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 Social Psychology of Organizations.

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

Consumer engagement in a virtual brand community: An exploratory analysis

In this innovative approach to the practice of social science, Charles Ragin explores the use of fuzzy sets to bridge the divide between quantitative and qualitative methods. Paradoxically, the fuzzy set is a powerful tool because it replaces an unwieldy, "fuzzy" instrument—the variable, which establishes only the positions of cases relative to each other, with a precise one—degree of membership in a well-defined set. Ragin argues that fuzzy sets allow a far richer dialogue between ideas and evidence in social research than previously possible. They let quantitative researchers abandon "homogenizing assumptions" about cases and causes, they extend diversity-oriented research strategies, and they provide a powerful connection between theory and data analysis. Most important, fuzzy sets can be carefully tailored to fit evolving theoretical concepts, sharpening quantitative tools with in-depth knowledge gained through qualitative, case-oriented inquiry. This book will revolutionize research methods not only in sociology, political science, and anthropology but in any field of inquiry dealing with complex patterns of causation.

Fuzzy-Set Social Science

Cost-efficient and multimedia-rich interaction opportunities offered by the Internet and the existence of online communities have made virtual co-creation a suitable means of creating value and improving the overall success of new products. Information technology enables new forms of producer-consumer collaboration in new product development processes. However, little research exists on consumers' experiences during virtual co-creation tasks. Drawing on the literature on organizational behavior, we introduce the construct of consumer empowerment to describe consumers' perceived influence on product design and decision making. This paper presents the first large-scale empirical study investigating how consumers are empowered through Internet-based co-creation activities. To analyze the impact of applied interaction tools, 727 consumers having taken part in virtual co-creation projects were asked about their experienced tool support, their perceived empowerment, how much they enjoyed the task, and their readiness to participate in future co-creation opportunities. The results show that consumers engaging in co-creation feel more or less empowered. The level of experienced empowerment depends on the design of the applied virtual interaction tool, the related enjoyment of the virtual interaction, the participants' task and product involvement, as well as their creativity and lead-user characteristics. The design of the interaction tool determines to what extent consumers with varying capabilities are able to solve the assigned co-creation task. It determines the consumers' perceived empowerment and experienced enjoyment. Both the levels of perceived empowerment and enjoyment have a strong impact on the consumers' willingness to participate in future virtual new product development projects. These findings contribute to a better understanding of antecedents and consequences of successful consumer co-creation. They provide recommendations on how to design a compelling virtual new product co-creation experience.

Consumer Empowerment Through Internet-Based Co-creation

Innovation creation by online basketball communities

Online consumer groups represent a large pool of product know-how. Hence, they seem to be a promising source of innovation. At present, except for open source software, little is known about how to utilize this know-how for new product development. In this article we explore if and how members of virtual communities can be integrated into new product development. We explain how to identify and access online communities and how to interact with its members in order to get valuable input for new product development. This approach we term "Community Based Innovation." The Audi case illustrates the applicability of the method and underscores the innovative capability of consumers encountered in virtual communities.

Community based innovation: How to integrate members of virtual communities into new product development

Part 1: International marketing - motivation and process the challenge of globalization International Marketing - the Key to Success Part Two: Potential Market Assessment 3.: The Economic Environment 4.: Political and Legal Environment 5.: The Cultural Environment 6.: International Marketing Intelligence 7.: Determination of Attractive Markets 8.: The Firms Competitive Position Part Three: Basic Strategic Decisions 9.: The Global Strategic Position 10.: Management Systems for International Marketing 11.: The Market-Entry Strategy Part Four: Building and Sustaining the Global Position 12.: International Product Management:Product Policy Decisions 13.: International Product Management: Product Management Processes 14.: International Distribution Management 15.: International Sales Management 16.: International Marketing Logistics 17.: Pricing Decisions18.: International Market Communication 19.:The International Marketing Plan

International Marketing: A Global Perspective

In this article, the authors suggest a method to utilize the existing innovative potential of online communities by integrating its members virtually into new product development. The introduced concept of community based innovation (CBI) which is founded on groundwork of social exchange and interaction theory was explored, tested and refined in several already conducted business projects in the consumer goods sector. As result of this action research the authors illustrate CBI as a practitioner's guideline consisting of four systemized steps along one case study in the automotive industry. The presented study helps to get a deeper understanding and a more detailed overview concerning the procedures and activities used in practice.

Hans Mühlbacher

Papers

Consumer Empowerment Through Internet-Based Co-creation

Innovation creation by online basketball communities

Community based innovation: How to integrate members of virtual communities into new product development

International Marketing: A Global Perspective

Community based innovation: a method to utilize the innovative potential of online communities