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

This chapter explores the potential of peer-to-peer accommodation networks to cater to a market segment with very specific requirements in terms of the size and setup of short-term tourism accommodation: multi-family travel. Hotels, motels, bed and breakfasts, and even resorts typically offer rooms of different sizes, but rarely spaces large enough to allow two or three families to spend their holidays together. Many listings on peer-to-peer accommodation networks have not been developed for tourists; they have been developed for families. As such, they are uniquely suited to cater to this market segment.

Chapter 18 The Multi-Family Travel Market

Chapter 7 Entrepreneurship Opportunities

Most societies depend on the willingness of community members to donate their time for the provision of essential services, such as delivering meals to homes of people with mobility issues, distributing food to the homeless, and protecting people's homes and lives in cases of natural disasters. However, somewhat alarmingly, recent figures indicate that after 15 years of consistent increases in the number of adults demonstrating civic participation through volunteering, rates fell from a high of 36 % in 2010 down five percentage points to 31 % in 2014. As a consequence, many organisations that rely on volunteers for the provision of a range of services are under substantial pressure to retain current, and recruit more, volunteers. This chapter discusses the potential benefits of marketing techniques for organisations that depend on individuals donating their time to help a social cause; elaborates on why market segmentation is a suitable approach to encourage civic participation and why it is likely to outperform mass marketing; and offers practical examples of how market segmentation has been applied to (1) increase the participation of community members from distinctly different cultural backgrounds in environmental volunteering, (2) identify different patterns of volunteering motivations which can be targeted with marketing messages to increase recruitment, and (3) determine which sections of the general population represent promising targets for foster carer recruitment. The key message of this chapter is that organisations with noble missions would benefit from overcoming the perception that marketing is not noble enough for them to engage in. Instead, they should embrace marketing in general, and market segmentation specifically, as effective tools which will help them achieve their goals. Disciplines Business Publication Details Randle, M. & Dolnicar, S. (2017). Increasing Civic Participation Through Market Segmentation. In T. Dietrich, S. Rundle-Thiele & K. Kubacki (Eds.), Segmentation in Social Marketing: Process, Methods and Application (pp. 129-142). Singapore: Springer Singapore. This book chapter is available at Research Online: http://ro.uow.edu.au/buspapers/1124

/pdf/increasing-civic-participation-through-market-segmentation-52z34f778d.pdf

Increasing Civic Participation Through Market Segmentation

Market segmentation has a long history in empirical tourism research. So does satisfaction research. Yet, littlework has been done at the cross-roads of these two areas. This chapter makes a step towards filling this gap by(1) reviewing prior work in data-driven market segmentation with a specific focus on satisfaction, (2)analysing managerial recommendations resulting from these studies, and (3) providing empirical examples ofhow commonsense and data-driven segmentation studies could be conducted using satisfaction asdiscriminating criterion between tourists. Keywords market segmentation, tourism Disciplines Marketing Publication Details This book chapter was originally published as Dolnicar, S & Le, H, Segmenting Tourists Based on Satisfactionand Satisfaction Patterns, in Yuksel, A (ed), Tourist Satisfaction and Complaining Behaviour: Measurement &Management Issues in the Tourism and Hospitality Industry, Nova Science Publishing , New York, 2008,186-204. Original publisher information availablehere

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Segmenting tourists based on satisfaction and satisfaction patterns

One of the strategies proven most successful in curbing rising rates of childhood obesity involves targeting parents as agents of change. Prior studies have focused on what messages to communicate, but few have investigated how they should be communicated. To identify the channels most effective for communicating with parents of overweight and obese children and understand whether their use of parenting information sources differs from others in the community. This study utilizes data from the Longitudinal Study of Australian Children (LSAC). Families were included if weight and height information was available for parents and children at three data collection points: Waves 1, 2 and 4 (collected 2004, 2006 and 2010, respectively, n = 5107). A priori and a posteriori segmentation methods identified groups of parents that were similar in the sources used to obtain information about parenting, and examined whether some segments were more likely to have obese children. Four segments were identified that differed in their information source use: the 'personal networks', 'books', 'official sources' and 'mixed approach' segments. The 'official sources' and 'mixed approach' segments were most likely to have obese children, and they used doctors, government/community organizations and friends to obtain information on parenting. These segments were also less educated and had lower employment. Messages are most likely to reach families with obese children if communicated through doctors, government publications and community organizations. Further, messages targeting social groupings of parents will leverage the power of advice from friends, which is another valuable information source for this group.

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Sara Dolnicar

Papers

Chapter 18 The Multi-Family Travel Market

Chapter 7 Entrepreneurship Opportunities

Increasing Civic Participation Through Market Segmentation

Segmenting tourists based on satisfaction and satisfaction patterns

Communicating with parents of obese children: which channels are most effective?