Reading Well and Being Well Read: A Study on the Combined Use of Textbooks and Trade Articles in Marketing Courses

Artis, Andrew B.; Fleming, David E.
August 2012
International Journal of Business, Humanities & Technology;Aug2012, Vol. 2 Issue 5, p1
Academic Journal
Reading is a primary source of adult learning, both during and after college. Marketing educators can have a profound effect on their students by helping them to read well and to be well read within the marketing domain. A quasi-experimental design is used to compare the use of textbooks to the use of practitioner articles by students in junior-level marketing courses. Findings suggest that college students enrolled in marketing courses are served best when instructors use a combination of different reading materials written for education and practice. Surprisingly, the effect of using both types of literature results in a multiplicative, rather than an additive, increase in students' reading skills.


Related Articles

  • The effect of the interaction of teacher and student expectation on reading achievement in second... Baker, Baxter; Wood, Thomas A. // Journal of Instructional Psychology;Sep93, Vol. 20 Issue 3, p179 

    Investigates the operant nature of the teacher-student expectancy interaction on students' reading achievement. Utilization of the Short Form Test of Academic Aptitude; Teachers' pre-test and post-test expectancy rating; Consistency of students' reading achievement expectancy rating;...

  • The Classroom Teacher's Responsibility to Retarded Readers. Smith, Nila Banton // Education;May1957, Vol. 77 Issue 9, p546 

    The article focuses on the classroom teacher's responsibility to retarded readers in the U.S. It follows that if a teacher is to explain the causes to parents, she must be very conversant with causes. More important, she should be concerned about causes and sensitive to their symptoms. It is...

  • Some Notes on Helping Children With Reading Difficulties. Bliesmer, Emery P. // Education;May1957, Vol. 77 Issue 9, p551 

    The article presents a number of points that needs to be considered and be kept in mind when helping children with reading difficulties. If a child is to make progress in learning to read, he will need to work with materials which offer a chance for some success. This, in general, is material of...

  • Avoid Burnout Through Reading (and Listening). Featheringill, Ron // California English;Summer99, Vol. 4 Issue 4, p8 

    The article provides ways for teachers to preserve their interest in reading and to avoid burnout. It advises educators to look for materials that colleagues have been reading in their respective classes. It likewise suggests a personal assessment of reading experiences and an evaluation aided...

  • A VIEW FROM THE PODIUM: CLASSROOM SUCCESSES, FAILURES, AND RECOVERY STRATEGIES. Swanson, Scott R.; Frankel, Robert // Marketing Education Review;Summer2002, Vol. 12 Issue 2, p25 

    Provides additional insight into critical classroom encounters by examining marketing professors' perspectives. Brief review of the customer satisfaction literature; Examination of the similarities and differences of professor and student views of the classroom encounter; Identification of...

  • MAINTAINING FAIRNESS WHEN A STUDENT GOES AFOUL OF CLASSROOM RULES: A PROCEDURAL JUSTICE MODEL. Whalen, D. Joel; Koernig, Steven K. // Marketing Education Review;Summer2009, Vol. 19 Issue 2, p27 

    This paper offers a Procedural Justice model and identifies strategies to help the professor maintain classroom justice when a student violates classroom rules. Faculty tend to avoid situations that lead to confrontation because of the psychic pain that it causes the professor and the student....

  • Reorganizing logistical flows within an operating room. Philippe, Richard; Duhamel, carole // Healthcare Purchasing News;Jan2004, Vol. 28 Issue 1, p45 

    Focuses on the logistical reorganization done by Royal Victoria Hospital in Montreal, Quebec to address the contamination problem in the ventilation system of its operating room (OR) department in 2001. Background of the hospital; Committees formed to plan and coordinate a renovation project...

  • UAIDAS: APPROACHING THE CLASS WITH A LITTLE MARKETING. Lane, Paul M.; Farris, John P. // Marketing Management Association Annual Conference Proceedings;2010, p50 

    Using a marketing tool to design your classes can make teaching a lot more fun for you and more relevant for your students. In this paper the authors explore ways to use the AIDA model often taught in the promotion section as a framework for designing each class. The millennials in your...

  • Prior Knowledge and Writing as Aids in Reading. Sanacore, Joseph // Education Digest;Dec1983, Vol. 49 Issue 4, p51 

    This article focuses on the role of prior knowledge and writing as aids in reading. It is known that students' reading is heavily dependent on their calling into play their prior knowledge on a topic, and that the development of writing skills also improves reading. The important relationship of...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics