Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective

Description:

Article discussing an exploratory perspective on teaching basic marketing accountability using spreadsheets.

Creator(s):
Creation Date: February 2010
Partner(s):
UNT College of Business
Collection(s):
UNT Scholarly Works
Usage:
Total Uses: 293
Past 30 days: 7
Yesterday: 1
Creator (Author):
Ganesh, Gopala

University of North Texas

Creator (Author):
Paswan, Audhesh K.

University of North Texas

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

Article discussing an exploratory perspective on teaching basic marketing accountability using spreadsheets.

Degree:
Note:

This is the accepted manuscript version of the article. Reprinted with permission from Elsevier Science Ltd., all rights reserved. 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 | spreadsheet software | financial accountability
Source: Journal of Business Research, 2010, Amsterdam: Elsevier Science Ltd., pp. 182-190
Partner:
UNT College of Business
Collection:
UNT Scholarly Works
Identifier:
  • DOI: 10.1016/j.jbusres.2009.02.019
  • 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