Brian A. Vander Schee

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Indiana University Bloomington | IUB · Kelley School of Business

Marketing is rapidly adapting artificial intelligence with success; however, marketing education is lagging in its utilization and coordination, showing limited success in its deployment. Often educators are trying to learn new technologies without knowing adjoining systems and capabilities available. This paper provides a conceptual framework to c...

Students are hesitant to engage in marketing analytics because they are concerned about their ability to master the material and the potential embarrassment of looking incompetent in front of their peers (Peltier et al., 2021). These math anxiety fears often manifest as students not even trying and simply avoiding any concepts related to math or qu...

Purpose of the Study: Many functions in marketing analytics are premised on database management skills. New graduates are increasingly expected to possess these skills. However, students often shy away from database management because they lack confidence with what they perceive as math-based learning in isolation. However, they can develop self-co...

Online instruction has helped colleges and universities to adjust to budget constraints, limited resources, and student preferences. One way for instructors to adapt to these new expectations is to gain efficiency in larger classes by using team-based assignments and peer grading. Although online peer grading has been used for some time, concerns w...

The cross-disciplinary approach in this study engaged students in a variety of business majors using technology-based training with Salesforce Trailhead. The results provide evidence that FSB was perceived as an effective learning experi- ence, built self-confidence, and enhanced career preparedness. This study builds on prior research showing that...

This study assesses fostering an authentic disposition of an instructor activity involving self-disclosure called This Is Me Exercise (TIME) as part of positive social change. Establishing authenticity is drawn from the pedagogy of vulnerability and self-determination theories. These theoretical foundations highlight four characteristics contributi...

Purpose of the Study: This study describes an instructor activity involving self-disclosure called This Is Me Exercise (TIME) and assesses its effectiveness in fostering an authentic disposition. Method/Design and Sample: The TIME was conducted at three public regional universities to test its effectiveness. At one institution, the exercise was uti...

Applying the pedagogy of vulnerability and self-expansion theory, the exercise known as the Know Me Activity (KMA) enhances self-expansion by encouraging connections between students and the instructor. The pedagogy of vulnerability is premised on risking self-disclosure as an act of courage. Self-expansion theory is grounded in personal relationsh...

Establishing a personal brand is an essential component for career readiness and professional success. Marketing students often do not have formal instruction in personal branding. Grounded in self-expansion, the Self Discovery Activity engages students in self-reflection and self-assessment, building a foundation for developing a personal brand. T...

Grounded in self-expansion theory, the Senior Business Consultant Project addresses the gap between career competencies possessed by business graduates and those expected by employers. The project took place in a virtual environment to mirror future business settings. Fourth-year consulting students worked in teams of two to provide guidance to fir...

Purpose of the Study: This study ascertains how marketing doctoral students perceive attending annual academic conferences offered by marketing professional organizations. Method, Design, and Sample: A survey was made available via an AMA ELMAR post announcing its availability in May 2021. The number of doctoral students who completed the survey wa...

This study developed a new construct in social media marketing, namely, brand-specific social media brand attachment. The authors build on brand and social media attachment to investigate the antecedent motivational factors of social media information sharing that lead to eWOM. The analysis of a cross-sectional survey found a complex relationship a...

As industry and education transition to online modes of operation, students can expect to take greater ownership of their learning. Marketing and finance educators may utilize technology-based training to foster student motivation and independent learning. Digital badging is one such cross-disciplinary approach where students progress through learn...

Why is it so difficult to get people to take action when presented with solid facts, logical rationale, and an impressive delivery? Berger notes in the Introduction of The Catalyst as with inertia in the physical world, things that are stationary are hard to move. The same is true in the social world. People tend to do (or not do) what they have al...

Grounded in self-expansion theory, the Enneagram Self-Assessment (ESA) engages students in self-discovery and self-reflection, building a foundation for developing a personal brand. A pilot took place in an online five-week course. Students recommended the ESA, while survey analysis provided evidence for self-expansion activity characteristics and...

Based on the concepts developed by Hansen et al. (2020), we define marketing academic conferences as consecutive multi-day events planned in advance with attendees from various institutions of higher education to exchange research findings or pedagogically-based marketing scholarship. Research is needed to better understand the impact of academic c...

Marketing programs rely heavily on team projects to foster team performance, however hiring managers continue to note deficiencies in marketing graduates. At the same time, global health concerns accelerate the transition to remote work settings. This exploratory study extends Belbins work on team roles using a novel psychometric assessment of disc...

The global health crisis changed how people live forcing isolation and a quick transition to virtual learning. Online instruction will persist as instructors adjust to budget constraints, limited resources, and student preferences. One way for instructors to adapt to new expectations is to gain efficiency in larger classes by having the students co...

EXTENDED ABSTRACT The global pandemic forced faculty to quickly transition to online learning. The Virtual Team Support System was designed to address the social isolation caused by the resultant geographic distance among students. The initiative, based on social integration theory and first-year experience programming, connects teams of marketing...

The global pandemic in 2020 caused by Covid-19 required marketing educators to quickly adapt to pandemic pedagogy. It also abruptly curtailed in-person large gatherings, including academic conferences. Although many marketing scholarly professional organizations suffered a negative financial impact, the quick transition to offer completely online l...

As industry and education transition to online modes of operation, students can expect to take greater ownership of their learning. Finance educators may utilize technology-based training to foster student motivation and independent learning. Digital badging is one such approach where students progress through learning modules with assessment of co...

Consumers are comfortable with social media and accept firms occupying the same digital space. They view, share, and create brand specific social media content at varying levels as some consumers become more emotionally engaged with firms online than others. However, the path beyond engagement leading to brand advocacy is not clear. Grounded in use...

Purpose of the Study: The Virtual Team Support System (VTSS) was designed to ease the transition to student online learning caused by the global pandemic. The initiative, based on first-year experience programming, connects teams of senior students in an online marketing capstone course with teams of students in an online first-year introduction to...

The global pandemic that started in early 2020 abruptly forced faculty to instruct students in social isolation. All areas of academic life were affected, including academic conferences (Gössling et al., 2021). Approximately half of 150 professional conference organizers canceled their event in 2020 with much of the balance quickly pivoting to offe...

Social media usage has become commonplace with over 3 billion users worldwide (von Abrams 2019). Prior research demonstrates that consumers are willing to interact with brands online (Laroche et al. 2012). However, little is known about the characteristics of consumers who choose to engage with brands via social media. The objective of this researc...

The Know Me Activity (KMA) is implemented at the beginning of the semester. The impetus of this exercise is connection between students and the instructor through self-expansion. Self-expansion theory is grounded in personal relationships whereby individuals are motivated for personal growth and identify with others to gain access to their resource...

Brands have existed in physical spaces for many decades, and more recently in social media virtual spaces. Consumers commonly engage with brands on social media. Moreover, the branding relational consequences of consumer engagement should be researched to provide guidance regarding online branding efforts. More specifically, the progression of bran...

The rate of transition to online instruction in higher education was accelerated by the new reality of the global pandemic, COVID-19. As a result, faculty must adapt by being more e cient to manage more students with less resources and even less personal contact for the foreseeable future. E ciency can be gained by using group assignments and peer...

Active learning engages students where they enjoy the learning process and gain a better understanding of course content. Active learning, such as an in-class game, can mitigate inattentive listening to material presented in a traditional lecture format. The Merch Game is an innovative, in-class retail simulation game that uses student collaboratio...

Consumers readily use social media to complain when they have unmet expectations from a brand. Their dissatisfaction can be expressed publicly via a brand’s social media page or privately posting only to the consumer’s personal account. To a much lesser degree, consumers also post positive sentiments. Consumers have various motivations to engage in...

The findings of this study highlight the importance of roles when constructing and managing student team projects. The Belbin (1981) framework provides a roadmap for assessing a student’s behavioral orientation to a task goal, providing the instructor with opportunity to maximize student group performance and satisfaction. Online teams benefit from...

This study adds to the body of literature in marketing education by outlining an innovative assessment approach involving students in the grading process. The results of the study demonstrate that peer group grading of a group written assignment in an online as well as a hybrid learning environment is efficient and maintains fairness to students. I...

The Merch Game can be used in a variety of courses including Principles of Marketing, Consumer Behavior, Retailing, and Marketing Strategy. As demonstrated in this study, active learning is effective in an upper division undergraduate marketing course. Consistent with prior research, instructors should not feel limited to incorporate classroom exer...

Purpose The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable with social media and accept firms occupying the same digital space. However, some consumers more readily engage with firms online than others. Consumer factor an...

Consumers are comfortable with social media and accept firms occupying the same digital space. However, some consumers more readily engage with firms than others online. Those consumers may not only communicate with the brand, they may become brand advocates and speak positively on the brand’s behalf without compensation. By knowing the consumer fa...

Although many universities use social media to interact with stakeholders, little is known about the underlying mechanisms. Drawing on theories of self-presentation and community engagement, we develop a theoretical model to explain these crucial outcome factors. We then test the model based on secondary data from 159 universities. Our findings rev...

This paper examines the mechanisms underlying liking, sharing, and commenting on universities Facebook brand pages. Using theories of self-presentation and community engagement we investigate how brand pages attract fans and what factors drive interactivity on the individual fan level. Using secondary data on 158 universities from different parts o...

Purpose-The purpose of this paper is to explore the institutional branding conveyed by displays worn by students, such as honour cords intended to signify institutional achievement. Design/methodology/approach-Analysis of variance was undertaken using the software SPSS to determine if there was any difference in the number of honour cords worn base...

The competition for students to land a full-time position in marketing is challenging. As such, the collegiate marketing curriculum should include activities that prepare students for the professional workplace and that build resume credentials beyond a college degree. Applying course concepts in a professional setting also assists students in conn...

This study benchmarks marketing doctoral programs worldwide in five popular subareas by faculty and institutional scholarly impact. A multi-item approach identifies a collection of top-tier scholarly journals for each subarea, while citation data over the decade 2003 to 2012 identify high scholarly impact marketing faculty by subarea used to benchm...

The idea that students are more engaged with classroom active learning is well established in the literature. I have taken this to heart over my years of teaching by venturing away from lectures to a more hands on approach that makes practical application of theoretical concepts. I routinely assign client-based projects to students in upper level m...

To propose that this book is a quick read is an understatcment. Although a thick hardcover suggests a multitude of ideas in fine print, such is not the case. In one sense the reader may be left wondering, "I read a whole book in less than one hour?", yet in another one is relieved to have gained so much insight without committing too much time to r...

Using multiple-choice exams, instructors can discourage student cheating by making more than one version. However, this may unintentionally compromise student performance as sequencing items from easy to hard was traditionally viewed as the most constructive. The author examined the scores on 1,335 multiple-choice exams in a principles of marketing...

The five characteristics that influence new product rate of adoption are routinely covered in the Principles of Marketing course. Any particular marketing concept such as relative advantage, compatibility, complexity, divisibility, and communicability may not capture interest or engagement among students who take the course as a graduation requirem...

This study seeks to rank scholarly marketing journals in five major subareas using website, opinion and citation data. The five major marketing subareas are identified as the most popular US marketing doctoral program areas. The selection and ranking of scholarly journals in each of the five marketing subareas is based on the average unweighted nor...

Students balance perception with scholarly fact to identify the 'best' marketing doctoral program. We rank doctoral marketing programs using scholarly productivity. The Recency-Frequency-Money (RFM) segmenta-tion model is applied to offer a contemporary measure of scholarly excellence based on top tier marketing journal 90th percentile citation cou...

This study explores graduate students' expectations regarding website design in higher education. Focus group discussions and the Kano method are used to improve the college website experience of Master of Business Administration students. Student survey results (n = 110) suggest 23 features describing an ideal college website. Results guide colleg...

This study explores graduate students' expectations regarding website design in higher education. Focus group discussions and the Kano method are used to improve the college website experience of Master of Business Administration students. Student survey results (n = 110) suggest 23 features describing an ideal college website. Results guide colleg...

A growing body of research considers the higher education experience heavily connected with developing product satisfaction and brand loyalty (McCollough & Gremler, 1999; Vander Schee, 2010; Voon, 2007). This is particularly the case with MBA students and website design who use the Internet interface to connect with the program (Heslop & Nadeau, 20...

Teaching concepts in direct marketing and distribution can be interesting and rewarding. Using a case that highlights advances in direct marketing technology and offers significant customer value can help overcome lack of currency and integration of direct marketing and distribution strategies in the introductory marketing curriculum. The Redbox ca...

Students spend much of their time in college seated in a classroom. Their seating choice can indicate something about students' general perceptions regarding seat selection and academic achievement. However, actual seat location may also play a role in student performance. This preliminary research focused on the seating choices of 373 undergraduat...

Introducing the general education curriculum in a required first-year seminar can be challenging. However, it provides a great opportunity to influence students' perceptions. The results of this study indicate that doing so increases student appreciation for general education and increases student confidence in general education course selection. T...

At commencement, students wear stoles, pins, medallions, and honor cords to show their academic achievement. Although it is interesting to observe the quantity and diversity of "academic bling," one has to wonder how a student can earn so much. How much does it cost? With so many students wearing it, is it really that special?

Previous researchers have focused on student sense of control, grading, and academic performance. However, the influence of letting students self-select the percentage weights for graded course components is not clear. In this research students selected the percentage weights distribution for the graded components in the Capstone: Strategic Managem...

Kaden, Linda, and Levinson open their sequel to their first work Guerrilla Marketing Research, originally, published by Kaden in 2007, by getting to the heart of the matter regarding consumer markets. Operations that ignore changing consumer preferences in favor of doing business as usual do so at their own peril. Service Merchandise, Spiegel Catal...

Branding concepts often find a place in introductory marketing textbooks. However, given time and space considerations, covering those concepts with a comprehensive industry perspective is typically unachievable. Thus, supplementing textbook content with brief company cases can help students gain a better appreciation for the material with meaningf...

The number of studies conducted on college-student attrition is overwhelming. But few examine the impact of adding an early-intervention assessment tool to existing retention programs. Too often, colleges and universities conduct initiatives with similar purposes as disconnected efforts; retention programs in particular can benefit from a more coor...

This paper presents the results of implementing an active learning activity in the principles of marketing course adapted from the television show Family Feud. The objectives of the Marketing Feud game include increasing awareness of marketing misperceptions, clarifying marketing misunderstandings, encouraging class participation, and building enth...

Identifying factors of first-semester programming that lead to student satisfaction can provide the basis for an increase in brand loyalty or student retention. This research uses a case study approach at a public liberal arts college in the northeastern United States. The results show that introducing students to the social and academic life of th...

Differentiation based on services marketing concepts can make all the difference in student recruitment and retention. The book's author Tom Hayes explains that institutions should view themselves as recruiting alumni rather than prospective students.

The creation and expression of identity (or of multiple identities) in immersive computer-mediated environments (CMEs) is rapidly transforming consumer behavior. The various social networking and gaming sites have millions of registered users worldwide, and major corporations are beginning to attempt to reach and entice the growing flood of consume...

Prospective college students regularly read in promotional literature that the college experience is personal and unique to each individual. However, if their experience in the recruitment process proves otherwise it is difficult to convince students that they can each have a personal relationship with the institution. Small colleges can overcome t...

Despite its increasingly widespread use, some have suggested that student motivation is a key factor in the success of Moodle in the classroom (Beatty & Ulascewicz, 2006).To aid in this, Moodle provides various features for instructors that facilitate interaction and create a dynamic learning environment for either face-to-face instruction or onlin...

Students in Principles of Marketing often have little appreciation for the importance of pricing strategies. Given the emphasis on promotion in the marketing mix, students at this level often view marketing as advertising or selling and consider pricing as an afterthought. Instruction on pricing perpetuates this lack of awareness when pricing strat...

Applying marketing models to higher education may make some in academia uncomfortable; however, communicating the appropriateness of using services marketing concepts has clear benefits. They can inform the design, implementation, and assessment of first-year student programming. Adjustments designed to improve the collegiate first-year experience...

John Maguire and Lawrence Butler ask several questions in their new book EM=Cs. The questions revolve around the loss of control regarding student recruitment, institutional reputation, institutional distinctiveness and destiny, competitive dynamics, and national boundaries. The authors propose a new approach to enrollment management focused on bui...

Jeff Howe, author of "Crowdsourcing," proposes that the crowd will almost always outperform a set of employees given the right conditions. The crowd is anyone with access to the internet, and the right conditions include a networked virtual environment and motivation. He suggests that people who contribute to crowdsourcing are not motivated by comp...

Small private colleges that are heavily dependent on tuition for fiscal viability are challenged each year to maintain and grow student enrollments. However, the size of smaller institutions also affords them the opportunity to react quickly to changes in the student market. This also allows them to readily assume a comprehensive approach to colleg...

This article presents the results of a longitudinal study investigating current marketing practices at selected church-related, private, four-year compared to those in place in 1997. The role that institutional selectivity plays in the use of marketing activities was also investigated. The researcher surveyed the admissions directors or enrollment...

Students were given the opportunity to select how much weight each component of a business management course. No significant difference was found in grades based on student-selected and professor-selected weights. Those who selected their weight did earn higher grades in the course overall than the control group.

Dan Ariely, author of "Predictably Irrational," asked some very interesting questions in setting out on his research regarding consumer behavior. For example, "Do you know why we sometimes find ourselves excitedly buying things we don't really need?" He uses empirical research and personal experience to answer questions by deciphering why it is tha...

Discussions regarding financial pressures, the increasing population of low-income student graduating from high school, and the need to make higher education affordable are timely and necessary. How institutions will respond to the changing economic, political, and demographic landscape is not well defined. SEM and Institutional Success: Integratin...

Marketing educators often use multiple choice exams with various versions of question sequencing to minimize cheating with little consideration for the influence of test item order on student performance. This study replicates prior research on question sequencing and student performance; however, consideration is also given to academic achievement...

Professionals in direct and interactive marketing (DIM) and integrated marketing communications (IMC) have worked to reach a profitable balance between science and art as well as technique and creativity. At its best, DIM in IMC combines the freedom to explore new worlds of creativity with the discipline of measured response. This paper offers an o...

As Seidman explains in the introduction of Minority Student Retention: The Best of the Journal of College Student Retention: Research, Theory & Practice, college enrollments are becoming more diverse and although more minority students are entering college at a higher rate, they are also leaving at a higher rate than nonminorities. Siedman’s stated...

Implementing effective student retention strategies is important for all institutions of higher education. This is especially true for smaller, private colleges as resources for higher education are stretched and the dependence on tuition revenue to maintain fiscal viability increases. This longitudinal study focuses on the utilization of retention...

College administrators should consider how to initiate a dialogue about whether civic responsibility is important for their institution and, if so, how it is reflected in the curriculum and life of the campus.

Publicly funded institutions of higher education perform a service for many college students and their surrounding communities. At the same time, some claim that they are laden with bureaucracy, tightly controlled, and generally resistant to change. The challenges faced by state universities are balanced by the benefits of public funding, including...

Does your student fee policy solve more problems or create more problems? The matriculation fee is assessed only during the first semester of attendance. This fee covers all reasonable expenses that are not included in tuition and room and board. This approach builds loyalty and establishes a positive relationship with current and former students.

College admissions counselors traditionally visit high schools, attend college fairs, give campus tours, and answer questions posed by prospective students and their families. In doing so, they build a relationship with prospective students that will extend to the institution and transfer (it is hoped) into lifetime institutional loyalty. Admission...

Here is what those of us in higher education can learn about marketing to Millennials: cracking the communication addiction, living with gaming and virtual worlds, acknowledging students as consumers, addressing the achievement and recognition expectation, and curbing anxieties about choices and consequences.

The book is divided into three sections, with the first concentrating on strategic enrollment management approaches to social networks. The second section reflects on gaming as a form of communication, while the final chapters address communicating across generational lines. The chapters are concise and focused and therefore easy and enjoyable to r...

The concept of having a Freshman Seminar that runs during orientation or extends throughout the fall semester is not new. Many colleges have had such a course in place for years. However, some institutions are reinventing their first-year programs to reflect institutional goals such as growth of student engagement, enhancement of campus identity or...

In this study, I examined the effectiveness of adding insight-oriented strategies to an intrusive academic-advising approach with students on academic probation. Twenty males and 22 females at a comprehensive private university participated in the study. Students who attended three to eight meetings had a significant improvement in semester GPA com...

It is an understatement to suggest that student retention in higher education is an important and relevant topic of inquiry. Pascarella and Terenzini’s second volume How College Affects Students (2005) cites over 2,600 studies on the subject. Tinto’s theory alone has been cited over 775 times (Braxton, Hirschy, & McClendon, 2004). There is a discon...

Students of all ages use the internet to become savvy consumers of higher education. The growing use of social networking sites in particular has created an explosion in student communication regarding collegiate experiences. Colleges can choose to distance themselves, monitor the conversations, set up their own user group, or create a companion we...

The book, edited by Jim Black of the University of North Carolina at Greensboro, takes a comprehensive look at the Generation X population segment and their pursuit of higher education. After reviewing the general characteristics of Gen Xers, the book moves to sections that focus on marketing and recruitment, advising and retention, and finally, ho...

This book fills the information gap sometimes created during the training of new staff when seasoned professionals skip over the basics and forget that all duties, processes, and terminology are not apparent to the rookie in college recruiting.

Student apathy, disconnect, and a lack of understanding regarding marketing principles are challenges faced in the Principles of Marketing course. The first day of class is an ideal time to address these concerns and to foster an environment of active learning throughout the semester. This article introduces an in-class interactive activity that re...

Small private colleges that are heavily tuition dependent are challenged each year to maintain and grow student enrollments. This longitudinal study investigates how certain colleges have structured enrollment management efforts in response. The results indicate that over the last several years there has been a significant migration to the enrollme...

Marketing professors often face the challenge of motivating students who seem disconnected, apathetic, and lack a basic understanding of marketing principles. This article continues from previous research investigating the influence of active learning on the first day of the Principles of Marketing course on student enthusiasm. The current study ex...

Much of the work in the field of marketing higher education is focused on institutional marketing geared towards high school students. But are these efforts targeting the right market? Are high school students actually making the decision regarding their college choice, or are there other significant players, such as parents, involved in the proces...

Increasingly financial considerations are becoming the primary reason why students choose to enroll or not enroll at many schools. Any financial incentive to assist students in making the decision is a welcome opportunity. The prepay discount is a win-win opportunity because it helps the college with cash flow in the summer and reduces the cost of...

Rather than solely presenting enrollment theory or concepts, the authors cite specific guidelines and examples from their own institution (Ferris State University) regarding how to implement the various aspects of an enrollment management plan. Further, the authors provide specific information regarding enrollment management functions. This book wi...

Whether those of us in higher education like it or not, students view themselves as customers. Just as they purchase products from retailers in stores or online, they buy their books, meals, and supplies on campus. However, in college they also pay for services such as exposure to the expertise of faculty, the experience of college life, and functi...

Summer sessions provide opportunity for students to complete their programs of study in a timely fashion, for faculty to supplement their annual income, and for colleges to increase their enrollment and revenue. This article describes the summer enrollment challenges at small colleges highlights key success factors for one particular institution.

Student Marketing for Colleges and Universities, edited by Richard Whiteside of Tulane University, introduces marketing theory to the higher education setting with application specifically to student recruitment. As a marketing professor and a former enrollment manager, I related very well to the content of the book. However, I also found that the...

The purpose of this study was to gather and analyze data to reflect current enrollment management practices utilized at selected church-related, private, four-year institutions. Enrollment management practices were summarized at the program, component and individual strategy level. Analyses were conducted to investigate the relationship between enr...