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Direct linkReavey, Brooke – Marketing Education Review, 2020
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…
Descriptors: Marketing, Teaching Methods, Course Descriptions, Scholarships
Humphrey, William, Jr.; Laverie, Debbie; Shields, Alison – Journal of Marketing Education, 2021
We explore the use of text message reminders to improve student performance. The effectiveness of text messaging reminders is examined by comparing two large sections of a course where students focused on personal branding. One section received deadline reminders by email, while the other section received opt-in text reminders. The results of the…
Descriptors: Marketing, Synchronous Communication, Academic Achievement, Comparative Analysis
