Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

UC Lindner Professor Wins Award for Classroom Innovation

Published:
Friday, September 29, 2017 10:24 AM
Eye-tracking activity captures top award at the 2017 Marketing Management Association Conference.
Elliott Manzon

ssistant Professor of Marketing Elliott Manzon won an award for his use of eye-tracking technology in the classroom.

Elliott Manzon, assistant professor of marketing at the Carl H. Lindner College of Business, won the Marketing Management Association innovative teaching competition. He took first place to win the AxcessCapton Teaching Innovation Award at the group’s fall educator’s conference in Pittsburgh.

Manzon first submitted a paper on his eye-tracking lesson that permits students in his marketing research course to run through a series of advertisements and track eye movement to capture data on the most appealing aspects of an advertisement. The activity, used to test the effectiveness of websites, advertisements, packaging design, and store layouts, allowed students to then redesign the ad based on research findings.

The paper was judged by a panel of distinguished marketing professors and the top three winners were invited to present their innovation in person at the
conference, where judges selected Manzon's activity as
the top innovation.