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.

Comprehensive annual financial report of

This study investigated those factors that contribute positively in shaping users’ perceptions of library effectiveness. A questionnaire‐based survey of five major agricultural libraries in Malaysia was conducted. It was found that the adequacy of collections, services and facilities were closely linked to the perceptions of library effectiveness. Certain other factors contributing positively to the perception of library effectiveness were the adequacy and effectiveness of library promotion, involvement of users in the selection of library materials, convenient library location, participation in user education programmes, availability of assistance for using library resources and facilities, and subject background of library professionals. The paper suggests that for any reliable library effectiveness study, all factors associated with user satisfaction should be investigated together.

User perceptions of library effectiveness in Malaysian agricultural libraries

The concept of materiality

Project management is gaining traction in IT organizations and the results are encouraging. Failure rates are down, costs are down, and success rates are up. Large companies are taking a small approach to project management. Minimizing means scaling down features/functions along with minimizing scope. IT organizations are adopting standard project methodologies or building enterprise-level formal project management disciplines. This level of activity is quite a change.

A recipe for success

Collection Development--Evaluation

Toward a theory of collection development

Improving Return on Investment: A Proposal for Allocating the Book Budget

Marketing can be a powerful tool for public libraries. However, to realize marketing’s potential, it must be understood. Unfortunately, “Marketing is a term used by librarians to mean many different things and therefore has become confusing” (Doucett 2008, 1). Replacing confusion with clarity, which is especially important if the goal of marketing is to elicit financial and other support, requires answering two questions: What is marketing, and what is required for marketing to deliver the benefits it is capable of? Answers are sought before when marketing came “to mean many different things and … become confusing.”

Dennis P. Carrigan

Papers

Collection Development--Evaluation

Toward a theory of collection development

Improving Return on Investment: A Proposal for Allocating the Book Budget

Public Libraries, Dual Constituencies, and Marketing

The Political Economy of Scholarly Communication and the American System of Higher Education.