What do they think when we stack them in? A comparative analysis of student perceptions relating to large and small marketing subjects

University education is in a period of flux with emphasis being focused on quality education, competition for students both local and international as well as changes in governmental financial support and direction. It is with this scenario as a backdrop, that universities in an endeavour to obtain economies of scale offer subjects with large student enrolments. This study investigates marketing students&rsquo; perception of and participation in marketing subjects relating to teaching quality, staff availability and support, and individual student involvement in marketing education with large enrolments compared to subjects with small enrolments. This research builds on the investigations of effects of class size by Cuseo (2004) and Binney et al (2004). The study used a multi-method approach. Data from a sample of 621 students was analysed using Factor analysis, MANOVA and ANOVA. Students indicated that there was little difference in the quality of learning obtained in small or large classes. Of interest from a marketing perspective, however, is the perception by students that they are more likely to obtain practical assistance and support from tutors in smaller classes. Student perceptions generally show no major differences between large and small classes in relation to subject selection, ability to learn and lecture&nbsp; attendance. Students expressed a preference for the opportunity to choose from a number of lecture streams available in subjects with large enrolments. Of interest, however is the student belief that they are less likely to actively participate in large lectures than in small lecture environments.<br /

Is a social marketing framework the key to promoting volunteer participation?

This paper explores the suitability of a conceptual social marketing model, the MOA (motivation, opportunity and ability) framework (Rothschild, 1999), to volunteering to determine whether it has the potential to promote volunteering with its associated socially desirable benefits. In doing so, the individual components of the model are discussed from a social marketing perspective and communalities in the volunteering research highlighted. This discussion culminates in the presentation of an adapted MOA framework, the practical implications of which for volunteer involving organisations are briefly discussed and an agenda for future research proposed.<br /

I have to want to do it : gaining \u27voluntary\u27 compliance with fear, guilt, and shame appeals in social marketing campaigns

This paper presents results from a qualitative study of income support recipients with regard to how they feel about advertising which overtly appeals to their sense of fear, guilt and shame. The motivation of the study was to provide formative research for a social marketing campaign designed to increase compliance with income reporting requirements. This study shows that negative appeals with this group of people are more likely to invoke self-protection and inaction rather than an active response such as volunteering to comply. Social marketers need to consider the use fear, guilt and shame to gain voluntary compliance as the study suggests that there has been an overuse of these negative appeals. While more formative research is required, the future research direction aim would be to develop an instrument to measure the impact of shame on prosocial decision-making; particularly in the context of social networks rather than the wider society.<br /

Social responsibility and credit availability

There has been a widespread increase in the use of consumer credit and therefore consumer indebtedness. Some of this increase has been within that segment of the population least able to afford debt of any kind &ndash; welfare recipients. This qualitative study demonstrates some interesting attitudes to debt, as well as differences in peoples&rsquo; perceptions of acceptable debt and their debt-management strategies. This study suggests that action is required by those responsible for the marketing of credit to this vulnerable group and government policymakers to provide a socially responsible approach to manage this societal concern.<br /

Is it green marketing, greenwash or hogwash? We need to know if we want to change things

This paper explores the issue of sustainable marketing practices; more explicitly: whether or not marketers will trade off profitability for the environment. To examine this notion, a question was asked of certified practicing marketers (CPM) during a webinar on hot topics in marketing. Results show that the long term environment is still at risk as marketers are unwilling to trade off profits for sustainable practice. This implies that social marketing activities may require more intense efforts to redress this situation. These activities may need to include upstream social marketing that will require underpinning research for strategic direction.<br /

Towards an understanding of residents\u27 pro-environmental behaviour

The aim of this research was to provide a clearer understanding of how personal domain factors relate to pro-environmental behaviour. This exploratory study used the New Ecological Paradigm (NEP) scale (Dunlap et aI., 2000) and Stern\u27s value orientation scale (Stern et aI., 1995) to gauge values and attitudes and how they relate to the adoption of a range of sustainable household products and practices of Australian householders. The research confirms that holding a pro-environmental attitude as measured by the NEP score does not relate to adoption of sustainable behaviours. However, egoistic values can be related to the uptake of some high cost pro-environmental products. Further research should seek to provide a deeper understanding of the contextual reasons for adoption or non-adoption of specific proenvironmental behaviours.<br /

The MOA framework and behavioural response

This paper discusses the application of a conceptual social marketing model, the MOA (motivation, opportunity and ability) framework, in the context of an environmental management case study relating to land management. The main objectives involved examination of the relationships between the MOA constructs and the relationships between these constructs and socially desirable behaviour. Structural Equation Modelling was chosen to examine the relationships in data collected from a telephone survey. The results from the analysis of the data revealed that the relationships between the MOA components could be used to explain changes in durable socially desirable behaviour. In particular, intrinsic motivation is more likely than extrinsic motivation to produce a durable socially desirable behaviour change.<br /

Disastrous events and destination image

Many disastrous events worldwide have impacted on the image of tourist destinations. The subsequent downturn in tourism numbers and tourism spending has been directly blamed on those events. Arrival numbers and hotel occupancy rates have shown an immediate downturn following disastrous events in recent years. A comprehensive crisis management plan should incorporate guidelines to manage the return to the pre-disaster stage and re-positioning of the destination to re-establish its image.The destination image models discussed in the literature, to date, have not included crisis management as one of the important considerations for a destination. This paper advocates changes to tourism destination image models that recognise the importance of crisis management and its subsequent impact on destination image. Tourism industry planners and marketers need to have access to reliable theoretical frameworks that incorporate all aspects of destination image to guide strategy formulation. The suggested improved model incorporating crisis management status - the preparedness for and the ability to deal with a disaster at any level - is more likely to provide this opportunity.<br /

Knowledge enhancement in the change process : social marketing and attitude change leading to improved environmental behaviour

The complexity of relationships between social change and natural resource management has generated interest in the identification of indicators that might provide more streamlined means of monitoring and planning control programmes. This case study highlights the marketing paradigms of benchmarking and social marketing in a not-for-profit governmental environment. Publicly funded programs that require individual and community participation need to be marketed with a view to optimising involvement and commitment of the various stakeholders. A mail survey with a representative sample of 608 respondents was conducted to evaluate the effectiveness of a social marketing program. This study highlights the use of social marketing in a program to overcome an environmental issue by a governmental agency. Changing attitudes and beliefs takes time and often the target audience may not even know they have a problem that needs fixing. This process influences the focus of the social marketing effort which might be organised into three phases: &bull; Raise awareness and knowledge.&nbsp;&nbsp; &bull;Change attitudes.&nbsp; &bull; Encourage action. The research conducted in this study illustrates how the various stages in the social marketing process were achieved through knowledge enhancement in an environmental management case study.<br /

Towards the confirmation of the MOA model : an applied approach

The aim of this paper is to develop a grounded understanding of the role that the MOA constructs play in influencing environmentally responsible&nbsp; behaviour. Data collected is used to qualitatively confirm the MOA Model (Rothschild, 1999) in an environmental management application and provide a basis to inform the development of a comprehensive quantitative causal investigation. This study will seek to determine the specific contributions of each MOA factor in the study context. The case study chosen for this investigation is representative of other social marketing applications for the MOA framework. The case study concerns the behaviour of agrarian land managers with respect to the rabbit pest problem affecting rural Australia. The paper concludes by confirming the appropriateness of the constructs within the MOA Model.<br /