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.

From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a straitjacket, fostering toolbox thinking rather than an awareness that marketing is a multi‐faceted social process, and notes that marketing theory and customers are the victims of today′s mainstream marketing thinking By using the notion of a marketing strategy continuum, discusses a number of consequences of a relationship‐type ma

From Marketing Mix to Relationship Marketing

This article advances our understanding of the influence of affect in consumers’ responses to brief, nonpersonal service encounters. This study contributes to the services marketing literature by examining for mundane service transactions the impact of customer-displayed emotion and affect on assessments of the service encounter and the overall experience. Observational and perceptual data from customers were matched with frontline employees in 200 transaction-specific encounters. The results of this study suggest that consumers’ evaluations of the service encounter correlate highly with their displayed emotions during the interaction and postencounter mood states. Finally, the findings indicate that frontline employees’perceptions of the encounter are not aligned with those of their customers. The managerial implications of these findings are briefly discussed.

The Role of Emotions in Service Encounters

Purpose – This paper aims to investigate how students perceive the services they are offered at a German university and how satisfied they are with them.Design/methodology/approach – An evaluation study using a new tool to measure 15 dimensions of student satisfaction at an institutional level that covers most aspects of student life was used. It was decided to develop a new measurement tool as many existing surveys are poorly designed, lack standardization and give no evidence concerning reliability or validity. Questionnaires were handed out in eight lectures for the pilot study and 18 lectures for the main study. The response rate was 99 percent. A total of 374 students (pilot study) and 544 students (main study) filled in the newly developed questionnaires using Likert scales.Findings – The study gave a valuable insight into how students perceive the quality of the services offered at a university and how satisfied they are with these offerings. The results show that students' satisfaction with their ...

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Examining student satisfaction with higher education services: using a new measurement tool

Purpose – Public funding of institutions offering higher education is becoming scarcer, more complex, and to an ever‐increasing extent performance‐based. Concerning the teaching area the financing is partly based on student credits and professional degrees. Thus student loyalty has become an important strategic theme. The purpose is to study relationships between student satisfaction, students' perceptions of the reputation of an educational institution and student loyalty; hypothesizing positive relationships between satisfaction and loyalty, reputation and loyalty, and between satisfaction and reputation. Antecedents of student satisfaction and reputation are also included in the study.Design/methodology/approach – The data source is a survey among students at the bachelor level of a university college in Norway, analyzed by a structural equation modeling approach.Findings – The findings strongly support the three hypotheses. The university college may be looked upon as being satisfaction‐driven. Still ...

What accounts for students' loyalty? Some field study evidence

Even if images and allied constructs, especially identity and reputation, have received considerable attention in recent years, research efforts have mainly focused on those allied constructs and not on their interplay with related constructs. This study examines two models to explore the relationships among service quality, facilities, student satisfaction, image of the university college, and image of the study program, with student loyalty as the ultimate dependent variable. The students perceive the image of the university college and the image of the study program as two distinct concepts. The study's preferred model only indirectly relates the image of the study program to student loyalty (via the image of the university college) while student satisfaction and the image of the university college are directly related to student loyalty. Student satisfaction has the highest degree of association with student loyalty, representing a total effect about three times the effect of the image of the university college. Service quality only loads on student satisfaction, while the variable representing facilities loads on student satisfaction, the image of the university college and the image of the study program. The predictor variables included can explain a considerable amount of the variance of student loyalty.

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Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College

From safety culture to safety orientation: Validation and simplification of a safety orientation scale using a sample of seafarers working for Norwegian ship owners

Higher education institutions are becoming increasingly businesslike, a shift that is transforming student loyalty into an important strategic theme for universities and colleges. This paper reports a “cross‐over” study that uses well‐known theories from service marketing in a new context, that of educational services addressing customer perspectives on the student role. The study draws on recent research on National Customer Satisfaction Index models, with loyalty as the ultimate dependent variable. The role of affects is embedded in the model, which also includes student satisfaction and students’ perceptions of the school’s reputation, as well as cognitive quality drivers. Three important findings are reported. First, the main results are in compliance with findings in the general literature on service marketing, strengthening the robustness of this modelling framework. Second, affects seem to be important mediators of quality drivers on satisfaction, and thus indirectly on student loyalty. Third, lear...

Modelling and Managing Student Loyalty: A Study of a Norwegian University College

The purpose of this article is to analyze the role of satisfaction and image as mediators of four store loyalty drivers (store location, service quality, assortment, and price) within a comprehensive cause–effect model. The analysis employs a more holistic view of the store loyalty model than is common in a retailing context. It is based on the consistent macro-oriented National Customer Satisfaction Index (NCSI) approach. This makes it an important cross-over study, both enabling a comparison of results across industries and providing a more solid base for model validation. The data source is a survey among customers of a chain-based Norwegian grocery store which is analyzed by partial least square (PLS) and covariance-based structural equation (LISREL) estimation. A change in customer's perception of store image, where image is measured as a reflective ‘overall’ latent variable, has the expected direct significant effect on loyalty. But in addition, image will also serve as an important mediator between...

Erik Nesset

Papers

What accounts for students' loyalty? Some field study evidence

Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College

From safety culture to safety orientation: Validation and simplification of a safety orientation scale using a sample of seafarers working for Norwegian ship owners

Modelling and Managing Student Loyalty: A Study of a Norwegian University College

Satisfaction and image as mediators of store loyalty drivers in grocery retailing