Basics of qualitative research: Grounded theory procedures and techniques

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.

This article provides a synthesizing overview of the past 20 yr. of consumer research addressing the sociocultural, experiential, symbolic, and ideological aspects of consumption. Our aim is to provide a viable disciplinary brand for this research tradition that we call consumer culture theory (CCT). We propose that CCT has fulfilled recurrent calls for developing a distinctive body of theoretical knowledge about consumption and marketplace behaviors. In developing this argument, we redress three enduring misconceptions about the nature and analytic orientation of CCT. We then assess how CCT has contributed to consumer research by illuminating the cultural dimensions of the consumption cycle and by developing novel theorizations concerning four thematic domains of research interest.

/pdf/consumer-culture-theory-cct-twenty-years-of-research-3gcdikziju.pdf

Consumer Culture Theory (Cct): Twenty Years of Research

Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.

/pdf/brands-and-branding-research-findings-and-future-priorities-2n1yuyrxc1.pdf

Brands and Branding: Research Findings and Future Priorities

Retro brands are relaunched historical brands with updated features. The authors conduct a "netnographic" analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode I — The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand essence), Arcadia (idealized community), and Antinomy (brand paradox). Retro brand meanings are predicated on a Utopian communal element and an enlivening paradoxical essence. Retro brand management involves an uneasy, cocreative, and occasionally clamorous alliance between producers and consumers.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2016363_code1787394.pdf?abstractid=2016363&mirid=1

Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning

Today’s body of marketing thought is expanding geometrically, pushing frontiers in numerous domains—quantitatively, behaviorally, strategically—with much enhanced technology and on an increasingly globalized basis. As this pushes forward on many fronts, however, it is also worthwhile to ask what is in danger of being left behind. What is the benefit, if any, of discerning the roots of this field? On the basis of an extended look across the last century of marketing thought, this article paints a wide-ranging portrait of (1) the general course that has been taken by the body of marketing thought over its “4 Eras” and (2) how the treatment of societal dimensions of marketing has fared during each period. On the basis of these findings, the authors pose several key issues for further consideration by interested thinkers concerned with the progress of marketing scholarship.

Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development:

In today’s competitive battleground, the concept of brand equity has proved to be an important source of strategic insights for marketers. However, one potentially valuable source of brand equity—the operation of intergenerational influences—has generally been overlooked in the marketing literature. This article reports the findings of two studies that show intergenerational impacts on brand equity to be persistent and powerful across an array of consumer packaged goods. However, as a strategic challenge, these effects seem to apply strongly for some brands but not for others—they are selective. In Study 1, the authors use parallel surveys of mother–daughter dyads to isolate and quantify intergenerational impacts, and the surveys reveal a differential range of effects at both the product category and the brand level. In Study 2, the authors use interpretivist methods to delve more deeply into these effects—the forms they take, the way they have developed, and factors that sustain or disrupt them....

Passing the Torch: Intergenerational Influences as a Source of Brand Equity

At this unique point in time, it is appropriate to step back and deliberate on the scope of the marketing field and the contributions it offers to society. The authors adopt several perspectives to...

Marketing's Contributions to Society:

The alarming increase in childhood obesity has captured the attention of a broad set of citizens and institutions, with calls for action becoming increasingly powerful. Particular questions are being raised about the impacts of food marketing on children. The Internet has become an important marketing communications tool and is being used by advertisers to target children. This has prompted calls for a review of online marketing practices from public health officials, policy makers, consumer advocates, and industry groups. The objectives of this study are to inform decision makers about the nature of online marketing to children and to identify practices that may raise policy concerns. The authors report results of the first systematic content analysis of food marketers' Web sites that either target children directly or contain content of interest to them. The authors identify 11 online marketing practices of public policy relevance. They discuss the empirical findings in terms of these issues an...

The Online Marketing of Food to Children: Is It Just Fun and Games?

Although the prepurchase effects of advertising on children are well documented, little is known about advertising’s impact in conjunction with children's product usage experiences Two studies, one using experimentation and the other using depth interviews, were undertaken to examine this issue In addition to informational effects, special emphasis was placed on the role affective constructs play in shaping children’s impressions Experimental results indicated that both product trial and advertising have influences, but also that the interplay of these influences differs between older children (10–11‐year‐olds) and younger children (seven‐ to eight‐year‐olds) Depth interviews offered further insights into these age differences such that our overall understanding of how older and younger children relate to advertisements and product consumption has been advanced

https://www.jstor.org/stable/10.1086/314307

Elizabeth S. Moore

Papers

Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development:

Passing the Torch: Intergenerational Influences as a Source of Brand Equity

Marketing's Contributions to Society:

The Online Marketing of Food to Children: Is It Just Fun and Games?

Children, Advertising, and Product Experiences: A Multimethod Inquiry