Employers and students are increasingly demanding applied, relevant skills. Eye tracking technology is used extensively by companies to test consumer attention and awareness of advertisements, packaging, and websites, but the marketing education literature lacks a pedagogy for teaching it in a marketing classroom. An experiential learning activity…

For decades, marketing has been associated with moral lapses--an unsettling trend that is unlikely to change, short of substantially new methods in marketing ethics education. By leveraging the power of a unique 2 × 2 matrix and branding, Mindful Marketing offers an approach for analyzing moral issues that students have found easy to learn,…

Gone are the days of transactional marketing, and here to stay are increased expectations for marketers to act as trusted advisors while providing value customized specifically to each customer. Accordingly, marketers must clearly identify the competitive advantage of their products or services, and they need to be sure this competitive advantage…

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…

With asynchronous scheduling and the semi-anonymous nature of online courses, engaging students can be challenging. The authors created an innovative MBA class assignment designed to teach brand management while engaging students in the topic, the class, and with each other. Students were provided with a food product from a well-established brand…

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…

Although many marketing courses discuss traditional concepts pertaining to product strategy, concepts specifically relating to packaging are often glossed over. This exercise, "Wrap-Attack Pack," teaches students about the utilitarian and hedonic design elements of packaging. More specifically, the primary objective is to creatively…

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…

A personal brand is an individual's reputation and unique image, which can be a crucial differentiator in today's hypercompetitive job market. This article's two main objectives are: to present an evidence-based approach to developing the self-awareness component of a personal brand, and to analyze the impact of the assignment on student learning…