Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective

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

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9 p.

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Ganesh, Gopala & Paswan, Audhesh K. February 2010.

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This article is part of the collection entitled: UNT Scholarly Works and was provided by UNT College of Business to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 593 times , with 6 in the last month . More information about this article can be viewed below.

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UNT College of Business

One of the largest business schools in the nation, the UNT College of Business strives to prepare tomorrow's business leaders in an intellectually stimulating and collegial community through high-quality teaching, research, and service. The college offers degree programs at the bachelor's, master's, and doctoral levels, along with certificate programs in a variety of disciplines.

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

Physical Description

9 p.

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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

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.

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  • Journal of Business Research, 2010, New York: Elsevier Science Ltd., pp. 182-190

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  • Publication Title: Journal of Business Research
  • Volume: 63
  • Issue: 2
  • Page Start: 182
  • Page End: 190
  • Peer Reviewed: Yes

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UNT Scholarly Works

The Scholarly Works Collection is home to materials from the University of North Texas community's research, creative, and scholarly activities and serves as UNT's Open Access Repository. It brings together articles, papers, artwork, music, research data, reports, presentations, and other scholarly and creative products representing the expertise in our university community. Access to some items in this collection may be restricted.

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  • February 2010

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  • July 13, 2011, 11:32 a.m.

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  • April 1, 2015, 1:17 p.m.

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Ganesh, Gopala & Paswan, Audhesh K. Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective, article, February 2010; [New York, New York]. (digital.library.unt.edu/ark:/67531/metadc38889/: accessed April 30, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT College of Business.