Marketing Commons^™

2021-March-02-French Spring Cooking Course, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 2, 2021) – A French Spring Cooking Course taught by Chef Sheridan is offered this spring by East Tennessee State University’s Office of Professional Development.

Sheridan Nice will teach this course virtually. Recipes will be provided, so participants may cook along with her, or simply enjoy her show.

In this four-part series, Nice will put aside the “comfort foods” of winter and take inspiration from nature, with a focus on the tender green early vegetables of printemps, or spring. These include new potatoes, young sweet carrots, crunchy peas and asparagus, along with fragrant herbs. An emphasis …

In The Driver's Seat: A Case Study On George P. Johnson Experience Marketing, Kira Butz

Experience Industry Management

Experiential marketing is a modern form of marketing that utilizes live, interactive experiences to immerse a consumer into a brand. These experiences cause the consumer to exhibit multisensory stimulation, bodily performance, social interaction, and discovery/learning. Experiential marketing is apparent in the automotive industry because automotive products can be used to create an engaging, memorable experience. The purpose of this study was to examine automotive-focused marketing strategies of George P. Johnson Experience Marketing. Research for this study was conducted using a case study. The results indicated that George P. Johnson capitalizes on product presence that engages the senses of the consumer …

2021-March-01-One Year Later - Etsu Responds To Covid-19, University Marketing And Communication, East Tennessee State University

ETSU News

A look back at the first year of the COVID-19 pandemic shows the many ways that East Tennessee State University prioritized the health and safety of the campus community while continuing to serve its students and the Appalachian Highlands community. A COVID-19 Medical Response Team was formed to make recommendations to university administration regarding modifications to campus operations, and a Future Operations Workgroup developed a series of operational stages to provide levels of restrictions and other health and safety guidelines. The Bucs are Back website was created  and continues to keep the campus community informed of new protocols, testing initiatives, …

2021-March-01-Etsu Health Hosting Weekend Covid- Vaccine Clinic March -, University Marketing And Communication, East Tennessee State University

ETSU News

Appointments for the COVID-19 Vaccine Clinic March 20-21 are full. At this time, we do not know if or when ETSU Health will receive additional vaccines. Please check ETSU News and ETSUHealth.org for updates.

JOHNSON CITY – ETSU Health is hosting a weekend COVID-19 vaccine clinic March 20-21 by appointment only for members of the community who are eligible for a vaccine under Tennessee’s roll-out plan (currently individuals 65+ and those in groups 1a1, 1a2, 1b and 1c).

The ETSU Health vaccine clinic will administer Johnson & Johnson’s Janssen COVID-19 vaccine, which only requires one shot. Appointments are available …

2021-March-01-Creative Skills Training Inside And Outside The Classroom, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – When the onset of the COVID-19 pandemic forced classes at East Tennessee State University to move to an online format last spring, the ETSU College of Nursing faculty had to come up with creative solutions so that students could practice the skills that they usually did in a laboratory setting.

“In those first months of the pandemic, we had to redesign our lab curriculum, making up things that that students could do at home” said Dr. Melessia Webb, associate dean of Undergraduate Programs in the College of Nursing. “For example, we used a pasta noodle and straw …

2021-March-01-Etsus Generation Rx Committee Earns Th National Win, University Marketing And Communication, East Tennessee State University

ETSU News

Generation Rx Serving the Community

JOHNSON CITY –  A student organization at East Tennessee State University Bill Gatton College of Pharmacy has earned its fourth national win, honored for educating the community about prescription drug misuse.   

The college’s American Pharmacists Association-Academy of Student Pharmacists Generation Rx committee was awarded the American Pharmacists Association-Academy of Student Pharmacists for 2019-2020. This is the eighth year in a row that the chapter has been recognized either nationally or regionally and the fourth time the chapter has been …

2021-March-01-Joy Fulkerson, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (March 1, 2021) – Joy Fulkerson of East Tennessee State University has been selected to serve on the board of directors of the National Conference on Citizenship (NCoC) for a term of four years.

Joy Fulkerson

A native of Rogersville, Fulkerson currently serves as director of Leadership and Civic Engagement in the university’s Division …

2021-March-01-Meet Julie Ngendo, University Marketing And Communication, East Tennessee State University

ETSU News

What led you to ETSU?  

Around March of 2020 is when I realized that COVID-19 was going to be a huge thing and so at that time I started to regroup and think about what I wanted to do after I graduate. By May 2020 I knew I was going to be graduating in December and that was not a very large time frame for me to look at different schools. I wasn’t able to visit schools because of the pandemic, but I decided to look into ETSU because I had been to Johnson City before and have friends who …

2021-March-01-Mobalytics Partnership, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (March 1, 2021) East Tennessee State University and Mobalytics, an analytics-based gaming companion, have formed a new partnership dedicated to growing and improving the ETSU esports program.

Mobalytics, the winner of Techcrunch 2016, has since become a leader in helping professional teams with roster building and scouting reports by using their cutting-edge tools.

ETSU, which competed in its inaugural season in Fall 2020, looks to bolster their ability to scout new talent and develop current team members with the help of Mobalytics.

“We’re incredibly excited to become more involved in the League of Legends (LoL) collegiate …

2021-March-01-Two From Etsu Selected For Eab Rising Higher Education Leaders Fellowship, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Two leaders from East Tennessee State University, Dr. Chassidy Cooper and Dr. Nicholas Hagemeier, will participate in the 2021 EAB Rising Higher Education Leaders Fellowship. This select group of leaders from across the country will meet for the next nine months to explore challenges and creative solutions in higher education. 

EAB is a Washington-based education research company that partners with education leaders, practitioners, and staffs to accelerate progress and drive results across three key areas – enrollment management, student success, and institutional operations and strategy.

This nine-month, cohort-based experience aims to build community, develop a depth of …

2021-March-Press Articles For Baseball And Softball, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Laudato Si’ – A Macromarketing Manifesto For A Just And Sustainable Environment, Thomas A. Klein, Gene R. Laczniak

Marketing Faculty Research and Publications

This paper posits that Pope Francis’ 2015 encyclical on environmental climate change, Laudato si’ (“Praise be to you, my Lord”), or LS for short, provides a compelling and multi-faceted framework for co-creating a just and sustainable environment. LS includes considerable commentary about how markets and marketing impact the physical and social environment. Additionally, the document provides religion-inspired ethical norms for market conditions, actions, and performance that reflect both (a) the social teachings of the Catholic Church as they have evolved over the past 125 years and, as we will explain, (b) a foundational predicate of macromarketing scholarship – that is, …

Exploring The Effects Of For-Profit And Nonprofit Size Congruency: An Exchange Perspective On Cause-Related Marketing, Anne Hamby, Niusha Jones, Guohong Yu

Marketing Faculty Publications and Presentations

Prior research on cause-related marketing (CM) shows that congruencies between for-profit and nonprofit organizational missions and target markets affect consumers' perceptions of the partnership fit, and their subsequent response to CM promotions. The current work explores how congruencies between for-profit and nonprofit sizes influence consumers' perceptions of the partnership fit, and subsequently, their attitudes toward CM efforts. Study 1 shows that consumers perceive a low degree of organizational partnership fit between a small for-profit and large nonprofit (relative to other partnership configurations). Study 2 shows the nature of donated resources can affect organizational partnership fit perceptions, such that donations of …

2021-March-01-Etsu Ranked For Serving Students With Learning Disabilities, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University ranks sixth in the nation on a listing of the Most Affordable Online Colleges for Students with Learning Disabilities published recently by Education Reference Desk (EduRef.net), a nationally recognized provider of college planning resources.

This ranking is provided to assist students with learning disabilities, such as ADHD, dyslexia, oral and written language disorders, and more, in finding schools equipped to meet their particular needs at an affordable price.

Schools considered for this ranking were collected from official accrediting agency websites, are regionally or nationally accredited, and offer at least one fully online disability-friendly …

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. …

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

AMTP Proceedings 2021

No abstract provided.

Building Toward A Solid Foundation: The Effect Of Thinking Concretely About The Future, Stacie F. Waites, Adam Farmer, Carol L. Esmark Jones

Marketing Faculty Research and Publications

According to construal level theory, consumers tend to think about their future abstractly, making it unclear and inexact. Here, a new approach is developed to help people enhance their future‐oriented outcomes by priming them to think about their future concretely. Two experiments show that priming a concrete mindset about the future leads to enhanced future‐oriented outcomes. Specifically, the studies show that participants discounted current funds in favor of future gains less when they were primed with a concrete mindset. Opportunity cost consideration is shown to be the mechanism driving this effect. Though research suggests that most consumers do not consider …

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,” …

2021-March-01-Enjoy Retirement, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to the following member of the East Tennessee State University family who retired in February.  Thank you for your service!

Anne Sparkman – WIOA Career Specialist, Families First, one year plus 20 years of service to the state of Tennessee

Published March 1, 2021, as part of the Accent email newsletter for faculty and staff.

2021-March-01-Study Of Journalists' Approach To Covid-19, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Dr. Mildred F. (Mimi) Perreault of East Tennessee State University is the coauthor of an article examining how journalists approached coverage of the COVID-19 pandemic, which was recently published in American Behavioral Scientist.

Dr. Mimi Perreault

“Journalists doing journalism during COVID experience a high level of personal responsibility to provide information to the public because it could save lives,” Perreault says. “People could be in a better place if I’m really careful about how I write what I write and I emphasize the facts and …

2021-March-01-Steam-Up 21 Brings Popular Annual Event Back To Carter Railroad Museum, University Marketing And Communication, East Tennessee State University

ETSU News

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JOHNSON CITY – The George L. Carter Railroad Museum, located in the Campus Center Building of East Tennessee State University, brings the enjoyment of steam locomotion in miniature form back to the Tri-Cities on Saturday, March 27, from 10 a.m. to 3 p.m.

Following the canceled 2020 Heritage Days season impacted by the COVID-19 pandemic, the museum and its fans are planning for this year’s day of recalling the steam engines that once knit the nation and the industrial world together. 

From the smallest work units to the magnificent giants that headed up crack express trains and “hot …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2021.

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-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 …

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 …

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% …

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 …