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.

https://repository.upenn.edu/cgi/viewcontent.cgi?article=1099&context=mgmt_papers

The Business Model: Recent Developments and Future Research

This paper aims to clarify the concept of business models, its usages, and its roles in the Information Systems domain. A review of the literature shows a broad diversity of understandings, usages, and places in the firm. The paper identifies the terminology or ontology used to describe a business model, and compares this terminology with previous work. Then the general usages, roles and potential of the concept are outlined. Finally, the connection between the business model concept and Information Systems is described in the form of eight propositions to be analyzed in future work.

/pdf/clarifying-business-models-origins-present-and-future-of-the-375li6grbd.pdf

Clarifying Business Models: Origins, Present, and Future of the Concept

Criticism and the Growth of Knowledge. Edited by I. Lakatos and A. Musgrave. Pp. viii, 282. £3·50, paperback £1. 1970. (Cambridge University Press.)

National Institute of Standards and Technology における超伝導研究及び生活

Innovative e-commerce ideas are characterised by commercial products yet unknown to the market, enabled by information technology such as the Internet and technologies on top of it. How to develop such products is hardly known. We propose an interdisciplinary approach, e3-value, to explore an innovative e-commerce idea with the aim of understanding such an idea thoroughly and evaluating it for potential profitability. Our methodology exploits a requirements engineering way of working, but employs concepts and terminology from business science, marketing and axiology. It shows how to model business requirements and improve business---IT alignment, in sophisticated multi-actor value constellations that are common in electronic commerce. In addition to the e3-value approach methodology, we also present the action research-based development of our methodology, by using one of the longitudinal projects we carried out in the field of online news article provisioning.

/pdf/value-based-requirements-engineering-exploring-innovative-e-3wbx1acmxm.pdf

Value-based requirements engineering: exploring innovative e-commerce ideas

This article presents an e-business modeling approach that combines the rigorous approach of IT systems analysis with an economic value perspective from business sciences.

https://uazuay.edu.ec/bibliotecas/e-business/Designing_and_Evaluating_E-Business_Models.pdf

Designing and evaluating e-business models

Innovative e-business projects start with a design of the e-business model.We often encounter the view, in research as well as industry practice, that an e-business model is similar to a business process model, and so can be specified using UML activity diagrams or Petri nets. In this paper, we explain why this is a misunderstanding. The root cause is that a business model is not about process but about value exchanged between actors. Failure to make this separation of concerns leads to poor business decision-making and inadequate business requirements.

/pdf/business-modelling-is-not-process-modelling-1j7z77cc4c.pdf

Business Modelling Is Not Process Modelling

Two requirements engineering techniques, i* and e3 value, work together to explore commercial e-services from a strategic-goal and profitability perspective. We demonstrate our approach using a case study on Internet radio

/pdf/e-service-design-using-i-and-e-sup-3-value-modeling-52xrn130vs.pdf

E-service design using i* and e/sup 3/ value modeling

Real-world services - that is, nonsoftware-based services - differ significantly from Web services, usually defined as software functionality accessible and configurable over the Web. Because of the economic, social, and business importance of the service concept in general, we believe it's necessary to rethink what this concept means in an ontological and computational sense. We deal about the OBELIX (ontology-based electronic integration of complex products and value chains) project has therefore developed a generic component-based ontology for real-world services. This OBELIX service ontology is first of all a formalization of concepts that represent the consensus in the business science literature on service management and marketing. We express our service ontology in a graphical, network-style representation, and we've developed support tools that facilitate end-user modeling of services. Then, automated knowledge-based configuration methods let business designers and analysts analyze service bundles. We've tested our ontology, methods, and tools on applications in real-world case studies of different industry sectors.

/pdf/value-webs-using-ontologies-to-bundle-real-world-services-33hiygbtcb.pdf

Jaap Gordijn

Papers

Value-based requirements engineering: exploring innovative e-commerce ideas

Designing and evaluating e-business models

Business Modelling Is Not Process Modelling

E-service design using i* and e/sup 3/ value modeling

Value Webs: using ontologies to bundle real-world services