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

Financial literacy is a very relevant concept in today’s world, where the financial markets are growing each day. Therefore, the objective of this study is to identify the critical dimensions of financial literacy in the Indian context. In this cross–sectional research, the data is collected from 698 students who were studying in leading private and government B–schools of Chandigarh Tri–City region. The exploratory factor analysis is used to extract the factors that affect the financial literacy of B–school graduates. The confirmatory factor analysis is used to validate these factors. Finally, fuzzy AHP is used to rank these factors. The results of this study identify the five critical financial literacy factors using exploratory factor analysis and confirmatory factor analysis. In addition to this, fuzzy AHP is used to rank the identified factors. Results show that the most important factor of financial literacy is financial or professional training followed by financial behavior, financial attitude, financial knowledge, and the least important factor is financial culture. Financial literacy is essential from the youth’s point of view. To our knowledge, no such study has been done in the past, which has tried to model the financial literacy in Indian context through exploratory factor analysis, confirmatory factor analysis, and fuzzy AHP. TOPICS:Behavioral financial theory, behavioral financial in wealth management, long term/retirement investing Key Findings ▪ Financial literacy improves the financial decisions of an individual. The measurability of the construct improves when the construct is analyzed across different dimensions. ▪ The study makes use of Exploratory Factor Analysis, Confirmatory Factor Analysis and fuzzy AHP to identify, validate and prioritize critical dimensions of financial literacy respectively. ▪ The financial training is the most important factor of financial literacy followed by financial behavior, financial attitude and financial culture.

An Integrated Model of Financial Literacy Among B–School Graduates Using Fuzzy AHP and Factor Analysis

Present world is information-driven News, information, facts, figures, data are the few terms which are pedalling the wheels of the present life and human being too The digitalisation has transformed the media in different ways Apart from the traditional media platforms like radio, newspaper, magazines, and television, the new and speedy news delivery platforms has made the information accessible in a few seconds The online platform like Instagram, Twitter, Facebook, WhatsApp, and various other social media, has transformed the people behaviour and expectations Now the information can be accessed, obtained anytime and anywhere Media has played a tremendous part in Covid times too It has helped to spread the information about this deadly infectious very quickly Almost every media platform is bombarded with ample information regarding Covid updates like new cases, deaths, number of tests conducted, recovery rates, precautions to be followed etc People tend to believe every piece of information coming their way It has been difficult to differentiate that which chunk of information is to be trusted and which is fake This paper has presented the respondents sentiment regarding the information which they have come across Covid times The qualitative analysis has been conducted using NVIVO 12 to extract the respondents viewpoint about the exaggeration of media on coronavirus disease © 2020 All Rights Reserved

/pdf/media-exaggeration-and-information-credibility-qualitative-2fpkz7l501.pdf

Media exaggeration and information credibility: qualitative analysis of fear generation for covid- 19 using nvivo

Corporate sustainability is a buzzword these days and is instrumental in achieving a comparative advantage by the corporates. The study intends to study the influence of corporate sustainability on economic performance concerning the Indian banking industry. Structural equation modelling, a multivariate technique, is employed in this study to measure the relationship between corporate sustainability and economic performance. Results show the significant but moderate positive relationship between economic performance and corporate sustainability. The findings would be beneficial to the experts in the allocation of limited resources to improve the corporate sustainability performance of firms, particularly in the Indian banking sector.

Modelling the impact of corporate sustainability on economic performance with reference to Indian financial industry

With growing digitalization and enhancement of IT infrastructure, the youngsters are utilizing the power of internet to buy things online. As the acceptance of online shopping is rising among Indian consumers, the competition is also increasing in E-Commerce space. As many ecommerce websites are in the field, they all are studying the attributes which influence’s customers for online shopping. This paper highlights the attributes which leads to online shopping attractiveness in young generation in India. The review of literature identified sixteen important attributes which can be converged into the following four main dimensions that can be named as determinants of online shopping attractiveness: (a) Ease of Transaction (b) Website Image (c) Product Information (d) Website Security. This study is relevant to academician, researchers and industry people who works in the field of E-Commerce.

Antecedentsof Online Shopping Attractiveness: The Youngster Perspective

An increase in digitalisation has empowered the millennial generation like never before, especially when it comes to shopping online. Given the inherent dynamism in online shopping behaviour, this ...

Sahil Gupta

Papers

An Integrated Model of Financial Literacy Among B–School Graduates Using Fuzzy AHP and Factor Analysis

Media exaggeration and information credibility: qualitative analysis of fear generation for covid- 19 using nvivo

Modelling the impact of corporate sustainability on economic performance with reference to Indian financial industry

Antecedentsof Online Shopping Attractiveness: The Youngster Perspective

Modelling the motivations of millennials' online shopping intentions: a PLS-SEM approach