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.

2 1 The innovative transport systems and the CityMobil project 10 1.1 The research questions 10 2 The state of art in the field of automatic transport systems 12 2.1 Case studies and demand studies for innovative transport systems 12 3 The design and implementation of surveys 14 3.1 Definition of experimental design 14 3.2 Questionnaire design and delivery 16 3.3 First analyses on the collected sample 18 4 Calibration of Logit Multionomial demand models 21 4.1 Methodology 21 4.2 Calibration of the “full” model. 22 4.3 Calibration of the “final” model 24 4.4 The demand analysis through the final Multinomial Logit model 25 5 The analysis of interaction between the demand and socioeconomic attributes 31 5.1 Methodology 31 5.2 Application of Mixed Logit models to the demand 31 5.3 Analysis of the interactions between demand and socioeconomic attributes through Mixed Logit models 32 5.4 Mixed Logit model and interaction between age and the demand for the CTS 38 5.5 Demand analysis with Mixed Logit model 39 6 Final analyses and conclusions 45 6.1 Comparison between the results of the analyses 45 6.2 Conclusions 48 6.3 Answers to the research questions and future developments 52

The European commission

The measurement of meaning

NUDGE: IMPROVING DECISIONS ABOUT HEALTH, WEALTH, AND HAPPINESS by Richard H. Thaler and Cass R. Sunstein Penguin Books, 2009, 312 pp, ISBN 978-0-14-311526-7This book is best described formally as a general explanation of and advocacy for libertarian paternalism, a term coined by the authors in earlier publications. Informally, it is about how leaders, systems, organizations, and governments can nudge people to do the things the nudgers want and need done for the betterment of the nudgees, or of society. It is paternalism in the sense that "it is legitimate for choice architects to try to influence people's behavior in order to make their lives longer, healthier, and better", (p. 5) It is libertarian in that "people should be free to do what they like - and to opt out of undesirable arrangements if they want to do so", (p. 5) The built-in possibility of opting out or making a different choice preserves freedom of choice even though people's behavior has been influenced by the nature of the presentation of the information or by the structure of the decisionmaking system. I had never heard of libertarian paternalism before reading this book, and I now find it fascinating.Written for a general audience, this book contains mostly social and behavioral science theory and models, but there is considerable discussion of structure and process that has roots in mathematical and quantitative modeling. One of the main applications of this social system is economic choice in investing, selecting and purchasing products and services, systems of taxes, banking (mortgages, borrowing, savings), and retirement systems. Other quantitative social choice systems discussed include environmental effects, health care plans, gambling, and organ donations. Softer issues that are also subject to a nudge-based approach are marriage, education, eating, drinking, smoking, influence, spread of information, and politics. There is something in this book for everyone.The basis for this libertarian paternalism concept is in the social theory called "science of choice", the study of the design and implementation of influence systems on various kinds of people. The terms Econs and Humans, are used to refer to people with either considerable or little rational decision-making talent, respectively. The various libertarian paternalism concepts and systems presented are tested and compared in light of these two types of people. Two foundational issues that this book has in common with another book, Network of Echoes: Imitation, Innovation and Invisible Leaders, that was also reviewed for this issue of the Journal are that 1 ) there are two modes of thinking (or components of the brain) - an automatic (intuitive) process and a reflective (rational) process and 2) the need for conformity and the desire for imitation are powerful forces in human behavior. …

Nudge: Improving Decisions about Health, Wealth, and Happiness

行銷硏究 : Marketing research

Six psychographic segments of volunteers in Australia are constructed on the basis of their volunteeringmotivations. The resulting segments include “classic volunteers”, whose motivations are three-fold: doingsomething worthwhile, personal satisfaction, and helping others. “Dedicated volunteers” perceive each one ofthe motives for volunteering as relevant, while “personally involved volunteers” donate time because ofsomeone they know in the organization, most likely their child. “Volunteers for personal satisfaction” and“altruists” primarily wish to help others, and finally,” niche volunteers” typically have fewer and more specificdrivers motivating them to donate time, for example, to gain work experience. The segments are externallyvalidated and demonstrate significantly different socio-demographic profiles. Consequently, it seems thatmotivation-based data-driven market segmentation represents a useful way of gaining insight intoheterogeneity amongst volunteers. Such insight can be used by volunteering organizations to more effectivelytarget segments with customized messages.

/pdf/what-moves-which-volunteers-to-donate-their-time-an-5ahc6ik54r.pdf

What Moves Which Volunteers to Donate Their Time? An Investigation of Psychographic Heterogeneity Among Volunteers in Australia

Peer-to-peer accommodation platforms create value by matching guests who search for tourist accommodation with hosts who make available unused private space for short-term rental. This chapter anal ...

Airbnb's business model

Market segmentation lies ‘at the heart of successful marketing’ (McDonald 2010), yet market segmentation solutions are not trivial to interpret, especially if consumers are segmented using post hoc or a posteriori or data-driven segmentation, where several consumer characteristics are analysed simultaneously to identify or construct market segments. In fact, 65% of marketing managers admit to having difficulties with the interpretation of data-driven market segmentation solutions. In this study we develop novel ways of visualising segmentation solutions using graphical statistics methodology. The proposed plots help academics and practitioners to interpret complex market segmentation solutions, thus improving the practical usability of market segmentation, reducing the risk of misinterpretation and contributing to closing the much-lamented ‘theoryâ€“practice divide’ in market segmentation.

https://journals.sagepub.com/doi/pdf/10.2501/IJMR-2013-073

Using graphical statistics to better understand market segmentation solutions

COVID-19 is proving more disruptive to tourism and hospitality than World War II. Workers in these industries are hardest hit because few of them had continuous employment contracts before the pandemic, instead relying on non-standard and contingent arrangements including self-employment, subcontracting, and casual work. Non-standard workers typically lack entitlements such as annual, sick and carers leave. Of all hospitality workers, 65% are non-standard workers. A 25% loading on hourly wages is designed to allow them to build a safety net, but this loading is insufficient to ensure workers’ livelihoods for an extended period of time without work. This research note proposes a new post-COVID-19 model of tourism and hospitality workforce resilience.

A post-COVID-19 model of tourism and hospitality workforce resilience

Changing default settings has proven to be a powerful approach to influencing consumer decisions without denying consumers the possibility of choosing freely. This is only the second study investig...

https://journals.sagepub.com/doi/pdf/10.1177/0047287519879779

Sara Dolnicar

Papers

What Moves Which Volunteers to Donate Their Time? An Investigation of Psychographic Heterogeneity Among Volunteers in Australia

Airbnb's business model

Using graphical statistics to better understand market segmentation solutions

A post-COVID-19 model of tourism and hospitality workforce resilience

“To Clean or Not to Clean?” Reducing Daily Routine Hotel Room Cleaning by Letting Tourists Answer This Question for Themselves: