Nancy T. Frontczak

A Paradigm for the Selection, Use and Development of Experiential Learning Activities in Marketing Education

Given the importance of experiential learning in marketing education, this article explores the extensive theoretical background literature of experiential education. Following a discussion of the meaning, characteristics and processes of experiential learning, and a comparison of traditional to experiential learning, a paradigm is suggested for the selection, use and development of experiential learning activities in marketing education. Kolb’s model of experiential learning is used as a theoretical foundation for the approach. This paradigm will assist marketing educators in the selection of experiential exercises which allow students to complete the entire learning process.

How Acquaintanceship and Analyst Can Influence Focus Group Results

Abstract Little empirical work has investigated the influence of acquaintanceship among the members of a focus group on the output of that group. None has examined the influence of analyst identity on group output, occurring in the scoring of a transcript of the groups conversations. This research investigates these two effects and their interaction on idea quantity and idea quality. Findings show small interaction and acquaintanceship effects but moderate to large analyst identity effects. Findings have important implications for basic and applied research using focus groups.

Matchmaking in Marketing Class: Using Fisher's Personality Profiling to Form Student Teams.

Each term, instructors are dealt a hand when presented with a surprise buffet of personalities from which to form teams. We need to make the best of it. While the benefits of team projects in marketing classes are well documented, they are not without pitfalls. A primary issue with student teams relates to the method of team formation, which often leads to many problems within student groups. We suggest a simple and innovative application of personality profiling to assist in forming student teams. Results comparing student teams formed using this technique with teams formed without using this technique look promising.

The Use of Journaling As a Learning Technique In Consumer Behavior Education

This study empirically analyzed Kolbs experiential learning process through the technique of journaling. Undergraduate students enrolled in consumer behavior were asked to respond to four areas of inquiry for a purchase experience according to Kolbs model. Results indicate that the technique of journaling is an effective method of learning for consumer behavior students. This new experiential learning technique may also be useful for other marketing courses.

The Advertising Agency Audit

This paper proposes a framework for advertising agencies to use in an examination of their business. The Advertising Agency Audit was developed to provide (a) a framework for comprehensive analysis of an agencys strengths and weaknesses, and (b) a diagnostic tool for evaluation an agencys effectiveness. The audit consists of a series of questions which become the focus of an independent analysis conducted by a designated auditor. A written assessment of the agency and plan for improvement is the result of a completed audit. The Advertising Agency Audit is offered as an application of a useful marketing evaluation and control mechanism for advertising agencies.

The use and Effectiveness of E-Mail as a Method of Communication in Marketing Education

This paper describes an empirical study which analyzes the use and effectiveness of e-mail as a method of communication between professor and student in marketing education. A survey on e-mail usage and perceptions was administered to 125 marketing students. Findingsindicate fairlyhighstudentuseof e-mail, yet low levels of usage of e-mail as a medium to communicate with college educators. Given the potential benefits of this new form of written communication, further study into both marketing educators’ and students’ perceptions is recommended.

Student Evaluation of the Experiential Learning Technique of Journaling for Marketing Education

This paper describes an empirical study which analyzes journaling as an experiential learning technique for marketing education. The journal assignment given to students in a consumer behavior course uses Kolb’s learning process which allows a student to experience all stages of learning. Based on student evaluations of this technique, results indicate an extremely favorable student attitude toward journaling.

The Use of Student Feedback Sessions to Enhance Experiential Learning for Journal Assignments

This paper describes a new experiential learning technique called Student Feedback Sessions, which are used in conjunction with a journal writing assignment in a consumer behavior course. The journal assignment allows students to experience all phases of learning according to Kolb. Following the journal writing pairs of students engage in Student Feedback Sessions which allow an individual assignment to become more nteractive and experiential in nature. A sample of undergraduate students completed the assignment. Student evaluations of the new learning technique indicate a very favorable response to this learning experience

Designing Retail Shopping Experiences: An Application of Experiential Learning Theory

This paper describes a framework retailers can use to design an in-store, interactive, experience-based customer environment. The framework, based on Kolb’s experiential learning model, includes a series of questions a retailer can ask when designing a successful and memorable shopping experience.

The Use of Benchmarking as an Integral Part of TQM in Marketing Departments

Marketing departments, like most major U.S. corporations, are going through a significant time period of analysis, change, and reorganization. As Bruce Stern commented, “the winds of change” are occurring in both American business and business education (1992a). Business schools and marketing departments are talking more about the meaning of “quality education.” The new Dean at the University of Illinois College of Commerce, Howard Thomas, discussed his goals with alumni. The first priority he mentioned was to “emphasize quality.” With this desire to improve, many schools are realizing the need to measure their current quality level and effectiveness.