자연주의적 탐구조사(Naturalistic Inquiry)

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Qualitative research for education: An introduction to theories and methods

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.

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Handbook of Interview Research. Context and Method

– Noting that a fundamental tenet of service‐dominant (S‐D) logic is the co‐creation of value‐in‐use, this paper aims to explore the theoretical possibility that the interactions between service systems cannot only co‐create value, but also have adverse consequences leading to actual value co‐destruction., – This conceptual paper critically reviews the dominance of value co‐creation and value‐in‐use in S‐D logic. Noting the relative lack of research in the converse possibility, the study proposes and explores the implications of value co‐destruction as a new concept which should be introduced within the framework of S‐D logic., – The study proposes a formal definition for the new proposed concept of value co‐destruction. It describes in detail the process by which it occurs, showing that value can be co‐destroyed through the interactions between different systems, resulting in value destruction‐through‐misuse. Indeed, value co‐destruction occurs when a service system accidentally or intentionally misuses resources (its own resources and/or those of another service system) by acting in an inappropriate or unexpected manner., – This paper is purely conceptual and exploratory. Empirical examination of the theoretical findings regarding value‐co‐destruction is required. Possible avenues of interest for such empirical research of value co‐destruction are suggested., – Limiting the occurrence of misuse by aligning the mutual expectations of interacting service systems should reduce the risks of value co‐destruction. Recovering from misuse should also be considered., – This study is apparently the first to have introduced the notion of value co‐destruction into the conceptual framework of S‐D logic.

Not always co-creation: introducing interactional co-destruction of value in service-dominant logic

This paper explores the emergence of sponsorship-linked events as a strategy to leverage relational outcomes through sponsorship investment. The growing use of sponsorship-linked events reinforces the need to understand the potential of such leverage strategies, thus the findings contribute to the body of literature on effective sponsorship practices. Findings from semi-structured interviews with Sponsorship and Marketing Managers suggest a shifting orientation among sponsors towards the pursuit of relational objectives. The privileged access to consumers afforded through sponsorship allows sponsors to manufacture opportunities to create intimacy with customers through sponsorship-linked events in relaxed, comfortable environments; thus sponsorship-linked events are positioned as a rich environment to add value to consumer–brand interactions and achieve relational objectives. Hosting specifically designed events affords sponsors an increased modicum of control over consumer–brand experiences in sponsorshi...

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Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: An exploratory study

Using the theoretical framework of consumer-based brand equity, this paper reports findings from a cross-sectional survey, measuring the comparative brand-building effectiveness of sponsorship for new and established brands. Results suggest that sponsorship is capable only of building awareness for new brands, while for an established brand, sponsorship exposure is found to impact positively on brand associations, perceived quality and brand loyalty. The need for an underlying level of brand knowledge for image transfer to occur is proposed, suggesting that the brand-building role of sponsorship is one of reinforcement, rather than creation. The findings have practical implications relating to sponsorship selection.

/pdf/the-role-of-brand-knowledge-in-determining-sponsorship-21crdpzyrx.pdf

The Role of Brand Knowledge in Determining Sponsorship Effectiveness

The study aims to identify the objectives most commonly pursued by sports sponsors and explores whether these differ by sport, sponsorship type and sponsor product category. Press releases/articles relating to 402 recent sponsorship deals were content analysed, with imagebuilding
being the most commonly cited objective, followed by brand awareness. Using chi-square tests, significant differences were found between the objectives pursued by sport,
sponsorship type and sponsor product category. As press releases represent a corporate, and thus potentially biased, public relations tool, this research forms part of a wider study exploring sponsorship objectives and evaluation, using interview and survey methodologies.

/pdf/profiling-contemporary-sports-sponsorship-objectives-1r3mlw96ln.pdf

Profiling Contemporary Sports Sponsorship Objectives

This paper reports the findings from a series of semi-structured interviews with Sponsorship Managers in major UK-based sports sponsors. The key theme explored is the use of sponsorship leverage strategies as a means of deepening engagement with both existing and potential customers. Therefore, this study draws on literature from the field of customer engagement, relating this to sponsorship objectives, in order to assess the extent to which sponsors are actively seeking to engage customers through their sponsorship activities. Customer engagement and building an affinity with brands are cited as objectives now being pursued by sponsors. The findings suggest that sponsorship is increasingly being used by brands as a springboard for wider marketing communications activity, including social media and event-based customer experiences. Sponsorship success is not guaranteed simply by buying the rights to associate with a sporting property, but rather, is maximised when creatively activated to engage customers interactively, as opposed to the one-way communication medium of advertising. The evidence provided highlights examples of good practice among sponsors in a growing area of interest. Therefore, a wider ranging study of the use of event-based experiences and social media as sponsorship leverage strategies is proposed as an area for future research.

/pdf/sport-sponsorship-as-a-tool-for-customer-engagement-1amufjc4p0.pdf

Sport Sponsorship as a Tool for Customer Engagement

Sports sponsorship has developed exponentially both as a commercial and academic discipline over the course of the past 20 years, with 2006 worldwide expenditure totalling $37.9 billion (IEG, 2008). In line with the growing practice of sponsorship across product and service sectors, academic interest in the domain has increased steadily. However, there still remain a considerable number of gaps in knowledge and understanding of how sponsorship works. In line with trends towards the application of broader theoretical models to the field of sponsorship, this paper explores the brand building capacity of sports sponsorship within the conceptual framework of consumer-based brand equity.

Determining the Brand-Building Success of Sponsorship

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