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Teaching basic marketing accountability using spreadsheets: An exploratory perspective

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  • Ganesh, Gopala
  • Paswan, Audhesh K.
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    Abstract

    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.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 63 (2010)
    Issue (Month): 2 (February)
    Pages: 182-190

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    Handle: RePEc:eee:jbrese:v:63:y:2010:i:2:p:182-190

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Marketing education Spreadsheet software Financial accountability;

    References

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    1. Kumar, V. & Ramaswami, Sridhar N. & Srivastava, Rajendra K., 2000. "A Model to Explain Shareholder Returns: Marketing Implications," Journal of Business Research, Elsevier, vol. 50(2), pages 157-167, November.
    2. Doyle, Peter, 2000. "Valuing marketing's contribution," European Management Journal, Elsevier, vol. 18(3), pages 233-245, June.
    3. Kozlowski, Steve W. J. & Gully, Stanley M. & Brown, Kenneth G. & Salas, Eduardo & Smith, Eleanor M. & Nason, Earl R., 2001. "Effects of Training Goals and Goal Orientation Traits on Multidimensional Training Outcomes and Performance Adaptability," Organizational Behavior and Human Decision Processes, Elsevier, vol. 85(1), pages 1-31, May.
    4. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    5. Sheth, Jagdish N. & Sisodia, Rajendra S., 2002. "Marketing productivity: issues and analysis," Journal of Business Research, Elsevier, vol. 55(5), pages 349-362, May.
    6. Kim Sosin & Betty J. Lecha & Rajshree Agarwal & Robin L. Bartlett & Joseph I. Daniel, 2004. "Efficiency in the Use of Technology in Economic Education: Some Preliminary Results," American Economic Review, American Economic Association, vol. 94(2), pages 253-258, May.
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