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Marketing for Higher Education SIG is pleased to offer a variety of exciting sessions at Summer AMA in Boston this year. Please find our schedule below:


Friday, August 10 at 1:00 PM - 2:15 PM

Session: Staying Ahead of the Competition in Marketing Higher Education

Session Chair: Shirley Mai, East Carolina University

Location: Harvard (3rd Floor)


Does the Social Media Engagement on a College Facebook and Instagram Page Show What Types of
Marketing Content is Engaging to Students: A Pilot Study of Public and Private Good Marketing Messages?

S Paige Gardiner, Utah Valley University
Jennifer Schultz, Utah Valley University
Konya Weber, Northwest Nazarene University


Building the Ideal Event-Portfolio for Universities – Results of a Choice Based Conjoint Experiment

Florian Neus, University of Siegen

Hanna Schramm-Klein, University of Siegen

Robér Rollin, Frederic Nimmermann, University of Siegen


Vampire Grades: Can Simulations Support Learning without Reflection?

David A. Smith, Bath Spa University

Nasir Salari, Bath Spa University


Friday, August 10 at 4:00 - 5:15 PM

Session: Stakeholder Marketing in Higher Education (SIG Special Session)

Session Chair: Victoria Crittenden, Babson College

Location: Harvard (3rd Floor)


• Sarah Ham, Director, Marketing and Communications – AACSB International
• Kimberly Harris Bliton, Senior Director, Academic Initiatives, Direct Selling Education Foundation
• Mike Groth, Senior Brand Manager, International, Emerald Publishing
• Tawna Rathe, Senior Development Officer, D’Amore-McKim School of Business, Northeastern University
• Donna Sosnowski, Director, The Hoffman Family Undergraduate Center for Career Development, Babson College


Presentation of the Marketing for Higher Education SIG Lifetime Achievement Award

Saturday, August 11 at 8:00 AM

Session: Innovation in Marketing Education

Session Chair: Pramod Iyer, University of Texas Rio Grande Valley

Location: Harvard (3rd Floor)


Active Learning Adoption in a Marketing MBA Course
Alexandre B. Salvador, USP

Ana A. Ikeda, USP


Guiding Principles Model: A Call to Integrate the 4 P's into a Strategic Construct
Philip E. Heckman, Upper Iowa University
Alice J. Vestergaard, Samuel Merritt University
Kathleen Sole, Ashford University

Transforming a Marketing Research Course in a Flipped Classroom
Enping (Shirley) Mai, East Carolina University


Saturday, August 11 at 2:00 - 3:15 PM

Session: Digital Marketing Certifications for Your Students (Special Session Panel)

Session Chair: Todd Bacile, Loyola University New Orleans

Location: Harvard (3rd Floor)


Todd Bacile, Loyola University New Orleans
Debbie Laverie, Texas Tech University
Richard Hanna, Babson College
Rebeca Perren, California State University San Marcos
Kristin J. Stewart, California State University San Marcos

Check out our Facebook page to learn more about the

Special Session!

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