Basics of qualitative research: Grounded theory procedures and techniques

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

The Advanced Certificate in Total Quality Management for Education is centered around the principles of total quality management (TQM) and the Malcolm Baldridge National Quality Award Criteria for Educational Programs. This comprehensive certificate is designed to provide an indepth knowledge of TQM principles, the Baldridge Award Criteria, and an understanding of how to conduct an assessment using the Baldridge criteria. The focus of the four certificate courses is an understanding of the value that Baldridge brings to your organization and how to use the Baldridge Award Criteria for Education as a change management tool. With a focus on strategic goals and indicators, this certificate offers school leaders an approach to help guide district, school and classroom improvement planning.

Total quality management in education

The Participatory Museum

Perceived value is of primary concern for researchers and practitioners in the business-to-business (B2B) and business-to-consumer (B2C) spheres. However, the scientific community's excitement over perceived value, associated with approaches developed in parallel in B2B and B2C, has engendered theoretical confusion about perceived value. To solve these conceptual problems, many researchers developed a unified theoretical framework of value (zoom out approach) at a macro-analytical level. By contrast with this currently mainstream perspective in marketing theory, this article adopts a micro-analytical approach to perceived value (zoom in approach). A comparative approach of literature on value in B2B and B2C leads to cross-fertilization between the two areas, while each retains its own features. This zoom-in approach leads to the proposition of a research agenda and allows us to clarify and to enhance the idea of perceived value in B2B and B2C.

/pdf/perceived-value-in-b2b-and-b2c-a-comparative-approach-and-2pdzl12jb2.pdf

Perceived value in B2B and B2C: A comparative approach and cross-fertilization

La valeur percue par les consommateurs occupe une place significative dans les reflexions actuelles des praticiens et des chercheurs en marketing. Cependant, la diversite des recherches et l'absenc...

http://journals.sagepub.com/doi/pdf/10.1177/076737011202700305

Vers une clarification théorique de la notion de valeur perçue en marketing

Purpose – One conclusion is widely shared by professionals in the cultural sector: consumer motivations have changed and in particular their relations with cultural products and services. This paper seeks to analyze different trends applied to museums in order to improve the understanding of this “new” cultural audience.Design/methodology/approach – For this trend marketing analysis, seven consumer orientations have been identified (without claiming they are at all exhaustive) after an extended review over the shape of contemporary consumer habits. Besides, the authors wanted to know the opinion of the cultural managers. Each consumer orientation has been evaluated by taking a sample of French practitioners from different areas of the museum sector.Findings – The paper is interesting in that it highlights the gap between actual management practices and practitioners' judgments.Research limitations/implications – The first limitation that should be borne in mind relates to the exploratory character of this...

Museums, consumers, and on‐site experiences

http://hal.univ-smb.fr/hal-01592035/document

Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context

L'experience vecue par le consommateur fait l'objet de conceptualisations reductrices et normatives en marketing. Cet article defend une conceptualisation plus etoffee de l'experience vecue fondee ...

https://www.jstor.org/stable/info/40589575

Rémi Mencarelli

Papers

Perceived value in B2B and B2C: A comparative approach and cross-fertilization

Vers une clarification théorique de la notion de valeur perçue en marketing

Museums, consumers, and on‐site experiences

Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context

L'interaction lieu - objet comme conceptualisation de l'expérience vécue: test d'un modèle intégrateur: