Consumer construction of sport consumption experiences through role play : a literature review

Evidence exists in the literature that many traditional consumer behaviours have fundamentally different meanings when considered in an experiential context. This paper posits that voicing during the experiential consumption of sport may in fact be a factor of experiential consumption rather than an expression of dissatisfaction as in the traditional complaint behaviour model. This is significant in the interpretation of experiential sport consumption where vocalising appears to serve purposes other than complaining. This paper revises the traditional complaint behaviour literature for explanations about vocalising and then offers some alternate conceptual propositions using experiential consumption literature.

Strategies for the marketing of higher education with comparative contextual references between Australia and Turkey

Education is now a global product with institutions worldwide competing for students and finding ever more creative ways to satisfy student needs and preferences. With the continuing rise in the preference for flexible distance learning, educational institutions are finding that when students and faculty have significantly different cultural backgrounds and learning styles that the expectations of the learning experience can be unfulfilled. In Australia, international students have made education Australia’s third largest service export, earning $5.8 billion. This means that student populations have moved from being homogenous and captive to domestic constraints and expectations, to being multi-cultural, dispersed and subject to a plethora of constraints and expectations. Today in Turkey, education is the responsibility of government however, in recent years, the private sector has entered the market providing educational services at all levels. In particular, after the 1990s, private higher education institutions (HEIs) with a commercial focus have mushroomed.

In 2007, there are 25 private universities in Turkey with more than 2.000.000 students enrolled in these universities. Of these students, more than 1.000.000 are registered in distance education faculties. With such large student numbers competition between private universities for students has intensified particularly over the last 15 years. As a consequence the need to develop strategies for attracting students has become more important. Marketing strategies in Turkey have tended to concentrate on three distinct categories: strategies between governmental HEIs, private HEIs and distance education HEIs. The contribution of technologies to education processes has been immense with students and faculty each learning to adapt to an environment of continuous change and opportunities. This paper seeks to explore the notion that a competitive advantage in marketing of higher education can be attained by customizing learning experiences for particular student cohorts in a pro-active and constructive way.

Differences in study approaches and the implications for student learning

Using the revised 42 item Study Process questionnaire SPQ-R (Zeegers 2002) and its underlying methodology developed by Biggs (1987), this study investigates student learning approaches and academic outcomes across units in their First Year of study. The study confirmed that there are differences in the study approaches of students and that it was possible to group students according to their learning orientations (profiles). Whilst there was not a large variation between profiles and academic results, low achieving approaches were clearly related to low achieving results.

Socialisation and the work-related norms of marketing practitioners

This paper empirically describes the influences of professional and organisational socialisation on the norms of marketers. Based on a survey of 5,000 practitioners, it finds that the socialisation of marketers into their profession and organisations positively influences their marketing-related norms. This research appears to be the first investigation in the marketing ethics literature of the relationships among these constructs. The paper explains how the learning of professional and organisational rules, guidelines, and values influence the work-related norms of marketers. The findings have important implications for marketing managers and managers of professional associations.

Building professional graduates through lifelong learning

With rapid changes across the world bringing new dynamics and  expectations to daily lives and workplace practices, increasingly workers, employees and organisations are being required quickly to adapt to and adopt new ideas. However, some employers are claiming that, despite the positive rhetoric of current education systems, the skills and attributes needed for success in the contemporary working world are not forthcoming from educational systems. A key ingredient emerging as a new vision to address the existing gap between rhetoric and practice appears to be the development of the skills for lifelong learning. Data collected from 102 employers in Queensland's marketing industries are examined in this paper to illuminate the interface between employers' expectations of business graduates and Queensland's tertiary education system. As a result of this examination, it appears that what the employers desired from graduates was in line with lifelong learning skills at university level, but there is an apparent lack of provision for developing such skills at that level.

What do they think when we stack them in? A comparative analysis of student perceptions relating to large and small marketing subjects

University education is in a period of flux with emphasis being focused on quality education, competition for students both local and international as well as changes in governmental financial support and direction. It is with this scenario as a backdrop, that universities in an endeavour to obtain economies of scale offer subjects with large student enrolments. This study investigates marketing students’ perception of and participation in marketing subjects relating to teaching quality, staff availability and support, and individual student involvement in marketing education with large enrolments compared to subjects with small enrolments. This research builds on the investigations of effects of class size by Cuseo (2004) and Binney et al (2004). The study used a multi-method approach. Data from a sample of 621 students was analysed using Factor analysis, MANOVA and ANOVA. Students indicated that there was little difference in the quality of learning obtained in small or large classes. Of interest from a marketing perspective, however, is the perception by students that they are more likely to obtain practical assistance and support from tutors in smaller classes. Student perceptions generally show no major differences between large and small classes in relation to subject selection, ability to learn and lecture  attendance. Students expressed a preference for the opportunity to choose from a number of lecture streams available in subjects with large enrolments. Of interest, however is the student belief that they are less likely to actively participate in large lectures than in small lecture environments.

Using accelerated, whole-of-brain learning techniques in higher education: principles and practice

Accelerated learning is an integrative method of learning, combining both sides of the brain to strengthen a student's relationship with self, teacher, subject matter and other students, and so assists students to achieve deep, rather than surface, learning. While the approach has been used to teach school pupils and trainees in the corporate world, its use in marketing education in universities is limited, and there are no reports of studies focusing on its use in postgraduate coursework degrees. Thus this paper examines how accelerated learning could be used in teaching marketing at universities at the MBA level. Some techniques are synthesised from the literature that are particularly appropriate for the students and constraints of an MBA program in a university. We conclude that accelerated learning techniques can be used and are effective in a MBA program. Essentially, accelerated learning incorporate many, already known ideas but it is a useful comprehensive framework.

Creative arts research : a pedagogical perspective

This paper emerges from current work related to a number of research projects across several creative arts disciplines. It poses the following questions: What implication does creative arts research have for extending our understandings of the role of experiential, problem-based learning and multiple intelligences in the production of knowledge? How can the application of such understandings influence policy and enhance opportunities for support of creative arts research in the university and the broader arena? In a previous paper examining the function of the exegesis (Barrett, 2004), I referred to the suggestion made by Lauchlan Chipman that: in a knowledge economy, it is necessary for a large number of people to comprehend the creative output of others in order for such output to be sufficiently taken up for the enhancement of society. This paper is an extension of the previous one in its attempt to promote wider understanding of the value of creative arts research. I will focus on the dialogic relationship between the exegesis and studio practice in painting, creative writing, performance and dance, in order to demonstrate that creative arts enquiry can promote a more profound understanding of how knowledge is revealed, acquired and expressed. Four successful research projects will be examined as 'case studies' to show how creative arts research methodologies may be applied in the development of more critical and innovative pedagogies and to argue that the role of creative arts research is still to be fully realized and acknowledged in the knowledge economy.

Marketing students' perception of traditional and intensive delivery : an exploratory study

The study investigated how undergraduate marketing students perceived intensive delivery of subjects over summer school as compared to traditional semester delivery. The results suggest that students did not perceive there were substantial differences in learning, but preferred the more intensive nature of the learning. The results also indicate that summer school students found the subject more interesting and rated the subject higher overall as compared with the traditional mode. Individual assessment grades for students in the intensive mode did differ to those in the traditional mode, but examination results and final grades were not statistically different. Intensive modes may be viable alternatives to traditional semester long classes, although they do potentially have increased costs.

Plagiarism – can preventative measures and a commitment to the value of learning by academics and students reduce plagiarism in classrooms?

Plagiarism is an interruptive act in the teaching and learning value chain. This paper analyses the impact of both plagiarism and effective assessment in the learning value chain. Effective assessment is the positive outcome. Plagiarism negates or breaks the chain. Anecdotal evidence suggests the incidences of plagiarism are increasing in faculties across the Queensland University of Technology (QUT), and where every subject/unit outline includes a statement and warning to students of the penalties of this activity, deterrence tools do not overcome the harmful impact of plagiarism on the teacher/student learning relationship. A working party established in 2000 in the Faculty of Business at QUT, examined the literature, university policies, teaching and learning practices, and examples of plagiarism and penalties in order to identify the wider learning and assessment issues surrounding plagiarism and options for action and policy. A three-semester study of acts of plagiarism and wide consultation with staff presented the working party with an opportunity to develop a set of preventative measures, and also exposed the legal, cultural and accountability issues of diverse attitudes and values.

The paper presents the findings and recommendations from the investigation, and also proposes an interpretation of marketing theory of the impact of plagiarism on the teaching and learning value chain.

Fit for intended use : a manufacturing metaphor applied to international business students and learning outcomes

It is no secret that contemporary tertiary education in Australia is significantly reliant on international student fee income in a competitive market. Accordingly, the need to attract fee paying students involves strategies for increasing competitive advantage, new course structures, flexible learning initiatives and marketing. However Jackling (1) has found that employers are reluctant to employ graduate international students in the accounting field as they consider them to lack the skills required to effectively meet employment needs. This paper seeks to focus the spotlight on the role of academics/universities in ensuring that graduates have the skills necessary for employment as part of the education process.

Into the future : inspiring and stimulating users' creativity

This paper proposes a new approach to engaging and stimulating users in the requirements analysis process when developing a new information system – an ICT innovation for business. The approach is based on a synthesis of a constructivist learning theory and a creativity education theory. In contrast to previous approaches in which the systems analyst elicits requirements from the user, in the proposed approach, the user is engaged and stimulated to become a proactive and creative learner in the process of identifying and discovering their business problem as well as exploring opportunities to apply ICT innovations to solve the problem.

Two experiential digital simulations are described as a proof of concept to demonstrate the proposed approach a learning environment. Learning from the case study suggests that both systems analyst and business users can be stimulated to be active learners in their discovery of problem, creative ideas and problem solutions in requirements elicitation and discovery.

Students' perception of an online marketing subject : a qualitative approach

Extant literature supports the growing importance of offering flexible modes of learning delivery in order to meet the needs of a diverse student cohort. The increased use of information and communication technologies (ICT) has lead to an enriched learning experience, but has also posed a number of constraints and challenges for students. Although there is an abundance of research regarding students’ perceptions, attitudes and satisfaction with the online learning environment, most of this is taken from the perspective of the distance education student. The purpose of this qualitative study is to examine these issues from the perspective of a mixed cohort of students (both on and off campus), who are required to complete a core, undergraduate marketing unit exclusively online.

Battlefield tourism in Turkey : an empirical analysis of British ex-colonial event attendance

This paper explores the influence of visitor satisfaction on intention to recommend event attendance. The Anzac Day commemoration at Gallipoli, Turkey, an event that has become increasingly popular in recent years and provides the backdrop for the current study. Some 20,000 people travel to attend this event. Data was collected from 331 attendees while they were in transit from Gallipoli to Istanbul on 25 April 2007. The analysis of this data was undertaken using factor analysis as a basis for identifying model constructs to be tested using structural equation modelling. Findings suggest that the constructs relating to the ceremonies held at Anzac Cove and Lone Pine and the experiential and emotional aspects of the event were significant predictors of event satisfaction and subsequent recommending behaviour. The implications of these findings for events in general and the success of the Anzac Day commemorations at Gallipoli are discussed.

Learning from history : social movements, arts and crafts and anti-consumption

Contemplating the lCAR Agenda, I wondered what value was to be found in history and is historical research an appropriate methodology for this contemporary discussion? I reviewed articles from social sciences and marketing literature that discuss history as a research methodology and present some of the criticisms and benefits. Social movements like the Arts and Crafts contain themes and agendas that resonate today, including protest and boycott, sustainable solutions, and technophobia that can be found in contemporary crafts movements like Stitch'nBitch. Researchers, heeding some cautions, can use history to build agendas that contribute directly to the study of anti consumption