Business Publications

The today’s university education exposes that the argument that stu- dents have an authentic and valuable voice in the decisions that impact their learning and education has become a phenomenon known as 'stu-dent voice' (Matthews and Dollinger, 2023). Furthermore, Boy-murodova y Qosimova (2024) call to action for stakeholders in higher education to prioritize and invest in quality assurance initiatives as in-dispensable components of institutional effectiveness and academic ex-cellence. According to Lafuente, Cifuentes, and Faura (2024), higher education curricula must incorporate competencies that prepare gradu-ates with the necessary knowledge and values.

In Ireland, there are nine universities that account for a …

An Examination Of The Relationship Between Cheating In Online Classes And Technostress: Perceptions Of Business Faculty, Stacy Boyer-Davis, Kevin Berry, Amy Cooper

International Journal for Business Education

This research study investigated the relationship between technostress creators (techno-complexity, techno-insecurity, techno-invasion, techno-overload, and techno-uncertainty) and faculty perceptions of student cheating in online classes. Data were collected from faculty members of the Management and Organizational Behavior Teaching Society (MOBTS), a member of the AACSB Business Education Alliance, the American Society of Business and Behavioral Sciences (ASBBS), an interdisciplinary professional organization comprised of faculty teaching in accounting, finance, management, marketing, organizational behavior, and computer information systems, and other research panels during 2021 (N = 94). Findings from regression analysis indicated that the techno-complexity subconstruct is positively related to a faculty’s perception …

Analyzing A Smartphone Battle Using Bass Competition Model, Maila Hallare, Alireza Hosseinkhan, Hasala Senpathy K. Gallolu Kankanamalage

CODEE Journal

Many examples of 2x2 nonlinear systems in a first-course in ODE or a mathematical modeling class come from physics or biology. We present an example that comes from the business or management sciences, namely, the Bass diffusion model. We believe that students will appreciate this model because it does not require a lot of background material and it is used to analyze sales data and serve as a guide in pricing decisions for a single product. In this project, we create a 2x2 ODE system that is inspired by the Bass diffusion model; we call the resulting system the Bass …

2023-December-29-It’S Not Too Late To Get Your Flu Shot.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Though the best time to get your flu shot is typically between September and October, the second-best time to get vaccinated is now, according to East Tennessee State University's Dr. Randy Wykoff, dean of the ETSU College of Public Health.

That’s because flu season, which traditionally begins to pick up in early fall, often reaches its peak between December and February. “Getting the shot now is beneficial,” said Wykoff. “In fact, the U.S. Centers for Disease Control and Prevention recommend getting it as long as there is circulating flu, and in some years that goes into May.”

It takes …

2023-December-22-Etsu, University Of The South Announce New Admissions Pathway.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Reflective of a major commitment to give elite students the chance to study medicine, East Tennessee State University’s Quillen College of Medicine has established a new admissions pathway program that will give two qualified seniors from the University of the South in Sewanee guaranteed acceptance to the college.

As part of the program, each year two graduating seniors from Sewanee that meet certain criteria will be guaranteed acceptance to Quillen. If more than two students meet the criteria, QCOM will select two students to accept, while the others will be guaranteed an interview and be considered for acceptance.

This pathway …

Impact Of Covid-19 Pandemic On Marketing Of Education, Shreekant Joag

Journal of Global Awareness

The COVID-19 pandemic forced many schools to partially or totally switch to remote communication methods for delivering education in the years 2020-2021. It is believed that forced compliance with unfamiliar and even unpreferred modes of behavior can have a profound and lasting impact on people’s attitudes and opinions toward the behavior itself because of first-hand exposure and experience. It is, therefore, possible that this experience with remote teaching and learning could have materially changed both instructors’ as well as students’ attitudes toward remote delivery of education. Such changed attitudes may predict their future choices and behavior.

This paper will present …

2023-December-20-Etsu Unveils 2023 Holiday Video Featuring A Star-Studded Cast, University Marketing And Communication, East Tennessee State University

ETSU News

Welcome to Buccaneer Land!

East Tennessee State University (ETSU) proudly announces the release of its much-anticipated annual holiday video. This year, we're dialing up the charm and nostalgia by taking a whimsical journey to "Buccaneer Land," a magical realm inspired by the hit Barbie movie. Prepare to be transported to a world where dreams come alive and creativity knows no bounds!

A Star-Studded Buccaneer Spectacle

Our 2023 edition features a lineup of talent that's nothing short of spectacular. Bringing together a diverse cast from across the campus, the video showcases the many ways to shine in the Buccaneer community. …

2023-December-20-Encouraging Yps To Give Back Through Service.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Helping a relatively new organization to grow and serve the region is one of several items on the plate of East Tennessee State University’s Nathan Farnor for the new year ahead.

Farnor, coordinator of Leadership and Civic Engagement at East Tennessee State University, is chair-elect of the Young Professionals of Johnson City (YPJC) for 2024.

YPJC will celebrate its second anniversary in February. Farnor, who joined the organization in the fall of 2022, has served this year as a member of the Young Professional Advisory Council. In addition to providing guidance on YPJC’s priorities and programming, this council offers support …

2023-December-20-Etsu Health Launches Storybook Trail.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Families can now enjoy a new Storybook Trail on ETSU Health’s Johnson City clinic campus. The trail is an outdoor reading experience where families can interact through literacy and physical activity.

ETSU Health partnered with the Governor’s Early Literacy Foundation and Ballad Health’s Department of Population Health to develop the trail. GELF’s Storybook Trail program presents a children’s storybook on child-height panels along a short trail with featured reading tips to promote adult-child interaction around books and nature.

The Storybook Trail on ETSU Health’s Johnson City clinic campus brings to visitors the children's book, “A Rainy Day Adventure” by Dr. …

The Effect Of Adding Students To School-Parent Communication To Improve Parental Attendance At School Events, Amanda Sue Kirby Hart

Doctoral Dissertations and Projects

This quantitative, quasi-experimental static group comparison study aimed to determine parents' perspectives on their school involvement and the effects of student influence on parent attendance at school events when communication methods included students and parents. Communication about ways parents can become involved with their student's school is vital in improving the connection between parental involvement and student achievement. Sample participants included the parents of 381 elementary school students (Kindergarten-Fifth Grades) of one public charter school. The parent involvement events consisted of two asynchronous parent involvement videos, one for reading and one for math, delivered through the Family Involvement Questionnaire emailed …

2023-December-18-Etsu Psychology Working To Meet National Needs.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

The results are consistent, as well as troubling.

For three straight years, psychologists across the United States report seeing patients enduring an increase in mental health symptoms, often resulting in longer treatment time.

The gist: Psychologists aren’t sure they can meet the incredible need, according to the annual survey from the American Psychological Association.

Prizing hands-on learning and relevant research, East Tennessee State University is working to produce students well prepared to meet this nationwide concern.

“There are several ways in which our department is helping our students enter the workforce in order to make a real-world impact in the …

2023-December-18-Etsu Reports Record $70.4 Million In Sponsored Program And Research Funding.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

From research in rural health to work in the booming field of biotechnology, East Tennessee State University aims to generate scholarship that has a real-world impact both in the region and beyond.

And in the last fiscal year, ETSU earned an impressive $70.4 million in external awards. That funding goes toward pushing major advancements in a range of diverse fields.

“ETSU is certainly known for the immense and engaging hands-on learning experiences we offer our students with a goal of helping them move from enrolled to employed,” said Dr. Kimberly D. McCorkle, ETSU provost and senior vice president for Academic …

2023-December-18-Etsu Students Contributing Important Research On Appalachia.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

A group of students from East Tennessee State University recently presented a capstone research project in the nation’s capital, examining intersections between economic development and health disparities within underserved and historically Black communities in Washington County, Tennessee.

The group was among 130 students from 13 colleges and universities in 10 Appalachian states participating in the 23rd annual Appalachian Collegiate Research Initiative (ACRI). Sponsored by the Appalachian Regional Commission (ARC), the ACRI capstone symposium is organized by the Center of Excellence for Appalachian Studies and Services at ETSU.

The findings presented by students from ETSU’s Department of Appalachian Studies are from …

2023-December-16-Etsu Celebrates Class Of Fall 2023, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University celebrated more than 1,400 members of the Class of 2023 during two Commencement ceremonies held at the Ballad Health Athletic Center today.

During the morning ceremony, Dr. Jessica Burchette, associate professor of Pharmacy Practice at ETSU Bill Gatton College of Pharmacy, was the keynote speaker. Burchette is the 2023 recipient of the ETSU Distinguished Faculty Award in Teaching, the highest teaching honor bestowed by the university.

In her remarks, Burchette provided five tips to the graduating class. Among them, she encouraged the graduates to “prioritize people” and to find ways to serve and be generous.

“When …