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.

How have Japanese companies become world leaders in the automotive and electronics industries, among others? What is the secret of their success? Two leading Japanese business experts, Ikujiro Nonaka and Hirotaka Takeuchi, are the first to tie the success of Japanese companies to their ability to create new knowledge and use it to produce successful products and technologies. In The Knowledge-Creating Company, Nonaka and Takeuchi provide an inside look at how Japanese companies go about creating this new knowledge organizationally. The authors point out that there are two types of knowledge: explicit knowledge, contained in manuals and procedures, and tacit knowledge, learned only by experience, and communicated only indirectly, through metaphor and analogy. U.S. managers focus on explicit knowledge. The Japanese, on the other hand, focus on tacit knowledge. And this, the authors argue, is the key to their success--the Japanese have learned how to transform tacit into explicit knowledge. To explain how this is done--and illuminate Japanese business practices as they do so--the authors range from Greek philosophy to Zen Buddhism, from classical economists to modern management gurus, illustrating the theory of organizational knowledge creation with case studies drawn from such firms as Honda, Canon, Matsushita, NEC, Nissan, 3M, GE, and even the U.S. Marines. For instance, using Matsushita's development of the Home Bakery (the world's first fully automated bread-baking machine for home use), they show how tacit knowledge can be converted to explicit knowledge: when the designers couldn't perfect the dough kneading mechanism, a software programmer apprenticed herself withthe master baker at Osaka International Hotel, gained a tacit understanding of kneading, and then conveyed this information to the engineers. In addition, the authors show that, to create knowledge, the best management style is neither top-down nor bottom-up, but rather what they call "middle-up-down," in which the middle managers form a bridge between the ideals of top management and the chaotic realities of the frontline. As we make the turn into the 21st century, a new society is emerging. Peter Drucker calls it the "knowledge society," one that is drastically different from the "industrial society," and one in which acquiring and applying knowledge will become key competitive factors. Nonaka and Takeuchi go a step further, arguing that creating knowledge will become the key to sustaining a competitive advantage in the future. Because the competitive environment and customer preferences changes constantly, knowledge perishes quickly. With The Knowledge-Creating Company, managers have at their fingertips years of insight from Japanese firms that reveal how to create knowledge continuously, and how to exploit it to make successful new products, services, and systems.

The knowledge-creating company

Knowledge Management

Definition: To what extent does the study allow us to draw conclusions about a causal effect between two or more constructs? Issues: Selection, maturation, history, mortality, testing, regression towrd the mean, selection by maturation, treatment by mortality, treatment by testing, measured treatment variables Increase: Eliminate the threats, above all do experimental manipulations, random assignment, and counterbalancing.

Reliability and validity

Authors:	
Oskar Bill, Alexander Jondell

Supervisors:	
Carl-Henric Nilsson
Associate Professor
Lund University ¬ School of Economics and Management Department of Business Administration

Charlotta Johansson
Associate Professor
Lund University ¬ Faculty of Engineering Department of Automatic Control

Purpose:	
The purpose is to predict customer loyalty by utilising big data. This will be done by combining two models: The American Customer Satisfaction Index (ACSI) and the Net Promoter Score (NPS) using the benefits of each model, the cause and effect relationship in ACSI and the simple survey methodology in NPS. 

The findings are aimed to facilitate a work method enabling companies to use big data in order to predict customer loyalty to be able to pro-actively work with detracting customers and to grow future profits. 

Method:	
The methodology had both a quantitative and qualitative approach. By deducting a model from a theoretical analysis a linear relationship was derived between ACSI and NPS. The drivers of loyalty was then developed from a qualitative analysis and tested through a quantitative analysis of the relationships in the model. 

Findings:	
A relationship between the NPS and the ACSI was possible to prove. However, it was not possible to predict customer loyalty since the drivers of loyalty could not be explained with the available data and further research is therefore needed.

The loyalty effect

Purpose




The purpose of this paper is to provide a framework to assess the sustainability of service supply chains (SC) based on the concept of the balanced scorecard and three dimensions of sustainability, namely economic, social, and environmental performance.




Design/methodology/approach




After reviewing the literature and interviewing the experts, the preliminary list of identified general criteria is categorized in the four perspectives. Then, to select the most important factors in hospital SC, 15 experts evaluated the identified criteria by questionnaires of Fuzzy Delphi Method. Then, interpretative structural modeling was applied to identify the interrelations between the perspectives and between the criteria.




Findings




The framework includes four perspectives, financial; service SC operations; stakeholders’ satisfaction in the direction of sustainability; and learning, growth, and innovation, to improve the SC for sustainability in the service industry. According to the results, the identified criteria are interrelated.




Practical implications




The paper provides an important reference to assess the sustainability of service SCs. It will be beneficial in strategic and operational decision-making in service industries.




Originality/value




Reviewing the literature shows that the concept of sustainability of service SCs is still immature. The paper is a preliminary effort to identify the general criteria of sustainability and their interrelations in the service sector. The presented general framework links the financial measures with the environmental and social measures. It helps to maintain the balance between the sustainability goals for the service SC managers. It can be modified and applied in different service sectors.

Developing the framework of sustainable service supply chain balanced scorecard (SSSC BSC)

Hybrid robust, stochastic and possibilistic programming for closed-loop supply chain network design

Open﻿Innovation﻿is﻿a﻿key﻿to﻿improve﻿SMEs’﻿performance﻿in﻿a﻿dynamic﻿marketplace.﻿This﻿article﻿ aims﻿to﻿present﻿a﻿dynamic﻿model﻿based﻿on﻿causal﻿relationships﻿among﻿the﻿most﻿important﻿effective﻿ factors﻿on﻿Open﻿Innovation﻿in﻿manufacturing﻿SMEs﻿by﻿using﻿system﻿dynamics﻿modelling﻿approach.﻿ To﻿study﻿the﻿most﻿important﻿factors,﻿the﻿data﻿collected﻿by﻿questionnaires﻿filled﻿by﻿275﻿experts,﻿and﻿ analyzed﻿by﻿SPSS﻿and﻿PLS.﻿Causal﻿relationships﻿among﻿studied﻿factors﻿and﻿efficacy﻿coefficients﻿of﻿ each﻿factor﻿were﻿identified﻿by﻿fuzzy﻿DEMATEL﻿technique,﻿the﻿data﻿collected﻿from﻿12﻿experts﻿and﻿ analyzed﻿by﻿MATLAB﻿and﻿EXCEL.﻿Finally,﻿the﻿dynamic﻿model﻿was﻿plotted﻿by﻿VENSIM.﻿According﻿ to﻿the﻿results,﻿only﻿strategy﻿of﻿organization﻿has﻿a﻿single﻿loop﻿of﻿causality﻿and﻿effects﻿on﻿itself﻿directly.﻿ Economic﻿factors﻿are﻿the﻿most﻿important﻿causal﻿factor﻿that﻿has﻿the﻿highest﻿influence﻿on﻿the﻿other﻿ factors.﻿Strategy﻿of﻿organization﻿takes﻿the﻿highest﻿effect﻿from﻿the﻿system﻿and﻿organizational﻿learning﻿ is﻿in﻿the﻿next﻿rank.﻿Besides,﻿partners﻿are﻿the﻿most﻿important﻿effected﻿factor﻿and﻿ecological﻿issues﻿as﻿ an﻿effected﻿factor﻿has﻿no﻿influence﻿on﻿the﻿others. KEywORDS Fuzzy DEMATEL Technique, Open Innovation, SMEs, System Dynamics, Vensim

A Dynamic Model of Effective Factors on Open Innovation in Manufacturing Small and Medium Sized Companies

This article surveys the effects of the individual's attitude toward advertising and nonmonetary promotions besides other subjects, namely advertising cost and monetary promotions on brand equity. It has been surveyed on 392 consumers in Iran. Its results prove the effective role of the individual's attitude toward advertising in promoting the brand equity. The deficiency of advertising in affecting the perceived quality and brand association, and the inefficacy of nonmonetary promotions on brand equity are the fascinating ramifications. In addition, the findings show that businesses can improve the process of the brand equity management by contemplating the relations between the dimensions of the brand equity.

Role of Advertising and Promotion in Brand Equity Creation

In this study, via a survey of Instagram users, the authors examined how hedonic browsing and flow, as intrinsic motivators, have an impact on the cognitive and affective experience of Instagram us...

Mohsen Shafiei Nikabadi

Papers

Developing the framework of sustainable service supply chain balanced scorecard (SSSC BSC)

Hybrid robust, stochastic and possibilistic programming for closed-loop supply chain network design

A Dynamic Model of Effective Factors on Open Innovation in Manufacturing Small and Medium Sized Companies

Role of Advertising and Promotion in Brand Equity Creation

Consumers’ Impulse Buying Behavior on Instagram: Examining the Influence of Flow Experiences and Hedonic Browsing on Impulse Buying