Journal of Marketing Education: A Retrospective Overview Between 1979 and 2019

Abstract

Journal of Marketing Education ( JMED) is an important academic source for the progression of innovative research and experiential wisdom, both of which enhance the knowledge of marketing educators. The primary objective of this study is to provide a retrospection on the emergence and growth of JMED using scientometrics—in simple terms, is the quantification of science. Applying bibliometric methods, the top articles, authors, and topics in JMED titles are identified. A thematic analysis groups JMED articles into 10 semantic clusters: team environment, innovative teaching techniques, students’ evaluation of teaching, qualitative assessment of marketing outlets, technological diffusion in marketing education, experiential learning, marketing values and ethics, self-regulated learning, objective exams, and multiple experiential techniques and student learning. Among these, technological diffusion in marketing education, marketing values and ethics, and multiple experiential techniques and student learning are the most popular and evolving. Apart from informing JMED readers about possible future avenues of the journal, this study may provide valuable information to its editorial board.

Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation

“…The majority of students felt confident that they could complete a similar project for a brand. This is promising, as there is increasing pressure for marketing educators to make course content that is relevant beyond the classrooms (Bal et al, 2016; Donthu et al, 2021). Two of our interviewees mentioned the real-world feel of the project: This was more like the actual project as in this is, in the same way, a probably a company would also do it.…”

Don’t Waste a Crisis: COVID-19 and Marketing Students’ Self-Regulated Learning in the Online Environment

“…Our research also shows how self-regulated learners interact with their social environment through peer comparison and develop grade expectations. Thus, our study addresses Donthu et al’s (2021) and Young’s (2005) calls to support the importance of pedagogical approaches that trigger SRL and attract talented marketing students.…”

“…SRL is in its infancy in marketing education literature (Donthu et al, 2021). Scholars have provided an initial conceptual understanding of this phenomenon (Pintrich & Schunk, 2002; Zimmerman, 2000) and analyzed the effect of different learning tools (Ackerman et al, 2014; Raska, 2014) and learning environments (García-Pérez et al, 2020; Young, 2005) to support students’ self-regulation; however, scholarly discourse in this area has missed a critical step in analyzing how the external environment can trigger this self-learning strategy.…”

Sustainable Entrepreneurship and Corporate Social Responsibility: Systematic Bibliometric Literature Review

“…In addition, the LRSB involves a rigorous and well-defined research process that increases the quality of the synthesized results (Krauss et al, 2022;Lim et al, 2022;Linnenluecke, 2020). Other authors consider bibliometrics with another approach, calling it, scientometrics, as the quantitative assessment of science (Donthu et al, 2021).…”