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Using Multivariate Statistics

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.

Following the 2016 U.S. presidential election, many have expressed concern about the effects of false stories (“fake news”), circulated largely through social media. We discuss the economics of fake news and present new data on its consumption prior to the election. Drawing on web browsing data, archives of fact-checking websites, and results from a new online survey, we find: (i) social media was an important but not dominant source of election news, with 14 percent of Americans calling social media their “most important” source; (ii) of the known false news stories that appeared in the three months before the election, those favoring Trump were shared a total of 30 million times on Facebook, while those favoring Clinton were shared 8 million times; (iii) the average American adult saw on the order of one or perhaps several fake news stories in the months around the election, with just over half of those who recalled seeing them believing them; and (iv) people are much more likely to believe stories that favor their preferred candidate, especially if they have ideologically segregated social media networks.

/pdf/social-media-and-fake-news-in-the-2016-election-1m4ttkb5mo.pdf

Social Media and Fake News in the 2016 Election

Originally published in Contemporary Psychology: APA Review of Books, 1994, Vol 39(2), 225. Reviews the book, The Nature and Origins of Mass Opinion by John Zaller (1992). The author's commendable effort to specify a model of mass opinion formation offers readers an introduction to the prevailing vi

The Nature and Origins of Mass Opinion.

/pdf/the-precariat-the-new-dangerous-class-3tq7b7h7fg.pdf

The Precariat. The New Dangerous Class

Uncivil discourse is a growing concern in American rhetoric, and this trend has expanded beyond traditional media to online sources, such as audience comments. Using an experiment given to a sample representative of the U.S. population, we examine the effects online incivility on perceptions toward a particular issue-namely, an emerging technology, nanotechnology. We found that exposure to uncivil blog comments can polarize risk perceptions of nanotechnology along the lines of religiosity and issue support.

https://onlinelibrary.wiley.com/doi/pdf/10.1111/jcc4.12009

The Nasty Effect: Online Incivility and Risk Perceptions of Emerging Technologies

Given the significant rise in the number of Americans who turn to the Internet for political information, we examine the effects of these behaviors on political and civic engagement in an evolving media landscape. Specifically, we test hypotheses derived from competing models—the instrumental approach, which posits direct effects of Internet use and a psychological approach, which predicts contingent effects. Analyses of the 2004 American National Election Studies (N= 1,212) reveal a pattern of direct effects of Internet use on basic information acquisition and use but contingent effects for concrete acts of civic or political engagement. These results provide an important window on the political impacts of contemporary Internet use and suggest that future reassessments of the Internet’s role in public life should continue to probe for direct as well as differential effects.

Direct and Differential Effects of the Internet on Political and Civic Engagement

Recent developments suggest a strong relationship between social media use and political engagement and raise questions about the potential for social media to help stem or even reverse patterns of political inequality that have troubled scholars for years. In this paper, we articulate a model of social media and political engagement among young people, and test it using data from representative samples of young people in Australia, the USA, and the UK. Our results suggest a strong, positive relationship between social media use and political engagement among young people across all three countries, and provide additional insights regarding the role played by social media use in the processes by which young people become politically engaged. Notably, our results also provide reasons to be optimistic concerning the overall influence of this popular new form of digital media on longstanding patterns of political inequality.

The great equalizer? Patterns of social media use and youth political engagement in three advanced democracies

The accusations that young people are politically apathetic and somehow failing in their duty to participate in many democratic societies worldwide have been refuted by a growing number of academic...

The networked young citizen: social media, political participation and civic engagement

Political candidates and citizens alike have been turning to nontraditional, "softer" sources of political information such as late-night comedy and daytime talk shows. This is particularly true during presidential elections, when candidates make guest appearances to reach audience members who may or may not be politically engaged, and when discussion of political affairs becomes more prominent. What are the effects of consuming such media content? Using data from the 2000 National Annenberg Election Survey, we examine the effects of watching late-night comedy shows and candidates' appearances on Oprah on various forms of citizenship. Results indicate that watching political infotainment can enhance political engagement, but not for all sectors of the electorate and not all the time. Exposure to late-night comedy and political content on Oprah was associated with increased levels of participation. However, for late-night comedy viewing, the positive association between exposure and 2 criterion variables—i...

Michael A. Xenos

Papers

The Nasty Effect: Online Incivility and Risk Perceptions of Emerging Technologies

Direct and Differential Effects of the Internet on Political and Civic Engagement

The great equalizer? Patterns of social media use and youth political engagement in three advanced democracies

The networked young citizen: social media, political participation and civic engagement

Communication and Citizenship: Mapping the Political Effects of Infotainment