This article presents marketing educators with an approach to teaching an undergraduate services marketing class with a unique emphasis on service design. As part of the class, the content on services marketing fundamentals is blended with a detailed discussion of service design. Additionally, hands-on experience with the service design process is…

Marketing projects offer the opportunity to combine theory with practice. We propose a semester-long project that takes concepts learned in various marketing courses--prospecting, developing rapport, and building a personal network--and allows students to create a customizable networking strategy to benefit their career development. The project…

This research investigates the effectiveness of incorporating a client-based project in an undergraduate course by comparing it with a non-client-based project. This study utilizes quantitative (i.e., experiment) and qualitative (i.e., in-depth interviews) methods to examine the impact of client-based projects on students' course performance and…

We begin with the premise that empathy adds value as a strategic marketing skill. Getting into the heads and hearts of consumers enables tailored offerings and tactics that meet the unique, richly contextualized needs of a given target audience segment. The advent of marketing automation and artificial intelligence (AI) is predicted to make…

The U Choose awards is a student-led marketing research, branding, and community engagement project. This project is designed to provide students with a range of opportunities to apply and demonstrate marketing knowledge while engaging with the local business community. Under the guidance of a faculty advisor, students are tasked with developing…

As industry demands students with a greater technical skillset, experiential learning projects are more critical than ever in developing required technical expertise. Employing a value co-creation model at a midwestern university, the authors implemented a project to develop students' digital marketing skills, secure certifications in digital…

The Packaging Mockup Project directs students to (1) learn the basic tools in the Adobe Photoshop application, (2) research and create a new brand concept for different product categories, and (3) design an original packaging mockup of their own brand concept. This project is designed to allow students to apply what they learn about branding as…

With an increased demand for educators to improve student engagement and knowledge retentions, this paper proposes an experiential learning project for students to receive and conduct one-on-one performance coaching. The sales coaching experiential project helps professional selling students improve their sales presentations and increase their…

Educators can foster the engagement of Generation Z students by leveraging their passions for social issues and collaboration. This article describes a marketing project, including the planning, promotion, and implementation of a campus-wide Canned Food Drive that culminated in a Canned Food Statue Contest securing more than 2,000 cans for…

To better understand the marketing education discipline, this research uses an eleven-year (2013-2023) systematic bibliographic content analysis of teaching and pedagogy paper topics that are part of the Society for Marketing Advances (SMA) Annual Conference Proceedings. Since many marketing educators present works in progress at conferences…

While marketing educators have identified the need for integrating transformative consumer behavior (TCR) in the marketing curriculum, they offer scant examples as it relates to actual student projects. The purpose of this article is to demonstrate how marketing educators can help students design interventions that address macro-level marketing…

The "2021 Society for Marketing Advances Annual Conference," in Orlando, Florida, offered thirty-four "Teaching Moments" from marketing educators around the globe. The purpose of the "Teaching Moments" sessions was to quickly advance innovative teaching techniques, ideas and assignments allowing other educators to…

Artificial intelligence (AI) has revolutionized various aspects of teaching and learning in higher education, with the potential to significantly enhance learning experiences, streamline administrative tasks, and foster personalized education. As the use of AI by students and instructors expands, it is crucial to carefully consider both its…

The "Teaching Moments" sessions at the "2019 Society for Marketing Advances Annual Conference" offered 34 teaching solutions from marketing educators. The aim of the sessions was to quickly advance teaching ideas, allowing other instructors to adopt these techniques in their own classrooms. This article features eight of the…

Experiential projects bring students closer to real-world situations. This is valuable in sales education because the complexities of the sales process are difficult to learn from a textbook. A student project was developed that involved the selling of advertising space in a one-time newspaper insert. The project included a substantial minimum…