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.

Redesigning Social Inquiry Fuzzy Sets And Beyond

Consumer behaviour i

The tourist: a new theory of the leisure class

HALL, Stuart. A identidade cultural na pos-modernidade. Traducao: Tomaz Tadeu da Silva, Guaracira Lopes Louro. 4. ed. Rio de Janeiro: DP&A. 2000. 102 p.

/pdf/a-identidade-cultural-na-pos-modernidade-5du5fdway3.pdf

A identidade cultural na pós-modernidade

Although consumer behaviour is one of the most researched areas in the field of tourism, few extensive reviews of the body of knowledge in this area exist. This review article examines what we argue are the key concepts, external influences and opportune research contexts in contemporary tourism consumer behaviour research. Using a narrative review, we examine the consumer behaviour literature published in three major tourism journals from 2000 to 2012. Of 519 articles identified and reviewed, 191 are included in this article. We examine the development of and scope for future research on nine key concepts, including decision making, values, motivations, self-concept and personality, expectations, attitudes, perceptions satisfaction, trust and loyalty. We then examine three important external influences on tourism behaviour, technology, Generation Y and the rise in concern over ethical consumption. Lastly, we identify and discuss five research contexts that represent major areas for future scholarship: group and joint decision making, under-researched segments, cross-cultural issues in emerging markets, emotions and consumer misbehaviour. Our examination of key research gaps is concluded by arguing that the hedonic and affective aspects of consumer behaviour research in tourism must be brought to bear on the wider consumer behaviour and marketing literature.

https://www.tandfonline.com/doi/pdf/10.1080/13683500.2013.850064

Consumer behaviour in tourism: Concepts, influences and opportunities

The notion that tourists actively co-create value with organisations is increasingly acknowledged in tourism marketing. Yet, not much is known about the processes in play when customers co-create value with each other. This conceptual paper offers a theoretical basis for the study of customer-to-customer co-creation in tourism contexts, while debating the epistemological assumptions of value-related research in tourism. Proposed conceptual framework posits that value is socially constructed and embedded in tourists' social practices. Copyright © 2014 John Wiley & Sons, Ltd.

/pdf/conceptualising-customer-to-customer-value-co-creation-in-tyd6mwfwkj.pdf

Conceptualising Customer‐to‐customer Value Co‐creation in Tourism

Purpose – Approached from the customer-dominant (C-D) logic perspective, this paper aims to extend current value co-creation discussions by providing conceptual insights into co-creation within customers' social sphere. Focusing on socially dense contexts in which customers consume together in dyads or collectives, the paper seeks to provide recommendations of how service managers can facilitate customer-to-customer (C2C) co-creation. Design/methodology/approach – The paper bridges current thinking on value within the C-D logic with service management perspectives on C2C interactions and social science concepts on consumer communities. Examples from literature and practice are drawn on in the discussion. Findings – The proposed framework reveals C2C co-creation as a dynamic, multi-layered process that is embedded in customers' social contexts. Value emerges in four distinctive social layers: “detached customers”, “social bubble”, “temporary communitas” and “ongoing neo-tribes”. Research limitations/implic...

/pdf/social-layers-of-customer-to-customer-value-co-creation-3s8vo0nbhu.pdf

Social layers of customer-to-customer value co-creation

Customer-to-customer co-creation practices in tourism: Lessons from Customer-Dominant logic

Despite the importance of the gastronomic experience for tourists' satisfaction/dissatisfaction, and hence for the competitiveness of tourist des- tinations, studies focusing on tourists' satisfaction with their gastronomic experience are virtually non-existent. More importantly, researchers have not yet produced evidence to support a factor structure of gastronomy satisfac- tion. The purpose of this paper is, therefore, to investigate the presence of a single second-order factor by developing and empirically validating a second- order factor analysis model for measuring satisfaction of gastronomic tourists in Portugal. As theorized, satisfaction comprised distinct first-order factors and a single second-order factor. The results suggest that gastronomy satis- faction in a tourism setting is a multidimensional construct comprising three factors: 'gastronomy', 'price and quality' and 'atmosphere'. Among these three first-order factors, 'gastronomy' was the most important determinant of tourist satisfaction, followed by 'price and quality' and 'atmosphere'.

https://onlinelibrary.wiley.com/doi/pdf/10.1111/j.1745-4506.2008.00097.x

Miguel Moital

Papers

Consumer behaviour in tourism: Concepts, influences and opportunities

Conceptualising Customer‐to‐customer Value Co‐creation in Tourism

Social layers of customer-to-customer value co-creation

Customer-to-customer co-creation practices in tourism: Lessons from Customer-Dominant logic

The determinants of gastronomic tourists' satisfaction: a second‐order factor analysis