Virtual reality (VR) learning is believed to increase focus, engagement, and emotional connection. To that end, we developed an immersive business case study in VR to teach essential business concepts. This paper outlines the process we followed to develop and launch the case in the hope that other institutions can use our process as a blueprint…

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,…

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…

The present study aimed at exploring the effects of integrating social media (instant messaging through Line App and Facebook) and design thinking into a vocational education course on corporate identity design in Taiwan. Corporate identity helps organizations achieve competitive advantage. This benefit is even more pronounced in Taiwan, where…

The purpose of the study is to explore how the digital brand story assignment creates a transformative learning experience for students. This study involves assessing the levels of learning according to Mezirow's transformational learning theory through the development of digital brand stories. The authors have tested the Digital Brand…

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…

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…

The aim of this article is to direct the social design debate to constructivist approaches to design education in the Global South. This article provides insight into the process of participatory user-centred design involving Ecuadorian third year graphic design students and cocoa cultivators of limited resources in Ecuador. The students and…

How do ideas evolve in the context of collaborative design? This research explores the framing strategies and tools involved in the co-construction of a shared understanding in the early stages of a design project. We observed a team of four industrial design students working to design a pop-up shop. We found that, while the key design elements of…

The skillset that students acquire during college is not always well-aligned and/or well-developed relative to the skills needed to be successful in the business world. Employers have complained for many years that graduating students often lack adequate critical thinking and communication skills, in particular. In the marketing field (and other…

The purpose of this study is to evaluate the outcomes of an experiential learning technique coupled with social media in an international marketing course. It was conducted among 155 students placed in groups that were assigned to develop a YouTube video for use as a country branding marketing tool. Measured evaluations of the students'…