MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

Marketing for management.

체험마케팅(Experiential Marketing)의 오해와 진실

Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization

Classical multivariate statistical methods concern models, distributions and inference based on the Gaussian distribution. These are the topics in the first textbook for mathematical statisticians by T.W. Anderson that was published in 1958 and that appeared as a slightly expanded 3rd edition in 2003. Matrix theory and notation is used there extensively to efficiently derive properties of the multivariate Gaussian or the Wishart distribution, of principal components, of canonical correlation and discriminant analysis and of the general multivariate linear model in which a Gaussian response vector variable Ya has linear least-squares regression on all components of an explanatory vector variable Yb. In contrast, many methods for analysing sets of observed variables have been developed first within special substantive fields and some or all of the models in a given class were justified in terms of probabilistic and statistical theory much later. Among them are factor analysis, path analysis, structural equation models, and models for which partial-least squares estimation have been proposed. Other multivariate techniques such as cluster analysis and multidimensional scaling have been often used, but the result of such an analysis cannot be formulated as a hypothesis to be tested in a new study and satisfactory theoretical justifications are still lacking. Factor analysis was proposed by psychologist C. Spearman (1904), (1926) and, at the time, thought of as a tool for measuring human intelligence. Such a model has one or several latent variables. These are hidden or unobserved and are to explain the observed correlations among a set of observed variables, called items in that context. The difficult task is to decide how many and which of a possibly large set of items to include into a model. But, given a set of latent variables, a classical factor analysis model specifies for a joint Gaussian distribution mutual independence of the observed variables given the latent variables. This can be recognized to be one special type of a graphical Markov model; see Cox and Wermuth (1996), Edwards (2000), Lauritzen (1996), Whittaker (1990).

Multivariate Statistical Analysis.

https://repositorio.inesctec.pt/bitstream/123456789/7708/1/P-00N-CRW.pdf

How smartphone advertising influences consumers' purchase intention

The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions

/pdf/attitudes-towards-mobile-advertising-a-research-to-determine-qrugr5p1rm.pdf

Attitudes towards Mobile Advertising – A Research to Determine the Differences between the Attitudes of Youth and Adults

Kano model application in new product development and customer satisfaction (adaptation of traditional art of tile making to jewelries)

Tuketici davranislarinin analiz edilmesi, etkili pazarlama stratejilerinin gelistirilmesi ve uygulanabilmesi icin onem arzetmektedir. Bunun icin de davranislari etkileyen faktorlerin incelenmesi gerekmektedir. Tuketici davranislarini etkileyen onemli faktorlerden biri kisiliktir. Kisilik ozellikleri, tuketicilerin satin alma oncesi/sonrasi karar ve davranislari uzerinde etkili olmaktadir. Kisilik gibi tuketici davranislarini etkileyen ve yon veren bir baska onemli faktor de algilamadir. Tuketiciler, sunulan urun ya da hizmeti, markayi, reklâmi vb. farkli kisilik ozelliklerine sahip olduklari icin farkli algilamaktadirlar. Bu durum urun ve hizmetlerle ilgili algilanan riskler icin de gecerlidir. Tuketiciler kisilik ozelliklerine gore, urun ve hizmetlerle ilgili farkli riskler algilamaktadirlar. Arastirmanin ana kitlesini Erzurum merkez ilcede yasayan otomobil sahibi tuketiciler olusturmustur. Yapilan analiz sonucu uyumlu, sorumluluk sahibi ve yeniliklere acik olan tuketicilerin otomobil satin alma ve kullanma ile ilgili olarak daha cok performans riski ve psikolojik risk algiladiklari belirlenmistir.

/pdf/kisilik-ozellikleri-ile-algilanan-risk-arasindaki-2ejkxyku0e.pdf

Ki̇şi̇li̇k özelli̇kleri̇ i̇le algilanan ri̇sk arasindaki̇ i̇li̇şki̇leri̇n i̇ncelenmesi̇ üzeri̇ne bi̇r araştirma

Nutrition is one of the main factors leading to a sustainable and healthy life. Consumers generally make decisions related to their daily nutrition and food choice. Therefore, it is important to determine the main potential factors affecting the final decision. These variables, also known as the 4As (acceptability, affordability, accessibility and awareness), affect consumers’ decisions in all stages of the purchase decision process. The purchase intention takes place at the beginning of this process. The determination of the most influential variable on the purchase intentions is crucial and helpful for each shareholders that concentrates on attracting consumers’ decisions in the decision process. The aim of this study is to provide a better insight in green purchase intention and to find which 4A attribute is more effective on purchase intention of organic foods. For this purpose, the data were analyzed by Analytic Hierarchy Process (AHP). The data were collected from 10 experts of Aarhus University’s MAPP Centre. Results revealed that “awareness” is the most effective among 4A mixed elements, followed by “affordability”, “accessibility” and “acceptability”.

/pdf/4a-marketing-mix-impacts-on-organic-food-purchase-intention-3iwi3y6aox.pdf

Aysel Erciş

Papers

The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions

Attitudes towards Mobile Advertising – A Research to Determine the Differences between the Attitudes of Youth and Adults

Kano model application in new product development and customer satisfaction (adaptation of traditional art of tile making to jewelries)

Ki̇şi̇li̇k özelli̇kleri̇ i̇le algilanan ri̇sk arasindaki̇ i̇li̇şki̇leri̇n i̇ncelenmesi̇ üzeri̇ne bi̇r araştirma

4A marketing mix impacts on organic food purchase intention