Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective

Description:

This article discusses marketing accountability using spreadsheets. Extant literature suggests that a key problem with marketing is a lack of financial accountability, and a possible way of improving the situation is to use spreadsheets to inculcate marketing accountability among future marketing executives. This study attempts to enhance our understanding of how to impart spreadsheet skills and encourage an accountability mindset among undergraduate marketing students by focusing on a course called Marketing and Money. Assessment data indicate that the course, which captures the spirit of the behavioral model of learning, does in fact enhance students' spreadsheet skills in a consistent manner. In addition, the analysis suggests that in order to increase students' self efficacy, instructors ought to try to make the course perceptually more useful rather than try to reduce its difficulty.
Creator(s):
Creation Date: 2010  
Partner(s):
UNT College of Business
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UNT Scholarly Works
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Creator (Author):
Ganesh, Gopala

University of North Texas

Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective
Creator (Author):
Paswan, Audhesh K.

University of North Texas
Publisher Info:
Publisher Name: Elsevier
Place of Publication: [Amsterdam, Netherlands]
Original Creation Date: 2010  
Description:

This article discusses marketing accountability using spreadsheets. Extant literature suggests that a key problem with marketing is a lack of financial accountability, and a possible way of improving the situation is to use spreadsheets to inculcate marketing accountability among future marketing executives. This study attempts to enhance our understanding of how to impart spreadsheet skills and encourage an accountability mindset among undergraduate marketing students by focusing on a course called Marketing and Money. Assessment data indicate that the course, which captures the spirit of the behavioral model of learning, does in fact enhance students' spreadsheet skills in a consistent manner. In addition, the analysis suggests that in order to increase students' self efficacy, instructors ought to try to make the course perceptually more useful rather than try to reduce its difficulty.
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Note:

This is the post-print version of an article. Reprinted from the Journal of Business Research, 2010, 63:2, pp. 182-190, with permission from Elsevier. The final definitive version is available here: http://dx.doi.org/10.1016/j.jbusres.2009.02.019
Physical Description:

9 p.
Language(s):
Subject(s):
Keyword(s): marketing | education | Spreadsheets | software | financial | accountability
Source: Journal of Business Research, 2010, Amsterdam: Elsevier, pp. 182-190
Partner:
UNT College of Business
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Collection:
UNT Scholarly Works
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Identifier:
  • ARK: ark:/67531/metadc38889
Resource Type: Article
Format: Text
Rights:
Access: Public
Citation:
Publication Title: Journal of Business Research
Volume: 63
Issue: 2
Page Start: 182
Page End: 190
Peer Reviewed: Yes