The rapid adoption and evolution of generative artificial intelligence (AI) tools like ChatGPT and Gemini have impacted marketing education and practice. This paper introduces a prompt engineering assignment that utilizes generative AI to build critical thinking skills through the development of keyword research strategies, customer profiles, and…

In today's competitive job market, marketing and sales graduates must be equipped with advanced technology skills to thrive, particularly in utilizing Customer Relationship Management (CRM) systems. This research examines the critical need for CRM skills within marketing and sales education and explores how integrating CRM training into curricula…

Experiential learning pedagogies, including service-learning, can be used in the business classroom to connect theory and practice. An increasing body of literature demonstrates a trend toward service-learning integration into the business classroom and shows that service projects can potentially support learning outcomes for business students.…

The growing societal and environmental challenges of the 21st century are ubiquitous. Thus, marketing educators are tasked with incorporating a sustainability approach into their curriculum, educating students on the synchronous pursuit of economic, environmental, and social goals. Drawing on a systematic analysis of sustainability…

Marketing education has responded, to some extent, to the academic challenges emanating from the Big Data revolution. To provide a forum to specifically discuss how business analytics has been integrated into the marketing curriculum, we developed a Special Issue for "Marketing Education Review." We start with a call to action that…

Advances in technology and marketing practice have left little doubt that analytics must be integrated into the marketing curriculum, the question for many educators now is how to best to do so. While the response for each school will depend on its mission and context, as well as its strategies and resources, there already is much that can be…

Client-based group projects (CBGP) enhance learning through processes of experience and application along with peer-based learning, while independent learning may induce a more active learning role and increased level of self-responsibility. The descriptive case in this article reviews the implementation of a group independent study where project…

There is a shortage of qualified salespeople, which creates a challenge for educators to prepare more students for a sales career. One of the most common teaching techniques used in preparing students is role playing, which mirrors real-world selling. However, role plays are not necessarily authentic because the players and conditions are not a…

This paper presents the results of a three-year research and teaching effort that focused on measuring the perceived effectiveness of Skype as a delivery platform for presentations made to students enrolled in a Professional MBA program by nationally acclaimed authors working in the area of social media. The research also investigated the authors'…

The aim of this study is to examine the state of marketing in the sphere of physical culture and sport and develop methodological foundations of sports and health services marketing on its basis. In the study we adhere to the following philosophical and pedagogical strategies--methodological principles: axiological, humanistic and synergistic…

This paper discusses the use of a presentation format known as "Pecha Kucha" (which means "chitchat" in Japanese). The objective of the Pecha Kucha assignment is to facilitate student communication of an argument, including stating and supporting a thesis. Throughout the semester, students become comfortable with the format via…

This paper describes the process used and experiences gained in developing a social media and marketing course. As the first known paper on this topic appearing in the marketing education literature, the paper provides educators with a framework for developing similar courses. The course was developed using a sound instructional design model, the…

As the world economy continues to evolve, businesses and industries must adopt new practices and processes in order to survive. Quality and cost control, work teams and participatory management, and an infusion of technology are transforming the way people work and do business. Employees are now expected to read, write, and communicate…

This paper describes the planning, implementation and outcome of a graduate-level consumer behaviour course taught in autumn 2008 at the University of Boras in Sweden. The course was jointly developed by marketing academics and business representatives in order to combine research-oriented studies with practical experience in a retail context. The…

Undergraduate programs in business are expected to provide a comprehensive learning for their students in order to prepare them to be able to deal with complex business problems in their jobs. Business schools attempt to provide this learning through various curricular design strategies. This paper proposes the use of an undergraduate course in…