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MMA Fall 2017 Proceedings Final Hot Topics within Marketing Education 2017 Annual Fall Conference Proceedings Editors Debbie DeLong, Chatham University Lisa Lindgren, College of St. Benedict / St. John’s University ISSN 2325-3509 (Print), ISSN 2325-3533 (Online) Marketing Management Association Fall 2017 Educators’ Conference Proceedings i nd 22 Annual Marketing Management Association Fall Educators’ Conference September 20-22, 2017, Pittsburgh, Pennsylvania ACKNOWLEDGEMENTS The marketing discipline is evolving faster than ever. The Marketing Management Association continues to meet this challenge with the 22nd Fall Educators conference. Now in our third decade, this event provides our membership with valuable insights and tools to meet the dramatic, disruptive changes taking place in business and in marketing practice. Our theme this year, “Hot Topics within Marketing Education,” captures the imagination and ingenuity needed to ensure a viable future for tomorrow’s marketing professionals. MMA would not serve the important role it does in the profession without our terrific members. We thank MMA’s membership for our remarkable growth over the years and continued value as the premiere source of marketing education best practices. Our conferences attract tremendous talent in the volume and impact of your submitted work and the quality of the overall conference experience. We recognize the tireless contributions of the MMA board, officers, and external partners which make MMA a strong and viable organization for years to come. This year, the conference kicks off with two pre-conference workshops. Thank you to our instructors Lyle Wetsch, Debra Zahay-Blatz, Janna Parker, and Holly Syrdal for these timely programs. Thank you to Jeanetta Sims for coordinating another exceptional Doctoral Student Teaching Consortium, and to the Faculty Colleagues listed separately in this publication. The call for papers prompted a great response in panel position and refereed paper submissions this year as well as many innovative special topic sessions. Thank you to the session chairs listed separately in this publication for their smooth coordination of panels and presentations. A special heartfelt thanks Lisa Lindgren, Proceedings Editor, for again assembling this massive volume of material into the superbly organized conference proceedings you find here, and to Lyle Wetsch, MMA Webmaster, for converting it to easily accessible digital content for your convenience. We hosted three teaching competitions this year. AxcessCapon/Wessex sponsored the Teaching Innovation competition, with Bill Madway again serving as the competition coordinator. We thank Bill for his leadership and to the judges listed separately in this publication. StuKent sponsored the Outstanding Teacher-Scholar Doctoral Student competition, with Matt Elbeck serving as the competition coordinator. Thank you Matt for your hard work to again deliver a fantastic competition and to the judges listed separately in this publication. The Master Teacher Award competition was expertly managed by Chad Milewicz. Thank you Chad for your efforts and to the judges of this competition listed separately. Interpretive Simulations again sponsored the Journal for Advancement in Marketing Education outstanding reviewers with awards. Thank you Interpretive for your continued support and for providing the conference name badges and lanyards. We thank Cengage Learning for sponsoring the best conference refereed paper award again this year. The hard work and timely feedback from refereed paper reviewers listed separately in this publication is profoundly appreciated. We appreciate the exhibitors noted below who offer us such great ideas, tools and training to improve our effectiveness in the classroom. We need you and thank you for your participation. Marketing Management Association Fall 2017 Educators’ Conference Proceedings ii Please note that the next MMA Fall Educators' Conference will be held September 19-21, 2018 at the Kansas City Marriott Downtown in Kansas City, MO. The 2018 MMA Spring Conference will be held April 18-20, 2018 at the Palmer House in Chicago, IL. Thank you all! Enjoy the conference, the Pittsburgh Pirates and your time in the Steel City! Paige Beal, Conference Chair Debbie DeLong, Conference Program Chair Exhibitors, Awards, and Competition Sponsors Marketing Management Association Fall 2017 Educators’ Conference Proceedings iii CONFERENCE AWARDS Cengage Learning 2017 MMA Fall Educators’ Conference Best Refereed Paper Award Winner Examining the Effectiveness of Interventions to Increase Marketing Students' Analytics Self-Efficacy Ann Veeck, Western Michigan University Zahir Quareshi, Western Michigan University Kelley O’Reilly, Western Michigan University Alhassan Mumuni, Western Michigan University Amy MacMillan, Kalamazoo College Zahida Luqmani, Western Michigan University Mushtaq Luqmani, Western Michigan University Interpretive Simulations 2017 Journal for Advancement of Marketing Education Reviewer of the Year Award Winners Lauren Beitelspacher, Babson College Paul Hensel, University of New Orleans AxcessCapon 2017 Teaching Innovation Competition Finalists Hope Corrigan, Loyola University Maryland Alexandra Hutto, Millersville Univ Elliott Manzon, University of Cincinnati Abhijit Roy, University of Scranton StuKent 2017 Outstanding Teacher-Scholar Doctoral Student Competition Finalists Dorcia Bolton, Cleveland State University Jee Won (Brianna) Choi, Georgia State University Ashley Goreczny, Georgia State University MMA 2017 Master Teacher Award Competition Finalists John Drea, Illinois College Dawn Edmiston, College of William & Mary Gary Geissler, University of Arkansas at Little Rock CONFERENCE PROGRAM COMMITTEE Paige Beal, Conference Chair Debbie DeLong, Program Chair Lisa Lindgren, Proceedings Editor Point Park University Chatham University College of St. Benedict /St. John’s University CONFERENCE COMPETITIONS AxcessCapon Teaching Innovation Competition Coordinator – Bill Madway Judges – Pamela Mickelson, Theresa Clarke, Ann Veeck, Paul Hensel, Tracy Tuten StuKent Outstanding Teacher-Scholar Doctoral Student Competition Coordinator – Matt Elbeck Judges – Theresa Clarke, Victoria Crittenden, Lisa Spiller MMA Master Teacher Award Competition Coordinator - Chad Milewicz Judges - Theresa Clarke, Tim Graeff, Michael Messina, Don Roy, Lyle Wetsch Marketing Management Association Fall 2017 Educators’ Conference Proceedings iv MMA DOCTORAL STUDENT TEACHING CONSORTIUM Coordinator Jeanetta Sims, University of Central Oklahoma Faculty Colleagues Tim Graeff, Middle Tennessee State University Sandy Jap, Emory University Adam Mills, Loyola University New Orleans Samer Sarofim, California State University Fresno Lisa Spiller, Christopher Newport University Tracy Tuten, East Carolina University Brian VanderSchee, Aurora University Lyle Wetsch, Memorial University of Newfoundland PRE-CONFERENCE WORKSHOP FACULTY Lyle Wetsch, Memorial University of Newfoundland Debra Zahay-Blatz, St. Edward’s University Janna Parker, James Madison University Holly Syrdal, University of Southern Mississippi CONFERENCE PAPER REVIEWERS Irfan Ahmed, Sam Houston State University Stella Amara Aririguzoh, Covenant University Dave Aron, Dominican University Don Bacon, University of Denver Kelley Bolden Bailey Florida A&M University Nora Ganim Barnes, University of MA Dartmouth Janel Bell-Haynes, Alabama State University Kristi Bockorny, Northern State University Phil Boutin, Eastern Kentucky University Vince Carter, California State University - Bakersfield Ruth Chavez, Metropolitan University of Denver Donna Coelho, Western Connecticut State University Hope Corrigan, Loyola University - Maryland Julia Cronin-Gilmore, Bellevue University Mark DeFanti, Providence College Rebecca Dingus, Central Michigan University Marilyn Eastman, Morningside College Matt Elbeck, Troy University - Dothan Karen Eutsler, Xavier University Scott Fiene, University of Mississippi Kim Folkers, Wartburg College Lynda Fuller, Wilmington University Carolyn Popp Garrity, Birmingham-Southern College Tim Graeff, MTSU Henry Greene, Central Connecticut State University Sheri Grotrian-Ryan, Peru State College Melodi Guilbault, NJIT Dee Guillory, Winston Salem State University Savita Hanspal, SUNY Potsdam Lee Hibbett, Freed-Hardeman University Wendy Hoffman, Manchester University Marketing Management Association Fall 2017 Educators’ Conference Proceedings v Les Hollingsworth, University of Wisconsin-Platteville Fred Hoyt, Illinois Wesleyan University Alexandra Hutto, Millersville University Omar Itani, University of Texas - Arlington Stephanie Jacobsen, Bridgewater State University Darlene Jaffke, Colorado State-Global Sean Keyani, California State University, Northridge Michelle Kunz, Morehead State University Debbie Laverie, Texas Tech University Theresa Marron-Grodsky, University of Maryland - University College John McGrath, University of Pittsburgh - Johnstown Marilyn Melchiorre, The College of Idaho Pamela Mickelson, Morningside College Rick Moran, University of Wisconsin-Superior Adrienne Muldrow, Washington State University Julie Nelsen, St. Catherine University Lou Pelton, University of North Texas Joel Poor, University of Missouri Dan Rajaratnam, University of Texas - Dallas Jim Rogers, Saint Mary’s College Don Roy, Middle Tennessee State University Jeri Rubin, University of Alaska Anchorage Leila Samii, Southern New Hampshire University Doreen Sams, Georgia College & State University Rick Saucier, Thomas College Kurt Schimmel, Slippery Rock University Joyce
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