The Google Online Marketing Challenge (GOMC) is a global, online student competition sponsored by Google. It is a prime example of an experiential learning activity that includes using real money ($250 sponsored by Google) with a real client. The GOMC has yielded compelling results in student engagement and learning objectives related to the…

Many colleges address complex problems with a single "silver bullet" strategy. Because value shifts according to the consumer's situation or goal, private colleges should become more aware of their "situational value" and exploit it. This requires an understanding of how students choose colleges. In contrast, popular silver bullets target…

Changing occupational profiles in the hotel industry in France, Italy, and Spain were examined in case studies that included interviews with hotel managers, human resource managers, and individuals employed in hotel occupations identified as new or entailing new skills. The study focused on the following topics: (1) changes in the hotel industry…