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Full-Text Articles in Education
Making A Case For A Digital Marketing Concentration: An Analysis Of Traditionally Generalized Online Mba Programs, Paige Gardiner, Maureen Andrade
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 Marketing Concept And Byod In The University Classroom:, Dennis Bristow, David Titus, Garth Harris, Rajesh Gulati
The Marketing Concept And Byod In The University Classroom:, Dennis Bristow, David Titus, Garth Harris, Rajesh Gulati
Atlantic Marketing Journal
For decades marketing educators have espoused the marketing concept and consumer oriented business strategies in university classrooms. In recent years, there has been a movement away from the ‘sage on the stage’ to experiential, active learning pedagogies. Those newer pedagogies often involve the use of mobile devices, including smart phones, laptops, and e-readers as academic tools for students. While such mobile devices are nearly ubiquitous on college and university campuses, an ongoing debate revolves on the distinction between owning mobile devices and whether or not students bring them to campus and use them as educational tools. In this study, we …