Marketing Commons^™

2021-March-01-Meet Isabella Wilson, University Marketing And Communication, East Tennessee State University

ETSU News

The postponement of the Southern Conference football season from fall 2020 to spring 2021 due to the COVID-19 pandemic not only meant no football on the field, it also meant the suspension of everything that goes along with it, including marching band. So when Dr. Joe Moore, ETSU director of athletic bands, whose 2020 Marching Bucs had been slated to form the largest band in the history of the university, put out a call for students to volunteer to be part of a small pep band so a few members could stay in practice, he thought he would only hear …

2021-March-01-Beginner Web And Coding Classes, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 1, 2021)  –  Cloud Wise Academy, an affiliate member of the East Tennessee State University Innovation Lab, is launching two six-week courses: WordPress for Beginners and Coding for Beginners. Classes begin March 23 and run weeknights from 6-8 p.m. 

Both courses will be offered at the ETSU Innovation Lab, located at 2109 W. Market Street, and will follow CDC and ETSU health and safety guidelines. Virtual options are also available.

WordPress for Beginners is designed to help attendees build websites with little to no coding required.
“WordPress is the most popular content management system in the world,” …

How Generational Preferences, Cultural Trends, Workplace Expectations, And Other Factors Have Changed The Definition Of Professionalism In Terms Of Attire And How Employers And Managers Can Respond, Allie R. Guinn, Melek Meral Anitsal, Ismet Anitsal

AMTP Proceedings 2021

Business attire is an essential part of personal branding as well as corporate branding activities. Fashion, cultural trends, workplace expectations play a role, among others form and change what an acceptable work attire is. Corporations even use their definitions of work attire in their advertising activities as a part of identity development. Such recent examples are State Farm Insurance, Progressive, and Enterprise Rent a Car. Observations during career development activities at multiple universities also revealed that Millennials might have different professional attire interpretations.

The literature review indicated a gap regarding how perceptions change from generation to generation in this topic. …

Metaphors, Mental Models, And Multiplicity: Understanding Student Perception Of Digital Literacy, Jason Tham, Kenyan Degles Burnham, Daniel L. Hocutt, Nupoor Ranade, John Misak, Ann Hill Dunn, Isabel Pedersen, Jessica Lynn Campbell

School of Professional and Continuing Studies Faculty Publications

This study examines student perception of digital literacy from their engagement with the Fabric of Digital Life, a digital archive of emerging technologies. Through grounded theory analysis we identified the ways students make sense of an unfamiliar technology. Our results show students assign metaphors to understand a new digital platform, apply mental models transferred from previous conceptual domains onto new technologies, and express multiply-layered approaches that facilitated their digital literacy development––an indication for instructors to orient toward an expansive description of digital literacy that caters to student learning needs as well as their professional futures.

Swot Analysis Applications: An Integrative Literature Review, Mostafa Ali Benzaghta, Abdulaziz Elwalda, Mousa Mohamed Mousa, Ismail Erkan, Mushfiqur Rahman

Journal of Global Business Insights

A strengths, weaknesses, opportunities, and threats (SWOT) analysis has become a key tool used by businesses for strategic planning. Scholars have conducted SWOT research for over six decades. However, a collective understanding of SWOT analysis remains vague. This study accessed, analyzed, and synthesized the SWOT literature, allowing for new theoretical perspectives and frameworks to emerge. Using an integrative literature review, this study reviewed SWOT studies historically, providing a greater understanding of the SWOT analysis in different sectors and the different approaches used in SWOT studies. Furthermore, it fills the knowledge gap in the strategic planning context and indicates meaningful implications …

2021 March, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2021.

A Framework For Product To Service Brand Extension Success Factors In B2c Markets, Michael Musante

AMTP Proceedings 2021

No abstract provided.

2021-February-25-Free Webinars For Esl Support Program, University Marketing And Communication, East Tennessee State University

ETSU News

p xmlns:ouc="https://omniupdate.com/XSL/Variables">JOHNSON CITY (Feb. 25, 2021)  — Students interested in a high impact pharmacy career whose first language is not English can sign up for a free webinar on March 17 or April 14, at 1 p.m. on both days, to learn more about an English support program at East Tennessee State University Bill Gatton College of Pharmacy.

The webinars are part of a $45,000 grant the college received to help continue its focus on promoting a diverse and inclusive student culture. The grant supports mentoring, engagement and retention efforts for pharmacy students whose first or best language is …

2021-February-25-Three Emerging Writers, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (Feb. 25, 2021) – “Three Emerging Writers” – Shuly Xóchitl Cawood, Ciona Rouse and Larry Thacker – will visit East Tennessee State University virtually on Wednesday, March 3, to work with university students and to give a free public reading of their work.

The reading will begin at 4 p.m. via Zoom.  Each writer will present a 15- to 20-minute reading.

Three Emerging Writers

The “Three Emerging Writers” series is a popular and well-attended …

Beverage Bottle Capacity, Packaging Efficiency, And The Potential For Plastic Waste Reduction, Rafael Becerril Arreola, R. E. Bucklin

Faculty Publications

Plastic pollution is a pressing issue because authorities struggle to contain and process the enormous amount of waste produced. We study the potential for reducing plastic waste by examining the efficiency with which different polyethylene terephthalate (PET) bottles deliver beverages. We find that 80% of the variation in bottle weight is explained by bottle capacity, 16% by product category, and 1% by brand. Bottle weight is quadratic and convex function of capacity, which implies that medium capacity bottles are most efficient at delivering consumable product. Local data on PET bottle sales and municipal waste recovery validate the findings. A 20% …

The Determinants Of House Prices In Malaysia, Hazmi Hamizan Bin Mohd Zaki

International Journal of Management, Finance and Accounting

This paper studied how house prices were affected by macroeconomic factors from Q1 2009 to Q4 2018. The short and long-run effects of real income, nominal interest rates, inflation rate and stock prices on house prices in Malaysia were examined with the autoregressive distributed lag (ARDL) of a restricted error correction model (ECM). It was discovered that the selected macroeconomic factors were cointegrated with house prices. Income, represented by real Gross Domestic Product (GDP), significantly affected house prices in the short and long-run. Inflation and interest rate, proxied by Consumer Price Index (CPI) and Overnight Policy Rate (OPR), respectively, affected …

Factors Affecting Accumulation Of Household Debts In Malaysia, Yvonne Lean-Ee Lee, Vanisa Sukhavudh Charun, Hazmi Hamizan Mohd Zaki

International Journal of Management, Finance and Accounting

Since 2000, the ratio of debt to income among Malaysian households has been showing an upward trend. This paper examines the factors affecting accumulation of household loans into two main categories, housing loans and consumption loans. The purpose of this separation is to study the impact of savings on housing loans and consumption loans individually, which has not been researched in a Malaysian context prior to this. By adopting the Vector Error Correction Model (VECM), we found that cost of living, house prices and savings impacts accumulation of housing loans and consumption loans differently. There is a positive relationship between …

Leveraging Business Data Analytics And Machine Learning Techniques For Competitive Advantage: Case Study Evidence From Small Businesses, Rathimala Kannan, Intan Soraya Binti Rosdi, Kannan Ramakrishnan, Haziq Riza Bin Abdul Rasid, Mohamed Haryz Izzudin Bin Mohamed Rafy, Sukinurlin Yusuf, Siti Nurfara Alia Binti Mohd Salamun

International Journal of Management, Finance and Accounting

Data analytics is the essential component in deriving insights from data obtained from multiple sources. It represents the technology, methods and techniques used to obtain insights from massive datasets. As data increases, companies are looking for ways to gain relevant business insights underneath layers of data and information, to help them better understand new business ventures, opportunities, business trends and complex challenges. However, to date, while the extensive benefits of business data analytics to large organizations are widely published, micro, small, and medium sized organisations have not fully grasped the potential benefits to be gained from data analytics using machine …

2021-February-25-President Noland Issues Message To Campus, University Marketing And Communication, East Tennessee State University

ETSU News

The following is a message from ETSU President Brian Noland to students, faculty and staff on February 25, 2021. 

Dear ETSU community,

As I reflect upon the events of the past week, I am struck by the intensity of emotion surrounding our student-led efforts to call awareness to issues of social justice and structural inequities in our nation. This past week, I have spent time gaining a deeper understanding by listening to our faculty, staff, and students, learning from their perspectives. I have also been engaged in similar conversations with community leaders, alumni, and our legislative delegation in an effort …

A Roller Coaster Ride, Hasni Binti Mohd Hanafi, Azman Bin Jantan

International Journal of Management, Finance and Accounting

Fun Extreme Park is a new theme park in town. After a few years in operation, the park is facing a crisis in declining number of visitors. Revenue is greatly affected as the biggest revenue stream comes from the sales of tickets. A few other challenges have been identified that may further contribute to the decline in the visitors’ numbers. The sales of retail products are not promising and there has been an increasing complaint from customers on the quality of food and services at their restaurants. Despite having ten rides in the park, some of the popular rides are …

2021-February-25-National Spotlight On Rural Health Care, University Marketing And Communication, East Tennessee State University

ETSU News

Community Outreach

JOHNSON CITY (Feb. 25, 2021) –  A national publication is spotlighting East Tennessee State University Bill Gatton College of Pharmacy’s innovative approaches to train student pharmacists to care for rural and underserved populations.

The latest issue of Academic Pharmacy NOW, the news magazine of the American Association of Colleges of Pharmacy, addresses health disparities that can result in worse health care outcomes for rural populations and highlights …

Immersive Media & Books: Consumer Behavior And Experience With Multiple Media Forms, Panorama Project, Rachel Noorda, Kathi Inman Berens

English Faculty Publications and Presentations

This is the first study to capture data about how people engage with books, video games and TV/movies. The study’s main emphasis is on behavior with books, with demographic data in three age groups, five U.S. regions, and seven racial/ethnic groups. Books exist in a connected media ecosystem where the most important customers are avid: avid book engagers (4+ books per month), but also avid consumers of other media. It is possible that these people are the ones who drove the 8.2% increase in book sales during 2020. This study finds that customers who engage avidly with books do so …

Driving Inclusiveness From The Grassroots: The Tambunan Inventors, Kamarulzaman Abdul Aziz, Jule Ashikin Julai Poh

International Journal of Management, Finance and Accounting

Reviews of recent studies indicated the growing importance of development and attainment of inclusive societies via inclusive innovations. This is especially relevant for addressing the disenfranchised or those at the base of the economic pyramid (BOP). Gaps in the literature pointed to; l) the need for understanding of inclusive innovation processes among small, medium and micro enterprises vis-à-vis among local entrepreneurs, ll) there is a lack of studies on inclusive innovation movement in Malaysia. Specifically under the SME Masterplan 2012-2020, there are a number of high impact programmes defined to drive numerous aims. Specifically, for driving inclusive innovation among Small …

Aurora: The Pandemic Within, Nahariah Jaffar, Haslin Johari

International Journal of Management, Finance and Accounting

Aurora Layar Group (Aurora) had been experiencing losses for three consecutive years since 2017. Among factors contributing to these losses were high depreciation due to high capital expenditure and recognition of impairment losses. However, Aurora managed to reduce its losses from RM252 billion in 2017 to RM79.5 billion in 2019. Unfortunately, the Covid-19 pandemic had hammered many industries worldwide including Aurora, in the travel, leisure and hospitality sector. The implication from the restrictions on business operations due to the Covid-19 pandemic on Aurora was evidenced by its reported losses of RM371.3 billion in the first six months to June 2020 …

What Happens Here? Educating Las Vegas’S Guests During Covid-19, Marta Soligo

UNLV Gaming Research & Review Journal

When, in 2003, the Las Vegas Visitors and Convention Authority (LVCVA) launched the tag line “What happens here, stays here,” it reinforced the idea, already supported by the media, that in Sin City everything is allowed. Looking at the COVID-19 crisis, one might wonder how, after being seen for years as a place without restrictions, Las Vegas could convince its tourists to respect some rigid safety guidelines. This paper tries to answer that question starting from the framework of the host-guest relationship, which is widely used in anthropology and sociology of tourism. On the one hand, I state that short-time …