Marketing Commons^™

From Consumer Experience To Brand Meaning: Teaching Brand Management Through Lonergan’S Generalized Empirical Method (Gem), Nicole Kirpalani

San Jose - Lonergan Chair in Catholic Philosophy

Teaching marketing involves more than helping students learn disciplinary concepts and frameworks. It also involves developing processes of inquiry that prepare students to analyze complex situations, interpret evidence, exercise judgment, and make thoughtful professional decisions. As marketing practice continues to evolve, marketing education must similarly reconsider how courses, assignments, and learning experiences prepare students for professional practice (Grewal et al., 2025). Lonergan’s Generalized Empirical Method (GEM) offers one framework for structuring this process of inquiry. Lonergan, writing as a philosopher, theologian, and educator, initially described the underlying pattern of conscious operations as the transcendental method. In his later work, he …

People Orientation And Thing Orientation In Business Majors: Implications For Assessing The Impacts Of Cross-Functional Business Program Curricula, Todd J. Hostager, David A. Christopher, Kristy J. Lauver, Christopher Knowles

International Journal for Business Education

Background/Introduction/Purpose:  Prior research documented significant differences in people orientation and thing orientation (PTO) based on type of major and sex.  This study examines a set of measures for helping business programs to assess whether they are producing graduates equipped to consider both people and things when making decisions, regardless of their major or sex.

Methods/Design:  Students in a strategic management capstone course spent a single 75-minute session responding to a brief new venture pitch by identifying what types of additional information they would need to decide whether to invest in the business.  Three Likert-scaled options gauged the extent to participant …

2026 August, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2026.

2026 July, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2026.

2026 June, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2026.

Integrating The Digital Marketing Side-Hustle Platform Economy Into Aacsb-Accredited Undergraduate Marketing Programs, Paige Gardiner

Atlantic Marketing Association Proceedings

No abstract provided.

Certified: Getting Students Job Qualified, Kirsten Passyn

Atlantic Marketing Association Proceedings

No abstract provided.

Certified: Getting Students Job Qualified, Kirsten Passyn

Atlantic Marketing Association Proceedings

No abstract provided.

Learning In A Hyflex Model, Kirsten Passyn

Atlantic Marketing Association Proceedings

No abstract provided.

Comparison Of Concerns Among Careers By Marketing Seniors About Covid-19: Beginning Versus A Year Into The Pandemic, Alan D. Smith

Atlantic Marketing Association Proceedings

No abstract provided.

Students’ Attitudes Toward Immersive Learning Activities: An Exploratory Examination, Denny Mccorkle, James Reardon, Joe F. Alexander

Atlantic Marketing Association Proceedings

No abstract provided.

2026 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2026.

Bill Brand Interview By Alex Morris, April 6, 2026, Bill Brand, Alexander Morris

HIST 4798/5798: Recording Memory: Methods and Uses of Oral History

In this 2026 interview, Bill Brand, a former corporate executive and, since 2023, a trustee on the Ohio University Foundation Board, discusses his lifelong connections to Ohio University (OU) and Athens, Ohio. An OU alum, Brand earned a Bachelor of Science from the Scripps College of Communication in 1987. He discusses what about OU—from when he first visited in the early 80s up until now—has continued to entice him into involvement with the university. In particular, he touches on the strong sense of community within both the university and Athens as a whole, which he asserts serves as a safe …

Overcoming Negative Perceptions Of The Sport Of Hockey When Promoting Hockey To African American Parents Of Young Athletes: An Exploratory Study Of Potential Obstacles, George W. Stone

Atlantic Marketing Association Proceedings

No abstract provided.

Student Higher Education Experience Journey From High School To Career Transition: A Holistic Approach, Musa Pinar, Matthew T. Luth, Coleen Wilder

Atlantic Marketing Association Proceedings

No abstract provided.

Faculty, Be The Nudge For Your Students’ Personal Brand!, Michelle Carpenter

Atlantic Marketing Association Proceedings

No abstract provided.

The Benefits Of Faculty Learning Communities: Improving Both Faculty And Student Outcomes, Tyra M. Burton

Atlantic Marketing Association Proceedings

No abstract provided.

Whose Job Is It To Foster Inclusivity In Higher Ed? Everyone!, Michelle Carpenter, Kaitlyn Ukleja

Atlantic Marketing Association Proceedings

No abstract provided.

A Nudge For Marketing Education To Be More Intentional About Inclusion, Mario Norman

Atlantic Marketing Association Proceedings

No abstract provided.

More Insight, More Impact: Co-Teaching As A Catalyst For Engagement In Sales Education, William Bergman Mr., Jeffrey Carlson Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

Exploring The Benefits Of Marketing Certifications In Higher Ed, Michelle Carpenter

Atlantic Marketing Association Proceedings

No abstract provided.

Teaching Social Marketing Concepts Through Prosocial Behavior Lenses, Bela Florenthal

Atlantic Marketing Association Proceedings

No abstract provided.

Slowing Down Fast Fashion With A Closet Inventory Project, Melissa Clark

Atlantic Marketing Association Proceedings

No abstract provided.

Experiential Learning In Marketing Education: Student Reflections In A Client Based Project, Samit Chakravorti

AMTP Proceedings 2026

This paper explores student experience with a client based project in an upper division marketing class and its impact on development of work readiness skills, learning and satisfaction with the course. The client was a local small business food cooperative. Student reflection papers submitted at the end of the project were content analyzed based on preset categories to understand the impact of the project on the outcome variables. Analysis shows that for most students the project was interesting, relevant but challenging, increased their satisfaction and enjoyment of the course, and positively impacted learning of profession specific and foundational work ready …

Mktg 200: Marketing (Syllabus), Shawn Harnish Ph.D.

School of Business

This syllabus was developed by SUNY Geneseo Professor Shawn Harnish during the spring 2026 semester.

Course Objectives

After completion of the course students will be able to:

1. Comprehend the environment within which the marketing firm operates

2. Analyze the role of marketing information system and marketing research (CG1)

3. Understand what influences the buying behavior of consumers and organizations

4. Apply market segmentation, targeting and positioning techniques

5. Analyze elements of the marketing mix; product and service, pricing, distribution and promotion

6. Comprehend the effects of globalization on a firm’s marketing decisions and understand the basic principles of international …

2026 April, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2026.

Integrating Artificial Intelligence Into Marketing Education: A Conceptual Framework For Curriculum Enhancement, Aisha Ghimire, Gallayanee Yaoyuneyong

Journal of Applied Marketing Theory

This paper introduces a Constructivist–Experiential GenAI Integration Framework to embed Generative AI (GenAI) across undergraduate marketing curricula. Grounded in constructivist and experiential learning theories, the framework positions GenAI as a learning partner, through hands-on, reflective, and ethically informed learning. Discipline-specific vignettes illustrate how GenAI can enhance marketing courses through accessible and scalable activities that align with diverse class sizes, institutional resources, and delivery modes. By leveraging freely available GenAI platforms, the model promotes inclusivity while cultivating AI literacy, ethical reasoning, and strategic agility. The paper concludes with recommendations for empirical validation and cross-institutional collaboration to ensure that GenAI-driven marketing education …

2026 March, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2026.

2026 February, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2026.

Humanity Is Evolving Its Consciousness: The Role Of Archetypal Energies As Guides During An Unfolding Weeding Out And Alignment Process, Carroy U. Ferguson

Psychology Faculty Publication Series

Humanity is evolving its consciousness at individual and collective levels.  Given these seemingly tumultuous times, as of this writing (January 2026), to make such a statement may sound like a strange thing to say.  However, I suggest that if you are alive today and if you are reading these words, these are the very times for which you were born—to assist Humanity as it evolves its consciousness with your unique gifts, whatever they may be.  That is, this period of our individual and collective human being-ness may be characterized as an unfolding period of weeding out and alignment with the …