As online course delivery becomes an ever-increasing modality in marketing education, it is essential that marketing educators understand the unique factors that drive student course engagement in online versus face-to-face courses. This article develops and empirically tests a conceptual model grounded in the theory of mental self-governance…

Multimodal learning via the use of smart devices, online social interactions, and intuitive communication platforms are fundamentally changing teaching and learning settings. Consequently, educators face unique challenges around student engagement as learners increasingly look to the use of technology-enabled activities for meaningful…

This four-country study compares business students concentrating in marketing, accounting and finance (AF), and management with respect to five motives: lifestyle aspirations, reputational effects, relative ease of completion, career outcomes, and developmental skills. We find that, except for the developmental skills motive, the importance of…

Sophisticated technology advances are delivering new and powerful ways for marketers to collect and use consumer data. These data-driven marketing capabilities present a unique challenge for students, as they will soon be expected to manage consumer data and make business decisions based on ethical, legal, and fiscal considerations. This article…

This article provides marketing educators with a blogging activity that allows students to add to their marketing expertise as well as enhance their communication skills. Specifically, we propose an activity that incorporates the necessary steps for experiential learning to be achieved. Furthermore, the effectiveness of this activity is examined…

The responsibility for knowledge acquisition is increasingly being shifted to students though the utilization of experiential learning, teamwork, online, and flipped classroom pedagogies. Students are expected to enter the classroom prepared to engage in thoughtful knowledge application activities; however, many students have not adequately…

Using an active learning approach to motivate students to learn has been advocated by many educators. It has been an ongoing discussion on whether marketing educators should customize their teaching activities based on the learning styles found in their classes recently. This study uses a scale of learning styles that includes a measure of the…

University education is part of a globally competitive service industry and contributes more to Australia's export earnings than agriculture. This article argues that a deeper understanding of diverse cultural student groups is important for Australian and other universities that wish to differentiate their education service offerings by…

The importance of reflection to marketing educators is increasingly recognized. However, there is a lack of empirical research that considers reflection within the context of both the marketing and general business education literature. This article describes the use of an instrument that can be used to measure four identified levels of a…

The following study investigates the relative importance of Web management practices in business curricular pedagogy from an undergraduate student perspective. Using conjoint methodology, the results suggest that students early in their program of studies tend to most value (more) tests in terms of course attributes, while students later in their…