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…

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…

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…

As firms gather increasing amounts of data, the question of how future marketers can use these data to make their marketing more relevant and to make a strategic difference remains. However, students may feel uncomfortable about information systems and database technology, which they may perceive as complex and dry. This case describes how the…

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'…

Describes several product-testing projects designed to help students develop the skills they need to make educated purchases and be savvy consumers. The tests involve examining the taste of and ingredients in cold cereals. Other tests involve examining crayons, glue, laundry detergent, oranges, and popcorn. (SM)