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Teaching basic marketing accountability using spreadsheets: An exploratory perspective
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DOI：10.1016/j.jbusres.2009.02.019.png)
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Extant literature suggests that a key problem with marketing is a lack of financial accountability, and a possible way of improving the situation is to use spreadsheets to inculcate marketing accountability among future marketing executives. This study attempts to enhance our understanding of how to impart spreadsheet skills and encourage an accountability mindset among undergraduate marketing students by focusing on a course called Marketing and Money. Assessment data indicate that the course, which captures the spirit of the behavioral model of learning, does in fact enhance students' spreadsheet skills in a consistent manner. in addition, the analysis suggests that in order to increase students' self efficacy, instructors ought to try to make the course perceptually more useful rather than try to reduce its difficulty. (C) 2009 Elsevier Inc. All rights reserved.
Keyword:
Marketing education
Spreadsheet software
Financial accountability
期刊
IF:
9.8
论文数:
1.0W
被引数:
8.7W
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PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, AND USER ACCEPTANCE OF INFORMATION TECHNOLOGY感知有用性、感知易用性和用户对信息技术的接受度
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分享收藏Developing and validating an observational learning model of computer software training and skill acquisition开发和验证计算机软件培训和技能获取的观察学习模型
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