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.

(1991). Applied Linear Regression Models. Journal of Quality Technology: Vol. 23, No. 1, pp. 76-77.

Applied Linear Regression Models

A Philosophical Enquiry into the Origin of Our Ideas of the Sublime and Beautiful

In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects...

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

Examines the motivation for achievement as a psychological factor that shapes economic development. Refuting arguments based on race, climate, or population growth, the book instead argues for cultural customs and motivations - especially the motivation for achievement - as the major catalysts of economic growth. Considering the Protestant Reformation, the rise of capitalism, parents' influences on sons, and folklore and children's stories as shaping cultural motivations for achievement, the book hypothesizes that a high level of achievement motivation precedes economic growth. This is supported through qualitative analysis of the achievement motive, as well as of other psychological factors - including entrepreneurial behavior and characteristics, and available sources of achievement in past and present highly achieving societies. It is the achievement motive - and not merely the profit motive or the desire for material gain - that has advanced societies economically. Consequently, individuals are not merely products of their environment, as many social scientists have asserted, but also creators of the environment, as they manipulate it in various ways in the search for achievement. Finally, a plan is hypothesized to accelerate economic growth in developing countries, by encouraging and supplementing their achievement motives through mobilizing the greater achievement resources of developed countries. The conclusion is not just that motivations shape economic progress, but that current influences on future people's motivations and values will determine economic growth in the long run. Thus, it is most beneficial for a society to concentrate its resources on creating an environment conducive to entrepreneurship and a strong ideological base for achievement. (CJC)

The Achieving Society

Combining survey data with real-market data, this research investigates brand awareness from three perspectives. Firstly, this study examines the relation between brand awareness and market outcome. Secondly, it explores the relation between brand awareness and brand equity. Thirdly, the study also investigates the effects of marketing mix elements on brand awareness. The results reveal that consumers’ brand usage experience contributes to brand awareness, implying that experience precedes awareness in some contexts. The results also confirm positive association between brand awareness and brand equity. Lastly, the current work demonstrates the importance of distribution and price promotion in building brand awareness in a consumer-packaged goods category.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2216933_code1876461.pdf?abstractid=2216933&mirid=5&type=2

How Brand Awareness Relates to Market Outcome, Brand Equity and the Marketing Mix

http://rozup.ir/up/paper/paper/1/How_brand_awareness_relates_to_market_outcome_brand_equity_and_the_marketing%20mix.pdf

How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix

This research presents an effective segmentation of Latin American tourists and thereby provides invaluable input and guidance for destination marketers in regard to strategic planning for the region’s tourist provision. Four distinct segments are identified based on the benefits sought, and these are profiled with respect to demographics, travel behavior, expectations about the infrastructure, local environment, services, and costs, as well as the visitors’ personalities and interests. Globally, the most important decision drivers are found to be safety, flight and accommodation availability, and affordability. This research also presents an overview of benefits segmentation literature on tourism.

Benefits Segmentation of Visitors to Latin America

From single-use to multi-use: Study of consumers' behavior toward consumption of reusable containers.

This research assesses visitor satisfaction with the core and secondary attributes of a tourist destination, using two conventional methods, stated and derived importance. The article shows the importance of core attributes are recoverable equally well, regardless of the method. Importances of secondary attributes, however, vary depending on the estimation method. This difference is systematic. Researchers should use derived methods for assessing satisfaction with secondary attributes. The data are from surveys from visitors to Latin America.

Rong Huang

Papers

How Brand Awareness Relates to Market Outcome, Brand Equity and the Marketing Mix

How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix

Benefits Segmentation of Visitors to Latin America

From single-use to multi-use: Study of consumers' behavior toward consumption of reusable containers.

Assessing Satisfaction with Core and Secondary Attributes