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.

In service settings, customer satisfaction is often influenced by the quality of the interpersonal interaction between the customer and the contact employee. Previous research has identified the so...

https://www.jstor.org/stable/pdfplus/1251919.pdf

Critical service encounters: The employee's viewpoint

To date, many important threads of information privacy research have developed, but these threads have not been woven together into a cohesive fabric. This paper provides an interdisciplinary review of privacy-related research in order to enable a more cohesive treatment. With a sample of 320 privacy articles and 128 books and book sections, we classify previous literature in two ways: (1) using an ethics-based nomenclature of normative, purely descriptive, and empirically descriptive, and (2) based on their level of analysis: individual, group, organizational, and societal.

Based upon our analyses via these two classification approaches, we identify three major areas in which previous research contributions reside: the conceptualization of information privacy, the relationship between information privacy and other constructs, and the contextual nature of these relationships.

As we consider these major areas, we draw three overarching conclusions. First, there are many theoretical developments in the body of normative and purely descriptive studies that have not been addressed in empirical research on privacy. Rigorous studies that either trace processes associated with, or test implied assertions from, these value-laden arguments could add great value. Second, some of the levels of analysis have received less attention in certain contexts than have others in the research to date. Future empirical studies-both positivist and interpretive--could profitably be targeted to these under-researched levels of analysis. Third, positivist empirical studies will add the greatest value if they focus on antecedents to privacy concerns and on actual outcomes. In that light, we recommend that researchers be alert to an overarching macro model that we term APCO (Antecedents → Privacy Concerns → Outcomes).

/pdf/information-privacy-research-an-interdisciplinary-review-3ozmykcimw.pdf

Information privacy research: an interdisciplinary review

This paper reviews the empirical evidence of the effect of credibility of the message source on persuasion over a span of 5 decades, primarily to come up with recommendations for practitioners as to when to use a high- or a low-credibility source and secondarily to identify areas for future research. The main effect studies of source credibility on persuasion seem to indicate the superiority of a high-credibility source over a low-credibility one. Interaction effect studies, however, show source credibility to be a liability under certain conditions. The variables found to interact with source credibility are categorized into 5 categories: source, message, channel, receiver, and destination variables. The most heavily researched variables have been the message and receiver variables. Implications for marketers/advertisers and suggestions for future research are discussed.

The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence

The influence of online product recommendations on consumers' online choices

The persuasive impact of source credibility is examined in two situations. A highly credible source was more effective than a moderately credible source when the communication recommended buying a ...

/pdf/the-persuasive-effects-of-source-credibility-in-buy-and-4xucijrp6a.pdf

The Persuasive Effects of Source Credibility in Buy and Lease Situations

The emergence of mobile phones as the leading personal communications device portends their attractiveness as a potentially lucrative media platform for marketers. This article presents initial consumer evaluations of mobile location-based advertising (LBA). LBA is a new form of marketing communication that uses location-tracking technology in mobile networks to target consumers with location-specific advertising on their cell phones. We use an experimental setting to test the effects of LBA characteristics on privacy concerns about location tracking, perceived benefits, value, and intentions to try LBA. LBA was described as a free, opt-in service from cell phone service providers. Results indicate that privacy concerns are high, and perceived benefits and value of LBA are low. LBA was relatively more effective when it becomes available upon explicit request by the consumer than when consumers are alerted to location-specific advertising or promotions for preferred product categories relevant to a...

Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising

Green computing refers to the practice of using computing resources more efficiently while maintaining or increasing overall performance. Sustainable IT services require the integration of green computing practices such as power management, virtualization, improving cooling technology, recycling, electronic waste disposal, and optimization of the IT infrastructure to meet sustainability requirements. Recent studies have shown that costs of power utilized by IT departments can approach 50% of the overall energy costs for an organization. While there is an expectation that green IT should lower costs and the firm's impact on the environment, there has been far less attention directed at understanding the strategic benefits of sustainable IT services in terms of the creation of customer value, business value and societal value. This paper provides a review of the literature on sustainable IT, key areas of focus, and identifies a core set of principles to guide sustainable IT service design.

/pdf/sustainable-it-services-assessing-the-impact-of-green-103qc3dh2g.pdf

Sustainable IT services: Assessing the impact of green computing practices

An exploratory study examined manager and consumer perceptions of appropriate responses to complaint letters. The responses were analyzed separately and then compared to determine how effectively t...

Consumer Complaints and Managerial Response: A Holistic Approach:

The existing research on comparative vs. noncomparative advertising has resulted in a great deal of conflict and confusion concerning its effectiveness. However, little attention has been directed toward examining the informational nature of the ads themselves. The current investigation examines the question of whether comparative advertisements actually contain more objective information cues than their noncomparative counterparts. The results indicated that comparative ads did indeed have greater information content than noncomparative ads. Additional informational dimensions of comparative ads are explored.

Robert R. Harmon

Papers

The Persuasive Effects of Source Credibility in Buy and Lease Situations

Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising

Sustainable IT services: Assessing the impact of green computing practices

Consumer Complaints and Managerial Response: A Holistic Approach:

The Information Content of Comparative Magazine Advertisements