Before the pandemic, loneliness was already a burden affecting the health and well-being of students. The COVID-19 pandemic, with mandated isolations and closures of campuses, amplifies feelings of isolation and loneliness. Previous work shows that isolated and lonely individuals experience a lack of perceived control, but educators have little understanding of the type of pedagogy that can help students deal with these emotions. Two studies demonstrate that instructors can foster perceived control in their students and provide guidance on best practices for teaching during a pandemic. Given the desire to discover the new normal for teaching during the COVID-19 pandemic crisis, this research has important implications for educational practices and instructional techniques to help students manage the loneliness, isolation, and lack of perceived control during these unprecedented times.

Influencer marketing is an emerging technological disruptor for marketing across a wide range of industries. This tactic allows companies to promote products in a more organic, trust-affirming manner compared with other forms of paid advertising. As the use of influencer marketing is rapidly growing, marketing educators have a unique opportunity to prepare students to perform this in-demand marketing skill. This article outlines a classroom exercise, called the Matchmaking Activity, which introduces the concept of influencer marketing, provides hands-on experience, and encourages critical thinking to solve a simulated marketing dilemma. The end goal is for students to gain confidence that can be applied to a real-world marketing environment. To assess the effectiveness of the Matchmaking Activity, the exercise was conducted with students in digital marketing classes. Based on findings from a post-activity reflection survey completed by students, the Matchmaking Activity results in the achievement of several desirable learning outcomes. Ideas for adapting this exercise for use in a variety of other marketing courses are also provided.

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Purpose This paper aims to illustrate a useful classroom exercise that addresses this challenge. International experiences help university students develop global cultural awareness and better understand culture’s impact on decision-making. As more companies grow their global operations, they seek students with global competency (Eaton and Kleshinski, 2014). However, less than 7 per cent of US university students have basic cultural intelligence according to Lopes-Murphy (2014). This presents faculty with the significant challenge of developing students’ global competency within the walls of the classroom. Design/methodology/approach This paper describes a phenomenological research classroom activity titled the “Global Consumer Exchange” (GCE) to help business faculty authentically build students’ global awareness, understanding of culture and understanding of global consumer behavior. In addition, the GCE offers a context to help faculty highlight the economic, logistical and technological concerns that global businesses must consider. The GCE was administered in an undergraduate consumer behavior course in cooperation with students from the Republic of Panamá. Findings Following the GCE, US students reported new awareness of issues they had never considered before and also indicated an increased interest in understanding other cultures. The students also expressed a newfound willingness to personally reach out to international students. Originality/value This GCE offers business faculty an easy-to-implement and easily adaptable activity to authentically broaden students’ intercultural awareness and develop a deeper understanding of international business concepts. Through this activity, students are able to gain experience applying phenomenological research methods. The GCE can also be adapted for any course and applied to a wide variety of countries partnerships with university international student organizations and/or English as a second language programs.