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Using Multivariate Statistics

Imagined communities: Reflections on the origin and spread of nationalism

Basics of qualitative research: Grounded theory procedures and techniques

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.

1. Introduction and Overview. 2. Detecting Influential Observations and Outliers. 3. Detecting and Assessing Collinearity. 4. Applications and Remedies. 5. Research Issues and Directions for Extensions. Bibliography. Author Index. Subject Index.

Regression Diagnostics: Identifying Influential Data and Sources of Collinearity

The study investigates the impact of patriotism, nationalism and internationalism as antecedents to consumer ethnocentrism in Turkey and the Czech Republic. Controlling for demographics, the findings indicate that the impact of patriotism and nationalism is not consistent across the two countries. Consumer ethnocentrism in Turkey is fueled by patriotism, and in the Czech Republic by nationalism. Internationalism does not have a significant effect on consumer ethnocentrism in either country. Managerial implications of these findings are considered and future research directions are identified.

https://link.springer.com/content/pdf/10.1057%2Fpalgrave.jibs.8490943.pdf

The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies

– This paper investigates what organisations perceive as the essential components of corporate identity concept and their contents. It proposes an operational definition of corporate identity on the basis of the practitioners' views., – The information was gathered through 32 in‐depth interviews with managers from different organisations (mainly multinational companies) and an analysis of corporate literature and web sites. The initial analysis is based on a multidisciplinary categorisation developed by the first author, which facilitated the systematic analysis of a wide range of components (e.g. corporate communication, corporate design, corporate culture etc.) associated with corporate identity., – The study shows that there is a considerable divergence in opinions concerning the fundamental components of corporate identity among practitioners. Most interviewees heavily associated identity with the areas of corporate design, communication, behaviour and strategy whereas there was no unanimous agreement as to whether or not corporate culture was a product or determinant of corporate identity., – Developing sub‐items and their measures for each dimension presented in the proposed definition and examining the possible relationships between them might be the further step. Also additional empirical research which considers consequences of corporate identity management in relation to company performance indicators could enhance overall understanding of the concept., – Senior company management can use the categorisation discussed in this paper as a starting point for development of corporate identity management strategies., – Recategorisation of Melewar's corporate identity dimensions, which help define corporate identity concept in measurable terms.

Seven dimensions of corporate identity: A categorisation from the practitioners' perspectives

Both practitioners and academics alike have directed increasing attention to the field of corporate identity. Despite significant contributions in the last several years towards understanding and identifying this concept, a definitive construct of corporate identity and its measurements does not yet exist. Much anecdotal literature and many case studies surround this area of study, but to date no research study has empirically tested the domain of this construct. This paper examines the definitions, models, and specific elements of corporate identity through a review of literature. Based on this review, a holistic corporate identity model is developed. This paper also discusses the challenges in developing the corporate identity construct.

https://link.springer.com/content/pdf/10.1057%2Fpalgrave.crr.1540166.pdf

Defining the corporate identity construct

Corporate identity has received significant attention from both academics and practitioners in the last 25 years. Despite many articles written in this area a definitive construct of corporate identity and its measurements does not yet exist. The objective of this paper is therefore to provide a review of the literature on the corporate identity construct and its components and also to present the academic and managerial implications of this study.

Determinants of the corporate identity construct: a review of the literature

Purpose – This paper analyses the strategic intent behind the University of Warwick's corporate identity (CI) programme by using the four components of the corporate identity model developed by Melewar and Jenkins.Design/methodology/approach – Information gathered from the interview with Ian Rowley, Director of Communication at the University of Warwick, is presented in support of the arguments. In addition, the paper refers to two further documents: “University of Warwick: Reputation Audit” and “The Corporate Identity Guide”.Findings – Warwick's new CI is the reflection of the new management strategy which is the move from a decentralised towards a more centralised management style. In this respect the changes at Warwick represent not a one‐dimensional perspective to CI but rather the first step of an evolving CI programme.Originality/value – Application of the Melewar and Jenkins identity model in the context of a higher education sector.

T.C. Melewar

Papers

The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies

Seven dimensions of corporate identity: A categorisation from the practitioners' perspectives

Defining the corporate identity construct

Determinants of the corporate identity construct: a review of the literature

The role of corporate identity in the higher education sector: A case study