Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective Metadata
Metadata describes a digital item, providing (if known) such information as creator, publisher, contents, size, relationship to other resources, and more. Metadata may also contain "preservation" components that help us to maintain the integrity of digital files over time.
- Main Title Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective
Author: Ganesh, GopalaCreator Type: PersonalCreator Info: University of North Texas
Author: Paswan, Audhesh K.Creator Type: PersonalCreator Info: University of North Texas
Name: Elsevier Science Ltd.Place of Publication: [New York, New York]
- Creation: 2010-02
- Content Description: Article discussing an exploratory perspective on teaching basic marketing accountability using spreadsheets.
- Physical Description: 9 p.
- Keyword: marketing education
- Keyword: spreadsheet software
- Keyword: financial accountability
- Journal: Journal of Business Research, 2010, New York: Elsevier Science Ltd., pp. 182-190
- Publication Title: Journal of Business Research
- Volume: 63
- Issue: 2
- Page Start: 182
- Page End: 190
- Peer Reviewed: True
Name: UNT Scholarly WorksCode: UNTSW
Name: UNT College of BusinessCode: UNTCOB
- Rights Access: public
- DOI: 10.1016/j.jbusres.2009.02.019
- Archival Resource Key: ark:/67531/metadc38889
- Academic Department: Marketing and Logistics
- 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.