Harnessing Digital Disruption With Marketing Simulations

Bolton, Ruth N.; Chapman, Randall G.; Mills, Adam J.

doi:10.1177/0273475318803417

Cited by 37 publications

(23 citation statements)

References 60 publications

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“…Despite the increased challenge to develop and implement these activities, marketing educators have found a variety of ways to integrate them into their courses. More traditional approaches have included creative updates to conventional pedagogical practices, such as group projects (see Bennett et al, 2019; Young et al, 2019), simulations (see Bolton et al, 2019; Cadotte, 2016) and role-plays (see Delpechitre & Baker, 2017; Spiller et al, 2020). Others have developed altogether new and novel activities.…”

Section: Introductionmentioning

confidence: 99%

Thank You for Being a Friend: A Peer-Learning Approach to Marketing Education

Lastner

Delpechitre

Goad

et al. 2020

Journal of Marketing Education

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Peer learning, a pedagogical approach whereby students are partnered together to have one student actively help another student learn predetermined content or skills, has long been utilized as an effective complement to more traditional instructional methods across a wide range of educational disciplines. This approach has been found to reduce the stress of learning, increase student engagement, and yield benefits to both the tutor and the tutee to a roughly equal degree. Yet, pedagogical research to this point has mostly failed to explore the usefulness of this approach to marketing and sales education. In the present research, we examine the effectiveness of peer-learning applications in a sales context and discuss marketing educators' implications. More specifically, we assess college sales students’ perceptions of peer-learning role-play exercise and further examine whether peer-learning exercises can improve students’ abilities. The results indicate that peer-learning exercises are not only enjoyed by students but are capable of producing objective performance improvement for both introductory and advanced students.

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Section: Introductionmentioning

confidence: 99%

Thank You for Being a Friend: A Peer-Learning Approach to Marketing Education

Lastner

Delpechitre

Goad

et al. 2020

Journal of Marketing Education

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show abstract

“…New digital technologies have, however, disrupted the traditional retail business model by changing marketplaces from brick and mortar only to omnichannel, which significantly alter the customer purchase journey (Bolton et al, 2019; Carlsson, 2018; Van Esch et al, 2019a and b). Customers are more connected than ever (Kietzmann et al, 2011), and the transformation from store to omnichannel retailing has elevated their service expectations (Oh and Polidan, 2018).…”

Section: Digital Disruption Of the Traditional Retail Value Chainmentioning

confidence: 99%

Artificial intelligence in retail: The AI-enabled value chain

Oosthuizen

Botha

Robertson

et al. 2020

Australasian Marketing Journal

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“…Within this field, achieving better student outcomes has been an underlying foundation for most research. Researchers have dedicated much effort toward investigating the efficacy and key outcomes of different learning activities, including active learning exercises (Bal et al, 2015; Bicen & Laverie, 2009; Sautter et al, 2007; Vander Schee, 2007), group projects (Bicen & Laverie, 2009; Dommeyer, 2012; Neu, 2012; Skilton et al, 2008), use of new technologies to support student learning (Cowley, 2020; Humphrey et al, 2019; Muñoz, 2012; Rana & Dwivedi, 2016; Sprague & Dahl, 2010), use of social media in courses (Bacile, 2013; Cowley, 2017; Rinaldo et al, 2011; Rinaldo et al, 2013; Schlee & Harich, 2013; Tuten & Marks, 2012), online delivery of course materials (Kaynama & Keesling, 2000; Northey et al, 2015; Rajamma & Sciandra, 2018; Young, 2014), and marketing simulations (Bolton et al, 2019; Cadotte, 2016; Canhoto & Murphy, 2016). As the marketing discipline evolves, faculty iterate and evolve the curriculum and delivery to increase relevance and generalizability for students.…”

Section: Literature Reviewmentioning

confidence: 99%

Industry Certifications in Digital Marketing and Media Education: An Examination of Perceptions and Use Among Educators

Cowley

Humphrey

Muñoz

2020

Journal of Marketing Education

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Technology and media have created skill needs that modern educators are compelled to address to stay relevant. As a result, an emerging educational tool in marketing and media courses is the integration of third-party certifications that give students an industry credential for current topics or media platforms (i.e., Google, HubSpot, Hootsuite, etc.). To understand the diffusion of these certifications among educators, how they are being integrated, and current perceptions of their effectiveness, we conducted a cross-disciplinary survey of 122 college faculty who teach digital marketing and media topics. Findings revealed that certifications enjoy high awareness, with a small number receiving higher adoption rates. Users report a variety of benefits to themselves and students, along with some challenges. We also identify sources of major perception gaps between users and nonusers. These findings suggest that certifications are a permanent course fixture and are perceived as directly contributing to job and career readiness. An understanding of current perceptions and practices can guide educators in improving their use of certifications as well as industry partners looking to facilitate adoption and positive educator experiences.

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Harnessing Digital Disruption With Marketing Simulations

Cited by 37 publications

References 60 publications

Thank You for Being a Friend: A Peer-Learning Approach to Marketing Education

Thank You for Being a Friend: A Peer-Learning Approach to Marketing Education

Artificial intelligence in retail: The AI-enabled value chain

Industry Certifications in Digital Marketing and Media Education: An Examination of Perceptions and Use Among Educators

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