This paper deals with how upper-level advertising students in three classes over two academic years felt about using a weekly publication, Advertising Age, as the course textbook. Their perceptions of benefits experienced and learning that occurred from such usage have been evaluated. As a group, they wholeheartedly endorsed the technique for a variety of pertinent reasons. Analysis of data from two different academic years showed no significant difference. There is a paucity of research in teaching advertising with a non-traditional textbook and this original work begins to assess this approach.
Business students' perceptions concerning several academic advising resources are presented. Using a Likert scale, students evaluated resources such as their academic advisor, course instructors, staffs, friends, and parents as well as the university catalog and the Foundations of Business Administration (FBA) course. Selected demographic information was also collected. Results show that students ranked the FBA course, which provides an overview of an individual's 4-year study plan, as the most helpful. The course instructors and academic advisors were ranked second and fourth, respectively. Enrollment status, declared major, and gender were related to students' views on some advising resources, but transfer status was not. Moreover, we found some connection between the effectiveness of advising resources perceived by students and the students' developmental stages.
Relative Emphasis: practice, research, theory
For an exchange to occur in a commercial setting between a salesperson and a customer is one thing; for an exchange to occur in a health care setting between a physician and a patient is another matter. Traditional marketing exchange literature is mostly concerned about discrete relationships in commercial settings. Such concern has encouraged a narrow view of loyalty toward the customer. This paper borrows ideas from marketing and other related sources, and examines the physician's commitment to the patient, stressing in the process the importance of moral commitment.
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