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.

This review covers recent developments in the social influence literature, focusing primarily on compliance and conformity research published between 1997 and 2002. The principles and processes underlying a target's susceptibility to outside influences are considered in light of three goals fundamental to rewarding human functioning. Specifically, targets are motivated to form accurate perceptions of reality and react accordingly, to develop and preserve meaningful social relationships, and to maintain a favorable self-concept. Consistent with the current movement in compliance and conformity research, this review emphasizes the ways in which these goals interact with external forces to engender social influence processes that are subtle, indirect, and outside of awareness.

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Social Influence: Compliance and Conformity

This chapter is about methods for managing and analyzing qualitative data. By qualitative data the authors mean text: newspapers, movies, sitcoms, e-mail traffic, folktales, life histories. They also mean narratives--narratives about getting divorced, about being sick, about surviving hand-to-hand combat, about selling sex, about trying to quit smoking. In fact, most of the archaeologically recoverable information about human thought and human behavior is text, the good stuff of social science.

Data Management and Analysis Methods

The measurement of meaning

Numerous theories in social and health psychology assume that intentions cause behaviors. However, most tests of the intention- behavior relation involve correlational studies that preclude causal inferences. In order to determine whether changes in behavioral intention engender behavior change, participants should be assigned randomly to a treatment that significantly increases the strength of respective intentions relative to a control condition, and differences in subsequent behavior should be compared. The present research obtained 47 experimental tests of intention-behavior relations that satisfied these criteria. Meta-analysis showed that a medium-to-large change in intention (d = 0.66) leads to a small-to-medium change in behavior (d = 0.36). The review also identified several conceptual factors, methodological features, and intervention characteristics that moderate intention-behavior consistency.

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Does changing behavioral intentions engender behavior change? A meta-analysis of the experimental evidence.

Prior research indicates that market orientation is associated with positive outcomes for firms. For service organizations, a market orientation is implemented largely through individual service workers. The authors investigate the mediational role of customer orientation in a hierarchical model of the influence of personality traits on self-rated and supervisor-rated performance. The results support a partially mediated hierarchical model. Three basic personality traits (emotional stability, agreeability, and the need for activity) account for 39% of the variance in the customer orientation of employees. In turn, the customer orientation measure and conscientiousness account for 26% of the variance in self-rated performance. The customer orientation measure, along with the direct effects of conscientiousness and agreeability, account for 12% of the variance in manager ratings. The authors discuss the results and their implications for marketing researchers and managers.

https://www.jstor.org/stable/info/1558588

The Customer Orientation of Service Workers: Personality Trait Effects on Self-and Supervisor Performance Ratings:

Implementation of the marketing concept in service firms is accomplished through individual service employees and their interactions with customers. Although prior research has established a link between service-worker customer orientation and performance outcomes, little research has addressed other potentially important outcomes of customer orientation. Drawing from the literature on person‐situation interaction and fit theory, the authors develop and test a model that explains how service-worker customer orientation affects several important job responses, including perceived job fit, job satisfaction, commitment to the firm, and organizational citizenship behaviors. Across three field studies in two distinct services industries, the results indicate that the positive influence of customer orientation on certain job responses is stronger for service workers who spend more time in direct contact with customers than for workers who spend less time with customers. The authors discuss the implications of the results for services marketing managers and researchers.

Internal Benefits of Service-Worker Customer Orientation: Job Satisfaction, Commitment, and Organizational Citizenship Behaviors

List of Figures. List of Tables. Preface. Part I: The Development of the Theory. 1. The 3M: A Meta-Theoretic Model of Motivation and Personality. 2. Theoretical Development of the 3M. Part II: The Elemental Traits. 3. Developing the Measures of the Eight Elemental Traits. Part III: Investigating Compound Traits. 4. Task Orientation. 5. The Need for Learning. 6. Competitiveness. 7. The Need for Activity. 8. The Need for Play. 9. General Self-Efficacy and the Discriminant Validity of the Six Compound Traits. Part IV: From Situational to Surface Traits. 10. From Health Motivation to Healthy Diet Lifestyle. 11. From Impulsiveness to Compulsive Consumption. 12. From Value Consciousness to Bargaining Proneness. 13. From Sports Interest to Sports Participation. 14. From Frugality to Modest Living. Part V: Additional Investigations Into the Hierarchical Model. 15. What is an Extrovert? They are More Than They Seem! 16. From Chick-Flicks to Guy-Flicks to Sci-Fi Junkies: Traits of Movie Hounds. 17. The 3M and Developing Marketing Communications: An Empirical Study. 18. Hard Questions and Tentative Answers About the 3M. Appendices. References.

The 3M Model of Motivation and Personality: Theory and Empirical Applications to Consumer Behavior

Understanding Compulsive Buying Among College Students: A Hierarchical Approach

Purpose: Economists predict that in the coming decades an unprecedented number of American baby boomers will enter retirement lacking adequate resources. The present investigation was designed to examine the factors that influence individuals’ financial preparedness for retirement. Design and Methods: A total of 230 participants each completed a multifaceted questionnaire on their own personal retirement planning practices. Structural equation modeling techniques were used to examine the relationships among individuals’ personality characteristics, their financial knowledge, and financial preparedness. Results: The adopted structural model revealed that both personality constructs and financial knowledge were significant predictors of pre-retirement planning. Implications: The findings from this study have important implications for how educational and marketing efforts should be developed for individuals who are differentially prone toward saving.

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John C. Mowen

Papers

The Customer Orientation of Service Workers: Personality Trait Effects on Self-and Supervisor Performance Ratings:

Internal Benefits of Service-Worker Customer Orientation: Job Satisfaction, Commitment, and Organizational Citizenship Behaviors

The 3M Model of Motivation and Personality: Theory and Empirical Applications to Consumer Behavior

Understanding Compulsive Buying Among College Students: A Hierarchical Approach

Psychological Determinants of Financial Preparedness for Retirement