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.

A. L. Kroeber and Clyde Kluckhohn, "culture: A critical review of concepts and definitions"

Thank you very much for downloading finding flow the psychology of engagement with everyday life. As you may know, people have look numerous times for their favorite books like this finding flow the psychology of engagement with everyday life, but end up in infectious downloads. Rather than enjoying a good book with a cup of tea in the afternoon, instead they juggled with some malicious virus inside their computer.

Finding Flow The Psychology Of Engagement With Everyday Life

Optical nanomaterials have been widely used in anticounterfeiting applications. There have been significant developments powered by recent advances in material science, printing technologies, and the availability of smartphone-based decoding technology. Recent progress in this field is surveyed, including the availability of optical reflection, absorption, scattering, and luminescent nanoparticles. It is demonstrated that advances in the design and synthesis of lanthanide-doped upconversion nanoparticles will lead to the next generation of anticounterfeiting technologies. Their tunable optical properties and optical responses to a range of external stimuli allow high-security level information encoding. Challenges in the scale-up synthesis of nanomaterials, engineering of assessorial devices for smart-phone-based decryption, and alignment to the potential markets which will lead to new directions for research, are discussed.

Optical Nanomaterials and Enabling Technologies for High-Security-Level Anticounterfeiting.

– The purpose of this paper is to provide insights into the utilization and goals of digital marketing, and examines factors that influence the adoption and use of digital marketing channels in SMEs. , – The data comprises semi-structured theme interviews in SMEs among 16 managers and 421 survey respondents in Central Finland. , – The results of this study reveal that SMEs seem not use the full potential of the new digital tools, and so are not deriving benefit from the opportunities they provide. Furthermore, the results also raise the question of whether SMEs have understood the fundamental change in the nature of communication brought about by digitization. , – The data comes from one region and thus the research context limits the generalizability of the results. , – SMEs seem not to be keeping pace with digital developments, mostly due to the lack of knowledge of digital marketing. Most of the studied SMEs do not apply the full potential of the new digital tools and hence are not benefitting fully from them. , – Discussions on the future regional development of SMEs have called for training programmes to help SMEs exploit digitization. This is something that the government should take note of. , – Whereas the adoption process of new technologies such as IT in general and the internet in particular have been examined in the SME literature, this is among the first studies examining adoption and usage of digital tools from the marketing perspective.

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The usage of digital marketing channels in SMEs

Purpose – The aim the present study is to investigate the consumption practices of fast fashion products. During the introductory stage of this phenomenon, most academic literature has focused its attention on structural and industrial aspects of the fast fashion phenomenon. Now that the phenomenon has been present as a part of individuals’ daily lives for some years, the time is ripe for taking a closer look at consumers’ standpoint.Design/methodology/approach – The qualitative technique of focus groups was chosen to carry out the research study within Italian consumers. The decision to exploit this methodology was largely guided by the exploratory purposes of this study and by the willingness to analyze the phenomenon of fast fashion and the consumption practices by adopting a social perspective.Findings – Results of the exploratory study show an overview of the phenomenon of fast fashion from the standpoint of the consumers and especially of the way they “live” fast fashion and integrate these products...

Consumption practices of fast fashion products: a consumer‐based approach

Counterfeiting is an expanding and increasingly relevant phenomenon in contemporary markets that has a particular impact on luxury branded goods. Most academic literature to date has focused its attention on the determinants of purchase, underestimating the consumption phase. This paper aims to fill this gap by investigating how people consume counterfeit luxury products. Our results help us to better understand the phenomenon as a whole, with the objective of providing useful insights for the companies that produce luxury goods, and assisting them in realising effective policies for stemming counterfeiting.

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Consumption practices of counterfeit luxury goods in the Italian context

Purpose – The purpose of this paper is to discover and empirically test the gap between the theory and practice of integrated marketing communications (IMC) in small‐ and medium‐sized enterprises (SMEs).Design/methodology/approach – The paper follows a quantitative approach, using the questionnaire technique. Questionnaire items emerged from a literature review and a qualitative step (in‐depth interviews). The questionnaire was submitted to a sample of 210 manufacturing firms. Factor and cluster analysis were performed in order to give a descriptive overview of different communication behavioral profiles within SMEs.Findings – The sample shows evidence of a certain ability in marketing communication management on the part of SMEs. A group of virtuous firms able to employ a great variety of communication tools, to define in‐depth and consistent messages and to declare ambitious and long‐term goals appears. However, these firms do not adequately manage the internal organizational process aimed at marketing ...

SME practice towards integrated marketing communications

Previous research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. However, little remains known regarding consumers’ varying negative responses towards these two different types of brand misconduct. This paper aims to investigate and compare consumers’ affective and behavioural negative reactions (i.e. negative word of mouth and purchase intention) towards a faulty brand during a values-related crisis and a performance-related crisis by testing the mediation of negative emotions and introducing the moderating role of cultural belongingness (collectivistic vs individualistic).,The authors tested a model of moderated mediation in a cross-cultural investigation on a sample of 229 Italian and Asian consumers. The study is a 2 (cultures: collectivistic vs individualistic) × 2 (crisis: performance-related vs values-related) between-subjects experimental design. The moderated mediation model shows that consumers’ negative reactions (negative word of mouth and negative purchase intention) towards a faulty brand involved in different crisis typologies is explained by the mediating role of negative emotions, and that this mediation depends on a consumer’s cultural belongingness.,The results suggest that consumers belonging to a collectivistic culture (e.g. Asian culture) tend to react in a more severe and strict manner when faced with a values-related brand crisis event then when faced with a performance-related crisis. The arousal of negative emotion towards a brand represents the mediating variable in behavioural responses (i.e. negative word of mouth and purchase intention).,The present study extends current knowledge in the field of consumers’ negative response to brand irresponsibility behaviours while introducing the role of crisis typology and cultural belongingness. In particular, individualistic people are more sensitive to a values-related crisis in comparison with a performance-related one. The findings of this study have strong managerial implications for defining effective response strategies to negative events involving brands in different markets.

The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand

In recent years, there has been an important debate on the harmful effect of counterfeits on luxury brands. Marketing literature states that fake luxury products negatively affect consumers’ perception of the genuine brand. Contrarily, some studies have reported that fake alternatives do not necessary lower genuine brand product evaluations, providing some interesting evidence on single theoretical constructs referring to attitudes, perceptions or behaviors. The aim of this study is to deepen the investigation into this phenomenon and try to shed some light on the effects of counterfeit awareness on genuine brand users’ and on potential users’ customer-based brand equity (CBBE). Results show that counterfeits have no negative effect on consumers’ perception of the luxury brand. Moreover, a positive shift on the six blocks of CBBE pyramid is observed in consumers who are aware of the existence of a fake alternative. The innovative nature of these findings is supported by a detailed data analysis and the managerial implication discussion.

/pdf/does-counterfeiting-affect-luxury-customer-based-brand-1eec0swrd1.pdf

Veronica Gabrielli

Papers

Consumption practices of fast fashion products: a consumer‐based approach

Consumption practices of counterfeit luxury goods in the Italian context

SME practice towards integrated marketing communications

The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand

Does counterfeiting affect luxury customer-based brand equity?