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Open research questions in Management and Marketing Education

64 unresolved questions extracted from the limitations and future-work sections of 4,349 Management and Marketing Education papers in our library. Each links back to the study that raised it.

What the literature leaves open

  • Future studies could examine it more systematically, for example by developing specific measures or by exploring experimental designs that manip- ulate factors such as peer judgment, instructor approach- ability, physical layout, discussion formats, or error-han- dling approaches to test whether these dynamics influence the empowerment-engagement pathway. Future studies could investigate whether students’ perceptions of developing relevant future competence op- erate as an independent driver of engagement, especially in courses that students initially perceive as less challenging, such as marketing. Future research could examine how similar dynamics operate in other business subjects and assess whether these patterns hold across different educational systems and cul- tural contexts. First, psy- chological safety emerged as a critical but underexplored contextual condition in the relationship between empow- erment and engagement.

    Unravelling Voluntary Student Participation: Empowerment and Engagement as Driving Forces · 2026 · DOI

  • significantly In addition to segmentation and target market selection, the case required students to evaluate positioning impli- cations associated with serving culturally distinct market segments. Specifically, students were asked to consider how Bosonac Orthodontics’ value proposition, messaging tone, and brand cues would need to differ when targeting the Or- Journal for Advancement of Marketing Education 41 Teaching Case: Straightening Smiles and Strategies: Orthodontist Targets New Markets Amid Population S… thodox Jewish community versus traditional American fam- ilies, and whether a single brand could effectively support multiple positioning strategies without brand dilution. Bosonac Orthodontics faced a challenge as the technol- ogy-averse and highly conservative Orthodox Jewish com- munity flocked into Lakewood, New Jersey, leaving their treatment chairs unoccupied. To maintain their position as the leading dento-facial provider in Ocean County, the practice needed to revamp its marketing strategies and make crucial decisions regarding target market selection. Although newspaper advertising provided a culturally appropriate channel for increasing awareness within the Orthodox community, adoption was constrained by strong in-group loyalty and trust norms. As discussed in the case, meaningful acceptance required endorsement from within the community. In this context, the association with an Orthodox dentist (Dr. Boim) functioned as a trust-transfer mechanism rather than a traditional promotional tactic, highlighting the limits of media-based persuasion in cul- turally insular markets. This case is ideal for undergraduate students in Prin- ciples of Marketing, Advertising, or Consumer Behavior courses. Students will apply their understanding of the 4Ps of marketing, target marketing, and segmentation to a real- world business scenario. Students will analyze demographic trends, explore the values and beliefs of a unique subcul- ture, and develop innovative marketing strategies to effec- tively reach this secondary target market. They must also consider how to align marketing mediums and strategies with the chosen target audience.

    Teaching Case: Straightening Smiles and Strategies: Orthodontist Targets New Markets Amid Population Shifts · 2026 · DOI

  • To complement discussions of assemblage and examinations of ethics in the AI era, we draw upon the perspectives of a relatively understudied population in this conversation—students themselves navigating AI and writing within a business-focused context—and extend assemblage thinking to capture important thought toward the future of business communication, pedagogy, ethics, and AI.

    Ethics and AI Assemblages: A Heuristic Analysis of Undergraduate Business Student Perspectives · 2024 · DOI

  • This finding provides a basis for the creators of not only higher education brands, but also for the creation of study programs based on the estimated value, an incentive for further research of other values in higher education, as well as for the creation of an optimal brand model of higher education institutions.

    Higher Education Branding through Instrumental Values · 2023 · DOI

  • Therefore, the present study fills a gap in the research and aids practitioners in understanding the preferences of the MBA market in Indonesia, thus enabling them to design a program and marketing strategy accordingly.

    A Conjoint Analysis of MBA Market Preferences When Choosing a University in Indonesia · 2020 · DOI

  • The majority of master of business administration (MBA) students are presently enrolled in part-time programs, yet little is known about their preferences, perspectives, and program selection processes.

    An exploratory study on part-time MBA program choice factors and characteristics of part-time MBA students · 2019 · DOI

  • Whereas the literature is rather scarce on solutions, this paper aims to offer some best practices at a highly ranked IB program that can be very useful to business school leaders.

    Strategic internationalization through curriculum innovations and stakeholder engagement · 2018 · DOI

  • Research limitations/implications The 90 ideas presented here, although rooted in nearly a century of the authors’ combined EE experience, are nonetheless limited by their experience.

    Ideas for growing executive education revenue: codification and catalyst · 2017 · DOI

  • Past evidence suggests that constructive misalignment is particularly problematic in International Business (IB) education, though this paradigm has received limited research attention.

    The Problem of Constructive Misalignment in International Business Education: A Three-Stage Integrated Approach to Enhancing Teaching and Learning · 2016 · DOI

  • Research limitations/implications The concepts proposed in this paper are limited by the measures that are selected, the subjective level of importance weights assigned by the users to the measures, the possible overlap among some measures, and the use of a single case with five selected peer institutions.

    Essential distinctiveness: strategic alternatives in updating the business core curriculum · 2013 · DOI

  • The objectives of the review were: to collect, document, scrutinize, and critically analyze the current research literature on value elements in marketing and how cocreation between the sender (school) and receiver (student) happens; to establish the scope of education marketing; to identify gaps in the research literature; and to make recommendations for further research in this field.

    Creating Value in School Education Marketing Through the Cocreation Process – A Conceptual Paper · 2012 · DOI

  • However, little is known about MBA student experiences, skills, attitudes and behaviors as they pertain to sales either nationally or internationally.

    An Exploratory Analysis of Sales Educational Practices and Sales Skills, Attitudes, and Behaviors in MBA Programs: The United States and the United Kingdom · 2009 · DOI

  • The main findings pertain to the MBA graduates’ perceptions of the outcome and quality of the MBA programme as well as the most prominent findings in respect of the open question on the future development of South African MBA programmes, from the perspective of graduates.

    Graduates’ perceptions of the quality of MBA programmes · 2001 · DOI

  • This money is being invested as a quasi-endowment to help Crystal Lake through the "crunch years" when 19-24 year-olds are scarce and older students will have moved out of the high-participation years for older college students.

    Marketing Small-College Continuing Education · 1990 · DOI

  • -~ Teach the Pupil to Evaluate Advertising STUDY OF SHORTHAND (Continued from page 22) transcription efficiency should be studied.

    An Evaluation of Consumer Education · 1937 · DOI

  • Finally, an inherent limitation of this study is its nature as a proposed pedagogical framework rather than a report on an empirically validated intervention.

    RFM-Based Customer Segmentation: A Pedagogical Case Study for Marketing Analytics Education · 2026 · DOI

  • While prior studies focused on isolated interactions, limited research has examined how multi-stage brand touchpoints collectively shape student brand evangelism and its underlying mechanisms.

    From First Encounter to Future Expectations: How Brand Touchpoints Shape Student Brand Evangelism Through Institutional Reputation · 2026 · DOI

  • This has warranted much needed revisions in college-level advertising education, however, there remains a gap in understanding knowledge requirements for new graduates from the perspective of advertising practitioners.

    Transformation of the Advertising Industry: Big Data and AI Make a Case for a Revised Advertising Curriculum · 2025 · DOI

  • Limitations A key limitation to this study is the fact that the survey was developed in English, thus introducing a bias towards Western academic settings.

    Picking Up the Beat: Social Marketing Academic Course Offerings and Trends as the Discipline Marks 50 Years · 2023 · DOI

  • This research will help fill a much-needed gap in the marketing education literature by providing key insights into flipped class approaches while also connecting them with ALTs, which have heretofore remained under-explored in marketing education.

    Using Adult Learning Theory to Explore Student Perceptions of the Flipped Class Method · 2023 · DOI

  • Methodology/Technique - Authors of this article attempt to select an overriding determinant that has an impact on maintaining the balance of cooperation between businesses and universities, constituting the basis for further research on the creation of a cooperation strategy.

    Communication as a factor limiting university-business cooperation · 2022 · DOI

  • This study ameliorates this gap in the literature, conducting a comparative analysis of promotional materials produced by public universities and community colleges in Ontario, Canada.

    Symbolic resources and marketing strategies in Ontario higher education: a comparative analysis · 2016 · DOI

  • Abstract Practitioner and academic literature indicate a shortage of young professionals entering logistics, yet limited research exists to understand how to attract more students to the field.

    Attracting Students to the Field of Logistics, Part 1 · 2016 · DOI

  • Future research should explore the effects of these differences on the development of the brand, the role these advertisements play in the larger marketing campaigns, and if these spots contribute to students' expectations of the institutions.

    Selling college: a longitudinal study of American college football bowl game public service announcements · 2014 · DOI

  • ‘Hot seating’ – where a person, such as an invited subject expert is interviewed by an audience – is a well-established interactive method of learning, but is often limited by availability of willing and suitable interviewees.

    Teaching undergraduate marketing students using ‘hot seating through puppetry’: an exploratory study · 2012 · DOI

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64 open questions have been extracted from the limitations and future-work passages of 4,349 Management and Marketing Education papers in our library. Each one below links back to the study that raised it, so you can read the original claim in context.

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