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.

Sustainability through digital transformation is essential for contemporary businesses. Embracing sustainability, micro-, small-, and medium-sized enterprises (MSMEs) can gain a competitive advantage, attracting customers and investors who share these values. Moreover, incorporating sustainable practices empowers MSMEs to drive innovation, reduce costs, and enhance their reputation. This study aims to identify how owners or senior managers of MSMEs can initiate a sustainable digital transformation project. A systematic literature review was carried out, including 59 publications from 2019 to 2023. As a result, this research identifies the first steps owners of MSMEs can take to begin the transition by identifying critical organizational capabilities necessary for successful transformation, explores the technologies that can support MSMEs in their sustainability goals, and emphasizes the significance of stakeholders in achieving a successful digital transformation journey. Firstly, owners or senior managers should change the organizational culture to support decisions and strategies focus on sustainability. Secondly, the leading role of stakeholders is in the innovation process that allows businesses to be more competitive locally and globally. Finally, big data is the technology that can provide the most significant benefit to MSMEs because it will enable analyzing data of all kinds and contributes disruptively to decision-making.

Role of Digital Transformation for Achieving Sustainability: Mediated Role of Stakeholders, Key Capabilities, and Technology

The digitalization of micro, small, and medium enterprises (MSMEs) is important, considering the many associated benefits. Indonesia, through the government’s direction, has begun to develop digitalization through the introduction of e-payment and e-commerce services into MSME supply chains, but many challenges are still encountered. In this research, we measured the influence of the use of e-payment and e-commerce services on MSME supply chain performance, as well as suggesting open innovations and solutions to accelerate the digitization of MSMEs. We collected data from 164 MSMEs in Indonesia, then conducted multiple linear regression analysis, descriptive analysis of research indicators, and interviews and discussions with research experts. The results demonstrate that there exists a positive and significant influence of both e-payment and e-commerce service variables on the performance of MSME supply chains in Indonesia. We determine ten research indicators with low values, which thus pose an obstacle to the digitization of MSMEs, and their implications, in order of open innovation and solutions, are presented in order to assist MSME actors, the government, and related institutions in accelerating the digitalization of MSMEs in Indonesia.

/pdf/the-influence-of-e-payment-and-e-commerce-services-on-supply-q751kdfl.pdf

The Influence of E-Payment and E-Commerce Services on Supply Chain Performance: Implications of Open Innovation and Solutions for the Digitalization of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia

Small and medium-sized enterprises (SMEs) are key drivers of economic growth and development. Innovation through digital transformation has the capacity to enable sustainability, competitiveness and customisation in products and services. However, adoption of digital technologies by SMEs to underpin sustainability outcomes is poorly understood. A systematic literature review identified an initial dataset of 1300 articles, which after screening and application of exclusion criteria resulted in a dataset of 64 articles for synthesis. Analysis was carried out according to three main areas, namely the technology aspects of digital transformation, sustainable development according to the triple bottom line (i.e. economic, environmental and social aspects), and the business characteristics of SMEs. In the latter case, business strategy and management, organizational structure, organizational culture, skills and qualifications, and leadership factors are identified from the literature. Furthermore, literature expressing the triple bottom line dimensions and the type of Industry 4.0 technology areas adopted are synthesized. Correlation of the data through bibliographic analysis is provided on the type of technology enabling SMEs towards a pathway for sustainable development as well as synthesis of future research directions arising from the study.

/pdf/understanding-how-digital-transformation-can-enable-smes-to-1ond48ho.pdf

Understanding how digital transformation can enable SMEs to achieve sustainable development: A systematic literature review

The purpose of this paper is to present an overview of the research which has been done during the past three decades on the topic of green advertising and identify gaps for future research.,The methodology that has been adopted for analysis is two-pronged – the first being a literature review with tabulation of data using excel sheets and bar graphs and the second being a bibliometric review using the software VOSviewer. Both approaches analyze the number of citations, keywords, authors, journals and countries. A database of 113 articles from 1990 to 2020 is generated from Web of Science.,Major contributors to the topic of green advertising research have been identified. Thematic classification is created to understand the subtopics of green advertising. Under this classification, nine subtopics have been identified. Six core research gaps have been identified for future research in the area of green advertising.,The study helps identify where green advertising research is being conducted, its growth potential and future prospects. This research work will enable the industry to gain new insights into this emerging field of green advertising for incorporating the same in their advertising campaigns in view of growing consumer concerns on environment.,The paper provides a comprehensive overview of the current status of research in green advertising. The paper is unique as it is the only review on the topic of green advertising. Given the increasing trend of going green among consumers, the paper adds tremendous value to the field of green advertising.

Three decades of green advertising – a review of literature and bibliometric analysis

Digital technologies represent an important factor in the achievement of the sustainability goals of the European Green Deal. Whether the digitalisation trend will contribute to the sustainable development of societies in the long term depends on how we shape and understand it. The aim of this paper is to create a concept for the management of the threats and opportunities in the digital transformation of SMEs. As part of a broader research project, a complex tool was developed to assess the digital maturity of SMEs, and our paper focuses on one aspect of this tool, which is related to the identification and management of the opportunities and threats that are associated with digital transformation trends. The methodology that was used to develop this paper is based on a pilot survey that involved 154 SMEs in the Czech Republic, 74 of which were used for the follow-up survey on the opportunities and threats. Sixteen key trends were identified, which were then reduced to five latent factors, with their names forming five dimensions. In the cluster analysis, the companies were divided into three clusters, which served as the basis for determining the final cluster centres. The result is a concept for the management of the threats and opportunities in the digital transformation of SMEs. Digital transformation is the broad topic. Therefore, the theoretical overlap of this study can be seen in the narrower focus on the identification and management of the opportunities and threats in digital transformation. In addition, this study focuses on SMEs because there are more than one million small and medium-sized enterprises in the Czech Republic, and they create 54% of the innovative solutions. The practical impact of this study can be understood in the fact that the proposed concept may enable SMEs to more easily manage threats and opportunities in their digital transformation.

/pdf/threats-and-opportunities-in-digital-transformation-in-smes-1t1n1xpz.pdf

Threats and Opportunities in Digital Transformation in SMEs from the Perspective of Sustainability: A Case Study in the Czech Republic

The objective of this paper is to analyse how internal marketing communication activities are managed at public universities in the Czech Republic and identify best practice solutions in this sphere. This paper concentrates on the relevant organisational and motivational functions and their impact on internal marketing communication within universities. This paper is based on qualitative research, summarised in written and diagrammatical form herein, whereby management and communications staff working for marketing departments at higher educational institutions were questioned by way of a pre-prepared, structured interview. The qualitative research showed that there are several issues which could be substantially improved upon including: unclear organisation structures; insufficient use of non-financial incentives; unclear determination of faculty autonomy. This paper suggests appropriate solutions on the basis of the best practice submitted by participating universities. It further proposes a set of best practice non-financial motivational incentives for the improvement of internal marketing communication.

Internal marketing communication of higher education institutions

The purpose of this paper is to present fuzzy reasoning as a formal tool for determining the differences in perception of individual communication channels by customers. These differences in customer perception are important for micro-enterprises to develop an effective green advertising campaign. These kinds of enterprises are not able to conduct their own extensive marketing research or use the service of marketing agencies. Micro-enterprises are the cornerstone for sustainable local economic growth where the community plays an irreplaceable role for sustainable development. Marketing communication is unique and complex because it focuses on feelings, moods, and personal preferences. The main problem is the uncertainty of this input data which makes it difficult to develop effective green advertising campaigns. Fuzzy sets and fuzzy reasoning are used to make verbal descriptions suitable for computer applications. A fuzzy pairwise similarity is used in this paper. The case study has eight relevant variables/marketing communication media, e.g., e-mailing, social networks, web pages, text messaging, newspapers, phone calls, posters and radio, and five segments of respondents selected by age. Each segment is presented as a fuzzy conditional statement. A set of fuzzy pairwise similarities is generated.

https://www.mdpi.com/2071-1050/11/19/5422/pdf

Fuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Development

Universities have to face many changes in the sector of higher education caused by the current dynamic development in this sector. With the decline in state support, increased competition and unfavourable demographic progress, universities are forced to establish and improve their relationships with new and existing stakeholders. Research on relationships among universities and stakeholders has historically focused on the different factors and their influence on improving stakeholder satisfaction with the quality of university services and on strengthening cooperation. Some studies are focused on stakeholders' classification according to their importance for higher education institutions. However, there are fewer scientific studies which concentrate on the intricacies of managing stakeholder satisfaction according to key areas of Universities. This study aims to design a conceptual scheme for managing stakeholder satisfaction depending on the importance of stakeholders in the key fields of Universities. The research was done in three steps. As the first stage, university stakeholders were identified via interview. In the second stage, the following key fields relating to university activities were identified via focus group - education, science and research, premises and technology. In the third stage, the importance of the particular stakeholders was identified for the fields mentioned in the stage two. In order to gain the necessary information, a set interview method was chosen. Native students were identified as the most important stakeholder for the field - education, academic staff as the most important for the field - research and development and enterprises as the most important stakeholder for the field - premises and equipment. The results of the research conducted provided the authors with a convenient base for formulating the conceptual scheme for managing stakeholder universities' satisfaction.

The Conceptual Scheme for Managing University Stakeholders’ Satisfaction

The purpose of this paper is to analyse how marketing communication (MC) activities are managed at public universities and their economics faculties in the Czech Republic. The main emphasis is placed on the process of planning and control. The further aim is to identify the main issues in this field. It will also seek to specify new marketing communication tools for use in higher education (HE) in the future. This paper is based on qualitative research, whereby management and communications staff working for marketing departments at higher educational institutions were questioned by way of an individual structured interview. The results are summarised and elaborated on in written and tabular form. The qualitative research revealed that many Czech universities do not have a systematic management procedure for marketing communication planning and control. Furthermore, there are several areas in the marketing communication management of higher educational institutions which should be substantially improved upon. These primarily include higher involvement of professionals such as marketing experts from the private sector; implementation of market orientation tools; more widespread use of integrated marketing communications etc.

http://ojs.ef.jcu.cz/acta/article/download/423/415

Marketing Communication Management of Higher Education Institutions

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