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.

Utility Analysis and the Consumption Function: An Interpretation of Cross-Section Data

Customer perceptions of e-service quality in online shopping

– The purpose of this paper is to investigate e‐tail store attributes that develop customers' positive perceptions of e‐tail store image, and determines whether or not they develop a sense of loyalty to an e‐tailer., – Acknowledging the importance of customer retention, this paper is designed to examine e‐customer loyalty intentions toward the e‐tailer. To understand the concept of loyalty toward an e‐tailer, this study focuses on the importance of the final stage of the customer decision‐making process: post‐purchase evaluation. This paper develops a model that describes the extent to which e‐tail store image (derived from a set of e‐tail store attributes) indicates patronage intentions and finally predicts customer loyalty. We use the structural equation modeling to test the model and hypotheses., – Results in this paper indicate that e‐tail store image is derived from e‐merchandise, e‐service, and e‐shopping atmosphere attributes, all of which support the way consumers shop. A favorable e‐tail store image positively influences e‐patronage intentions, which thus leads to e‐loyalty., – The research in this paper provides a conceptual model that will help e‐retailers better articulate how and why consumers may be e‐loyal shoppers. Second, the research identifies attributes, unique to online shopping that serve as the basis for conceptualizing e‐tail image as a second order factor.

Developing Customer Loyalty from E-tail Store Image Attributes

Objective Generation Y shoppers are differ from older groups. The study examines Generation Y consumers’ shopping styles using Sproles and Kendall’s (1986) Consumer Styles Inventory (CSI). Shopping is not regarded as a simple act of purchasing for Generation Y shoppers. This study is to investigate their decision-making styles in Jakarta and three universities in Jakarta. Method The studies were designed to profile individuals on the traits they possessed, cluster individuals based on their trait, and identify the groups of Generation Y shoppers. Then the measurement was rated on a five-points agree/disagree Likert scale. The questionnaire was administered to a non-probability sample of female undergraduate students aged between 15 and 25. Results Resulting in 245 usable responses, of which Cluster Analysis conducted using in order to identify decision- making groups. Ward’s method of analysis was used and the results suggested a five -cluster solution. They were Novelty Fashion conscious, PriceValue conscious, Confused by Overchoice, Impulsive, and Perfectionist conscious. Discriminant analysis was then carried out to identify the discriminating variables between these clusters. Conclusion Generation Y females in Jakarta are likely to show a materialistic shopping style, yet apathetic shopping orientation, and confused with overchoice.

http://binus.ac.id/thesisabstracts/files/daftar isi_bi-mk 08-25.pdf

Generation y female consumer decision-making styles

Advertising was once touted as a ‘big boys’ marketing tool, but the advent of the Internet has led to the emergence of online advertising, which has benefitted marketing organizations of all sizes,...

How do digital natives perceive and react toward online advertising? Implications for SMEs

The study of consumer buying behaviour is essential for marketers to understand the key elements such as what is purchased, from where it is purchased, the quantity of purchase, how much mo...

Behavioural Aspects Influencing Decision to Purchase Apparels amongst Young Indian Consumers

With the swift developments and improvement in the information and communications technology, everyone is viewing the emergence of another age of the Internet of Things. A smart city is an urban development vision to assimilate numerous technologies with Internet of Things solutions.\n Therefore, this study explores the antecedents and consequence of Internet of Things in value cocreation of smart cities in an emerging economy like India. Quantitative research approach was used in the current study. Prior research work was analysed to develop a comprehensive research model\n in context of smart cities in India. Responses were collected from the residents of proposed and selected smart cities by Indian Union Government. Total 1136 questionnaires were circulated using Google Docs and for final analysis 436 were used. The results of the current study render additional\n considerate in terms of technology adoption regarding Smart Cities in India. Therefore, in this ecosystem of technology the participants like developers, users, lawmakers, and solution providers promotes the solutions in form of Internet of Things among the prospects. The suggestions for policymakers\n are to deliver a superior experience for the general public and engaging them continuously with the advancement in technology. The study has adopted qualitative research in order the study the antecedents and consequence of Internet of Things while future researcher can use qualitative research\n approach in order to expand the proposed model.

Internet of Things Driven Perceived Value Co-Creation in Smart Cities of the Future: A PLS-SEM Based Predictive Model

Gen Z entering the workforce: Restructuring HR policies and practices for fostering the task performance and organizational commitment

Release of a theatrical movie trailer is a major marketing practice and a considerable cost is associated with it. Evaluating the effectiveness of a theatrical movie trailer before its release could substantially contribute towards enriching its contents and economic value. The relationship between the emotional responses generated in response to a movie trailer cannot be effectively measured using traditional methods such as surveys and interviews. This paper proposes a framework to measure the effectiveness of movie trailers by measuring emotive response of viewers. A case study was conducted to study the impact of a movie trailer release on stock value of movie using virtual stock markets. Further, the case study investigated the impact of emotionally intense movie trailer over its stock price. Based on emotive content of trailers, few of the movie stocks experienced a surge of two hundred and 50 % while others experienced a marginal rise of five to 10 % only. The observed results indicated a direct relation between release of movie trailer, its emotive content and abnormal positive returns of a movie stock.

Sahil Gupta

Papers

How do digital natives perceive and react toward online advertising? Implications for SMEs

Behavioural Aspects Influencing Decision to Purchase Apparels amongst Young Indian Consumers

Internet of Things Driven Perceived Value Co-Creation in Smart Cities of the Future: A PLS-SEM Based Predictive Model

Gen Z entering the workforce: Restructuring HR policies and practices for fostering the task performance and organizational commitment

FADU-EV an automated framework for pre-release emotive analysis of theatrical trailers