世界経済・社会統計 = World development indicators

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.

체험마케팅(Experiential Marketing)의 오해와 진실

https://cronfa.swan.ac.uk/Record/cronfa54400/Download/54400__17763__d6602f13cc44449b8145bc15173fc903.pdf

Setting the future of digital and social media marketing research: Perspectives and research propositions

List of Figures List of Tables Preface Introduction 1. A Movement or a Market? 2. Coffee, Commodities, Crisis 3. One Region, Two Markets 4. The Difference a Market Makes: Livelihoods and Labor 5. A Sustainable Cup? Fair Trade, Shade-Grown Coffee, and Organic Production 6. Eating and Staying on the Land: Food Security and Migration 7. Dancing with the Devil? 8. Mejor, Pero No Muy Bien Que Digamos": The Limits of Fair Trade 9. Strengthening Fair Trade Conclusion Acknowledgments Appendix: Research Methods Notes Bibliography Index

Brewing Justice: Fair Trade Coffee, Sustainability, and Survival (Updated Edition)

In this study, we evaluate how both the definition of middle class and the dataset considered affect the estimated size of the middle class in sub-Saharan Africa. By considering the feasibility of ...

Characterisation, definition, and measurement issues of the middle class in sub-Saharan Africa

ABSTRACT This study provides an analysis of consumers sentiment regarding online and ‘brick and mortar’ retailers in South Africa. The research provides insight into consumer online conversation by examining views as expressed about retailers from 15417 mentions on Twitter, Facebook, and Instagram. The results indicate that customer service, shopping portals, vouchers/coupons, stock availability, deliveries, and jobs were the top issues discussed about online retailers. Brick and mortar retailers, however, showed conversational the themes of store cards, vouchers, customer service, jobs/staff, stock availability, and in-store experience. As eRetailing grows in momentum in Africa, this study provides a foundation for understanding consumer sentiment and comparing the different retail formats.

Social Media Sentiment Analysis: Online versus ‘Brick and Mortar’ Retailers in South Africa

Monthly expenditure category fluctuations and trade-off in South Africa bottom of the pyramid households


Purpose
This study aims to investigate the factors that influence South African customers to potentially switch from one bank to another. Instead of using established models and survey techniques, the research measured social media sentiment to measure threats to switch.


Design/methodology/approach
The research involved a 12-month analysis of social media sentiment, specifically customer threats to switch banks (churn). These threats were then analysed for co-occurring themes to provide data on the reasons customers were making these threats. The study used over 1.7 million social media posts and focused on all five major South African retail banks (essentially the entire sector).


Findings
This study concluded that seven factors are most significant in understanding the underlying causes of churn. These are turnaround time, accusations of unethical behaviour, billing or payments, telephonic interactions, branches or stores, fraud or scams and unresponsiveness.


Originality/value
This study is unique in its measurement of unsolicited social media sentiment as opposed to most churn-related research that uses survey- or customer-data-based methods. In addition, this study observed the sentiment of customers from all major retail banks across 12 months. To date, no studies on retail bank churn theory have provided such an extensive perspective. The findings contribute to Susan Keaveney’s churn theory and provide a new measurement of switching threat through social media sentiment analysis.


James Lappeman

Papers

Characterisation, definition, and measurement issues of the middle class in sub-Saharan Africa

Social Media Sentiment Analysis: Online versus ‘Brick and Mortar’ Retailers in South Africa

Monthly expenditure category fluctuations and trade-off in South Africa bottom of the pyramid households

What social media sentiment tells us about why customers churn

Exploring Online Sentiment (OS) As a Measure of Customer Experience (CX) for Telecommunication Services