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.

What makes a leader

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Basic marketing, a managerial approach

https://cris.maastrichtuniversity.nl/ws/files/1110731/guid-7c93dc7e-f7ea-4371-89b2-292fc0bdf010-ASSET1.0.pdf

Consumer evaluations of store brands: effects of store image and product attributes

This study is an investigation of the environmental, organizational and technological drivers of Internet commerce adoption and implementation in small businesses. To conduct the study, the Tornatsky and Fleischer model was adopted and tested in seven small businesses located in Southern Italy. The main contribution of the study lies in the fact that it shows that the environmental context has a key role in the adoption and implementation of e-commerce in SMEs. This is over and above factors related to technology characteristics (e.g. benefits and barriers) and organizational characteristics (e.g. slack resources) that have been extensively investigated elsewhere. Environmental factors of special importance are government intervention, public administration and external pressure from competitors, suppliers and buyers.

The adoption of internet commerce by SMEs in the south of Italy: an environmental, technological and organizational perspective

The Marketing Research Guide carries you step-by-step through the complete marketing research process, providing worksheets, sample proposals, questionnaires, and a copy of a final report to give you insight into the tools and techniques of marketing research. Essential concepts are presented clearly yet concisely, enabling marketing professionals to refer to this book over and over again.The Marketing Research Guide was chosen for Choice's 34th annual Outstanding Academic Books (OAB) list. This prestigious list includes books reveiwed in Choice during 1997 that meet the selection criteria of excellence in scholarship and presentation; significance in regard to other literature in the field; and recognition as an important, often the first, treatment of a specific subject in print or electronic format.To facilitate the use of The Marketing Research Guide as a text for courses in marketing research, the authors have designed a comprehensive, 250-page instructor's manual. Its sample syllabus, suggestions and formats for marketing research projects, sample test questions, and guidelines for students conducting assignments will help professors as they guide their students to an understanding of the role of information in decisionmaking and the techniques involved in acquiring information for marketing decisions.With its broad overview of marketing research, The Marketing Research Guide takes you systematically through the research process, from design to execution. Along the way, you will learn about: decision-making information, planning, and forecastingtest marketingdeveloping valid and reliable measurement instrumentsdata-collecting methodsdesigning a questionnairedetermining sampling frame and selecting sampling methoddata-summary methods and research reportsmail survey design and mailing proceduresfull product testing techniques and proceduresA complete, 250-page Instructor's Manual--that includes a sample syllabus, assignments, and 75 transparency masters--accompanies the book. Multiple choice and true/false questions at the end of each chapter help you develop outlines of your own marketing research projects, while the appendices provide examples that help you visualize what your own reports should look like. Another useful feature is the description of the major forecasting, sampling, and analysis techniques without the use of mathematical formulas--a quality sure to be appreciated by marketers and students ambivalent toward mathematics. The Marketing Research Guide is ideal for managers who must negotiate, evaluate, and use marketing research as a part of the decision-making process, as well as for individuals involved in the research process who need to review marketing research procedures or find examples of specific techniques.

The Marketing Research Guide

This manuscript reports the results of a survey of small businesses' use of the Internet. The telephone survey of a random sample of 120 small businesses sought to determine the proportion of businesses with Internet access, how the Internet was being used by their organization, and organizational characteristics. Almost eighty percent of the respondents surveyed reported using a computer in their business. Of that group, about 69 percent reported they had Internet access and almost half had a Web page. When asked about how the Internet was being used in their business, the most common answer was to obtain general information, followed by ordering products and supplies, obtaining supplier information, obtaining customer information, obtaining competitor information, and for entertainment purposes. Respondents who had Internet access were also asked whether they had a Web page. Almost one-half indicated that they had a Web page. Of those who did not have a Web page, about one-half planned on havin...

Small Business Use of the Internet

Purpose – The purpose of this study is to examine the attitude of accountants towards advertising and to investigate changes in attitude that may have occurred between 1993 and 2004.Design/methodology/approach – Data were collected from accountants using a mail survey approach in 1993 and using an e‐mail survey approach in 2004. Questions on the two surveys were identical and a random sample of accountants was selected for each study. Statistical tests were used to compare responses from 1993 with responses in 2004.Findings – Analysis of the results revealed significant positive shifts in the attitudes accountants have toward advertising of accounting services. Negative attitudes toward various aspects of advertising shifted to either a neutral or a positive position. This dramatic, positive shift in advertising attitudes by accountants occurred while skepticism towards advertising remained relatively high, overall, among the general public. Between the two time periods, changes in the use of various mark...

Accountants' attitudes toward advertising: a longitudinal study

* Preface * Ability to Search * Acceleration Principle * Account Executive * Action-Inducing Conative Message Strategy * Adaptation * Administrative Complaint * Advertising Agency Selection * Advertising Appeal * Advertising Campaign Management * Affect Referral * Affective (Component of Attitude) * Affective Message Strategy * Aided Recall * Alternative Media * Animation Execution * Appeal (Advertising) * Attitude * Attitude or Opinion Test * Attribute Positioning * Authoritative Execution * Behavioral Evaluation of Advertisements * Benefit Segmentation * Better Business Bureau * Brand * Brand Equity * Brand Extension * Brand Image * Brand Message Strategy * Brand Parity * Brand Positioning * Brand Spiraling * Brand-Loyal Consumers * Business Buying Center * Business-to-Business Buying Process * Business-to-Business Segmentation * Buyer * Buying Community * Campaign Duration * Carryover Effects * Cause-Related Marketing * Cease and Desist Order * Children's Advertising * Clutter * Co-Branding * Cocooning * Cognitive (Component of Attitude) * Cognitive Dissonance * Cognitive Mapping * Cognitive Message Strategy * Communication * Communication Market Analysis * Comparative Message Strategy * Competitive Analysis * Competitor Positioning Strategy * Complementary Branding * Comprehension Test * Conative (Component of Attitude) * Conative Message Strategy * Concept Testing * Conjunctive Heuristics * Consent Order * Constraint * Consumer Decision-Making Process * Consumer Promotion * Contests and Sweepstakes * Continuity * Cooperative Advertising Program * Cooperative Branding * Copytesting * Corporate Advertising * Corporate Image * Corporate Logo * Corrective Advertising * Cost per Rating Point * Cost per Thousand * Coupon * Creative * Creative Brief * Cultural Symbol Positioning Strategy * Customer Analysis * Cyberbait * Day-After Recall * Decay Effects * Deceptive and Misleading Advertisements * Decider * Decoding * Decorative Model * Demographics * Demonstration Execution * Derived Demand * Direct Marketing * Dramatization Execution * Dual-Channel Marketing * Effective Frequency and Effective Reach * Elaboration Likelihood Model * Encoding Process * Emotional Appeal * Emotional Message Strategy * Emotional Reaction Test * Evaluation of Alternatives (Purchasing Decision Process) * Evaluation Criteria for Advertisements * Event Marketing * Evoked Set * Executional Framework * Expert Authority * External Search * Family Brand * Family Life Cycle * Fantasy Execution * Fear Appeal * Federal Communications Commission * Federal Trade Commission * Flanker Brand * Flighting Schedule (Advertising Campaign) * Focus Group * Food and Drug Administration * Freestanding Insert * Frequency * Gatekeeper * Generation X * Generic Message Strategy * Geodemographic Segmentation * Geographic Segmentation * Globally Integrated Marketing Communications * Green Marketing * Gross Impressions * Gross Rating Points * Hedonic Experien

Concise Encyclopedia of Advertising

Comprehensive and concise, Strategic Planning for Collegiate Athletics offers a step-by-step approach to planning and managing successful athletic programs. For athletic administrators at the collegiate level (and those in high school or recreational programs), this valuable resource will help you analyze your organization's environment, set objectives, decide on specific actions, and obtain feedback to create a dynamic plan for your department. Addressing the advantages of devising a blueprint for your athletic enterprise--such as knowing what to expect of colleagues and having a clear picture of future directions--Strategic Planning for Collegiate Athletics offers you easily implemented methods and suggestions to help your athletic department develop a map toward greater success and achievement.According to a recent survey, athletic departments are much more effective when efficient and formal planning occurs every year and a long-range plan is in place. Strategic Planning for Collegiate Athletics provides you with a proven formula to help your athletic program expand and succeed at a higher level. This book gives insight into: using a team-building approach to plan and to develop leaders and involve a broad range of people in the planning process choosing which type of plan, strategic or tactical, is the best option for your organization performing a SWOT analysis of your department (Strengths, Weaknesses, external Opportunities, and Threats) to help you garner important information and identify critical areas for improvement setting strong objectives that identify specific results in key areas, state specific time periods for projects, and that are consistent with organizational standards and purposes devising operational, production, finance, and communication plans to efficiently fulfill your goals and objectives conducting a detailed planning audit of personnel, data, and reporting format to identify actions that will improve your planning process Containing helpful worksheets, outlines, and charts, Strategic Planning for Collegiate Athletics includes examples and suggestions from real-life athletics management situations. This invaluable guide will assist you in creating an ambitious and knowledgeable marketing plan for your athletic program that will bring pride, heightened success, and financial benefits to your organization.

David L. Loudon

Papers

The Marketing Research Guide

Small Business Use of the Internet

Accountants' attitudes toward advertising: a longitudinal study

Concise Encyclopedia of Advertising

Strategic Planning for Collegiate Athletics