... on consumer-based brand equity and continued usage intentions. The study also examines the moderating role of education. Design/methodology/approach The study utilized consumer-based brand equity (CBBE) and stimulus organism response (SOR) theories to develop a conceptual model. SMM activities were used...

...Issue edited by Assistant Editor Michael Harker; Ross Brennan Purpose The purpose of this paper is to develop a framework that can be used by marketing educators to evaluate the appropriateness of case studies for inclusion in a course. Design/methodology/approach This viewpoint paper...

.... Every institution calling itself a “business school” should therefore prefer the DBA as the route to establishment/tenure and promotion. Research limitations/implications A personal opinion, but based on broad and deep experience of marketing education. Practical implications The hegemony...

... of three stakeholder groups on a vital aspect of marketing education. These studies highlight a general concern that marketing and other business graduates should have good oral and written communication skills. Analytical and problem‐solving skills were also mentioned in several studies (John...

...Inés Küster; Natalia Vila Purpose To compare marketing education methods in Europe and North America, and analyse the opinions about effectiveness underpinning educators' choices among available options. Design/methodology/approach E‐mail questionnaires distributed to a sampling frame...

... graduates and marketing practitioners. Findings This research suggests that six important skill weaknesses – decision making, leadership, problem formulation, persuasion, creativity, and negotiation – need to be developed among future marketers and that a marketing education framework should be based...

...Val Cox; Lindsay Stringfellow; Sean Ennis; Ross Brennan; Michael John Harker Purpose The aim of this paper is to review the debate on the purpose, focus and necessity of UK undergraduate marketing education. Design/methodology/approach Assumptions in this debate are challenged...

... in the American market. While it would be unlikely for the band and its record label to be this fortunate in having such a wide‐ranging advisory think‐tank, it was felt to be more educationally valuable to expose the students to such an extensive array of roles and perspectives. Importantly, this is not done well...

... students, such as executives. Practical implications The specific classroom techniques have been refined over a number of years and offer ideas that are immediately applicable to marketing faculty. Originality/value The educational approach presented here derives from a firm grounding in both...

... in marketing education is first examined along with current challenges for increasing curricular relevancy. Alternative approaches for pedagogically satisfying marketing academicians and, at the same time, meeting practitioner needs is explored. Findings Developing a course in data mining is presented...

... to the discipline’s posture of eminent domain at century’s end. I offer some suggestions for the shape that such a revitalization might take. © MCB UP Limited 2000 Ethics Futurology Consumerism Ecology Education Post‐modernism A lot of people, young and otherwise – but especially those from, say...

... in the management literature, discusses the problems and considers the possibilities of integrating critical reflection into the marketing curriculum. © MCB UP Limited 1999 Marketing research Education Marketing theory As marketing teachers with a commitment to critical marketing studies, we...

... knowledge and awareness of environmental issues, and their selection and use of information about environmentally friendly products through primary school education. Firstly, an understanding of environmental education as a primary source of information was gained through a questionnaire survey mailed...

... for more education and initiative from both the government and businessmen to induce people to channel their attitudes into actions. Table I shows the mean values of the concern scale (evaluation) and the purchase‐intention scale (pre‐purchase consideration). Of the range of products investigated...

...Elaine M. O′Brien; Kenneth R. Deans Presents the viewpoints of both students of marketing and employers of these students, in an attempt to ascertain if we, as educators, are satisfying the needs of both sets of customers, namely the students studying for a sound practical business degree...

... in future years. It will be no mean task! David Bennison is based at the Department of Retail Marketing, Manchester Polytechnic, UK. © MCB UP Limited 1991 Marketing Retailing Education ...

...Trevor Watkins The development of marketing, both in theory and practice can now be seen in a number of educational developments. The article reviews the introduction of a marketing syllabus and the launch of the Chartered Institute of Marketing′s Marketing Financial Services syllabus within...

... and the author would welcome commentary and interaction from the academic and business community. © MCB UP Limited 1991 Education Marketing communications Public relations DEVELOPING USE OF PR IN A FRAGMENTED DEMASSIFIED MARKET 29 A discussion of the growth of PR activity in the UK. Developing...

...Brian Euesden; Colin Gough; Jean Whittaker The Education Reform Act and, in particular, the Local Management of Schools will demand different skills, understanding and differing roles of senior management in educational establishments. This text draws on written assignments and experience...