Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective Metadata

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Title

  • Main Title Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective

Creator

  • Author: Ganesh, Gopala
    Creator Type: Personal
    Creator Info: University of North Texas
  • Author: Paswan, Audhesh K.
    Creator Type: Personal
    Creator Info: University of North Texas

Publisher

  • Name: Elsevier Science Ltd.
    Place of Publication: [New York, New York]

Date

  • Creation: 2010-02

Language

  • English

Description

  • Content Description: Article discussing an exploratory perspective on teaching basic marketing accountability using spreadsheets.
  • Physical Description: 9 p.

Subject

  • Keyword: marketing education
  • Keyword: spreadsheet software
  • Keyword: financial accountability

Source

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

Citation

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

Collection

  • Name: UNT Scholarly Works
    Code: UNTSW

Institution

  • Name: UNT College of Business
    Code: UNTCOB

Rights

  • Rights Access: public

Resource Type

  • Article

Format

  • Text

Identifier

  • DOI: 10.1016/j.jbusres.2009.02.019
  • Archival Resource Key: ark:/67531/metadc38889

Degree

  • Academic Department: Marketing and Logistics

Note

  • Display 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
  • Display 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.