Carol Scovotti

Curriculum Currency: Integrating Direct and Interactive Marketing Content in Introductory Marketing Courses

This study investigates the extent to which educators address direct and interactive marketing concepts in undergraduate introductory marketing courses. As practitioners seek more accountability from their marketing efforts, so too must academia respond with more relevant content. Results from textbook content analysis suggest that direct and interactive marketing content coverage has grown significantly over the past decade, but survey results from marketing faculty indicate coverage in the classroom lags. This study establishes a baseline of the related topic coverage in introductory marketing courses and suggests a variety of teaching resources to integrate direct and interactive marketing content to improve curricular currency without trying to add more to an already “saturated sponge.”

The Role the Collegiate American Marketing Association Plays in Professional and Entrepreneurial Skill Development

Professional student organizations offer members a wide range of learning opportunities for applied marketing experiences. Little research exists in the marketing education literature on the role student organizations play in preparing their members for life beyond school. Understanding what students seek as members of such organizations and how satisfied they are with their experiences is not only important for continued chapter development but also useful for faculty not directly involved with such organizations but impacted by their activities. A model, developed and tested through a large-scale study of American Marketing Association collegiate members, suggests four experiential dimensions affect member satisfaction and professional development—strategic and tactical activities, interpersonal and networking skills, entrepreneurial and venture experience, and applied learning through contacts with professionals. Recommendations for improving American Marketing Association chapters are presented.

Enhancing entrepreneurial marketing education: the student perspective

Purpose – This paper aims to report the findings of a large‐scale multinational study of students in a marketing organization that investigates the need to expand entrepreneurship education in the marketing curriculum. Key questions include what is the entrepreneurial mindset of students interested in marketing, what do they think they need to know, should they some day decide to pursue entrepreneurial opportunities, and how satisfied are they with their current exposure to entrepreneurial marketing experiences?Design/methodology/approach – Via e‐mail, a major international collegiate marketing association headquartered in the USA sent the online questionnaire to a random sample of 4,300 students. Content areas included entrepreneurial mindset, desired entrepreneurial marketing learning and experiential activities, and demographics. A total of 605 students participated in the study.Findings – The findings show that there is a large segment of marketing students who desire to be an entrepreneur and feel st...

Relationship marketing and disadvantaged health care segments: using internal marketing to improve the vocational rehabilitation process.

Abstract The purpose of vocational rehabilitation (VR) is to provide disabled individuals with the training and support services needed to assimilate into the workforce. This study incorporates concepts developed in the relationship marketing and internal marketing literature to determine the factors that influence overall satisfaction of vocational training services. Results underscore the importance of social and structural bonds that develop among the multiple stakeholders involved in the VR process. Satisfaction is also influenced by the design and equipment used in the facilities and the efficiency of initiating VR services. A highly reliable instrument to measure VR participant satisfaction is presented.

Participant satisfaction with the vocational rehabilitation process: a micro perspective of relationship dimensions.

Abstract This article is the last in a series of two that examines participant satisfaction with the vocational rehabilitation (VR) process. Disabled individuals face formidable challenges when entering the workforce. The VR process involves a complex series of interactions and relationships among participants, counselors, training professionals, ancillary service providers, and employers to help participants prepare for and find employment. In the first article, we identified six relationship dimensions that influence overall satisfaction with vocational training services and presented a highly reliable survey instrument. In part two, we look at the items within each dimension and identify those with the greatest impact on participant satisfaction. The findings show that the level of caring or concern demonstrated by the counselor, an element of the interpersonal social bond dimension, has the greatest affect on participant satisfaction with the entire VR process.

From Web 2.0 to Web 3.0: Implications for Advertising Courses

The proliferation of advertising applications facilitated by Web 2.0 technology has changed the way organizations interact with customers. Sites like YouTube and Facebook have caused firms to modify advertising models to take into consideration the value of social media and user-generated content. However, with such content come critical issues about information accuracy, source credibility, and amateurish presentation. Web 3.0 combines human and artificial intelligence to make information richer, more relevant, accessible and timely. This paper describes applications made possible because of the generational changes of the Web and offers educators course content suggestions and experiential learning opportunities for their curriculum.

Cross-Border Student Collaborations: Opportunities for Videoconferencing

Globalization has prompted businesses to adopt burgeoning technologies that support the efforts of distributed teams. This project unites students from geographically dispersed masters-level programs on two continents. Using videoconferencing, virtual workspace, telephone, and e-mail, MBA students at a U.S. university teamed with students from Germany to prepare reports on behalf of the International Trade Centre. In addition to mastery of course content, students on both sides of the Atlantic experienced and conquered cultural, language, and logistical complexities associated with cross-border collaboration. The use of videoconferencing promoted stronger relationships among distributed team members and increased student satisfaction with the cross-border assignment.

Understanding the Antecedents to Recruiting Foster Care and Adoptive Parents: A Comparison of White and African-American Families

ABSTRACT In response to the “chronic shortage” of caregiving families, social marketing campaigns recruiting parents for foster care and special needs adoption are becoming increasingly important for child welfare agencies. This study attempts to fill the void in the understanding of the antecedents that impact the decision to enroll in programs designed to help children in need. The findings from a large-scale study show that knowledge of the process and select motives positively impact involvement likelihood. In contrast, psychological barriers, concern about the enrolment process, negative perceptions of children in need, and fear are detriments to consideration likelihood. African-American families were found to be more receptive and had fewer psychological concerns surrounding the decision process.

Experiences with Flipping the Marketing Capstone Course

This article reviews the experiences of a flipped classroom approach in a marketing capstone course. Students completed readings, watched lecture videos, took a quiz, and submitted a short assignment for 10 course modules. While a few minutes were devoted to clarifying confusion from lecture topics, class time was used for experiential-learning activities. Learning was assessed using a pre-/postquiz of basic concepts and feedback from outside reviewers of team presentations. Preliminary results suggest that student learning improved using the flipped approach. However, students have strong, diverse opinions about its value and need training to excel in the flipped environment.

Predicting Donations from a Cohort Group of Donors to Charities: A Direct Marketing Case Study

Charity fundraising organizers increasingly attempt to predict the donations to their causes to maximize the effectiveness of their expenditures and achieve their “social good†objectives. Much of the scholarly work in cause-related fundraising uses organization-specific demographic, geographic, psychographic and behavioral information about its donors to forecast donation amounts. Instead of distinguishing the potential donors, this study focuses on the prediction of the donations from existing donors. Specifically, a large dataset containing four years worth of transactional, appeals, source, and donor data related to a leading U.S. charitable organization was made available to the authors by the Direct Marketing Educational Foundation. The current paper contributes to the literature on donor lifetime value by documenting, in the context of a case study, the results of seven models for predicting future contributions using historic data over four years related to the cohort group of acquired donors.