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.

Services Marketing: People, Technology, Strategy

The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers

The goal of this study was to assess hybridizations conducted among pedagogical models (PMs) from 1st to 12th grade (six–18 years) in physical education (PE). Research articles selected were found ...

Hybridizing Pedagogical Models: A Systematic Review.

The purpose of the present study was to conduct a review of the research on the Sport Education (SE) studies that have examined the development of students' personal and social skills. Research articles selected were found through Web of Science, SCOPUS, Academic Search Complete, ERIC, SPORTDiscus with Full Text, Education Source, PsycINFO and PsycARTICLES databases. The keywords "Sport Education" and "physical education" were used in different combinations. The articles were included for analysis if the following criteria were met: (i) were published in peer-reviewed international journals indexed in JCR (Journal Citation Reports) or SJR (Scientific Journal Rankings); (ii) were available in full-text; (iii) examined personal and social variables included or measured as main outcomes within the SE model. The quality of the selected studies was scored using a quality assessment list. Fifty-one studies were included. Results showed that, considering the development of social and personal competencies, the majority of SE research took place in Spain and USA in a co-educational PE context (high school). Enjoyment/satisfaction, enthusiasm and engagement were the predominant outcome measures, using a non-experimental design and multiple qualitative tools in more than half of the studies. Few studies established the fidelity of the model implementation. There is a need for future research to consider other samples, contexts, cultures and types of sports seeking to reinforce the positive impact of SE on the personal and social competencies. Longer units with a good planning, mixed and quantitative methodological designs and the report of the model fidelity would be also particularly important for future investigations.

https://www.jssm.org/hfpdf.php?volume=18&issue=4&page=812

What Do We Know About the Development of Personal and Social Skills within the Sport Education Model: A Systematic Review

El abandono de los centros deportivos es un problema social y economico. Disponer de instrumentos validos y fiables permite la realizacion de investigaciones rigurosas. El objetivo del estudio fue constatar la validez de la escala de abandono de centros deportivos. Se ha realizado un analisis factorial confirmatorio con el programa AMOS. 20. Posteriormente se ha constatado la validez discriminante mediante tres procedimientos diferentes con los programas SPSS. 20 y AMOS. 20: calculo de correlaciones entre factores, construccion de intervalos de confianza de la correlacion de factores al 95% de confianza y estimacion de modelos alternativos. El resultado final ha sido una escala de cinco factores y doce items que cumple con los requisitos de validez y fiabilidad exigibles en un instrumento de investigacion. PALABRAS CLAVE: Abandono, centro deportivo, fidelidad, marketing, motivacion, validacion. ABSTRACT Withdrawal from sport centers is a social and economic problem. Having valid and reliable tools allows rigorous research. The aim of this study was to confirm the validity of the withdrawal rate from sport centers. A confirmatory factor analysis was carried out using AMOS. 20 software. Later the discriminant validity was verified by means of three different procedures with SPSS. 20 and AMOS. 20 software programs: calculating correlation between factors, constructing confidence intervals of the factor correlation at 95% confidence level and estimating alternative models. The final result consists of twelve questions (items) and answers. The answers are rated on five levels (factors) that meet the validity and reliability requirements needed in a research tool. KEY WORDS: Attrition, loyalty, sport centre, marketing, motivation, validity.

/pdf/validez-de-constructo-de-la-escala-motivos-de-abandono-de-51znk23m5a.pdf

Validez de constructo de la escala motivos de abandono de centros deportivos

Physical activity reduces the risk of developing noncommunicable diseases and improves quality of life, providing health benefits for present and future generations This is especially relevant for adolescents Educational institutions are promoters of healthy habits through the organisation of different activities such as extracurricular sports programmes These activities increase the rates of sports practice among adolescents The literature shows that the perceived quality of sports and health services is an antecedent of users’ behavioural intentions The aim of this paper is to find out whether communication from educational/sports organisations influences adolescents’ intentions to continue engaging in physical activity A total of 1080 students participated, with a mean age of 1376 ± 139 years, 341% of whom were girls Tests were conducted to verify the validity and reliability of the model that relates communication with value, satisfaction, and future intentions Tests were conducted to verify the validity (average variance extracted was between 0754 and 0583) and reliability (composite reliability was between 0925 and 0813) of the model that relates communication with value, satisfaction, and future intentions Confirmatory analyses and factor invariance tests were performed The results revealed that communication is an antecedent of value, satisfaction, and future intentions In conclusion, communication is a good strategy to consolidate sporting habits in both male and female adolescents

/pdf/communication-as-a-strategy-to-promote-sports-and-health-3zcweate0m.pdf

Communication as a Strategy to Promote Sports and Health Activities Designed for Adolescents

La industria deportiva sabe que las necesidades e intereses de la poblacion femenina no son las mismas que las de los varones y por ello en el mercado han aparecido centros deportivos y de fitness exclusivos para mujeres. El objeto de este estudio fue segmentar a mujeres que realizan practicas fisico deportivas en centros deportivos, utilizando como variables de agrupacion diferentes tipos de motivacion (intrinseca, integrada, identificada, introyectada, externa y desmotivacion) y comprobar las diferencias entre las usuarias que acuden a centros mixtos y las que acuden a centros exclusivos femeninos. La poblacion objeto de estudio estuvo conformada por 745 mujeres con una edad media 32.97±14.11 anos, pertenecientes a 62 centros deportivos y de fitness. El 36.60% de las mujeres eran usuarias de centros exclusivos. Los resultados establecieron dos grupos .  Los factores motivacion identificada y desmotivacion fueron los mas relevantes para distribuir a las mujeres en los segmentos. El grupo uno mostro valores mas altos en motivacion integrada, identificada e intrinseca. El grupo dos presento valores mas altos en motivacion introyectada, externa y desmotivacion. En el grupo uno se encuentra la mayoria de las usuarias de centros exclusivos, mientras que un 40% de las usuarias de centros mixtos estan enmarcadas en el grupo dos. Los resultados muestran que existen dos grupos de usuarias de servicios deportivos y de fitness, uno con niveles altos de motivacion autodeterminada conformado principalmente por usuarias de centros exclusivos y un segundo grupo con niveles bajos de motivacion autodeterminada, pertenecientes en su mayoria a centros mixtos. Abstract. Sports industry knows that needs and interests of the female population are not the same as those of men. Therefore, sports and fitness centres exclusive to women have appeared in the market. The aims of this study were to segment women who do physical-sports activities in sports centres, using different kinds of motivation (intrinsic, integrated, identified, introjected, external and lack of motivation) as a grouping variable, and to verify the differences among users who attend mixed centres and those who go to exclusive female centres. The subjects of the study were 745 women with a mean age of 32.97 ± 14.11 years, belonging to 62 sports and fitness centres. 36.60% of the women were users of exclusive centres. Results established two groups. Identified motivation and lack of motivation were the most relevant factors to distribute women in the segments. Group one showed higher values in integrated, identified and intrinsic motivation. Group two presented higher values in introjected, external motivation, and lack of motivation. In group one, the majority of users attended exclusive centres, while 40% of the users of mixed centres were placed in group two. Results show that there are two groups of users of sports and fitness services, one with high levels of self-determined motivation (composed mainly of users of exclusive centres), and a second group with low levels of self-determined motivation, mostly belonging to mixed centres.

/pdf/grupos-de-usuarias-del-mercado-deportivo-femenino-groups-of-8sl5o2buh2.pdf

Grupos de usuarias del mercado deportivo femenino (Groups of users in the women sports market)

The number of physical activity practitioners increases. The amount of customers on sport centres is thus reinforced. Knowing the reasons of sport practise is a must for these centres. The aim of this research is knowing the reasons of sport practise and setting up a group of users from their motivations. The sample on this article has been a total of 2,707 users of sport services in Andalusia, from which 66.10% were male and 33.90% female, with an average age of 25.29 ± 12.83. The tool used was the MPAM-R scale adapted and validated in Spanish. A two-step conglomerate analysis was made, this technique seeks to set up groups trying to get the maximum homogeneity inside each group and the maximum differences among them. It has been found two different groups of users. The most relevant factors to set up the groups have been Competence, Joy and Fitness/Health. Group 1 is characterized by being made up of men, with a lower middle age who practise collective and individual sports. Group 2 includes a higher percentage of women, middle age people, who practise activities related to fitness and racket sports, being members of private centers.

Raquel Pérez-Ordás

Papers

Validez de constructo de la escala motivos de abandono de centros deportivos

Communication as a Strategy to Promote Sports and Health Activities Designed for Adolescents

Grupos de usuarias del mercado deportivo femenino (Groups of users in the women sports market)

Segmentación de usuarios de servicios deportivos (Segmentation of sport services users)

Quality, satisfaction and perceived value of users of public service sports.