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)

Examining african millennials' interaction with retailing and distribution channels in the new digital age-the realities

Attitudes toward Christian church retailing: A study in Cape Town, South Africa

Abstract Our paper investigates how the heterogeneous structure of the middle class in sub-Saharan Africa influences its consumption of financial services, identifying drivers for their selection of these services. Implications for marketing practice are outlined. This research is an across-country city-based exploratory study in ten cities where structured questionnaires were used in interviews to obtain information from respondents over a period of 2 years. Our findings identify the importance of the financial realities of the three middle-class groups of the Accomplished, Comfortable and Vulnerable on their consumption of financial services and answer the question of what drives demand for these services. The three groups have varied spending and saving habits, perceptions of financial services and financial aspirations. We identify six key drivers for selecting services, namely availability, accessibility, affordability, status, security and trust. Technology is a key mediating variable of the marketing mix considerations. Marketing practice implications indicated a need for marketers to recognise the importance of the heterogeneity of the middle class and its influence on segmentation strategies. Opportunities for new approaches to new product development and marketing communication strategies that leverage the heterogeneity of the middle class are outlined. Marketers should also consider the varied influence of the drivers for the choice of financial services among the three groups. Our findings reinforce the need and potential that exist for financial services providers to improve the financial inclusion of previously marginalised consumers. 

/pdf/marketing-financial-services-in-africa-exploring-the-2fdy9159.pdf

Marketing financial services in Africa: exploring the heterogeneous middle-class consumer across nine countries

In this chapter, the authors explore the market opportunity for social enterprises by drawing on the sub-Saharan middle class. Specifically, they look at some key indicators of market size, potential, and diversity. By making use of a 10 city study on the sub-continent, a range of topics emerge that expose high levels of heterogeneity between markets. As the world's fastest growing continent (in population) as well as one of the poorest regions on earth, sub-Saharan Africa is a key target for social enterprises that seek to change lives while running sustainable profit-making organizations. As this chapter adds to the narrative around market sizing and potential, the discussion also points to the need for a sophisticated view of social enterprises as propagated in this book as a whole.

The Market Opportunity for Social Enterprise in Developing Nations: The Sub-Saharan Middle Class

Africa is home to 27 of the world’s 28 poorest, marginalised and most vulnerable countries. There are limited studies on the challenges and opportunities of researching marginalised consumers in Africa, even though more than 440 million marginalised consumers consume products and services that require market research. This paper aims to critically identify and discuss the challenges and opportunities for researching marginalised consumers in Africa using insights from empirical studies conducted in various countries between 2009 and 2022. The paper proposes a conceptual framework that outlines the methodological and operational challenges and enablers for market research and concludes with practical guidelines of considerations that researchers should take for researching the marginalised in Africa.

James Lappeman

Papers

Examining african millennials' interaction with retailing and distribution channels in the new digital age-the realities

Attitudes toward Christian church retailing: A study in Cape Town, South Africa

Marketing financial services in Africa: exploring the heterogeneous middle-class consumer across nine countries

The Market Opportunity for Social Enterprise in Developing Nations: The Sub-Saharan Middle Class

Researching the marginalised bottom of the pyramid in Africa: Lessons and prospects for inclusive, relevant practices