CHI TIẾT NGHIÊN CỨU …
Tiêu đề
A cold call on work-based learning: a “live” group project for the strategic selling classroom
Tác giả
Lloyd R.; Martin M.J.; Hyatt J.; Tritt A.
Năm xuất bản
2019
Source title
Higher Education, Skills and Work-based Learning
Số trích dẫn
8
DOI
10.1108/HESWBL-12-2017-0098
Liên kết
Tóm tắt
Purpose: The purpose of this paper is to describe a case study used in a strategic sales class that employs the use of work-based learning pedagogy to expose students to real-life cold calling experiences. This real-life cold calling experience involves students within the course building a target list of prospective students for a small liberal arts college. The students must then construct pre-call strategies, build rapport with prospective students and finally “close the deal” by having the prospective student visit campus. Design/methodology/approach: This paper begins by describing work-based learning as a unique pedagogical method and the importance of cold-calling skills in the context of workplace skills in demand. Theoretical foundations in Lichtenstein and Lyon’s (1996) entrepreneurial skillset is analyzed, as is the application of “live” group projects. The case is then described in detail and focuses on the project itself, the personal and group incentives used in the course of the project, and finally, a review of the learning outcomes and desired skillset outcomes for the class. Findings: The case shows that students can learn and implement the behaviors, attitudes and practices that make professional cold-callers successful. The impact on the university can also be seen since real contributions were made to the recruiting efforts of the college vis-à-vis higher matriculation numbers. The entrepreneurial skillsets and “live” group project literature is contextualized in light of the findings of the project. This research found that students engaged in varying levels of progress in their managerial, entrepreneurial, technical skillsets as well as levels of personal maturity. Finally, the authors provide guidance for future research to expound the findings of this project by testing the variables using quantitative methodologies. Originality/value: The paper showcases an innovative pedagogic approach to exposing students to the best practices of cold-calling and allows them to exercise these tools real time as they make actual cold calls and work toward sales incentives. The focus on recruiting new students as customers of the college serves is not only active classroom learning, but it also serves mission-based outcomes to help the college achieve desired recruiting goals. This case study will provide a tool for small, liberal arts colleges to use which mobilizes faculty and students in the effort to recruit new students, in an environment where enrollment numbers are falling for this market sector in higher education. © 2019, Emerald Publishing Limited.
Từ khóa
Cold calling; Liberal arts colleges; Recruiting; Strategic sales; Workplace learning
Tài liệu tham khảo
Alexander B., Higher education enrollment decline in 2017 Again, (2017); Baron R.A., Ensley M., Opportunity recognition as the detection of meaningful patterns: evidence from comparisons of novice and experienced entrepreneurs, Management Science, 52, 9, pp. 1331-1344, (2006); Baron R.A., Markman G.D., Beyond social capital: the role of social skills in entrepreneurs’ success, Academy Management Executive, 14, 1, pp. 1-15, (2000); Barone M., Young people are increasingly turning their backs on higher education, and rightfully so, Washington Examiner, Washington, DC, June, (2017); Batt R., Managing customer services: human resource practices, quit rates, and sales growth, Academy of Management Journal, 45, 3, pp. 587-597, (2002); Bedics T., Jack E., McCary C., Operational challenges in the call center industry: a case study and resource-based framework, Managing Service Quality, 16, 5, pp. 477-500, (2006); Berkbigler E., Dickson K., Required scripting and work stress in the call center environment: a preliminary exploration, Journal of Organizational Culture, Communications and Conflict, 18, 1, pp. 233-255, (2014); Brush C.G., Greene P.G., Hart M.M., Haller H.S., From initial idea to unique advantage: the entrepreneurial challenge of constructing a resource base, Academy of Management Executive, 16, 1, pp. 64-78, (2001); Burns P., Entrepreneurship and Small Business, (2008); Cai Y., Graduate employability: a conceptual framework for understanding employers perceptions, Higher Education, 65, 4, pp. 457-469, (2013); Chang J., Rieple A., Assessing students’ entrepreneurial skills development in live projects, Journal of Small Business and Enterprise Development, 20, 1, pp. 225-241, (2013); Crebert G., Bates M., Bell B., Patrick C., Cragnolini V., Developing generic skills at university, during work placement and in employment graduates’ perceptions, Higher Education Research and Development, 23, 2, pp. 2-21, (2004); Croner C., Abraham R., Never hire a bad salesperson again: selecting candidates who are absolutely driven to succeed, (2007); Deery D., Iverson R., Walsh J., Work relationships in telephone call centres: understanding emotional exhaustion and employee withdrawal, Journal of Management, 39, 4, pp. 471-496, (2002); Desai R., Understanding management control systems in call centers, International Journal of Productivity and Performance Management, 59, 8, pp. 792-810, (2010); Duckworth A., Quinn P., Development and validation of the short grit scale (grit-s), Journal of Personality Assessment, 91, 2, pp. 166-174, (2009); Dwyer D., Ganster D., The effects of job demands and control on employee attendance and satisfaction, Journal of Organizational Behavior, 12, 7, pp. 595-608, (1991); Echchakoui D., Naji A., Job satisfaction in call centers: an empirical study in Canada, International Journal of Management, 30, 2, pp. 576-592, (2013); Fain P., Enrollments continue to slide at for-profits and community colleges, Inside Higher Education, (2017); Farber M., College enrollment dips as more adults ditch degrees for jobs, (2016); Feiertag H., Relationship selling works only when practiced, Hotel & Motel Management, 212, 6, (1997); Fletcher-Brown J., Knibbs K., Middleton K., Developing ‘employability’: the 3Es case for live-client learning, Higher Education, Skills and Work-Based Learning, 5, 2, pp. 181-195, (2015); Fry H., A Handbook for Teaching and Learning in Higher Education: Enhancing Academic Practice, (2009); Fugate M., Kinicki A.J., Ashforth B.E., Employability: a psycho-social construct, its dimensions, and applications, Journal of Vocational Behavior, 65, 1, pp. 14-38, (2004); Galloway L., Anderson M., Brown W., Wilson L., Enterprise skills for the economy, Education Training, 47, 1, pp. 7-17, (2005); Gao C., Competency identification of sales staff in the agricultural seed industry: evidence from seed firms in China, Social Behavior and Personality: An International Journal, 37, 4, pp. 513-524, (2009); Gibb A.A., In pursuit of new enterprise and entrepreneurship paradigm for learning: creative destruction, new values, new ways of doing things and new combinations of knowledge, International Journal of Management Reviews, 4, 3, pp. 233-269, (2002); Gilbert D., From chalk and talk to walking the walk: facilitating dynamic learning contexts for entrepreneurship students in fast-tracking innovations, Education and Training, 54, 2, pp. 152-166, (2012); Goleman D., Emotional Intelligence, (1995); Gumbus A., Lussier R.N., Entrepreneurs use a balanced scorecard to translate strategy into performance measures, Journal of Small Business Management, 44, 3, pp. 407-425, (2006); Haberberg A., Rieple A., Strategic Management: Theory and Application, (2007); Heyler R., Aligning higher education with world of work, Higher Education, Skills, and Work-based Learning, 1, 2, pp. 95-105, (2011); Helyer R., Lee D., Higher level skills in the Tees Valley (Tees Valley Unlimited and Teesside University), (2010); Henard F.A., Fostering quality teaching in higher education: policies and practices, Institutional Management in Higher Education, (2012); Hillmer B., Hillmer S., McRobers G., The real costs of turnover: lessons from a call center, Human Resource Planning, 27, 3, pp. 34-41, (2004); Holman D., Employee wellbeing in call centres, Human Resource Management, 12, 4, pp. 35-50, (2002); Howe N., Strauss W., Generations: The History of America’s Future, 1584 to 2069, (1992); Huq A., Enhancing graduate employability through work-based learning in social entrepreneurship: a case study, Education+Training, 55, 6, pp. 550-572, (2013); Jackson D., Wilton N., Perceived employability among undergraduates and the importance of career self-management, work experience and individual characteristics, Higher Education Research & Development, 36, 4, pp. 747-762, (2016); Keenan W., Eliminate cold calling to heat up sales, Sales & Marketing Management, 147, 8, pp. 31-32, (1995); Lichtenstein G.A., Lyons T.S., Incubating New Enterprise: A Guide to Successful Practice, (1996); Marcus J., Many small colleges face big enrollment drops, Washington Post, (2017); Mayer J.D., Caruso D., The effective leader: understanding and applying emotional intelligence, Ivey Business Journal, (2002); Morris M., Schindehutte M., LaForge R., Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives, Journal of Marketing Theory and Practice, 10, 4, pp. 1-19, (2002); Murray C., Real Education: Four Simple Truths for Bringing America’s Schools Back to Reality, (2008); Nordberg D., Group projects: more learning? Less fair? A conundrum in assessing postgraduate business education, Assessment & Evaluation in Higher Education, 33, 5, pp. 481-492, (2008); Oakey R., Technical entrepreneurship in high technology small firms: some observations on the implications for management, TechNovation, 23, 8, pp. 679-688, (2003); Peterson R., Lucas G., What buyers want most from salespeople: a view from the senior level, Business Horizons, 44, 5, pp. 39-45, (2001); Porter J., Seven secrets to cold calling success, Entrepreneur, (2012); Powell T.C., Administrative skill as competitive advantage – extending Porter’s analytical framework, Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l”Administration, 10, 2, pp. 141-153, (1993); Raelin J., A model of worked-based learning, Organization Science, 8, 6, pp. 563-578, (1997); Richardson I., Hynes B., Entrepreneurship education: towards an industry sector approach, Education Training, 50, 3, pp. 188-198, (2008); Rose E., Wright G., Satisfaction and dimensions of control among call centre customer service representatives, International Journal of Human Resource Management, 16, 1, pp. 136-160, (2005); Ruyter K., Wetzels M., Feinberg R., Role stress in call centers: its effects on employee performance and satisfaction, Journal of Interactive Marketing, 15, 2, pp. 23-35, (2001); Sanfilippo M., Warming up to cold calling, Civil Engineering, 69, 7, pp. 68-69, (1999); Scharf F., Bell J., Developing export management competencies and skills among undergraduate business students, Journal of European Industrial Training, 26, 7, pp. 327-332, (2002); Seet P.S., Seet L.C., Changing entrepreneurial perceptions and developing entrepreneurial competencies through experiential learning: evidence from entrepreneurship education in Singapore’s tertiary education institutions, Journal of Asia Entrepreneurship and Sustainability, 2, 2, pp. 143-171, (2006); Smith W.L., Schallenkamp K., Eichholz D.E., Entrepreneurial skills assessment: an exploratory study, International Journal of Management and Enterprise Development, 4, 2, pp. 179-201, (2007); Sobczak A., Smart Calling: Eliminate the Fear, Failure, and Rejection from Cold Calling, (2010); Sprigg C., Jackson P., Call centers as lean service environments: job-related strain and the mediating role of work design, Journal of Occupational Health Psychology, 11, 2, pp. 197-212, (2006); Preparing 21st Century Citizens: The Role of Work-Based Learning in Linked Learning, (2013); Stemp M., You go where you look: Mark Rodgers on passion, sales competency, and perseverance, Dealernews, 50, 9, pp. 18-19, (2014); Thompson D., This is the way the college ‘bubble’ ends, (2017); Timmons J.A., Spinelli S., New Venture Creation: Entrepreneurship for the 21st Century, (2009); Tompson G.H., Using computer simulations for group projects in business school education, Journal of Education for Business, 71, 2, pp. 97-101, (1995); Torrance E., Rockenstein Z., Styles of thinking and creativity, Learning Strategies and Learning Styles, pp. 275-290, (1988); Tyebjee T.T., BruNo A.V., A model of venture capitalist investment activity, Management Science, 30, 9, pp. 1050-1066, (1984); Van Gelderen M., Thurik R., Patel P., Encountered problems and outcome status in nascent entrepreneurship, Journal of Small Business Management, 49, 1, pp. 71-91, (2011); Varca P., Service representatives, job control, and white-collar blues, The Journal of Services Marketing, 15, 4, pp. 257-269, (2001); Varca P., Telephone surveillance in call centers: prescriptions for reducing strain, Managing Service Quality, 16, 3, pp. 290-304, (2006); Vedder R., Strehle J., Why not use endowments to lower tuition costs?, Wall Street Journal, (2016); Zapf D., Vogt C., Seifert C., Mertini H., Isic A., Emotion work as a source of stress: the concept and development of an instrument, European Journal of Work and Organizational Psychology, 8, 3, pp. 371-400, (1999)
Nơi xuất bản
Emerald Group Holdings Ltd.
Hình thức xuất bản
Article
Open Access
Nguồn
Scopus