Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective

Description:

This article discusses marketing accountability using spreadsheets.

Creator(s):
Creation Date: 2010  
Partner(s):
UNT College of Business
Collection(s):
UNT Scholarly Works
Usage:
Total Uses: 234
Past 30 days: 17
Yesterday: 1
Creator (Author):
Ganesh, Gopala

University of North Texas

Creator (Author):
Paswan, Audhesh K.

University of North Texas

Publisher Info:
Publisher Name: Elsevier
Place of Publication: [Amsterdam, Netherlands]
Date(s):
  • Creation: 2010
Description:

This article discusses marketing accountability using spreadsheets.

Degree:
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

Note:

Abstract: 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.

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
Collection:
UNT Scholarly Works
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