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.

Principles and Practice of Structural Equation Modeling (2nd ed.)

https://www.coris.uniroma1.it/sites/default/files/12.08.39_Event%20Toursm%20_GETZ.pdf

Event tourism: Definition, evolution, and research

Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty

This article evaluates a theoretical model based on hypothesized relationships among four constructs, namely, destination image, place attachment, personal involvement, and visitors’ satisfaction as antecedents of loyalty. These relationships are explored for a sample of 705 international visitors staying in hotels on the island of Mauritius. Confirmatory factor analysis is used initially to ascertain the dimensions of the various constructs but also to assess the convergent and discriminant validity of the measurement items. The structural model indicates that destination image, personal involvement and place attachment are antecedents of visitors’ loyalty but this relationship is mediated by satisfaction levels. The findings offer important implications for tourism theory and practice.

http://mastercomputer.persiangig.com/document/Paper_Download/Page_4/123.pdf

Antecedents of Tourists’ Loyalty to Mauritius: The Role and Influence of Destination Image, Place Attachment, Personal Involvement, and Satisfaction

Critical success factors for wine tourism regions: a demand analysis

An empirical structural model of tourists and places: progressing involvement and place attachment into tourism.

Events have become an increasingly significant component of destination branding. Although events are thought to be important contributors to their host destination's brand, the most effective means by which to leverage them in order to build that brand are poorly understood. To explore the potential uses for events in destination branding, workshops with leading event and destination marketers were conducted by the CRC for Sustainable Tourism throughout Australia. The workshops were designed to clarify what destination and event marketers do when using events in destination branding. The workshops then identified what the industry would like to know to make better use of events in this regard. Workshop participants identified community support and a good strategic and cultural fit with the destination as necessary bases for building events into destination branding. Other themes that emerged were: the need for an event to be differentiated from others, the longevity/tradition of the event at the destination, cooperative planning between key players, and media support of the event. Participants also recognized the need to consider the effects of events with reference to the overall portfolio of events at a destination. It was noted that event marketers and destination marketers have not yet learned how to synergize their efforts, and that there is a consequent need for further research into the best means to use events to build a destination's brand.

Building events into destination branding: insights from experts

Tourism experiences in a lifestyle destination setting: The roles of involvement and place attachment

Purpose – The purpose of this paper is to explore and compare the benefits sought by three different types of wellness tourists: beauty spa, lifestyle resort, and spiritual retreat visitors.Design/methodology/approach – Based on the findings from 27 semi‐structured interviews with wellness tourists a benefits of wellness tourism scale (BWTS) was developed. It was used to measure 46 benefit items and was mailed to people included on the client/member lists of three Australian wellness tourism organisations.Findings – In total, six benefit factors emerged from a principal axis factor analysis: transcendence; physical health and appearance; escape and relaxation; important others and novelty; re‐establish self‐esteem; and indulgence. A one‐way MANOVA, followed by a series of ANOVAS, revealed significant differences between the three types of tourists regarding the importance attributed to each of the six benefit factors. While all participants in the study sought transformation of the self, each identifiable...

Graham Brown

Papers

Critical success factors for wine tourism regions: a demand analysis

An empirical structural model of tourists and places: progressing involvement and place attachment into tourism.

Building events into destination branding: insights from experts

Tourism experiences in a lifestyle destination setting: The roles of involvement and place attachment

Wellness tourists: in search of transformation.