Marketing Commons^™

Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert

Atlantic Marketing Journal

Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.

Buyer-Seller Communications: Trusted Advisor Constructs And Measurement, Stephen C. Carlson 6425540

Atlantic Marketing Journal

Attainment of the “trusted advisor” role for sales representatives in a complex sales environment is considered the pinnacle of buyer-seller relationships. This study also examines whether pervasive smartphone use particularly among the millennial generation has substantially altered behaviors in the form of communications in the buyer-seller relationship. Does replacement of face-to-face and direct verbal communications by impersonal technology based communications that removes verbal and non-verbal or behavioral forms of communications have an impact on perceptions of communication quality and trust building among the parties. As use of smartphones for text based communications is more prevalent among younger generations, can generational …

A Course Project Designed To Aid Students’ Understanding Of The Structure Of Advertisements: An Application Of The Who Says What To Whom Over What Channel With What Effect Model, Paul J. Costanzo

Atlantic Marketing Journal

The author describes a project using a classic communication and attitude-change model and explains how instructors teaching a course in promotional strategy, advertising, or integrated marketing communications can use it to help students better understand the critical elements of an effective advertisement. The author provides an overview of the research on the classic model and describes how the model is still useful today. One benefit for the instructor who adopts this project in their respective course is that students are required to synthesize knowledge of the model with information provided in the current advertising literature and then use this knowledge …

Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett

Atlantic Marketing Journal

Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for …

2018 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases from January of 2018.

2018 February, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2018.

Good Game, Greyory Blake

Theses and Dissertations

This thesis and its corresponding art installation, Lessons from Ziggy, attempts to deconstruct the variables prevalent within several complex systems, analyze their transformations, and propose a methodology for reasserting the soap box within the display pedestal. In this text, there are several key and specific examples of the transformation of various signifiers (i.e. media-bred fear’s transformation into a political tactic of surveillance, contemporary freneticism’s transformation into complacency, and community’s transformation into nationalism as a state weapon). In this essay, all of these concepts are contextualized within the exponential growth of new technologies. That is to say, all of these semiotic …

Canines For Disabled Kids, Erin Jerrett, Margarita Mnatsakanyan, Colleen Reynolds, Yin Wang

School of Professional Studies

Canines for Disabled Kids have been working on behalf of children and their families to educate communities and promote service dog partnerships for almost twenty years. Their advocacy with local legislatures, business owners, and community leaders highlighted the difficulties encountered when differentiating service dogs from emotional support/comfort dogs. Service dogs are entitled to access by the Americans with Disabilities Act (ADA), while emotional support/comfort dogs are not protected under the federal statute or to the same rights. Canines for Disabled Kids proposed a study to obtain a current count of licensed service dogs in the Commonwealth and investigate the feasibility …

2017 December, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases from December of 2017.

Cause-Related Marketing: The Effect Of Checkout Charity Requests On Consumer Donation Behavior, Brian R. Kinard, Minerva Lacal Pardo

Atlantic Marketing Journal

The aim of this research was to understand better consumer reactions to donation requests when making point of purchase decisions. A between-subjects full factorial design manipulated product type (goods/services), consumption experience (frivolous/practical), and product/cause fit (strong/weak). In line with prior research (e.g., Chang, 2008; Savary et al, 2015; Strahilevitz & Myers, 1998), a scenario-based approach was employed to assess responses to the CRM manipulations. A total of 241 subjects participated in the study. Our results mirror extant research evidence on the positive effects of pairing frivolous products with donation requests. In that, positive donation behavior largely results as consumers compensate …

Couples Sleeping Apart--Separate Master Bedrooms And The Impact On The Real Estate And Related Markets, John E. Crawford

Atlantic Marketing Journal

Sleeping is a fundamental individual human need. However, most adults fulfill this need by sleeping with a partner, a behavior particularly true for married couples. A trend of couples choosing to sleep apart has emerged in recent years. For reasons practical and personally beneficial or preferred, a growing number of couples are choosing to have a home with two master bedrooms--one for him and one for her, each furnished according to the needs and tastes of the partners. Thus, some homes are being built with two master bedrooms, others are being modified to have two master bedrooms, and new empty …

2017 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases from November of 2017.

2017 October, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases from October of 2017.

2017 September, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2017.

What Do We Know About Mobile Media And Marketing?, John B. Ford

Marketing Faculty Publications

Everywhere we look, it is immediately obvious how much the mobile phone is an integral part of daily life. Yet, the medium is still relatively new to advertising research, particularly among academics who have devoted recent years of study to this topic addressed in this issue’s special package, “What We Know about Mobile Media and Marketing.”

Market Analysis, Management Consulting, And Miscommunication, Brian W. Stout

Marriott Student Review

This article attempts to inform the audience of the importance of market analysis in management consulting. The article states that consulting firms can utilize the power of market analysis as they commit to understand technology, collaborate with researchers to conduct action research, and align market strategies within the consulting firm. This article concludes that by doing these steps consulting firms will lead in their market.

Marketing Strategy Of School Of Professional Studies In China, Jiahui Liu, Jing Wang, Shuo An, Wengxing Wang, Yiwei Wang

School of Professional Studies

Chinese students are the most visible international presence at many universities across the United States, and the number continues to grow. Since 2010, The number of graduate students studying abroad has entered the period in which the increase has been declining. Under the circumstance of the weak global economy and high cost of education, the administration needs to attract the attention of Chinese students. In the process of competing for applicants, how to develop marketing strategies to attract students’ eyeballs has become an important means of trying to increase school income through Chinese students. The marketing strategy mentioned in this …

2017 August, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2017.

Understanding The Role Of Social Media On A Student's College Choice Process And The Implications On A University's Enrollment And Marketing Strategies, Kimberly C. Thornton

Doctoral Dissertations

With decreasing state funds, a sluggish economy, and increased competition, universities are finding new ways to recruit prospective students to their institutions (Campbell, 2013; Sandlin & Pena, 2014). One way to create relationships and recruit prospective students to a university is through the use of social media platforms (Han, 2014; Joly, 2016). The purpose of this study, using the theoretical framework of Perna's (2006) Conceptual College Choice model, was to understand how social media impacted student college choice process by analyzing how universities used social media sites to market their universities to prospective students using the qualitative method of content …

2017 July, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2017.

Transitioning Business-To-Business Marketing Communications To Social Media, Terri S. Gibson

Master of Arts in Media and Communication Plan II Graduate Projects

There has been a movement toward digital media marketing channels away from the traditional media marketing channels in the realm of business-to-business (B2B) marketing. This transformation is more than mere semantics. It reflects the recent integration of digital strategies including blogging, social media, and email marketing by B2B marketers. A greater commitment to driving return on investment (ROI) and tracking movement through a website is seen in these strategies. In the rapidly changing digital landscape of B2B marketing, there is a focused emphasis on analytics, which reveals a sharp contrast between traditional media channels and social networking. With traditional media, …

A Study Of Digital Communications Between Universities And Students, Perry D. Drake

Dissertations

This study examined the digital and social media communication practices of nine urban universities including UMSL and compared those to known corporate best practices.

The purpose of this study was to (1) research how these universities are using social/digital communications to engage with students and prospective students; (2) compare the executional tactics of universities to corporate best practices; (3) determine if by applying corporate best practices universities reap the same benefits as corporate in terms of higher engagement rates with their customers; and (4) determine if a correlation exists between a university’s Forbes ranking and its use of social media …

2017 June, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2017.

Business Model: California Agriculture Marketing Agency, Mary M. Alameda, Emma L. Larson

Agricultural Education and Communication

The importance of creating a marketing agency specializing in agriculture is to bridge the gap between producers and consumers. The lack of transparency from the producer has created a torn industry causing the average consumer to be questioning his or her food, or simply not understanding the agricultural way of life. An agricultural marketing firm in California can represent and advocate for local businesses to start closing the producer to consumer gap.

The American farmer excels at many things, but lacks in public communications. Modern day farmers have been able to produce more food than ever despite fewer resources and …

Impact Of Photo Angle On Food Perceptions And Evaluation, Austin B. Jacobs

Undergraduate Honors Theses

Food photography is an increasingly popular phenomenon, especially on social media. There are over 215 million photos on Instagram with the hashtag “food.” There is a growing trend to showcase the food on social media, as both health and “food art” has become part of popular culture. The purpose of this project is to explore how the photo angle utilized in the image influences a number of consumer outcomes, including evaluations of the food itself, the company, and desire to interact with the image. Specifically, pictures of food commonly employ either a three-quarter downward looking angle (as if you were …

The Interaction Of Involvement, Message Framing, And Brand-Cause Fit In A Cause-Related Marketing Context, Jessica L. Kosak

Senior Honors Projects

Over the past few years, cause-related marketing has become a prevalent aspect of brand building in many businesses. Cause-related marketing (CRM) can be defined as “a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit” (Pringle & Thompson, 1999, pg.1). The key word in this definition is “strategic” because a brand must think strategically about which cause they want to associate with their brand in order to differentiate their brand and be relevant to consumers. In today’s world, consumers want to have a connection and feel confident in …

Umass Memorial Healthcare Information System Job Ladder, Matthew Simoncini, Vamsi Kavuru, Antariksh Nanda, Tahaseen Mahaboob Basha, Vikram Patil

School of Professional Studies

The capstone project report emphasizes the importance of a job ladder and the need of an hour to implement it at UMASS Memorial health care. The scope of this project is to create a well-established job ladder at UMASS with pre-defined standards on job levels related to Information Technology department that would facilitate in hiring, developing and promoting employees at various stages.

A Learning Framework For The Ywca Central Massachusetts, Dayna Ankermann, Manjushree Burdekar, Priyanka Joshi, Ying Song, Yumeng Chen, Xing Xie

School of Professional Studies

After meeting with the Director of Wellness and Health Equity at the YWCA Central Massachusetts (which will be referred to as the YWCA from here on out), we learned that as a non-profit gym and health center, it is heavily underfunded. The main focus of the project was to determine how to upkeep the facility while bringing in new customers with limited resources and budget. Due to the needs of the YWCA, our group focused on six aspects: revenue stream, donor retention, increasing membership, customer experience, social media marketing, and membership fee structure. After completing extensive research, we were able …

Human Services Management (Hsm) Certificate Program Expansion To Western Massachusetts Feasibility Study, Paul Campbell, Patrick Deschenes, Maria Pacheco, Bradley Paul, Elizabeth Vittum, Jing Zhang

School of Professional Studies

One of the most popular cost-savings programs that the Providers’ Council currently offers its members is a Certificate in Nonprofit Human Service Management (HSM) provided in partnership with Clark University and Suffolk University. As human services providers are struggling to hire and retain qualified staff, the need to provide professional development opportunities to help grow and expand a skilled health and human services workforce is a critical issue facing nonprofit organizations and communities in Massachusetts. This feasibility study examines the viability of Providers’ Council and Clark University expanding its HSM Certificate Program to organizations and staff located in western Massachusetts. …

Somali National University, Sharmarke Abdulla, Nikala Pieroni, Jenna Caskie, Sergii Odnodvorets, Tanyue Gong, Lahari Dasari

School of Professional Studies

The executive summary presents an overview of the principal conclusions and recommendations for Somali National University Faculty of Education (FoEd) regarding the following concerns: Difficulty with recruiting high quality prospects to the FoEd; Ineffective and counterintuitive use of social media as a tool to improve brand equity, as well as as a tool to attract and communicate with prospective and current students; Unbalanced gender ratio of current student body; Absence of student services and student supports; Low student retention rate; Limited resources for academic advising; This document is the result of a Clark University School of Professional Studies Capstone Project.