Following the protests and racial reckoning of 2020, advertisers renewed their focus on the importance of diversity, equity, and inclusion (DEI), as part of their everyday operations. Several recent examples point to brand equity erosion, or escalation of negative consumer responses, resulting from advertisers missing the mark in their efforts to…

With artificial intelligence (AI) technologies making significant evolutions over the past few years, there is a growing need for advertising students to get familiarized with the different types of AI technologies and explore and experiment with ways to adapt to such changes. This article illustrates the development and implementation of the…

Rebranding is a widely utilized practice to change the image of a brand in the minds of the consumer through major or minor changes in both its positioning and aesthetics. Yet, evidence suggests it is not meaningfully covered in many marketing classes. This project provides an innovative, engaging, experiential learning opportunity that can be…

Providing students with employability skills is an important aspect of advertising education. However, as educators we must also be prepared to encourage students to think about a brand's responsibility and consider how advertising can help address important issues facing society.

This paper presents a pedagogical innovation used in a marketing principles course that requires students to apply for scholarships throughout the semester as an active-learning technique that aids knowledge transfer of key marketing concepts (e.g., STP). Previous research has revealed that when students identify their personality strengths and…

Gamification is increasingly being implemented in higher education to engage students. This article presents a gamified pedagogical exercise intended to motivate students to consider how their in-person and digital behaviors affect their personal brands. Students receive and lose points for various behaviors and reflect on whether these behaviors…

Polymer nomenclature is important because it is part of the language of polymer science and is needed for polymer identification, reference, and documentation. A primer on polymer nomenclature is provided herein for people new to the field or for instructional use. Both structurebased and source-based nomenclatures, together with trivial and trade…

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…

Undergraduate marketing majors who were enrolled in the senior-level marketing capstone course engaged with current marketing news from credible sources and practiced data visualization as part of a teaching innovation, Fantasy Brand Leagues. The ten-week assignment treated brands like players in a game modeled after Fantasy Football. The…

In this article, the author describes a classroom activity for use in introductory economics courses to motivate the study of international trade. The learning activity highlights the importance of international trade in students' everyday lives by having students inventory their on-hand belongings and identify where the items were manufactured.…

As firms gather increasing amounts of data, the question of how future marketers can use these data to make their marketing more relevant and to make a strategic difference remains. However, students may feel uncomfortable about information systems and database technology, which they may perceive as complex and dry. This case describes how the…

The manipulation of colour, form and texture within a commercial design activity is a core competency for an industrial designer. The job of the Industrial designer is to use colour, form, texture, temperature and movement to deliver a sensory experience that evokes a desired response. The core deliverables of an industrial designer are embedded…

In this laboratory experiment, lower- and upper-division students dissolved bismuth subsalicylate tablets in acid and precipitated the resultant Bi[superscript 3+] in solution with sodium phosphate for a gravimetric determination of bismuth subsalicylate in the tablets. With a labeled concentration of 262 mg/tablet, the combined data from three…

For art educators, teaching textual literacy can be a challenge. In a review of literature, Hall (2005) found that content area teachers (as opposed to teachers of Reading and English) did not feel qualified to teach reading and believed that students did not need reading instruction to be successful with texts from their specific disciplines.…

Nutrition labelling, which helps consumers to make informed choices, can be used as both a context and a vehicle for students to consolidate and apply their knowledge of food and nutrition to improve health. It also facilitates students' ability to negotiate socio-scientific issues from scientific and other perspectives. This article reports a…