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Marketing Higher Ed SIG

A Special Interest Group of the American Marketing Association

SUMMER AMA 2019 REVIEW

We hope you had a wonderful Summer AMA conference! Were you not able to attend this year? Check out our recap and some fun pictures from our events! Looking for a previous Summer AMA conference? Keep scrolling to see our past events.

Friday, August 9 at 1:00-2:00 PM

The Art and Science of University Branding

 

The special session followed a moderated interactive panel format. Panelists included:

• Dr. V. Kumar, Regents Professor; Richard and Susan Lenny Distinguished Chair in Marketing; and 

   Executive Director, Center for Excellence in Brand and Customer Management, Robins College of

   Business, Georgia State University.

• Dr. Francisco Guzman, Professor of Marketing, G. Brint Ryan College of Business at the University of

   North Texas and editor of the JPBM. (Also the session moderator)

• William Faust, Senior Partner, and CSO, Ologie Higher Ed Branding and Marketing

The session was moderated by Francisco Guzman, University of North Texas

Saturday, August 10

Higher Ed and DocSIG Networking Dinner

Presentation of Lifetime Achievement Award to Dr. V. Kumar

Dinner at Star of Siam

SUMMER AMA 2018 REVIEW

Highlights from our Special Session Summer AMA 2018

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

 

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

 

Panelists:
• Sarah Ham, Director, Marketing and Communications – AACSB International
• Gary Huggins, 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​

 

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​

 

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
​​

Dr. Atefeh Yazdanparast presents Dr. A. Parasuraman with the Marketing for Higher Education Lifetime Achievement Award 

 

Highlights from our Social with DocSIG Summer AMA 2018

SUMMER AMA 2017 REVIEW

Highlights from our Special Session Summer AMA 2017

 

 

 

 

 

Our Special Session was a huge success, thanks to our interesting and engaging panelists! The session was held Saturday morning and was well attended, with many attendees noting this session as one of the most informative of the conference! Please feel free to take a look at our panelists' presentations below. These presentations are the property of their author and may not be used, in any form, without prior consent from the author.  

 

 

The session was moderated by Atefeh Yazdanparast, Associate Professor of Marketing and Mead Johnson Endowed Chair in Business, Schroeder School of Business, University of Evansville.

 

SUMMER AMA 2017 REVIEW

Highlights from our Social with DocSIG Summer AMA 2017