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.

行銷硏究 : Marketing research

What makes organizations so similar? We contend that the engine of rationalization and bureaucratization has moved from the competitive marketplace to the state and the professions. Once a set of organizations emerges as a field, a paradox arises: rational actors make their organizations increasingly similar as they try to change them. We describe three isomorphic processes-coercive, mimetic, and normative—leading to this outcome. We then specify hypotheses about the impact of resource centralization and dependency, goal ambiguity and technical uncertainty, and professionalization and structuration on isomorphic change. Finally, we suggest implications for theories of organizations and social change.

The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields (Chinese Translation)

Crisis managers benefit from understanding how crisis communication can be used to protect reputational assets during a crisis. Situational Crisis Communication Theory (SCCT) offers a framework for understanding this dynamic. SCCT provides a mechanism for anticipating how stakeholders will react to a crisis in terms of the reputational threat posed by the crisis. Moreover, SCCT projects how people will react to the crisis response strategies used to manage the crisis. From its empirical research emerges a set of evidence-based crisis communication guidelines. The development of SCCT is discussed along with the presentation of its guidelines for crisis communication.

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Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory

This unique book written by four world leaders in reputation research, presents the latest cutting-edge thinking on organizational improvement. It covers media management, crisis management, the use of logos and other aspects of corporate identity, and argues the case for reputation management as a way of overseeing long-term organizational strategy. 

It presents a new approach to managing reputation, one that relies on surveying customers and employees on their view of the corporate character and in harmonizing the values of both. This approach has been trialled in a number of organizations and here the authors demonstrate how improving reputation, merely by learning more about what a company is already doing, is worth some five per cent sales growth.
The book is a vital, up to date resource for specialists in corporate communication, public relations, marketing, HRM, and business strategy as well as for all senior management. Highly illustrated with over eighty diagrams and tables, it includes up to the minute illustrative case studies and interviews with leading authorities in the field.

Corporate Reputation and Competitiveness

How employees and customers perceive the reputation of an organization will influence their behavior towards it. Particularly in a service business, the perspectives of employee and customer are seen as interdependent. Gaps between the two have been seen as potential causes of crises. Reported here is the development of a corporate character scale to assess the reputation of an organization from both perspectives. Potential dimensions and items are drawn from relevant literatures and from primary research. Surveys of 2,061 employees and 2,565 customers in 49 different business units of 13 organizations are used to provide data. Five major and two minor dimensions of corporate character are identified. These are labeled: Agreeableness (honest, socially responsible); Competence (reliable, ambitious); Enterprise (innovative, daring); Ruthlessness (arrogant, controlling); Chic (stylish, exclusive); Informality (easy going) and Machismo (tough). The practical implications of the dimensions and the items used to measure them are discussed, including an analysis of those aspects of corporate character that correlate with customer and employee satisfaction.

https://link.springer.com/content/pdf/10.1057%2Fpalgrave.crr.1540216.pdf

A corporate character scale to assess employee and customer views of organization reputation

Purpose – The main aim of the present study is to empirically test a model of antecedents and consequences of corporate brand image (CBI) in two book retailers, one selling exclusively online, and the other selling exclusively offline in a British context.Design/methodology/approach – The study employed a survey to investigate the relationships of the antecedents and consequences of the CBI. The sample (n=511) comprised experienced customers of these two bookstores (visitors and shoppers of the site or bookstore). The antecedents of CBI which were the functional aspects of brand attributes (such as ease of use, secured web site, interactivity/building relationship, customer care and reliability) were combined with the CBI itself (emotional aspects of the corporate brand or personality traits of the company) and, further, the consequences of these emotional aspects such as customer satisfaction and loyalty were tested using a cross‐sectional study.Findings – Using two separate structural equation models, t...

Cognitive, affective attributes and conative, behavioural responses in retail corporate branding

Purpose – This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. The brand equity paradigm and its importance for marketing theory have been in the research focus for more than two decades. There is no agreement in the literature how to develop a unique measure of brand equity, neither what are the sources, drivers or determinants. Design/methodology/approach – The authors develop the relating conceptual study through the differentiation and integration as specific conceptual goals. The authors present a taxonomic framework of brand equity grounded on a synthesis of contemporary approaches to the theme. Findings – The authors identify gaps in the brand equity literature. The analysis and development of the c...

/pdf/towards-a-unified-theory-of-brand-equity-conceptualizations-1bl5ni4cnn.pdf

Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research

Purpose – The purpose of this paper is to examine which brand attributes need to be emphasised/addressed by retailers in order to achieve a positive representation of the corporate brand images in an online setting. Using bookstores as the research context, the research's main aim is to investigate the association between the functional brand evaluation (represented by brand attributes in this study) and emotional brand evaluation (represented by the corporate brand image). Specific research questions are: Are there any associations between the brand attributes and corporate brand image of an online e‐tailer?; What are the most important corporate brand attributes/drivers of online corporate brand image?Design/methodology/approach – Using the brand triangle framework developed by de Chernatony and Christodoulides, the current study investigates the associations between brand attributes and corporate brand image of an online e‐tailer.Findings – The findings show that factors such as ease of use, “personali...

Rui Vinhas da Silva

Papers

Corporate Reputation and Competitiveness

A corporate character scale to assess employee and customer views of organization reputation

Cognitive, affective attributes and conative, behavioural responses in retail corporate branding

Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research

Online brand attributes and online corporate brand images