Teaching marketing to non-marketing majors: tools to enhance their engagement and academic performance
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Notice bibliographique
Résumé
Purpose While there has been a significant amount of work involving marketing education, it is unclear how faculty members can increase the engagement and achievement of non-subject specialists. Accordingly, guided by Bloom's Taxonomy, this current study examines the ways that academics can teach marketing to non-marketing undergraduate majors, with a focus on enhancing their engagement and academic performance. Design/methodology/approach Survey responses (and related archival information) were collected from 181 non-marketing majors in the United Kingdom (studying marketing modules as part of their undergraduate degrees). Such data passed a series of key robustness checks. The hypothesized and control paths were tested via covariance-based structural equation modeling. In addition, 20 semi-structured interviews were used to explore the underlying issues behind the statistical results. Findings Two variables were positive drivers of engaging non-marketing students, namely, discussion-oriented interactions and relating marketing to non-marketing subjects. However, integrating theory with practice produced a negative, but non-significant relationship with engaging non-marketing students. In turn, engaging non-marketing students yielded a positive and significant association with academic performance. The follow-up interviews suggested that to best-engage non-marketing majors, educators should consider hosting guest speakers (e.g. owner-managers) to demonstrate how their university-level studies are applicable to “real-world” subject contexts, like sports management and engineering when they graduate. Originality/value This current article strengthens the extant literature by identifying some actionable tools that can be employed to enhance the engagement and academic performance of non-subject specialists. This is important, since faculty members are under increased pressure to become effective teachers and facilitate student satisfaction (alongside their other duties, including research and administration). Hence, this paper assists such individuals to cope with the rapidly changing landscape of the higher education sector. In fact, Bloom's Taxonomy was a relevant pedagogical theory for unpacking how educators can teach marketing to non-marketing majors.
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Prédiction distillée sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Apprise à partir de 10 348 étiquettes directes de Codex et de 10 348 étiquettes directes de Gemma. Le mode candidate est l'union des têtes enseignantes seuillées; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont ni des étiquettes humaines ni des étiquettes directes de modèles de pointe.
Scores Codex et Gemma par catégorie
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,008 | 0,004 |
| Méta-épidémiologie (sens strict) | 0,000 | 0,000 |
| Méta-épidémiologie (sens large) | 0,000 | 0,000 |
| Bibliométrie | 0,000 | 0,001 |
| Études des sciences et des technologies | 0,001 | 0,000 |
| Communication savante | 0,001 | 0,001 |
| Science ouverte | 0,000 | 0,000 |
| Intégrité de la recherche | 0,000 | 0,000 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,000 | 0,000 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découle