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.

The purpose of this research was to explore teaching and learning when mobile computing devices, such as cellphones and smartphones, were implemented in higher education. This paper presents a portion of the findings on students' perceptions of learning with mobile computing devices and the roles social media played. This qualitative research study focused on students from three universities across the US. The students' teachers had been integrating mobile computing devices, such as cellphones and smartphones, into their courses for at least two semesters. Data were collected through student focus group interviews. Two specific themes emerged from the interview data: (a) advantages of mobile computing devices for student learning and (b) frustrations from learning with mobile computing devices. Mobile computing devices and the use of social media created opportunities for interaction, provided opportunities for collaboration, as well as allowed students to engage in content creation and communication using social media and Web 2.0 tools with the assistance of constant connectivity.

Mobile computing devices in higher education: Student perspectives on learning with cellphones, smartphones & social media

/pdf/engaged-scholarship-a-guide-for-organizational-and-social-1od3lo0196.pdf

Engaged Scholarship: A Guide for Organizational and Social Research

The article reviews the book “Information Rules: A Strategic Guide to the Network Economy,” by Carl Shapiro and Hal R. Varian.

Information Rules: A Strategic Guide to the Network Economy

[What is a cost-benefit analysis?].

Purpose – By surveying current literature, the purposes of this paper are twofold: to identify current situation of mobile learning (m‐learning) adoption and specify the challenges and to identify the factors driving m‐learning adoption.Design/methodology/approach – The paper reviews literature related to: m‐learning applications and challenging issues and adoption researches on m‐learning and related topics. A reflection on the unique nature of m‐learning adoption building upon the literature reviewed contributes to a new conceptual model.Findings – Even if m‐learning is fast evolving, the review of literature reveals a challenge as to how to promote m‐learning adoption. In this light, the paper extends the scope of literature reviewed to the theories and factors relating to different roles m‐learning users have into consideration, namely, technology user, consumer and learner, in an attempt to offer a more complete understanding of m‐learning adoption. Insights are drawn from the proposed model.Practica...

Understanding the factors driving m‐learning adoption: a literature review

Understanding the effects of trust and risk on individual behavior toward social media platforms

Understanding followers’ stickiness to digital influencers : The effect of psychological responses

The study aims to contribute to the research on technology acceptance behaviour of professional physicians by extending its theoretical validity and empirical applicability in a new mobile communication technology context. We propose and empirically examine a research model using data collected from 151 physicians working in the healthcare sector in Finland; with the aid from previous research into the adoption of information systems, mainly TAM, UTAUT and PIIT. The results suggest that our proposed model could provide adequate explanations for physicians' intentions to use the mobile system (Nagelkerke R² = 0.654). The important determinants of physicians' behavioural intentions in early exposure to the mobile system are: perceived usefulness, the interaction effects of PIIT and age on ease of use, and of age on compatibility. Gender and hands-on experience of the system have different effect on physicians' perceptions of the system.

Physicians' acceptance of mobile communication technology: an exploratory study

Microblogs are revolutionising the way users produce, consume and distribute short content. The continuous content contributions of users are crucial for the sustainable development of microblogs. ...

Understanding users’ continuous content contribution behaviours on microblogs: an integrated perspective of uses and gratification theory and social influence theory

Shengnan Han

Papers

Understanding the factors driving m‐learning adoption: a literature review

Understanding the effects of trust and risk on individual behavior toward social media platforms

Understanding followers’ stickiness to digital influencers : The effect of psychological responses

Physicians' acceptance of mobile communication technology: an exploratory study

Understanding users’ continuous content contribution behaviours on microblogs: an integrated perspective of uses and gratification theory and social influence theory