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.

The use of a fairly standard vehicle width of a little under 2 meters originates from the design of prehistoric carts and sleds as evidenced by rutting in ancient roads which aided in steering Despite dramatic advances in vehicular and infrastructural technologies, the standard has changed little over the millennia The gauges of railroad track, for instance, are now standardized at 4 feet 8 and half inches (1435 mm) across Europe and North America, the same as the first steam railway, and a mere half-inch wider than the typical pre-steam tracks in the mining districts near Newcastle, consistent in size with the wheel gauge used in Roman Britain This standard gauge lasted since it was first used on the Stockton and Darlington railway in 1825, and were adopted by most subsequent lines (Puffert, 2002), despite some railways trying alternatives (eg the Great Western Railway was originally built at 5 feet 6 inches, or 1676 mm) Alternative gauges would have accommodated wider, taller, and faster trains more easily, but the standard gauge that was adopted first acquired advantages as other railways sought compatibility with the standard to obtain access to the uses of earlier lines, and helped lock-in that standard

https://www.jstor.org/stable/pdfplus/2486211.pdf

First‐mover advantages

Strategy is about seeking new edges in a market while slowing the erosion of present advantages. Effective strategy moves are grounded in valid and insightful monitoring of the current competitive ...

Assessing advantage: A framework for diagnosing competitive superiority.

The authors seek to understand which of three different strategic orientations of the firm (customer, competitive, and technological) is more appropriate, when, and why it is so in the context of d...

/pdf/strategic-orientation-of-the-firm-and-new-product-14wlprvdlq.pdf

Strategic orientation of the firm and new product performance

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

For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers’ credibility, threatened the standing of the marketing function within the firm, and even threatened marketing’s existence as a distinct capability within the firm. This article proposes a broad framework for assessing marketing productivity, cataloging what is already known, and suggesting areas for further research. The authors conclude that it is possible to show how marketing expenditures add to shareholder value. The effective dissemination of new methods of assessing marketing productivity to the business community will be a major step toward raising marketing’s vitality in the firm and, more important, toward raising the performance of the firm itself. The authors also suggest many areas in which further research is essential to making methods of evaluating marketing productivity increasingly valid,...

https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=2252&context=lkcsb_research

Measuring Marketing Productivity: Current Knowledge and Future Directions:

Market pioneers outsell later entrants in both consumer and industrial markets. Entry barriers arising from preemptive positioning and switching costs have been advanced to explain this market shar...

Consumer Preference Formation and Pioneering Advantage

Conventional product differentiation strategies prescribe distinguishing a product or brand from competitors’ on the basis of an attribute that is relevant, meaningful, and valuable to consumers. H...

Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes:

Market orientation is a foundation of marketing and is increasingly important in other fields, such as strategic management. Research in marketing has identified the characteristics of market-oriented organizations. However, how organizations change to become more market oriented has received less attention. In this article, the authors conduct an in-depth, longitudinal, multifirm investigation of firms that have successfully created a market orientation. Grounded by this in-depth understanding, they develop a theoretical model to explain how firms create a market orientation. The model identifies four path-dependent stages of change. In contrast to current conceptualizations, the authors find that creating a market orientation requires dramatic changes to an organization’s culture and the creation of organizationally shared market understandings. The findings offer new insights into how organizations develop a greater market orientation, organizational change, and the nature of market orientation, including the role of intraorganizational power and organizational learning in creating and sustaining a market orientation.

/pdf/creating-a-market-orientation-a-longitudinal-multifirm-edwppd2qfc.pdf

Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation

Although pioneers outsell late movers in many markets, in some cases innovative late entry has produced some remarkably successful brands that outsell pioneers. The mechanisms through which innovat...

Gregory S. Carpenter

Papers

Measuring Marketing Productivity: Current Knowledge and Future Directions:

Consumer Preference Formation and Pioneering Advantage

Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes:

Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation

Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers: