Enhancing Classroom Communication With Interactive Technology: How Faculty Can Get Started

This paper proposes that Interactive Technology can help professors enhance communication in the classroom so there is increased attention, interest, preparation, and retention of class materials by the students. Interactive Technology (also called audience response systems) involves students using individual response pads (clickers) to respond to questions asked in class by the professor. The students’ responses are captured by a receiver and with the software available, professors can get instant feedback from their students to determine how well they understand the material presented. To get started using this technology, professors can either buy a system outright or utilize one in conjunction with their textbook. After attending a few training classes and working with their Information Technology people to install it in their classroom, a professor can start working with the system to enhance their interaction with students in class. This paper describes Interactive Technology in more detail and how to get started using it

Perceptions Of Status Consumption And The Economy

This paper looks at the relationship between status consumption, economic perceptions, price consciousness, brand consciousness, and value consciousness.  Based on a convenience online sample of adults in the Southeast USA, most consumers are not motivated by status.  There was a significant negative relationship between the level of status consumption and levels of price consciousness and value consciousness. Additionally, there was a significant negative relationship between level of status consumption and the view that it is frivolous to buy status products in an economic downturn.  There was a significant positive relationship between status consumption and brand consciousness, indicating that those more motivated to consume for status are both more brand-name conscious and more likely to see a higher price as indicative of higher quality.  For managers of luxury brands in this economy, the results suggest that although the status market may be smaller, status consumers are brand conscious and not price conscious.  Consumers, however, may also feel that inexpensive products and discount stores can meet their status needs

Interactive Technology In The Classroom: An Exploratory Look At Its Use And Effectiveness

This paper proposes that Interactive Technology can help professors enhance communication, attitudes, and interest in the classroom.  This paper describes Interactive Technology, how professors can use it, and preliminary findings of its effectiveness.  These findings suggest that the use of Interactive Technology can enhance students’ attitudes.  Additionally, students surveyed, who had used Interactive Technology in a Consumer Behavior course agreed that its use made the course more interesting and attention getting, and they were satisfied with the course.  Preliminary findings, however, also suggest that Interactive Technology may not enhance attendance, course preparation, and retention.&nbsp

Suggestions For Successfully Establishing A University Selling Center

The authors describe the multiple benefits a university selling center offers to students, faculty members, administrators, and the general business community.  The seven essential steps in first establishing a university selling center are addressed:  find a champion, obtain the support of administration, find a white knight, establish a board of advisors, develop a mission, develop a facilities and technology plan, and develop the sales curriculum.  In discussing these steps, the authors present both their experiences and discuss the literature in these areas.  The authors also discuss what one should do after the selling center is established and future needs that a selling center might address

Using Classroom Response Technology To Create An Active Learning Environment In Marketing Classes

Classroom response systems (CRS), also called student/audience response systems or clickers, have been used by business instructors, particularly in larger classes, to allow instructors to ask students questions in class and have their responses immediately tabulated and reported electronically. While clickers have typically been used to measure attendance, gauge comprehension and test students, we propose that classroom response systems can also be used to effectively create an active learning environment. Specifically we detail the use of classroom response systems to utilize active learning in large classes (i.e., more than 70 students) through describing five sample CRS exercises in Marketing courses: Sequential Elimination, Why Do You Think That?, Experiential Exercises, What Would You Do?, and Forced Choice. These exercises though, could be adapted for use in other business classes

Effectively Serving The Needs Of Todays Business Student: The Product Life Cycle Approach To Class Organization

We illustrate a class organization process utilizing the concept of the Product Life Cycle to meet the needs of todays millennial student. In the Introduction stage of a business course, professors need to build structure to encourage commitment. In the Growth stage, professors need to promote the structure through multiple, brief activities that can keep the attention of business students. In the Mature stage, professors need to use the structure to stabilize engagement levels and learning rates but be willing to make adjustments to prevent apathy in the course. Finally, in the Decline stage, professors need to dismantle the structure while allowing opportunities for utilizing materials for future business courses and addressing todays millennial students need for achievement and sense of entitlement with the course grades. The value is that this paper illustrates an approach to aid professors in organizing business courses that can be utilized in a variety of courses to better serve millennial students

Important Characteristics In An MBA Program: The Perceptions Of Online MBA Students

This study examines characteristics important to online MBA students and alumni. The study looks at what characteristics are important in an online MBA Program and if the level of importance of these characteristics varies by demographic variables.  The study focuses on availability, program quality, program length, cost, and courses in the curriculum.  The results suggest that the importance of characteristics in a MBA program falls into three tiers.  The most important characteristic is availability.  The next tier of importance is quality, program length, and cost.  There is no significant difference in importance among these three characteristics, but they are all significantly lower in importance than availability.  The final characteristic is courses as this is rated significantly lower than the other characteristics in terms of importance.  The research also examined if there were differences in importance characteristics by gender, age, years’ work experience and income and found while the basic order rankings were very similar across the different demographic variables, there were a few differences among demographic groups.  Women rated as quality, length, and courses at a higher level of importance than men did.  Finally, those with more years work experience rated availability at a significantly higher level of importance than those with fewer years work experience

The Short-Term Impact Of Super Bowl Advertising On Stock Prices: An Exploratory Event Study

Advertisers are under pressure to demonstrate the financial effectiveness of their advertising.  Event study methodology utilizing measurement and comparison of stock prices may be one way to address this concern.  In this study, our results suggest that while advertising in the Super Bowl does not have a significant positive impact on a firm’s stock price the day after the Super Bowl, when considering windows from two to four days before and after there is a significant positive stock price effect.  Additionally, we found the current method advertisers use to judge the effectiveness of Super Bowl advertising (i.e. likeability with the USA Today poll and Advertising Age poll) had no significant relationship with financial effectiveness as measured by stock price.  This suggests that the methods marketers use to judge Super Bowl advertising effectiveness may not be good measures of success in financial terms.  Finally, our results suggest that if a firm does choose to advertise in the Super Bowl, they may want to pick the second quarter for their ad and that they need to maximize pre-Super Bowl publicity due to the impact on stock price before the Super Bowl

Program of UM Pharmacy School becomes more patient-oriented

Published in the Association of Marketing Theory and Practice Proceeding