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ImprovIng the marketIng math SkIllS of marketIng undergraduate StudentS through a unIQue undergraduate marketIng math courSe gopala ganesh, Qin Sun, and Somjit BaratAlthough analytical and math abilities are among the skills that marketing undergraduates are expected to have, the extant literature indicates deficiencies in these areas. Against this backdrop, this paper describes a course that is part of the core requirements of undergraduate marketing majors at a major public university in the southwest United States. This highly structured course offered in both face-to-face and online formats is designed to improve the students' analytical thinking and quantitative skills. Over four years, concrete evidence was collected and analyzed to provide feedback on the assurance of learning aspects of the course, and the results are quite positive. What is most gratifying is the striking similarity of the perceptions of the face-to-face and online students. Anecdotal feedback from colleagues and former students also appear to substantiate the successful implementation of this course.

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PurposeGiven that coupons are one of the most popular promotional tools, this paper aims to investigate how intention to redeem the coupon is affected by the face value of the coupon for most common grocery items.Design/methodology/approachData were collected using a self‐administered questionnaire from a convenience sample of students and non‐students (total sample size 425) at a south‐western metropolitan university campus town.FindingsThe results suggest that, for low face values of coupon, intention to redeem is positively associated with face value, whereas, for the higher face values of the coupon, the intention remains more or less unchanged. The correlation between intention to redeem the coupon and the perceived sticker price of the product is positive at the lower levels of coupon face value, but becomes negative for higher face values.Research limitations/implicationsOne major limitation is the narrow choice of grocery products. Moreover, this study explored intention to redeem a coupon but does not consider the actual purchase behavior. Future studies might test whether the results extrapolate to other products.Practical implicationsThe findings are critical for the manager who may be cautioned against indiscriminate issuance of coupons. Specifically, keeping in mind the possible negative effects of a coupon, the manager might contemplate introducing customer segment‐specific coupons. The findings also suggest that coupons may be used for repositioning.Originality/valueThis research partially fills a void about lack of research on coupons from a price perspective. Negative effects of a coupon explained in terms of both marketing and economic theory may be appealing across different disciplines.