marketing education
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2022 ◽  
pp. 027614672110550
Author(s):  
Michelle F. Weinberger ◽  
Robert F. Lusch

Marketing researchers and marketers have long focused on the importance of resources: organizations having enough raw materials, advertising budget, distribution and supply facilities, data, technology, money, connections, time, or employees. However, these only become valuable to the organization when people identify them as potential resources and then use them adeptly. In this conceptual paper, we argue that understanding the process of identifying and creating resources is essential to understanding organizational success. We introduce the Cultural Knowledge Perspective. The perspective refocuses attention on the process by which people use and extend their cultural knowledge to identify latent materials, materials that have resource potential, and the process by which cultural knowledge is used to activate latent materials to create actual resources. We bring together and build on disparate research in marketing, sociology, and management to show the importance of understanding how the cultural knowledge of marketers and consumers is deployed for resource creation. In doing so, we show how this perspective opens avenues for hiring marketing talent, product development, marketing communications, and marketing education.


2022 ◽  
pp. 121-136
Author(s):  
Ebina Justin M. A. ◽  
Manu Melwin Joy

Gamification, a popular tool widely used in various contexts such as marketing, education, and organizations, among others, has demonstrated its potential for engaging, motivating, and achieving behavioral change in the targeted audience. For an ideal gamification system, it is necessary to know how the gamification elements affect human emotions. This chapter conducts a journey through gamified contexts and their psychological impacts on individuals. This chapter gathers up the different threads of gamification in the marketing context. The three important objectives fulfilled by this chapter would be that it provides information about the topic of gamification and the psychological perspectives behind its operation; discusses its application in various marketing contexts, such as digital marketing and online payment sites; and finally, investigates various behavioral outcomes of gamification.


Author(s):  
Ю.А. Сыченко

Вопрос о том, в каких областях жизнедеятельности можно использовать нейротехнологии, становится все актуальнее. Появляющиеся нейротехнологии уже находят применение в медицине, маркетинге, образовании, науке. В то же время потенциал использования различных нейротехнологий в такой важной для жизни человека сфере, как профессиональная деятельность, остается практически неисследованным. The question of where to use neurotechnologies is getting more and more relevant. Emerging neurotechnologies are used in medicine, marketing, education, and scientific research. At the same time, the potential of using various neurotechnologies in professional activities remains practically unexplored.


2021 ◽  
pp. 183933492110622
Author(s):  
Tyron R. Love ◽  
C. Michael Hall

In a context where the marketing discipline and its institutions has no choice but to face up to its embeddedness in social issues it is therefore important and timely to consider how marketing in colonial states – in which indigenous lands were/are appropriated, cultures systematically discriminated against, and identities, language and generations stolen – acknowledges its past and confront its future. This essay calls for the understanding and incorporation of indigenous knowledges and worldviews. It further asks for considerations of cultural control, nonappropriation and participatory approaches in marketing. Acknowledging that a university or business school is sited on indigenous lands, or opening a meeting with greetings or formal introductions are relevant, but they become little more than indigenous tokenism unless they are part of a wider journey of change and understanding. Any incorporation of indigenous worldviews into marketing education and research must be cognisant of the potential for exploitation.


2021 ◽  
Vol 10 (3) ◽  
pp. 301-311
Author(s):  
B. Zafer Erdoğan ◽  
Semra Doğan ◽  
M. Sami İşlek

This article compares the findings of two surveys of the Turkish marketing academia undertaken in 2007 and in 2016. As a follow up replicating Erdogan and Uzkurt's study (2007), this 2016 study aims to reveal the current status and problems of the marketing academia in Turkey as an emerging country, by adding a longitudinal dimension. The same questionnaire was used for both surveys carried out. The data collection procedure included both an online survey and a drop-and-collect survey, with the participation of faculty members with all types of academic titles working in the Turkish marketing academia. 108 and 132 usable questionnaires were collected in 2007 and 2016, respectively. The research findings indicate that the problems experienced have remained fairly similar in almost all dimensions, while the publication performance has increased during this period. The findings about research and teaching interests indicate that marketing academics primarily concentrate on such fields as consumer behavior, marketing research and marketing strategy. The teaching and research interests have also differed depending on global trends and changes in tenure standards in the Turkish marketing academia. Another key finding regarding the issues of the field, with vital implications for marketing education, is the perceived gap between marketing theory and practice. The fundamental issue related to education is cited as the decreasing student proficiency in Turkey.


2021 ◽  
pp. 183933492110617
Author(s):  
Paul Harrigan ◽  
Rebecca Dolan ◽  
Michael S. W. Lee

Marketing is one of the fastest-growing employment areas within commerce. Most of the growth lies in the role of digital technologies and in promoting sustainability rather than consumerism. However, students with mostly theoretical knowledge, even if in these areas, may not necessarily satisfy this demand, nor will students armed with strategic knowledge that is not required in entry-level jobs. There is increased demand from the marketing industry for job-ready graduates with both technical and multidisciplinary soft skills. Thus, the purpose of this paper is to reflect on the relevance of marketing education in universities in Australia, New Zealand and the Asia-Pacific region. At the beginning of this new decade and following a global health pandemic that has severely impacted the university sector, the time is right for such a reflection. Specifically, we reflect on how we teach and what we teach. Under how we teach, we consider two main issues: online learning and the role of industry certifications. Under what we teach, we consider three main issues: content relevance, soft skills and industry experience. We conclude with key questions for individual educators and marketing departments, and we provide some recommendations as to how, collectively, we can deal with the question we pose.


2021 ◽  
pp. 027347532110580
Author(s):  
Forrest Watson ◽  
Julie Stanton ◽  
Stefanie Beninger ◽  
Christine Domegan ◽  
Alexander Reppel ◽  
...  

Marketing classes are often focused on the micro level, failing to account for wider societal issues. In this article, we argue for the inclusion of a wider macro-sustainability focus, one that “hacks” marketing education. With that objective in mind, we developed and delivered an introductory marketing course that integrated both the micro and the macro, thus infusing the course with macro-sustainability. This was done through an “expanded voice” perspective that included alternate complementary micro and macro class sessions while using a traditional managerial marketing textbook supplemented by macro-sustainability materials. We also integrated a controversies approach to support discussion and learning. We taught this course to 150 undergraduate students and conducted both quantitative and qualitative assessments of the course, including comparing results with an “unhacked” marketing course. Findings indicated increased awareness of macro-sustainability topics and movement on appreciation of sustainability and the role marketing can have in achieving this awareness. Finally, we offer a model of how marketing classes at all levels can be “hacked” with a macro-sustainability approach.


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