For decades marketing educators have espoused the marketing concept and consumer oriented business strategies in university classrooms. In recent years, there has been a movement away from the ‘sage on the stage’ to experiential, active learning pedagogies. Those newer pedagogies often involve the use of mobile devices, including smart phones, laptops, and e-readers as academic tools for students. While such mobile devices are nearly ubiquitous on college and university campuses, an ongoing debate revolves on the distinction between owning mobile devices and whether or not students bring them to campus and use them as educational tools. In this study, we surveyed students in order to assess their attitudes towards and perceptions of a proposed BYOD (Bring Your Own Device) program on campus.
Bristow, Dennis; Titus, David; Harris, Garth; and Gulati, Rajesh
"The Marketing Concept and BYOD in the University Classroom:,"
Atlantic Marketing Journal: Vol. 6
, Article 7.
Available at: http://digitalcommons.kennesaw.edu/amj/vol6/iss1/7