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 organizations so similar? We contend that the engine of rationalization and bureaucratization has moved from the competitive marketplace to the state and the professions. Once a set of organizations emerges as a field, a paradox arises: rational actors make their organizations increasingly similar as they try to change them. We describe three isomorphic processes-coercive, mimetic, and normative—leading to this outcome. We then specify hypotheses about the impact of resource centralization and dependency, goal ambiguity and technical uncertainty, and professionalization and structuration on isomorphic change. Finally, we suggest implications for theories of organizations and social change.

The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields (Chinese Translation)

Historically, management theory has ignored the constraints imposed by the biophysical (natural) environment. Building upon resource-based theory, this article attempts to fill this void by proposing a natural-resource-based view of the firm—a theory of competitive advantage based upon the firm's relationship to the natural environment. It is composed of three interconnected strategies: pollution prevention, product stewardship, and sustainable development. Propositions are advanced for each of these strategies regarding key resource requirements and their contributions to sustained competitive advantage.

A natural resource-based view of the firm

This question, posed to Jim Collins over dinner one evening, inspired the book Good to Great. Collins and his research team spent five years answering that question. What makes this book so interesting is not only what was discovered, but the rigor of the discovery process. Collins and his team of twenty dedicated researchers did not hypothesize or theorize, but went directly to data to find the answers.

Good to great.

In the modern era, organizations are facing several challenges due to the dynamic nature of the environment. One of the many challenges for a business is to satisfy its employees in order to cope up with the ever changing and evolving environment and to achieve success and remain in competition. In order to increase efficiency, effectiveness, productivity and job commitment of employees, the business must satisfy the needs of its employees by providing good working conditions.The objective of this paper is to analyse the impact of working environment on employee job satisfaction.The study employed a quantitative methodology. Data was collected through a self-administered survey questionnaire. The questionnaire is adopted from a previous validated survey. The target population consists of educational institutes, banking sector and telecommunication industry operating in the city of Quetta, Pakistan. Simple random sampling is used for collection of data from 210 employees.Theresults indicates a positive relationship between working environment and employee job satisfaction.The study concludes with some brief prospects that the businesses need to realize the importance of good working environment for maximizing the level of job satisfaction. This paper may benefit society by encouraging people to contribute more to their jobs and may help them in their personal growth and development. Hence, it is essential for an organization to motivate their employees to work hard for achieving the organizational goals and objectives.

https://cyberleninka.org/article/n/461929.pdf

Impact of Working Environment on Job Satisfaction

This paper critically examines Frederick Herzberg’s two-factor theory and assesses its application and relevance in understanding the essential factors that motivate the Ghanaian worker. The two-factor theory of motivation explains the factors that employees find satisfying and dissatisfying about their jobs. These factors are the hygiene factors and motivators. The hygiene factors when absent can lead to dissatisfaction in the work place but when fully catered for in the work environment on their own are not sufficient to satisfy workers whereas the motivators referring to the nature of the job, provide satisfaction and lead to higher motivation. This paper adds to the understanding of what motivates the Ghanaian worker most and creates the platform for a re-evaluation of the thinking and viewpoint that workers rate motivator factors higher than the hygiene factors in the work setting.

/pdf/application-of-frederick-herzberg-s-two-factor-theory-in-1w79fva0z1.pdf

Application of Frederick Herzberg's Two-Factor theory in assessing and understanding employee motivation at work: a Ghanaian Perspective

The purpose of this paper is to explore the possible effects of corporate environmental activities on sustainable competitive advantage through the mediation of leadership factors and effective implementation strategies.,The work is essentially non-empirical review of the literature with the development of a conceptual model which can be tested in a later study.,The study proposes that corporate environmental activities can give firms competitive advantage. The studies also propose that stakeholders can act as pressure thereby moderating the relationship between corporate environmental activities and sustainable competitive advantage. Leadership factors and effective implementation affect competitive advantage.,This study has a few limitations that must be considered and could provide guidance for future study; as this study does not address customers point of view, future study could help in the investigation in order to get a holistic view. Moreover, the study is based on the literature, and the conceptual model has not been tested.,The study proposes that good leadership and effectiveness in strategy implementation can make corporate environmental activities lead to sustainable competitive advantage. The findings of the study provide managers of firms with a possible tool in creating sustainable competitive advantage.,Despite the rapid growth in research on environmental issues in corporate world, limited studies have been conducted on how leadership factors and effectiveness of strategy implementation can influence how corporate environmental activities affect competitiveness of firms. This study makes an original contribution by proposing strategies for sustainable competitive advantage through the instrumentality of corporate environmental decisions.

A conceptual framework: Corporate environmental management activities and sustainable competitive advantage

The paper examines the role of green knowledge and green attitude in purchasing behavior of the youth in Ghana. This study focuses on investigating how green value and green trust mediates the relationship between green knowledge and green attitude and purchase behavior of the youth in Ghana.,A quantitative approach was used. A total of 417 respondents were selected using convenient sampling method. Respondents were selected at leading shopping malls (grocery stores) in Accra the national capital of Ghana. Data was analyzed using the partial least square (PLS). Structural equation modeling (SEM) was used to investigate the relationship among the variables.,The findings indicate that there is a positive and significant relationship between green knowledge and purchasing behavior and also that there is a positive and significant relationship between green attitude and purchasing behavior. The findings revealed further that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does. The findings suggest that green value is more important in purchasing decision of the youth in Ghana than trust.,Research is essentially cross-sectional and longitudinal studies and can validate findings in the long term. The researchers admit that this research work which is carried out only in Ghana cannot be used to generalize an assumption for the entire youth in Africa and beyond. The sample size could be improved and the study could be conducted in other African countries for the purposes of comparison.,Business managers who are interested in sustainability of their firms and society at large can be guided by this insight that green knowledge and attitude influence purchase decisions of the youth. The findings that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does will guide managers on marketing and communication strategies especially toward the youth.,The model argues that the youth purchasing behavior is influenced by green knowledge and attitude. The model suggests that that green value is more important in purchasing decision of the youth in Ghana than trust. The model further points out that green trust do not mediate the relationship between green knowledge and purchasing behavior.

Do green knowledge and attitude influence the youth's green purchasing? Theory of planned behavior

The purpose of this study was to determine the impact of Customer Relationship Management (CRM) on customer loyalty in the hotel industry. The study was conducted at the Golden Tulip hotel, Accra.  The objectives of the study were to determine if (CRM) has an impact on customer loyalty, to determine if the practice of effective CRM in organisations leads to a long or short term financial impact, to find out the extent or degree to which effective CRM leads to customer satisfaction and to assess if the services provided by the hotel meets the needs and wants of customers. Questionnaires were administered to both individual and corporate clients of the hotel and the result of this was analyzed. The results showed that 46.3% of the respondents were females whilst 53.3% were males. Most of the respondents had heard about the hotel from newspaper advertisements (40%) and referrals from people who had used the hotel (30%). 80% of the respondents were willing to refer to the services of the hotel to other people whilst 90% of them were satisfied with the services at the hotel. The accommodation and catering facilities were mostly patronized. The perception among respondents about the hotel was good since they gave a positive review of the services. Most of the respondents agreed that they would come back to the hotel. The corporate clients were also satisfied with the services provided at the hotel with 20% having used the hotel for up to 4 years. The corporate clients said they would use the facility again, thus, customer loyalty existed among these clients as well as, the individual clients. It is recommended that the hotel improves the cooling system in the conference room and provide better business centre facilities to attract more customers.

	 

	Key words: Customer relationship management, customer loyalty, hospitality industry, Ghana, repurchase.

The impact of effective customer relationship management (CRM) on repurchase: A case study of (GOLDEN TULIP) hotel (ACCRA-GHANA)

PurposeThe purpose of this paper is to investigate how consumers in emerging market respond to sustainable development goals initiatives by marketers and firms. The study seeks to identify how sustainable marketing strategies contribute to attaining the SDGs in Ghana, a developing and emerging country in sub-Saharan Africa.Design/methodology/approachA positivist methodological framework was used for the collection of data, analysis and theoretical development in this research. A total of 780 questionnaires were handed out. Out of this number, a total of 650 were returned. However, due to missing values, 622 valid responses were used for analysis. Of the valid responses, 306 (about 49.23%) were males while 316 were females, representing about 50.8%. Structural equation modelling was used to analyse data and investigate the relationship amongst advertising, packaging, pricing, green marketing strategies and purchasing behaviour.FindingsStudy findings provide insight into how marketing strategies affect consumer purchasing decisions and brand loyalty. Findings revealed positive relationship between green marketing and purchase behaviour. Empirical results from this study also confirm the mediating role of price on the relationship between green marketing strategies and purchase behaviour.Research limitations/implicationsWhile this study is limited to a single country Ghana, the findings can have far-reaching implications for many countries in the emerging markets sector. The study provides a vivid illustration of how environmental concerns can affect consumers' attitude towards products or services.Practical implicationsPolicy on environmental issues can be developed from this study. Marketers can be more effective at how to effect consumer behaviour using findings from this research.Social implicationsFirms employing green marketing strategies must be aware of the importance the youth places on sustainability and develop strategies that enhance social acceptance by the youth.Originality/valueTo the authors' knowledge, sustainable and environmental issues have been researched on, but pricing and advertising have not been used as a mediating variable on purchasing behaviour in Ghana. Moreover investigation of green marketing strategies and purchase behaviour, advertising packaging and brand loyalty using structural equation modelling analysis within the Ghanaian public space is unique.

George Kofi Amoako

Papers

Application of Frederick Herzberg's Two-Factor theory in assessing and understanding employee motivation at work: a Ghanaian Perspective

A conceptual framework: Corporate environmental management activities and sustainable competitive advantage

Do green knowledge and attitude influence the youth's green purchasing? Theory of planned behavior

The impact of effective customer relationship management (CRM) on repurchase: A case study of (GOLDEN TULIP) hotel (ACCRA-GHANA)

Green marketing and the SDGs: emerging market perspective