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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 …
Students' Attitudes Towards Textbook Types: Are Students Really Ready For E-Textbooks?, Diane R. Edmondson, Cheryl Ward
Students' Attitudes Towards Textbook Types: Are Students Really Ready For E-Textbooks?, Diane R. Edmondson, Cheryl Ward
Atlantic Marketing Journal
Abstract - This study examines students’ attitudes and preferences to the four primary textbook types currently on the market. These types include hardback, paperback, loose leaf, and E-textbook. Two hundred twenty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Results found that students still prefer paperback textbooks, even when this textbook is at a higher price than other alternatives. When students were asked their opinions on the various textbook options, it was clear that price, ease of use, health concerns, and ownership desires were the primary reasons why they …