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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 the face of marketplace polls that attest to the increasing influence of corporate social responsibility (CSR) on consumers' purchase behavior, this article examines when, how, and for whom specific CSR initiatives work. The findings implicate both company-specific factors, such as the CSR issues a company chooses to focus on and the quality of its products, and individual-specific factors, such as consumers' personal support for the CSR issues and their general beliefs about CSR, as key moderators of consumers' responses to CSR. the results also highlight the mediating role of consumers' perceptions of congruence between their own characters and that of the company in their reactions to its CSR initiatives. More specifically, the authors find that CSR initiatives can, under certain conditions, decrease consumers' intentions to buy a company's products.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2333479_code333677.pdf?abstractid=2333479&type=2

Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility

The author systematically examines one of the important issues of information — establishing the market price. He introduces the concept of «search» — where a buyer wanting to get a better price, is forced to question sellers. The article deals with various aspects of finding the necessary information.

Economics of Information

Marketing Concepts and Strategies

The significance of religious value systems has long been recognized in sociology and psychology but is not yet fully acknowledged in consumer research. Studies in the marketing literature suggest that religion is a key element of culture, influencing both behaviour and purchasing decisions. This paper examines the influence of religion on consumer choice and is based on the proposition that adherence to a particular religious faith significantly influences shopping behaviour. Using the purchase of a television as the basis, the research examines the contrasting shopping behaviour of Hindus, Muslims and Catholics. The results suggest that religious affiliation should be included in future cross-cultural research and that there is considerable potential for extending research into the influence of religious affiliation on consumer behaviour.

Religious Influences on Shopping Behaviour: An Exploratory Study

Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has come to the fore. This paper uses a literature review and three mini‐case studies to explore the issues in the branding debate and to illustrate how brand management is changing in response to market and environmental changes.

Rethinking the brand concept: new brand orientation

Management plays a key role in the development and maintenance of corporate identity, including paying particular attention to the internal and controllable aspects of the process. The progression of research that examines corporate identity is contingent on clarification of the scope of corporate identity management (CIM) and development of generalizable and applicable measures of the construct. This study develops an interdisciplinary measure of the CIM construct by drawing on the literature and primary data, such as exploratory research, a survey, and a follow-up phase. Overall, CIM involves (1) the endorsement of consistent behavior through the diffusion of a company’s mission, values, and goals; (2) the expression and pursuit of brand and image consistency in the organization’s symbols and forms of communication; and (3) the implementation, support, and maintenance of visual systems. The results suggest that CIM includes the dissemination of mission and values, consistent image implementation, and visual identity implementation.

Managing corporate identity: An internal perspective

This empirical paper explores the antecedents and consequences of trust in the online retail context and examines the moderating role of consumers' familiarity with a Web site in the relationship between Web site quality and trust. Data were collected with an online questionnaire. The research highlights the importance of the Web site interface in consumer online behavior by systematically examining how different quality features affect consumer trust. A multidimensional view of Web site quality with the following dimensions is developed: Web site usability, security and privacy assurance, and product information quality. Trust is shown to lead to positive consequences, such as the formation of positive attitudes and behavioral intentions toward the Web site. The study also identifies the moderating role of Web site familiarity in the relationships between aspects of Web site quality and trust. The implications for e-retailers in terms of Web site design and marketing communications strategy are explored. © 2010 Wiley Periodicals, Inc.

Sally Dibb

Papers

Marketing Concepts and Strategies

Religious Influences on Shopping Behaviour: An Exploratory Study

Rethinking the brand concept: new brand orientation

Managing corporate identity: An internal perspective

Consumer trust in the online retail context: Exploring the antecedents and consequences