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 authors examine the effect of consumer reviews on relative sales of books at Amazon.com and Barnesandnoble.com. The authors find that (1) reviews are overwhelmingly positive at both sites, but there are more reviews and longer reviews at Amazon.com; (2) an improvement in a book's reviews leads to an increase in relative sales at that site; (3) for most samples in the study, the impact of one-star reviews is greater than the impact of five-star reviews; and (4) evidence from review-length data suggests that customers read review text rather than relying only on summary statistics.

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The Effect of Word of Mouth on Sales: Online Book Reviews

The author systematically examines one of the important issues of information — establishing the market price. He introduces the concept of «search» — where a buyer wanting to get a better price, is forced to question sellers. The article deals with various aspects of finding the necessary information.

Economics of Information

The lack of consumer confidence in information privacy has been identified as a major problem hampering the growth of e-commerce. Despite the importance of understanding the nature of online consumers' concerns for information privacy, this topic has received little attention in the information systems community. To fill the gap in the literature, this article focuses on three distinct, yet closely related, issues. First, drawing on social contract theory, we offer a theoretical framework on the dimensionality of Internet users' information privacy concerns (IUIPC). Second, we attempt to operationalize the multidimensional notion of IUIPC using a second-order construct, and we develop a scale for it. Third, we propose and test a causal model on the relationship between IUIPC and behavioral intention toward releasing personal information at the request of a marketer. We conducted two separate field surveys and collected data from 742 household respondents in one-on-one, face-to-face interviews. The results of this study indicate that the second-order IUIPC factor, which consists of three first-order dimensions--namely, collection, control, and awareness--exhibited desirable psychometric properties in the context of online privacy. In addition, we found that the causal model centering on IUIPC fits the data satisfactorily and explains a large amount of variance in behavioral intention, suggesting that the proposed model will serve as a useful tool for analyzing online consumers' reactions to various privacy threats on the Internet.

Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model

What We Know and Don't Know About Corporate Social Responsibility: A Review and Research Agenda

Prior research has largely focused on the positive side of customer experience, such as satisfaction. In contrast, this study investigates the negative side of customer experience and tests the harmful impact of consumer negative voice on firms’ stock returns. Based on a longitudinal real-world data set that matches consumer negative voice (complaint records) in the airline industry with firm stock prices, this article finds that higher levels of current consumer negative voice harm firms’ future idiosyncratic stock returns. In addition, this harmful impact is robust (albeit different across airline companies) after latent heterogeneity and traditional finance fundamentals are considered. These findings enable marketers and corporate financers to be more confident with customer equity theory and customer relationship management. In addition, armed with “hard” data (record-based, longitudinal), this research helps relieve criticisms against prior studies that are based on “soft” data (survey-based, cross-sectional). To financial analysts, this research suggests that, all else being equal, they should rate downward the stocks of firms that are shadowed by harmful consumer negative voice. In today’s high-tech environment with blogs and online forums, the damage caused by negative voice may be nontrivial and should not be ignored. Overall, this research demonstrates to managers that investments in reducing consumer negative voice could indeed make financial sense in terms of promoting firm-idiosyncratic stock returns.

Consumer Negative Voice and Firm-Idiosyncratic Stock Returns

Although managers are interested in the financial value of customers and researchers have pointed out the importance of stock analysts who advise investors, no studies to date have explored the implications of customer satisfaction for analyst stock recommendations. Using a large-scale longitudinal data set, the authors find that positive changes in customer satisfaction not only improve analyst recommendations but also lower dispersion in those recommendations for the firm. These effects are stronger when product market competition is high and financial market uncertainty is large. In addition, analyst recommendations at least partially mediate the effects of changes in satisfaction on firm abnormal return, systematic risk, and idiosyncratic risk. Analyst recommendations represent a mechanism through which customer satisfaction affects firm value. Thus, if analysts pay attention to Main Street customer satisfaction, Wall Street investors should have good reason to listen and follow. Overall, thi...

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Customer Satisfaction, Analyst Stock Recommendations, and Firm Value

https://isiarticles.com/bundles/Article/pre/pdf/16370.pdf

Market-oriented organizations in an emerging economy: A study of missing links

Can cause marketing (CM) be effective? If so, do price discounts moderate CM effectiveness? Despite the prevalence of linking product sales with donations to charity, field evidence of CM effectiveness is lacking. This is of particular concern for managers who wonder whether the findings of laboratory experiments extend to actual consumer purchases. Using large-scale randomized field experiments with more than 17,000 consumers, this research documents that CM can significantly increase consumer purchases. Notably, the answer to the second question is more complicated. Under the moderating role of price discounts, the impact of CM on sales purchases may follow an inverted U-shaped relationship—that is, strongest when price discounts are moderate rather than deep or absent. Follow-up lab experiments reveal that consumers' warm-glow good feelings from CM represent the underlying process. These findings provide novel insights into the boundary conditions and mechanisms of the sales impact of CM for researcher...

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Cause marketing effectiveness and the moderating role of price discounts

Practitioners and scholars have questioned marketing communication’s credibility because it has not been linked to firm shareholder value. Using secondary longitudinal data, the authors show that the impact of marketing communication productivity (MCP) on shareholder value is positive and nonlinear. In particular, the influence of MCP on the forward-looking performances of Tobin’s q and stock return is curvilinear with an inverted U shape. The authors also investigate the moderating role of research-and-development investment and competitive intensity. The findings have implications for marketing managers regarding how to model and benchmark MCP and the dangers of blindly improving the productivity of advertising and sales promotion expenditures.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2260524_code1051326.pdf?abstractid=2260524&mirid=1&type=2

Xueming Luo

Papers

Consumer Negative Voice and Firm-Idiosyncratic Stock Returns

Customer Satisfaction, Analyst Stock Recommendations, and Firm Value

Market-oriented organizations in an emerging economy: A study of missing links

Cause marketing effectiveness and the moderating role of price discounts

Marketing's Credibility: A Longitudinal Investigation of Marketing Communication Productivity and Shareholder Value