Dissertations / Theses: 'Marketing academics'

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Kliewe, T. "Value creation in university-industry relationships : a view on stakeholder and relationship value from the perspective of academics in England." Thesis, Coventry University, 2015. http://curve.coventry.ac.uk/open/items/0d70abde-38e2-46fd-b401-df0fd68bc35a/1.

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In today’s knowledge economy hardly any organisation can address its dynamic nature and competitive advantage as a single organisations. More than ever, organisational survival and growth depends on continuous learning and cooperation. This research examines value creation in relationships between higher education institutions and private business organisations. Integrating literature streams on relation-ship marketing, stakeholder theory and university-industry relationships, the re-search aims to identify key drivers of stakeholder value creation, to better under-stand the interrelationships between the stakeholder values generated and determine which stakeholder values driver relationship outcomes. Overall, this research integrates the stakeholder and relationship perspective (multi-level research) and intents to contribute to further opening up the “black box” of value creation in university-industry relationships by putting stakeholder and relationship value at the centre of the study. Based on a literature review and the integration of the three main literature streams, a conceptual model was developed, forming the basis for an exploratory pre-study aiming to develop a more in-depth understanding of the phenomena. Con-ducting interviews among academics and technology transfer officers, the model was refined before the main, explanatory research step, implemented through a web-based questionnaire among England-based academics, was carried out to test the conceptual model. The model is comprised with three main elements. First, relationship characteristics (common understanding of expectations, commonness of expectations and commitment) drive the value creation for different stakeholders. Second, the value developed for six main stakeholders (the surveyed academic, the academic team, the university, the business partners, students, and society) impacts the academic’s perception of the overall relationship value. Lastly, the overall relationship value, as perceived by the academic positively affects further relationship outcomes (relationship satisfaction, word-of-mouth, intention to renew the relationship, intention to expand UIR activities beyond the current relationship(s)). Using structural equation modelling, the model was analysed and refined based on 903 responses of a self-administered questionnaire. The results show that commitment as well as the common understanding as well as the commonness of expectations are key elements driving stakeholder value creation, consistent with literature. With respect to the interrelationships between the realised and expected values generated for different stakeholders, the university emerged as a central actor in the relationship, positively impacting all other stake-holder values. In addition, all other stakeholder values positively society value with the value generated for the surveyed academic and for the business partner also affecting the value generated for the academic team. The results highlight that the academic’s perception of the overall relationship value is significantly and positively influenced by the value generated for the academic itself, the academic team, the university and society. Value generated for students, as a main target group of universities, as well as value generated for the business partners, as the main stake-holder in the relationship, however, were not confirmed to impact the overall relationship value, as perceived by the academic. In addition to the structural model as presented above, four different models have been developed to examine which stakeholder values drive the four addition relationship outcomes, namely relationship satisfaction, word-of-mouth, intention to renew, and intention to expand. The results show that the outcomes are driven by different sets of stakeholder value with student value driving all outcomes, business value not impacting any outcome and the impact of the others depending on the outcome under study.

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Gonçalves, Andreia Marisa Fonseca. "Percepções de académicos e profissionais de marketing acerca do neuromarketing." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12430.

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Mestrado em Marketing A necessidade de ultrapassar as limitações dos instrumentos tradicionais de pesquisa no estudo do comportamento do consumidor levou à emergência de um novo campo de pesquisa: o neuromarketing. O neuromarketing é a aplicação de técnicas de neurociência ao marketing. O futuro deste campo de estudo depende muito das percepções que os académicos e profissionais de marketing têm sobre ele. O objetivo deste estudo foi aferir as percepções de académicos e profissionais de marketing em Portugal sobre o neuromarketing. Foram desenvolvidas três questões de investigação: “Quais as percepções de académicos e profissionais de marketing em Portugal em relação ao neuromarketing?”; “Que questões éticas mais preocupam académicos e profissionais de marketing em Portugal?”; e “Quais as perspectivas de académicos e profissionais de marketing sobre o futuro do neuromarketing?”. Com o intuito de obter dados que permitissem responder a estas questões, realizaram-se entrevistas não presenciais a uma amostra de académicos e de profissionais de marketing em Portugal. As conclusões do estudo revelaram que os profissionais têm uma percepção ligeiramente mais positiva que os académicos de marketing. Quanto às questões éticas, as preocupações de ambos os grupos residiram principalmente nas questões ligadas aos consumidores. Sobre o futuro, tanto académicos como profissionais de marketing assumiram acreditar que existe o futuro para o neuromarketing, sendo que os profissionais mostraram-se mais empenhados em participar ativamente no mesmo. Atendendo ao estado de conhecimento atual da neurociência e do neuromarketing, algumas expectativas dos participantes parecem ser irrealistas. São apresentadas algumas sugestões para o desenvolvimento credível e ético do neuromarketing. The need to overcome the limitations of traditional research instruments to study the consumer behavior in marketing led to the emergence of a new research field: neuromarketing. Neuromarketing is the application of neuroscience techniques to marketing. The perceptions and evaluation of marketing academics and marketers are crucial to the future of this field. The aim of this study was to assess the perceptions of academics and marketers in Portugal about neuromarketing. Three research questions guided this research: “What are the perceptions of academics and marketers in Portugal about neuromarketing?”; “Which ethical issues most worry academics and marketers in Portugal?”; and “What do marketing academics and marketers think about the future of neuromarketing in Portugal?”. In order to obtain solid data to answer the above questions, online interviews were made to a sample of marketing academics and of marketers in Portugal. This study revealed that marketers have a slightly more positive perception about neuromarketing compared with the perception of marketing academics. Regarding ethical issues, both groups have concerns mainly related to consumers. About the future, both academics and marketers believe in the future of neuromarketing, being that marketers showed more commitment in active participation. Given the current knowledge of neuroscience and neuromarketing, some expectations of the participants seem to be unrealistic. Some suggestions are presented for a credible and ethical development of neuromarketing.

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Ash, Malcolm. "Knowledge that counts : an examination of the theory practice gap between business and marketing academics and business practitioners examined in respect of their respective epistemic stances." Thesis, University of Derby, 2014. http://hdl.handle.net/10545/333867.

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This work examines and presents evidence for the existence of a gap in epistemological views between academic and practice marketers. Few if any academics would seem to challenge the ‘gap’ premise but the importance of any gap and its nature are issues about which little agreement exists. The intractable nature of the academic practitioner gap has a long history of interesting and diverse debate ranging from Dewey’s argument about the true nature of knowing to contributions based on epistemic adolescence, ontological differences and more pragmatic suggestions about different tribes. Others include the rigour versus relevance issue, failures in curriculum or pedagogy and a clash between modernist and postmodernist epistemologies. Polanyi’s description of tacit versus explicit knowledge further extends the debate as do issues of knowledge creation and dissemination in particular through Nonaka. Irrespective of approach actual evidence for a gap was largely based on argument rather than empirical proof. This work address that lack. The intractability of the gap suggests that it is at root, epistemic. To identity the existence of a gap in such terms a domain specific epistemic questionnaire developed by Hofer was used. A factor analytic process extracted a common set of factors for the domain of marketers. Five epistemic factors were identified. Three of these showed significant difference in orientation between practitioners and academics confirming that the theory practice gap is tangible and revealing an indication of its nature Broadly results from factor analysis with interpretation informed by factor item structure and prior theoretical debate suggests that academics and practitioners views on knowledge and how they come to know share similarities and differences. Academics are more likely to see knowledge as stable, based on established academic premise legitimized from academy. Practitioners are more likely to see knowledge as emerging from action, as dynamic and legitimised by results. Other significant findings included the emergence of dialogue as a means of closing the gap, and the emergence of a group of academics with significant practice experience termed here as, hybrids, who are located in the Academy but mostly share their epistemic views with practitioners. Correlation analysis showed that academic propensity to engage in dialogue with practice moved academic factor scores towards practitioners. This shows that dialogue has a clear role in both perpetuating the gap in its absence or reducing it. Fundamentally dialogue plays a clear role in bridging the two epistemologies and in providing for additional epistemic work. Finally a solution to bridging the gap has been proposed. The model called dialogic introspection melds dialogue and introspection to create epistemic doubt, the volition to change and a means of resolution. The model avoids prescription of what form knowledge should take but instead adopts a stance similar to more mature disciplines like medicine in which the status of academic work is enhanced in line with its relevance to practice which itself is embodied in dialogue. This approach recognizes the centrality of epistemology as shaping the conditions necessary for recognizing epistemologies as hierarchies in which the epistemology most capable of additional epistemic work is the most desirable. Such an epistemology would have the capacity to add epistemic work and reinforces Nonaka’s call for epistemology to be recognized as central to knowledge creation.

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Flynn, Kevin. "THE RMS FRAMEWORK OF ACADEMIC MARKETING RESEARCH PRODUCTIVITY." Cleveland State University / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=csu1600792969043768.

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Angard, Seeta R. "The multidimensionality of trust in relationship marketing." Honors in the Major Thesis, University of Central Florida, 2001. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/213.

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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information. Bachelors Business Administration Marketing

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Lee, Jumyong. "Customer relationship marketing by destination marketing organizations does it lead to favorable behavioral intentions to meeting planners?" Doctoral diss., University of Central Florida, 2011. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/4784.

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In convention market, one of the fastest growing sectors in hospitality industry, meeting planners play an important role to select a destination for their event. Therefore, a good relationship with them can be a competitive advantage for a convention destination considering a fierce competition among the destinations. The objective of this study is to develop an empirically valid relationship marketing (RM) model that would verify the antecedents, mediators, and consequence of the relationship between the destination marketing organization (DMO) and meeting planners. This study found three antecedents (i.e., customer orientation, familiarity, and reputation) of the RM mediating constructs that consist of satisfaction, trust, and commitment as well as consequence (i.e. behavioral intention) led by the RM mediators based on review of the literature. Therefore, the hypothesized relationships 1) between the antecedents and the mediators, 2) between the mediators, 3) and 3) between the mediators and the consequence in the model were tested by using structural equation modeling (SEM) with LISREL results. Eight out of eleven hypotheses were supported by the examination of path coefficients while 33 observed indicators were confirmed in the measurement model through confirmatory factor analysis (CFA). The SEM results showed the significant relationships that lead to meaningful implications in both industry and academia while this study is not immune to limitations that can be the starting points of recommendations for future studies. ID: 030646222; System requirements: World Wide Web browser and PDF reader.; Mode of access: World Wide Web.; Thesis (Ph.D.)--University of Central Florida, 2011.; Includes bibliographical references (p. 190-200). Ph.D. Doctorate Education and Human Performance Education; Hospitality Education Track

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Rehm, Lauren. "Stealth marketing to generation Y." Honors in the Major Thesis, University of Central Florida, 2010. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/1483.

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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information. Bachelors Business Administration Marketing

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Price-Rhea, Kelly. "Women's Golf: an Academic Perspective." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/etsu-works/2759.

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Zanette, Elisangela Torrilla. "Análise do perfil dos clientes de academias de ginástica : o primeiro passo para o planejamento estratégico." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2003. http://hdl.handle.net/10183/3601.

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Neste estudo, buscou-se identificar as motivações humanas para a prática de atividade física, a fim de compreender os motivos de aderência e permanência dos indivíduos nas academias de ginástica, e a partir disso, contribuir para criar a base de uma estratégia de marketing voltada à fidelização de clientes de academias. Como metodologia, adotou-se a pesquisa descritiva como forma de aplicar conhecimentos na direção da solução de um problema específico, composto de duas etapas distintas: a primeira qualitativa (com caráter exploratório) e a segunda quantitativa (através da estruturação, aplicação de um questionário, para verificar e mensurar o comportamento dos consumidores de academias de ginástica). A partir da coleta, tabulação e análise dos resultados obtidos sobre a motivação dos clientes de academias, foi possível criar orientações para o planejamento estratégico voltado à fidelização dos clientes de academias de ginástica. This study aimed at identifying the human motivations for physical activity in order to understand the causes of individuals’ adherence and permanence at gym academies. Next, it brought up a marketing strategy driven to academies’ customers loyalty. The methodology adopted the descriptive research as a way to apply knowledge to reach the solution of a specific problem. It was composed by two different stages: a qualitative (first - exploratory) and a quantitative stage. The quantitative stage contemplates the creation and appliance of a questionnaire in order to verify and measure the behavior of gym academies’ customers. From collection, tabulation and analysis of data concerning gym academies’ customers motivation it was possible to generate strategic policies, driven to customers of gym academies.

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Elrod, Cassandra Carlene. "The development and application of a systematic approach to evaluating an academic department's brand meaning." Diss., Rolla, Mo. : University of Missouri-Rolla, 2007. http://scholarsmine.mst.edu/thesis/pdf/Elrod_09007dcc804ee507.pdf.

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Thesis (Ph. D.)--University of Missouri--Rolla, 2007. Vita. The entire thesis text is included in file. Title from title screen of thesis/dissertation PDF file (viewed April 28, 2008) Includes bibliographical references (p. 83-86).

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Cascio, Robert P. "Marketing innovation and firm performance research model, research hypotheses, and managerial implications." Doctoral diss., University of Central Florida, 2011. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/4865.

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Further, these quantitative findings lend statistically and practically significant support for (1) the antecedent roles of marketing insight and marketing imagination, (2) the negative (as predicted) moderating role of product innovation radicalness, and (3) several specific inter-workings among the marketing-innovation spaces that that offer substantial research contributions to the marketing strategy literature for researchers and managers.; This research conceptualizes and develops a scale for the marketing innovation construct for the purpose of furthering research in marketing strategy. This marketing innovation construct and its associated strategic activities are clearly distinguished from product and process innovation, better enabling researchers and practitioners to identify new and updated paths from innovation to firm performance. Marketing innovation is defined as the degree of novelty in the implementation of three core business processes: (1) product development management, (2) supply chain management, and (3) customer relationship management, as identified in the Srivastava, Shervani & Fahey (1999) framework. Results from qualitative interviews indicate marketing innovation is developed and fostered by marketing insight and marketing imagination, and these relationships appear to be moderated by the market orientation of the firm. As conceptualized, marketing innovation is suggested to enhance firm performance via (1) the marketing-product space, (2) the marketing-process space, and (3) the marketing-relationship space. This enhancement process, however, is conjectured to be moderated by the degree of radical product innovation the firm is currently undergoing as well as the degree of process innovation the firm practices. A complete discussion of marketing innovation's antecedents, manifestations, and consequences is presented. A comprehensive research model, method, and results from an empirical study of qualified business executives, testing key relationships in the marketing innovation framework, are discussed. Empirical study results confirm marketing innovation's powerful ability to predict firm performance, even in the presence of a multiple of control variables. ID: 030422788; System requirements: World Wide Web browser and PDF reader.; Mode of access: World Wide Web.; Thesis (Ph.D.)--University of Central Florida, 2011.; Includes bibliographical references (p. 164-169). Ph.D. Doctorate Marketing Business Administration

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Shapiro, Stewart Alan. "Preattentive processing: The effects of unattended information on consideration sets." Diss., The University of Arizona, 1993. http://hdl.handle.net/10150/186285.

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Given that many print advertisements may not be processed in focal attention, the effects of processing unattended advertisements are of significant importance to marketers. Unattended advertisements refer to advertisements which are preattentively processed but which do not subsequently gain access to attentional resources. While previous research examining unattended processing provides important evidence for an increase in attitude independent of conscious recognition, further investigation is needed to determine whether unattended stimuli affect other measures of advertising effectiveness. This dissertation examines the extent to which preattentively processing an unattended advertisement increases the likelihood that the advertised product is included within a consumer's consideration set. Additionally, this effect is examined to determine if the effect of this type of processing is dependent upon (1) whether the advertised product is depicted pictorially versus verbally, (2) whether the buying situation is familiar, and (3) whether product alternatives are or are not externally available during the choice decision. Further, this dissertation utilizes a more rigorous methodology than has been used in previous research examining unattended processing. Two studies have been conducted to address the issues cited above. Study 1 is designed to provide independent evidence of unattended processing. This study utilizes a 2 x 2 fully crossed between subjects factorial design with 2 modality conditions (verbal/pictorial) and 2 target products (desk/carrot). Study 2 is designed to examine the effects of unattended processing on the consideration set measures. This study utilizes a 2 x 2 x 2 x 2 mixed factorial design with 2 modality conditions (verbal/pictorial), 2 buying situations (ad hoc/established) and 2 target products (desk/carrot) as the between subjects factors and 2 buying conditions (memory-based/stimulus-based) as the within subject factor. Results are relatively inconclusive, but provide clear directions for future research. In terms of Study 1, it is believed that the specific measures used to provide independent evidence for unattended processing were not valid. Mixed results were found in the most ideal conditions in Study 2. The computerized methodology proposed in this study appears to have some merit, however additional research is needed to more accurately determine the validity of this methodology.

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Spence, Mark Thomas. "The moderating effect of problem characteristics on the expertise-decision-making link." Diss., The University of Arizona, 1993. http://hdl.handle.net/10150/186338.

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The goal of this research was to demonstrate that there are benefits to expertise when solving complex problems that have ambiguous characteristics. This research effort was motivated by the expertise-performance paradox (Camerer and Johnson 1991), a counter-intuitive finding that despite greater domain-specific knowledge of experts relative to novices, they are little if at all better in terms of the quality of decision outputs. However, much of the previous research required integrating a small number of clearly defined inputs to reach a pre-specified objective. In such environments--which are hardly representative of real-world managerial problems--there may be insufficient latitude for experts to demonstrate their superior problem-solving ability. To achieve our objective, we explored how providing or withholding a decision aid (which helps to identify inputs) and varying the level of noise inherent in externally available information (which affects the ability to evaluate inputs) moderates the expertise-decision making link. Eight hypotheses were proposed which were tested by running a 2 x 2 x 2 between-subjects experiment (expert/novice by decision aid/no aid by low versus high input noise). Relative to novices, we found that experts were better at selecting diagnostic inputs and evaluating non-quantified inputs. As a result, they made more accurate and tightly clustered decisions. They were also more confident in their decisions, but their confidence level exceeded what was justified by their greater accuracy. The benefits of expertise were more pronounced when solving less structured problems. Without the aid, novices' decisions degraded considerably: there was greater variability in their judgments; they were more prone to extreme errors; their mean error increased; and the calibration of their judgments decreased. Experts, in contrast, were less frequently affected by the aid manipulation. We therefore conclude that experts outperform novices when solving complex problems with ambiguous characteristics because they can impose a more meaningful structure onto such problems which reduces a greater portion of the problem's uncertainty. These findings provide important evidence regarding expert-novice performance differences by advancing our knowledge of when experts outperform novices and why they are able to do so.

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Bello, Roberto, and University of Lethbridge Faculty of Arts and Science. "Market orientation and standardization of marketing activities: a study of Mexican organizations." Thesis, Lethbridge, Alta. : University of Lethbridge, Faculty of Arts and Science, 2001, 2001. http://hdl.handle.net/10133/129.

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This study examines the relation between market orientation and the standardization of marketing activities (processes and programs) in a sample of Mexican organizations. The literaure of marketing orientation, although vast in analysis, has concentrated on Western countries, leaving the rest of the countries, for apparently no reason, out of its scope. The analysis of emerging countries also presents a potential opportunity for linking the international marketing debate of standardization process and programs with the market orientation literature. The dat were collected from 68 Mexican firms. The results showed a high level of market orientation and a positive correlation between market orientation and fsthe degree of marketing activities. The influence that market orientation and standardization of marketing activities have on business performance is tested. Implications of the study are discussed. 126 leaves ; 28 cm.

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Aguiar, Fernanda Andrade de. "Análise da satisfação dos clientes das academias de ginástica da cidade de João Pessoa (PB)." Universidade Federal da Paraíba, 2007. http://tede.biblioteca.ufpb.br:8080/handle/tede/3799.

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Made available in DSpace on 2015-04-16T14:48:49Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 952153 bytes, checksum: 22e24b52db336b6b2e3ac3a6a4f050cc (MD5) Previous issue date: 2007-07-02 Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES In globalized world, where the competition quickly grows in all sectors of the economy, it was too important to know what yours customers desire and think. Today the consumers, generally, they are more demanding, and to satisfy them, fully, although is a necessary point it is not easy. The satisfaction research can be seen as a system of analysis of information that catches the opinions of the customer through the evaluation organization performance or, specifically, of its products and services and that they assist the companies to identify new chances and monitor yours performance Therefore, the studies about consumer satisfaction, it is today each time more excellent, as much in the academic scope, as in the enterprise. The main objective of this study was to measure the level of customers satisfaction in the gymnastics academies, of size medium located in the city João Pessoa/PB. To reach the considered objectives, the adopted methodology divided the research in two stages: first, a searches qualitative, and, after that, a searches quantitative. The gotten results in this study had demonstrated that the gymnastics academies come obtaining to satisfy the biggest part of its customers, in relation to many aspects but that they exist, still, some vulnerable points that need to be improved, so that the full satisfaction of same the e is reached, consequently, its together retention to the academy. Analyzing, separately, the level of customers satisfaction of the academies of gymnastics searched, is concluded, still, that each one of them has its peculiarities, with points of prominence and others that they need to be changed so, to take care fully of to the necessities, the academies need to make investments that must be directed for the points in which they present deficiencies and the expectations of the customers. Num mundo globalizado, onde a concorrência cresce rapidamente em todos os setores da economia, tornou-se vital para qualquer empresa saber o que os seus clientes desejam e pensam. Hoje os consumidores, de um modo geral, estão cada vez mais exigentes, e satisfazê-los, plenamente, apesar de ser uma meta necessária não é fácil. As pesquisas de satisfação podem ser vistas como um sistema de análise de informações que capta as opiniões do cliente através da avaliação do desempenho da organização ou, especificamente, de seus produtos e serviços, e que auxiliam as empresas a identificarem novas oportunidades e a monitorarem o seu desempenho. Por isso, os estudos sobre a satisfação do consumidor são hoje cada vez mais relevantes, tanto no âmbito acadêmico, quanto no empresarial. O principal objetivo desse estudo foi medir o nível de satisfação dos clientes das academias de ginástica, de médio porte, localizadas na cidade de João Pessoa/PB. Para alcançar os objetivos propostos, a metodologia adotada dividiu a pesquisa em duas etapas: primeiramente, uma pesquisa qualitativa, e, em seguida, uma pesquisa quantitativa. Os resultados obtidos nesse estudo demonstraram que as academias de ginástica vêm conseguindo satisfazer a maior parte de seus clientes, em relação a muitos aspectos, mas que existem, ainda, alguns pontos vulneráveis que precisam ser melhorados, para que seja alcançada a plena satisfação dos mesmos e, conseqüentemente, a sua retenção junto à academia. Analisando, separadamente, o nível de satisfação dos clientes das academias de ginástica pesquisadas, conclui-se, ainda, que cada uma delas tem suas peculiaridades, com pontos de destaque e outros que precisam ser reformulados. Assim, para atender plenamente às necessidades e as expectativas dos clientes, as academias necessitam fazer investimentos que devem ser direcionados para os pontos nos quais elas apresentam deficiências.

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Blette, Melissa. "Marketing trends in home health care : the four aspects that affect sales." Honors in the Major Thesis, University of Central Florida, 2010. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/1360.

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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information. Bachelors Business Administration Marketing

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Barreto, Rita Gomes da Silva. "Planeamento em comunicação integrada de marketing : elaboração de plano de comunicação integrada de marketing para a academia de formação ATEC." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10807.

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Mestrado em Marketing A comunicação integrada de marketing tem-se tornada cada vez mais essencial para as organizações. O mercado mudou drasticamente e o processo pelo qual se promove e comunica com o consumidor também. Assim, a integração das diversas áreas tornou-se inevitável. (Schultz, 1996) O objectivo deste trabalho foi a elaboração de um plano de Comunicação Integrada de Marketing (daqui em diante designado como plano de CIM), para a academia de formação ATEC, no sentido de responder às suas necessidades de comunicação. O estudo qualitativo que se realizou teve a action research como estratégia de investigação. Os objectivos deste plano são: aumentar a notoriedade da ATEC, junto dos media e potenciais formandos, no espaço de um ano; reforçar o posicionamento da ATEC, perante os media e potenciais clientes, também no espaço de um ano; e reforçar a relação com os formandos actuais, de forma a torna-los embaixadores da ATEC, no exterior, durante o ano lectivo. Integrated marketing communication is becoming more relevant to organizations. The market and the process of communicating with the consumer have changed. In this way, the integration of marketing and communication became indispensable (Schultz, 1996). The project's objective was the elaboration of a communication plan (IMC plan) for ATEC - training academy to respond to its necessities. The qualitative study that took place used action research, as its investigation tool. The objectives are: to increase the academy's notoriety, focused in the media and potential trainees; to improve positioning near the media and potential clients and to develop engagement with the trainees that are now studying in the academy, and in this way they can become the academy's ambassadors.

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Grosskurth, Lisa Kathrin. "Marketing architectural services : the role of the internet in marketing architectural services in the Western Cape." Thesis, [S.l. : s.n.], 2008. http://dk.cput.ac.za/cgi/viewcontent.cgi?article=1009&context=td_cput.

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Ellis, Seth Robert. "A psychometric investigation of a scale for the evaluation of the aesthetic element in consumer durable goods." Diss., The University of Arizona, 1993. http://hdl.handle.net/10150/186560.

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A psychometric scale to measure consumer perceptions of the aesthetic dimensions of consumer durable goods is developed in this dissertation. The scale contributes an approach to measuring how a consumer durable is perceived along various aesthetic dimensions of judgment, an approach to comparing alternative product designs along these dimensions, and a basis for segmenting markets based on consumer responses to aesthetic criteria. The scale development process followed here established the feasibility of a psychometric approach to measuring the perception and evaluation of the aesthetic qualities in the case of common consumer durables. Although there was evidence of reliability problems, the scale generally performed satisfactorily in terms of unidimensionality and discriminant validity. Further, it offered satisfactory discrimination among products that were a priori judged to be of different aesthetic quality. This scale represents an initial effort to calibrate consumption stimuli in terms of qualities apart from those that contribute to their functional value. It provides a way to go beyond uncalibrated consumer utterances and to circumvent the problems surrounding the comprehension of obtuse jargon used in the design literature. Although the present effort focused on consumer durables, the role of aesthetic qualities in core product design, primary and secondary packaging, and in promotional augmentation extends beyond the product categories studied.

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Chau, Ngan Ngoc. "Three essays on the marketing strategies of a durable goods manufacturer." Doctoral diss., University of Central Florida, 2012. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/5156.

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When purchasing durable goods, consumers not only pay for current but also future consumption; consequently, forward looking behavior is an important consideration in durable goods markets. For example, anticipating that prices will go down in the future, consumers may delay the purchase today; such behavior has a significant impact on the firm's marketing strategies. This dissertation investigates the impact of durability on two marketing strategies: new product introductions and supply chain design. The first part of this dissertation (Chapter 3) examines a durable goods manufacturer's new product introduction strategy under different market environments where network effects and product compatibility are important. More specifically, this part explores the incentives of a firm to use either a replacement strategy or a skipping strategy---in the former, the firm commercializes the existing technology, while in the latter, it does not; in either case, an improved technology will be available in the future and the firm will introduce a new product at that time. Using a two-period analytical model with network effects, the analysis shows how the level of improvement in the new product, along with the type of compatibility between the products, interacts with network strength to determine the manufacturer's optimal strategy. Under gradual new product improvement, there is a strict preference for replacement. In contrast, under rapid new product improvement, that preference only holds in markets with relatively high levels of the network strength; at lower levels of the network strength, skipping is preferred; interestingly, for moderate values of the network strength, the level of product improvement affects the manufacturer's optimal choice differently under varying types of compatibility. The second part of this dissertation (Chapters 4 and 5) focuses on the supply chain design decisions of a durable goods manufacturer who is a sole supplier of an essential proprietary component for making the end product. Three different supply chain structures are considered. In the first, the manufacturer operates as a "component supplier" and sells the component to a downstream firm who then makes the end product. In the second structure, the manufacturer produces the end product using its component but does not make that component available to any other firms; here, the manufacturer operates as a "sole entrant". Finally, the manufacturer can operate as a "dual distributor" who not only makes the end product using its own component, but sells the component to a downstream firm who then competes against the manufacturer in the end product market. The extant literature on the optimal choice among the above supply chain structures has focused mainly on static settings in a framework of price competition. By contrast, researchers predominantly use quantity competition to examine durable goods markets in dynamic (i.e., multiple time period) settings. Moreover, the literature notes diversity in optimal firm behavior under the two types of (i.e., price and quantity) competition. Therefore, to transition from supply chain design in a static setting to a more dynamic one where consumers are forward-looking, this part utilizes Chapter 4 to analyze the manufacturer's choice using quantity competition in a static setting. This analysis (in Chapter 4) identifies precisely the shift in the manufacturer's choice of supply chain structure when moving from price competition to a quantity competition framework. With that analysis as a benchmark, the next chapter focuses on the manufacturer's choice in a dynamic setting. More specifically, Chapter 5 investigates the impact of durability on the optimality of the supply chain structures identified above. Using a two period setting, the analysis explores how the manufacturer's preference for different supply chain structures is modified. The findings reveal that, e.g., when durability is taken into account, the manufacturer's preference for the sole entrant role goes up, while the preference for the component supplier role goes down. Further, under certain conditions, the manufacturer may opt to be a dual distributor in the first period and then choose to become only a component supplier in the second period. The underlying rationale for such shifts in preference is directly linked to durability, which creates future competition and substantially reduces the manufacturer's profitability in the long run. Interestingly, this negative impact varies across different supply chain structures. Overall, this dissertation contributes to the current literature on durable goods and enhances our understanding of the impact of durability on the optimality of distinct marketing strategies, and provides insights that are valuable to both academics and managers. ID: 031001478; System requirements: World Wide Web browser and PDF reader.; Mode of access: World Wide Web.; Title from PDF title page (viewed July 16, 2013); Thesis (Ph.D.)--University of Central Florida, 2012.; Includes bibliographical references (p. 177-184). Ph.D. Doctorate Business Administration Business Administration; Marketing

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Šanová, Hana. "Marketingová strategie pro vzdělávací program Honors Academia." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359336.

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Diploma thesis deals with educational program of Honors Academia. The aim of the thesis is to set the marketing strategy of the program and to recommend suitable communication channels for marketing communication. The theoretical part deals with the marketing for education and services, with strategic management, namely with marketing strategy, tactics and analysis of internal and external environment. The pratical part consists of secondary research, one qualitative research, focus group, and two quantitative online questionnaires. The results of the survey are elaborated and marketing strategy is developed, marketing channels are reccomended and SWOT analysis and competition analysis are carried out.

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Yip, Leslie Sai-chung. "Effects of power influence on the relationship between department store and its subtenants in China." Curtin University of Technology, School of Marketing, 2003. http://espace.library.curtin.edu.au:80/R/?func=dbin-jump-full&object_id=14673.

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The perspective that asymmetrical power relationship on vertical channel would lead to dominating partner exploitation with the use of coercive power is examined within the context of horizontal channel exchange relationship between department stores and tenant retailers. A power structure-action-outcome framework is offered to study casual links between dependence (structural aspects of power), use of coercive and noncoercive power (action), and three aspects of outcome - economic and social satisfaction, commitment and strategic performance. Data was collected through personal interview with 302 small, medium size retail tenants of department stores in PR China. Analysis of findings provided support to the model and the hypotheses. Results confirmed that dependence and use of power were only weakly related. The findings demonstrate the contextual influence of Chinese collectivistic culture on coercive power which involves the use of punishment or penalty. To further explore the relationship between dependence and power, investigation was carried out to examine if dependence moderates the effect of coercive power on economic satisfaction, with a positive result. On the other hand, use of non-coercive power showed positive results for economic and social satisfaction, which are positively related to commitment and strategic performance. It can be concluded that use of non-coercive power is strongly recommended for store-tenant relationship in the retail sector of China. Once again, the importance of channel context must not be ignored in the study of distribution channel issues. This research project contributes to the channel literature by adding to the contemporary state of knowledge on the use of power in horizontal channel relationships with power asymmetry, and constructs were brought together that have not been empirically investigated within a single study. It is unique in that the model was tested in non-American setting, namely PR China.

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Jimenez, Coronado Violeta Andrea, and Salinas Luis Hernán Peñaherrera. "Plan de marketing para el lanzamiento de nuevo servicio de la academia Aduni-Fiqui." Master's thesis, Universidad del Pacífico, 2018. http://hdl.handle.net/11354/2215.

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El siguiente plan de marketing tiene el objetivo de proponer una integralidad de acciones desde la perspectiva del marketing mix, a partir de la identificación profunda de las debilidades internas de la academia Aduni, y el estudio de la dinámica del entorno en que se desenvuelve. La base del trabajo es la convicción de que esta es una época de imprescindible orientación hacia el cliente para mantenerse vigente y con potencial en el mercado. Así, tanto el análisis del producto, el precio, la plaza y la promoción serán desarrollados en función de dicha sensibilidad hacia el cliente. En resumen, se dispone de abundante información de las necesidades e intereses de los consumidores, y sobre esa base, lo que ha quedado es realizar una suerte de auditoría de marketing para determinar si las acciones emprendidas actualmente para capitalizar dichos estudios son consistentes, no solo con la cultura interna de trabajo y sus condiciones, sino también con las tendencias profesionales y ejecutivas de la época. Se ha podido conocer el ciclo de vida de los productos y sus pronósticos para los siguientes años, lo que hace imprescindible potenciar más la propuesta de valor, a partir de la apropiación de mejores atributos, más allá de los fuertemente posicionados en el público de esta categoría. La investigación realizada ha sido cuantiosa y ha permitido identificar oportunidades y líneas de acción importantes. Por ejemplo, cuando el trabajo se enfoca en el perfil del consumidor uno de los hallazgos más atractivos es la gran afinidad que tiene esta generación de postulantes con las tecnologías de la información y la comunicación, expresado esto, fundamentalmente, en el masivo uso de smartphones y uso de datos, además de la propia navegación en casa. Prácticamente, no hubo estudio adquirido ni realizado directamente que no deviniera en aprovechar cuidadosamente esta situación. La necesidad del cuidado, sin embargo, tiene que ver con que aun con el progreso de la penetración de internet y lo favorable de las tendencias de uso, el consumo del servicio presencial es todavía lo que genera los mayores beneficios para Aduni. En consecuencia, el potencial producto a lanzar no puede tener un volumen de ventas que canibalice al presencial, sino más bien que genere una mayor inversión de los consumidores actuales.

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Tong, Ka-man Esther, and 唐嘉雯. "Mediating academic discourse development in a marketing course in Hong Kong : the role of bilingual resources." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2014. http://hdl.handle.net/10722/196057.

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Educators in the English-medium community colleges in Hong Kong are being challenged to prepare students with diverse language backgrounds to learn through English as a second language. While some researchers advocate the adoption of an ‘English-only policy’ to maximise students’ exposure to their target language, others argue that bilingual learners’ accessibility to both their first language [L1] and second language [L2] as semiotic resources for learning may facilitate their mediation of cognitively-demanding academic tasks, and subsequently their academic discourse development. Adopting a social practice view of learning, this study explores how learners use their bilingual resources to mediate their academic discourse development in a marketing course at the sub-degree level in Hong Kong. A case study was conducted to trace how students use Chinese as their L1 and English as their L2 to make sense of the social practice of marketing in an integrated language and content learning environment. The focus of the study was students’ language use at different stages of a marketing project which required them to work collaboratively to research and analyse the marketing environment of a product, to write up a marketing plan of the product, and to deliver an oral presentation. The main data sources were the spoken and written discourse data collected from a 14-week semester from a project group’s out-of-classroom discussions, written report and oral presentation, which were analysed using Mohan’s (2007) model of social practice analysis – one that considers texts as the instantiation of both the language system and the system of meanings. Interview data on the functions of students’ language choices in the project were also used to triangulate the discourse data. The analysis of the student discourses shows the prominent role of learners’ L1 in mediating their meaning-making, and subsequently their L2 academic discourse development, in the theory-practice dialectic of learning in the marketing project. The findings indicate that the student-participants used both their L1 and L2 to help them perform the project tasks within the larger context of the marketing course. At the project preparation stage, the student-participants were able to use appropriate lexical-grammatical features of their L1 and/or L2 to (i) reconstruct their findings about the marketing practices of the selected company, (ii) reflect on such practices using their disciplinary knowledge, and (iii) scaffold their peers’ second language academic discourse development. Through their constant reflection on their academic practices in both L1 and L2, the student-participants were ultimately able to deploy effective L2 linguistic resources which correspond to the semantic structures of marketing to represent their disciplinary knowledge in both L2 oral and written academic discourses. This study has made contributions to the field of bilingualism and academic discourse socialisation. It helps to generate a deeper understanding of learners’ language use patterns in a marketing project – how bilingual learners use their linguistic resources to make sense of the disciplinary ways of knowing and thinking. The results illustrate the interdependent relationship of content, language and higher level thinking skills in marketing. With a better understanding of the language and cognitive demands of the marketing project, this study helps to draw implications for the pedagogical practices of disciplinary subjects at the sub-degree level and calls for the collaboration of both content and language teachers to derive more effective strategies for fostering students’ academic discourse development by drawing on the linguistic resources of bilingual learners. published_or_final_version Education Doctoral Doctor of Education

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Hirst, Andrew S. "Measuring journal quality : developing a multi-item measure and investigating its usefulness in marketing." Thesis, Loughborough University, 1999. https://dspace.lboro.ac.uk/2134/7174.

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The research journal especially in marketing, is now not only the primary communication method, but is also used to evaluate an academic's research contribution. Measuring the quality of research journals has also become more complex as a result of the rapid increase in the number of journals published. In marketing research, scientists have professed the use of sophisticated or more sensitive techniques yet little has been done to improve the measurement of research journals. This thesis investigates the use of alternative measurement techniques to explore this important aspect of the academic environment. Historically two dominant methodologies have been used to measure the quality ofjournals: Peer review and Citation Analysis. However these methods have been criticised and academics have been sceptical of the results, taking the opinion that these methods create, bias in the results. Previous methods have also taken a one-dimensional view of journal quality with little time devoted to uncovering the criteria that governs that quality. The research applied marketing methodologies that combined qualitative and quantitative research techniques to explore the problem. Four critical research questions were examined in this study. What are the important elements of journal research standing? 38 items were found to be important elements ofjoumal research standing. Is journal research standing a multi-dimensional construct? Three underlying dimensions represented the construct journal research standing, these were Reputation, Reviewing Standards and Content Quality. Do academics acknowledge the multiple dimensions of journal research standing? Academics acknowledged the -differences -between dimensions for ten selected marketing journals. What moderating factors affect academic opinions of journal research standing? Academic attitudes towards a joutnal's research stdtiding are moderated by their country of origin, familiarity and research fit. Attitudes towards a journal may also be moderated when academics have a paper rejected from that particular journal.

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Ishak, Asmai. "Effects of marketing strategy on performance : a study of Indonesian organizations /." Curtin University of Technology, School of Marketing, 2002. http://espace.library.curtin.edu.au:80/R/?func=dbin-jump-full&object_id=13882.

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This research provides empirical evidence on the implementation of the strategic marketing planning in the context of Indonesia, a newly industrialized country. Drawing from a contingency theory, the research posits that the credibility of marketing strategy depends on the external business environments and its formulation process. The credibility of marketing strategy and the strategy formulation process, in turn, determine the effectiveness of the implementation of the strategy in achieving the desired performance. The causal relationships amongst these variables were then analyzed by structural equation model using LISREL 8.30 program. The primary data for this study were collected through structured interviews with the Marketing Managers of 219 Indonesian companies. The results of the study not only strengthen the notion of the influence of external business environments on the actions of organizations, such as the credibility of marketing strategy, but also confirm the belief of the importance of an innovative culture in implementing strategic marketing planning. The study also identifies that marketing managers play a pivotal role in the formulation and implementation of the strategy. Within the scope of the strategy formulation, marketing managers as boundary spanners of their companies provide the decision makers with current and up to date strategic issues, which in turn enhance the credibility of the formulated strategy. On the other hand, within the strategy implementation, the managers with their autonomy conduct evaluation and control of the marketing strategy, and adjust the strategy to any significant environmental changes to achieve the desired performance. These findings not only support the view that it is inappropriate to separate the strategy formulation from its implementation aspects, but also corroborate the importance of the fit between marketing strategy and its external and internal environments to gain the desired performance. Finally, the use of Indonesian companies as the sample of this study and the consistencies of most of the results of the study with the existing findings reveal that the results are applicable in both industrialized and newly industrialized countries.

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Booton, Carol M. "Faculty Members' Lived Experiences With Academic Quality in For-Profit On-Ground Gainful Employment Programs." Thesis, Northcentral University, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3577844.

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Academic quality in for-profit vocational (Gainful Employment) programs is a concern for all stakeholders. However, academic quality is not easily defined. The Department of Education's Gainful Employment Rule defines academic quality With a few easily measured metrics such as student retention and job placement rate, despite the fact that academic quality is widely considered to be complex and multidimensional. Gainful Employment standards alone are not adequate to describe academic quality in for-profit vocational programs. The purpose of this qualitative study was to expand understanding of academic quality in on-ground Gainful Employment programs by gathering the lived experiences of faculty who taught in these programs. The study used a phenomenological approach, in which faculty members of two for-profit vocational colleges in the Portland, Oregon, metropolitan area were interviewed in person. Faculty were recruited using Linkedln groups and e-mail invitations. Systems theory served as the theoretical foundation for the study. The four common systems elements of inputs, processes, outcomes, and institutional environment formed the basis for the research questions. The systems thinking tool of rich pictures was employed to gain deeper insight into the phenomenon of academic quality. Triangulation was accomplished through the comparison of interview data; visual data from the rich pictures; my memos; and institutional Web content and college catalogs. Analysis of the interviews and rich pictures generated 301 attributes, which were organized first by research question, and then by key stakeholder group (faculty, students, administrators, and institution). Ten discernible themes emerged from faculty perceptions of academic quality, categorized according to systems inputs, processes, outcomes, and institutional environment. The conclusion was that academic quality is a multidimensional construct that includes many more attributes than simply student retention or job placement rate. A dynamic model of academic quality incorporating the systems elements of inputs, processes, outcomes, and system environment was proposed, and a composite rich picture was presented. The scope of the research should be expanded to include the perceptions of other stakeholder groups, for example, administrators, students, employers, and taxpayers. Future research should also include other geographical areas and comparisons between for-profit and nonprofit vocational education.

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Paul, Pallab Kumar. "Market structure analysis using managerial judgments: Toward development and validation of an expert system for competitive strategy decisions." Diss., The University of Arizona, 1992. http://hdl.handle.net/10150/186099.

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This research aims to develop and empirically validate an approach to using managerial judgments as a basis for competitive strategy decisions. Our premise is that by using structured elicitation methods that rely on the underlying logic of competitive market structure analysis (CMSA) models (e.g., perceived competitive similarities (PS) and forced choice (FC)), it may be possible to effectively extract and organize managers' knowledge of competitive relationships. Moreover, these judgments may be primed using competitive criterial cues such as brand image, features and usage situation. Based on psychological theories, we offer hypotheses (about how managerial judgments will be influenced by different elicitation methods and priming cues) which are tested in an experiment where subjects gained experience in a simulated market with a pre-specified structure (based on overall similarity (OS) of the products). We also test for experiential learning of this structure. The findings suggest that unaided judgments did not change as a function of outcome feedback. However, structured judgments showed significant effect of both feedback and elicitation method. Initially, OS-based structure measures received high ratings, suggesting that subjects may have recognized the 'true' structure. However, with feedback, they placed greater emphasis on the usage situation-based measure which were more concrete in their extra-experimental experience. Relative to the PS method, the FC method helped subjects articulate better that the market was partitioned on the basis of OS. Also, subjects who gave FC judgments first, provided concordant judgments when given the PS method thereafter. In contrast, subjects' judgments were more susceptible to change when the method order was reversed. Thus, the FC judgments produced both more veridical and more stable perceptions of market structure. Subject to study limitations, the findings provide a basis for incorporating even partially fallible managerial judgments in CMSA tasks (and toward development of an expert system). It shows how structured methods for eliciting such judgments can be meaningfully implemented and suggests that these methods may elicit both veridical and stable judgments of competitive relationships in a market. Moreover, the study examines the convergent validity of different methods and priming cues on managerial judgment as well as its potential biases and inconsistencies.

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Moore, Tom, Robert W. Barnwell, and Kelly Price. "Who’s Reading Your Wall? The Relationships among User Characteristics, Usage and Attitudes Regarding Official Academic Facebook Sites." Digital Commons @ East Tennessee State University, 2011. https://dc.etsu.edu/etsu-works/3044.

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Oksanen-Ylikoski, Elina. "Businesswomen, dabblers, revivalists, or conmen? : representation of selling and salespeople within academic, network marketing practitioner and media discourses /." Helsinki : Helsinki School of Economics, 2006. http://aleph.unisg.ch/hsgscan/hm00180082.pdf.

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Dayton, Joshua. "The Academic Manuscript: Media Production and the Process of Turning an Idea into a Marketable Entity." Kent State University Liberal Studies Essays / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ksuls1334108718.

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Carrillo, Maria. "A cognitive investigation of computerized walk-through models." Honors in the Major Thesis, University of Central Florida, 2012. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/667.

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The growth of the World Wide Web has prompted many businesses to develop electronic commerce (e-commerce) as a domain where consumers can conveniently purchase their products (Chittaro& Ranon, 2002). Marketing and Human - Computer Interaction (HCI) research has focused on the ways interactivity can improve purchasing experience. One particular technique is through the use of computer models of products known as visual object representations (Ozok& Komlodi, 2009). Research on visual product representations is focused on models of objects typically purchased in a store, such as clothing and electronics, which can usually be manipulated and rotated as desired (Ozok& Komlodi, 2009). There seems to be a gap in the literature regarding computer models for which consumers actually do not have an established mental models. Computerized walk-through models allow users to virtually navigate a space as well as to view a model of a living space from different orientations. An experiment was conducted on 100 participants to investigate computerized walk-through models and the role the type of model and workload plays in the amount of knowledge gained about the layout and consumer preference. Participants navigated a computerized walk-through model or a two dimensional picture set of a hotel room (low complexity) or apartment (high complexity) .Then they completed a series of surveys. Results indicate that two-dimensional models were best for learning the layout of a high complexity model and that three-dimensional models were better for learning the layout of a low complexity model. Results have implications for virtual model use in education and the military. B.S. Bachelors Sciences Psychology

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Turner, Anna Colleen. "Street team member socialization." Master's thesis, University of Central Florida, 2011. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/5066.

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Street teams are grassroots efforts built from the ground up by people who have a vested interest in promoting a band or event. They are also made up of people who are passionate about what they do. This study investigated the socialization process of street team members from the investigation stage to obtaining full membership. It also identified the outcomes of socialization. In this study, 15 street team members were interviewed and observations were made at concerts and street team events over an 11-month period. Results indicated that although there are similarities in the socialization process among street team members, they actually belong to three different types of street teams. ID: 030423194; System requirements: World Wide Web browser and PDF reader.; Mode of access: World Wide Web.; Thesis (M.A.)--University of Central Florida, 2011.; Includes bibliographical references (p. 57-58). M.A. Masters Sociology Sciences Applied Sociology

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Brown, Bruce Edward. "Analysis of performance instruction delivery methods on student achievement in principles of marketing /." This resource online, 1994. http://scholar.lib.vt.edu/theses/available/etd-10032007-171716/.

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Barnwell, Robert W., Tom Moore, and Kelly Price. "Who’s Reading Your Wall? The Relationships among User Characteristics, Usage and Attitudes Regarding Official Academic Facebook Sites." Digital Commons @ East Tennessee State University, 2011. https://dc.etsu.edu/etsu-works/2991.

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As social networking websites continue to rise in popularity, their role as a communications tool for academic institutions raises intriguing questions. This is especially true of Facebook, which was originally begun as an exclusively college-based social network. Facebook potentially represents an opportunity to cost-effectively communicate with students, faculty and other members of the college community. The goals of this study were to provide descriptive statistics that might aid in better understanding if students currently do or do not visit academic Facebook pages and why they visit those pages, what is most likely to cause them to visit academic Facebook pages, and how universities might best utilize this tool as a means of communication. The implications of that data could be extremely useful, especially in regards to resource allocation and future university communications.

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Gilmore, Thomas H. "design+branding: an intersection of art and business." University of Cincinnati / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1337085460.

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Brito, Sandra de Carvalho. "A Promo??o de Eventos como Estrat?gia de Marketing: o caso da Academia de T?nis NTC." Universidade Federal Rural do Rio de Janeiro, 2006. https://tede.ufrrj.br/jspui/handle/tede/926.

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Made available in DSpace on 2016-04-28T20:19:06Z (GMT). No. of bitstreams: 1 2006-Sandra de Carvalho Brito.pdf: 3293660 bytes, checksum: 0dd07492020402b5274f284e656cc8b7 (MD5) Previous issue date: 2006-01-24 This study has been carried out in NTC (N?cleo de T?nis City Barra) which is a Tennis Academy whose aim is to provide classes and tennis court rental. It is an organization which consists of an internal staff and one outsourced, working in three shifts. It is situated in Recreio dos Bandeirantes, inside the Novo Rio Country Clube premises. The aim of this research was to show that event promotion in this Academy was the best sport marketing strategy in NTC. This represented one of the most effective means of accumulation of resources as well as a way of establishing the relationship with its target group for this kind of sport business. It was necessary to set up a partnership with an outsourced staff which organizes annual tennis events which are called Circuito de T?nis NTC. It consists of three annual phases and one master at the end of the year. Quantitative as well as qualitative methods were used, based on questionnaire including closed questions, open questions with strong points and actions to be enhanced which enabled a better assessment concerning the NTC performance. Additionally, the following items were analyzed: NTC marketing project, advertisement panel, settlement of account, photo portfolio and flights of the categories of the 1st Tennis Circuit NTC 2005. The answers to the questions in the questionnaire showed that the efficiency and effectiveness of the event management process as the best strategy for the institutional development and business sustainability resulted from the members?s and non-members?s high participation index. Concerning the organization of the events, the high satisfaction index shown by the members confirms that the events are well organized, which denotes that the management of the event organization is another strong point of the advertising process carried out in the Academy. Regarding the means of releasing information used in the promotion and advertising of the events, the ones which represented the best effectiveness were the posters. Other means of publicizing such as internal periodicals, site of the club and mailing list could have been better used and, consequently, increase the efficency and effectiveness of the actions taken to promote the events. One of the main reasons for the success of the events was the award. The strategy used in the promotion of the events by the Academy has shown an efficient marketing tool and, above all in the institutional field. The promotion of events has been successfully used as a sales strategy, new client acquisition, relationship retention and creation of an existing captive customer base. Thus, the case studied The Tennis Adademy NTC presented in this work, enabled the identification of the practice of event promotion as an efficient marketing strategy which provided NTC with support for the publicity of its brand name, financial and economic leverage effect and relationship reinforcement for its variety of clients. So, there is evidence of the main hypothesis of this dissertation, focused by means of its specific secondary objectives. Este trabalho foi realizado na NTC (N?cleo de T?nis City Barra), uma Academia de T?nis voltada para aulas e aluguel de quadras de t?nis, sendo uma organiza??o com p?blico interno contratado e terceirizado, localizada no Recreio dos Bandeirantes, dentro do Novo Rio Country Clube. A proposta dessa pesquisa foi demonstrar que a promo??o de eventos na Academia, foi a melhor estrat?gia de marketing esportivo na NTC. Para tanto, foi realizada uma parceria com uma equipe terceirizada, que organiza eventos anuais voltados para o t?nis, denominado Circuito de T?nis NTC, que engloba tr?s etapas anuais e um master no final do ano. Foram utilizados m?todos quantitativos e qualitativos, fundamentados em um question?rio, com perguntas fechadas, perguntas em escala e uma pergunta em aberto, com pontos fortes e oportunidades de melhoria, que possibilitaram uma melhor avalia??o quanto ao desempenho da NTC. Adicionalmente foram analisados: o projeto de marketing da NTC, o cartaz de divulga??o, a presta??o de contas, o portfolio de fotos e chaves das categorias da 1? Etapa do Circuito de T?nis NTC 2005. As respostas ?s quest?es do question?rio mostraram que o elevado ?ndice de participa??o de s?cios e n?o s?cio nos eventos demonstra a efici?ncia e efic?cia do processo de gest?o de eventos como melhor estrat?gia para o desenvolvimento institucional e a sustentabilidade do neg?cio. Quanto ? organiza??o dos eventos, o alto ?ndice de satisfa??o mostrada pelos s?cios confirma que os eventos s?o bem organizados, o que mostra que a gest?o de organiza??o dos eventos ? um outro ponto forte do processo promocional realizado na Academia.. Quanto aos meios de divulga??o utilizados na promo??o e divulga??o dos eventos, os de maior efic?cia s?o os cartazes. Outros meios de divulga??o, tais como: peri?dicos internos, site do clube, mala-direta, poderiam ser melhor utilizados e, assim, aumentar a efici?ncia e efic?cia das a??es de divulga??o dos eventos. Um dos principais fatores de sucesso dos eventos, foi a premia??o. A estrat?gia de promo??o de eventos utilizada pela Academia tem-se revelado um eficiente instrumento de marketing, sobretudo no campo institucional. A promo??o de eventos tem sido utilizada com sucesso como estrat?gia de vendas, de capta??o de novos clientes, de reten??o de relacionamento e fideliza??o dos clientes j? existentes. Dessa forma, o caso estudado A Academia de T?nis NTC apresentado neste trabalho, possibilitou a identifica??o da pr?tica da promo??o de eventos como uma estrat?gia de marketing eficiente, que proporcionou para a NTC suporte na divulga??o de sua marca; alavancagem econ?mica e financeira, e o fortalecimento do relacionamento com seus diversos p?blicos. Desta forma, evidenciando-se a comprova??o da hip?tese central desta disserta??o, focada atrav?s dos seus objetivos secund?rios espec?ficos.

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Pupelienė, Janina. "Strategic directions for the development of academic libraries in the knowledge society." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2007. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20071228_121731-20301.

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Because knowledge and information are becoming the vital resources, appropriate organization and management of them is considered to be the guaranty of the welfare of every state, organization and individual. There could be recognized the stronger attention to institutions that are traditionally related to knowledge and information. Because of the growing strategic importance of information and communication technologies in modern organisations, academic libraries remain a significant unit in the institutions of higher education. The theoretical outline of the importance of academic library strategy in the knowledge society in this dissertation is disclosed by exposing the concept of these libraries as organisations, introducing the concept of the evolution of strategy of these libraries, and evaluating changes taking place in the world’s academic libraries. The dissertation introduces a theoretical model of the strategic directions of the academic library developed in the dissertation. This model is proposed by the author of the dissertation as a possible one for the development of academic libraries in Lithuania. The analysis of the possibilities of implementing the designed model in Lithuanian academic library performance accomplished in the dissertation highlights possible obstacles to the modernization of these libraries and the most important and influential circumstances for implementing the model in Lithuanian academic libraries. Analysis of scientific literature, the... [to full text] Tinkamas žinių ir informacijos organizavimas bei valdymas šiandieninėje žinių ekonomikos visuomenėje pripažįstama kaip pagrindinis valstybės, organizacijos ir kiekvieno individo klestėjimo bei gerovės garantas. Aukštojo mokslo institucijos biblioteka (disertacijoje – akademinė biblioteka) žinių ekonomikos visuomenėje išlieka viena iš svarbiausių grandžių informacinio aprūpinimo infrastruktūroje. Pažymėtinas išskirtinis akademinės bibliotekos vaidmuo universitetinių žinių kūrimo ir ypač sklaidos procesuose. Visa tai skatina suformuluoti akademinių bibliotekų vystymosi kryptis įvertinant šias bibliotekas vadybiniu požiūriu. Ginamoje disertacijoje ištirtas akademinių bibliotekų vaidmuo žinių visuomenėje, šių bibliotekų kaip organizacijų samprata bei ypatybės, analizuojama šių bibliotekų strateginio valdymo patirtis. Pažangiausių pasaulio akademinių bibliotekų vystymosi tendencijų kontekste suformuluotos pagrindinės šių bibliotekų vystymosi strateginės kryptys, sukurtas akademinės bibliotekos vystymosi strateginių krypčių žinių visuomenėje teorinis modelis ir ištirtos šio modelio įgyvendinimo Lietuvos akademinėse bibliotekose galimybės. Modelio įgyvendinimo Lietuvos akademinėse bibliotekose galimybių tyrimas išryškino potencialias kliūtis, modernizuojant šias bibliotekas, ir svarbiausias aplinkybes, galinčias turėti įtakos tokio modelio įgyvendinimui. Apibendrinus teorinę ir empirinio tyrimo medžiagą suformuluotos išvados ir rekomendacijos. Teorinė akademinių bibliotekų... [toliau žr. visą tekstą]

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Budag, André 1984, Gérson 1964 Tontini, and Universidade Regional de Blumenau Programa de Pós-Graduação em Administração. "Percepção de valor e comunicação boca a boca em academias de ginástica /." reponame:Biblioteca Digital de Teses e Dissertações FURB, 2014. http://www.bc.furb.br/docs/DS/2014/356719_1_1.pdf.

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Champlin, Darren. "Loyalty effects of coupon books on new restaurant customers." Honors in the Major Thesis, University of Central Florida, 2001. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/266.

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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information. Bachelors Business Administration Marketing

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Sablon, Kelcey. "The Dark Side: Study of the Role of Skin Tone on Consumer Perception." Honors in the Major Thesis, University of Central Florida, 2014. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/1640.

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The intent of this thesis is to explore the effects and influencers of skin tone on consumer perception. Firstly we conducted a primary study to test the effects of skin tone on service provider quality. The results showed that while skin tone had little effect, gender and ethnicity were more indicative. Therefore our study seeks to re-test the relationship between skin tone and consumer service perception as well as the effects of ethnicity and tipping behavior, and if a consumer’s cultural identity strength plays a role in consumer perception. We examined the differences across ethnicities i.e. White, Hispanic, and African American. Specifically we were interested in any potential differences across skin tone (light skinned vs. dark skinned) within African American and Hispanic service providers. Firstly we sought out stock images that portrayed easily identifiable ethnicities. We exposed the respondents to those images in which we asked them to identify the ethnicity of the image as a manipulation check for ethnicity. In the actual study, all respondents were given the same service scenario with the image of one of the ten (White, light or dark skinned Hispanic, light or dark skinned African American, male or female) stock photos. Respondents were asked to rate the service quality, satisfaction, and tip amount. The data was analyzed as a 2 way independent-groups design. B.S. Bachelors Psychology Sciences

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Neethling, Riaan. "Search engine optimisation or paid placement systems-user preference /." Thesis, [S.l. : s.n.], 2007. http://dk.cput.ac.za/cgi/viewcontent.cgi?article=1076&context=td_cput.

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Ng, Lai Hong. "Service encounter behaviour (SEB) in higher education: a Malaysian perspective." Thesis, Northumbria University, 2006. http://nrl.northumbria.ac.uk/3362/.

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Nowadays, marketing activities of HE institutions are increasingly important as they operate within their competitive and regulated environment. HE institutions have borrowed service industrial concepts to focus on the services they provide to students. They need to identify and implement tools to further understanding of the issues that impact on students' experiences. Apart from, focussing specifically on the learning experience in the sense of formal learning (where most of the past research has concentrated on), studies have also shown that support services are just as important in influencing students' learning experience. Hence, one of the support services, programme administration (PA) has become increasingly important due to the diversity of programmes offered and it contributes to the learning experience of students as well as indirectly impacting upon institutions' competitiveness. In order to enhance the learning experience of students and to manage the service encounter between students and programme leaders (PLs), it is argued that there must be an understanding of the service encounter behaviour (SEB) of the interacting parties and more importantly from a dyadic perspective since a service encounter is a two-way interpretive process. Thus, this research is set in the HE context, focussing particularly in PA, exploring the SEB (the situational definition and situational roles) of student-PL from a dyadic perspective (from student's and employee's perspective) to improve the management of service encounters as well as to enhance the learning experience of students. The conceptual framework is based on Czepiel et al. (1985) concept of a service encounter emphasising that it is purposeful where tasks need to be completed within a set of rules constrained by the nature of service and the behaviour bounded by roles assumed by the interacting parties. To manage a service encounter, the SEB of the interacting parties needs to be understood and from a dyadic perspective paying attention to roles represented by each participant. This research has borrowed literature from the social psychology discipline i.e. Mead (1934) SI perspective of role and McHugh's (1968) situational definition to further understanding of the dynamism of interactions to gain further understanding of the SEB (role expectations and role response of the interacting parties). Taking the social constructionist epistemology, this research seeks to understand the meanings student- PL construct when interacting and how these meaning have led to specific SEB. By adopting the interpretivists' paradigm embedded in symbolic interactionism, the researcher tries to interpret the underlying meaning of students'-PLs' SEB from a dyadic perspective. Qualitative case study methodology is employed using the critical incident technique (CIT) as a method to elicit student-PL experiences in service encounters, helping them to focus on specific situations when recounting their SEB. To make sense of these data, narrative analysis is used to interpret the constructions of students¬PLs in their interactions. The study has included 42 participants (26 students and 16 PLs) from 4 private colleges in Malaysia. It has yielded 63 service encounters categorised into 11 types of service encounter, covering most of the situations where a student would approach their PLs in a typical semester. The findings have indicated that defining a service encounter is significant and is functional in shaping the situational roles to be represented, thereby influencing the outcome of the situation. It has shown that even though service encounters can be similar, different situational roles can lead to different outcomes. These key findings are evidenced in a SEB guide, giving a bundle of possible situational roles in identified service encounters. These outcomes have implications for students, PLs and the management as well as future research.

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Barnell, Robert Wixel, Thomas W. Moore, and Kelly Price-Rhea. "Who's Reading Your Wall? The Relationships among User Characteristics, Usage and Attitudes Regarding Official Academic Facebook Sites." Digital Commons @ East Tennessee State University, 2011. https://dc.etsu.edu/etsu-works/869.

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As social networking websites continue to rise in popularity, their role as a communications tool for academic institutions raises intriguing questions. This is especially true of Facebook, which was originally begun as an exclusively college-based social network. Facebook potentially represents an opportunity to cost-effectively communicate with students, faculty and other members of the college community. The goals of this study were to provide descriptive statistics that might aid in better understanding if students currently do or do not visit academic Facebook pages and why they visit those pages, what is most likely to cause them to visit academic Facebook pages, and how universities might best utilize this tool as a means of communication. The implications of that data could be extremely useful, especially in regards to resource allocation and future university communications.

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Estima, Ana Cristina Furão Teles. "O gap entre a formação de marketing e o mercado de trabalho em Portugal: uma análise baseada na definição de perfis profissionais." Doctoral thesis, Universidade de Aveiro, 2015. http://hdl.handle.net/10773/15227.

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Doutoramento em Marketing e Estratégia O debate entre o que deve ser oferecido pelas instituições de ensino superior para dar resposta às necessidades do mercado é antigo e tem sido constante na literatura. O marketing não é exceção e constitui um enorme desafio dada a dinâmica dos mercados e a necessidade constante de adequação das aprendizagens por parte dos programas de ensino. Apesar da importância atribuída na literatura ao tema, não existia ainda em Portugal um estudo que aprofundasse esta questão e aferisse a existência efetiva de um gap entre o que é lecionado nas licenciaturas de marketing no nosso país e o que é solicitado pelos empregadores. Deste modo, foi elaborada uma análise da oferta formativa de Marketing ao nível do 1º ciclo do ensino superior em Portugal e, também, das ofertas de emprego a solicitar licenciados em marketing, recolhidas ao longo de dois anos. Para a comparação destas duas realidades foi utilizada uma metodologia que resultou na criação de perfis profissionais que foram depois comparados com os planos curriculares de cada licenciatura para mensurar as diferenças. Adicionalmente foi usado um questionário, cujos resultados permitiram traçar um cenário sobre a perceção individual de alunos, docentes, empregadores e ex-alunos sobre a importância dos diferentes conhecimentos e competências essenciais a um profissional de marketing. As principais contribuições deste estudo residem na apresentação de uma caracterização profunda do ensino de marketing ao nível do 1º ciclo em Portugal, na definição de perfis profissionais com base na análise das competências e conhecimentos técnicos das ofertas de emprego e na identificação e medição do gap existente entre a oferta formativa e as necessidades do mercado. Globalmente, os resultados obtidos a partir da comparação do conteúdo dos planos curriculares com as ofertas de emprego e do questionário apontam para a existência de diferenças significativas entre a academia e o mercado. Da comparação efetuada entre planos curriculares e ofertas de emprego conclui-se que, todas as licenciaturas se encontram longe de fornecer uma resposta ajustada às solicitações globais do mercado de trabalho e apresentam um nível de ajustamento que fica abaixo dos 50% dos critérios solicitados para o perfil global definido a partir das ofertas de emprego. Da análise dos resultados do questionário, com um universo de 381 respondentes, emergiram diferenças estatisticamente significativas numa grande percentagem dos itens avaliados, demonstrando que a perceção dos diferentes intervenientes é diversa sendo marcada pelo papel de cada grupo enquanto stakeholder da instituição de ensino. The debate between what should be offered by higher education institutions to respond to the market needs is not recent and has been constantly debated in the literature. Marketing is no exception and monitoring the gap is a major challenge given the dynamics of markets and the constant need to adjust the contents of marketing programs. Despite the importance given to the subject in the literature, there is not yet a study to deepen and assess the actual existence of a gap between what is taught in marketing degrees and what is actually required by employers in Portugal. Therefore we present a review of the Marketing degrees offered in the 1st cycle of the Portuguese higher education system and also an analysis of the job positions offered to marketing graduates, collected over a period of two years. The methodology used to compare these two realities resulted in the creation of professional profiles that were then compared with the curricula of each degree to assess the dissimilarities. Additionally, a questionnaire was used to evaluate the individual perception of students, teachers, employers and alumni about the importance of the different knowledge and skills vital to be a marketer, The main contributions of this study are centered on the deep characterization of marketing education in the 1st cycle in Portugal, in the definition of professional profiles based on the analysis of technical skills and knowledge of job offers and in the identification and measurement of the existing gap between the training offer by marketing degrees and the market needs. Overall, the results obtained by the comparison of the content of curricula with job offers, as well as by the questionnaire analysis, point to the existence of significant differences between the academy and the market, thus confirming the gap. From the comparison between curricula and job offers it is concluded that all degrees are far from providing a good response, tailored to the global labor market demands, since the a level of global adjustment that is below 50% of the requirements for the marketing professional global profile developed from the job offers. From the analysis of the 381 responses to the survey statistically significant differences emerged in a large percentage of the evaluated items, demonstrating that the perception of the different actors is diverse and is influenced by the role that each stakeholder plays.

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Booth, Emily Anne. "Online marketing and fundraising strategies for non-profit organisations in the Cape Town health sector." Thesis, Cape Peninsula University of Technology, 2013. http://hdl.handle.net/20.500.11838/1311.

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Thesis submitted in fulfilment of the requirements for the degree Master of Technology: Design in the Faculty of Informatics and Design at the Cape Peninsula University of Technology 2013 As healthcare is such a widespread issue in South Africa, this research focuses on non-profit organisations in the health sector. Non-profit organisations take on much of the work that the government cannot deliver with respect to the overall wellbeing of patients at hospitals, in specialised care, in basic healthcare, and most significantly, in areas where private healthcare is unaffordable. This study investigates online marketing, fundraising activities and strategies of non-profit organisations in Cape Town’s health sector. It illustrates the growing popularity of these channels, and argues that many non-profit organisations are not using online marketing tools effectively to raise the funds and support they need. Two longstanding non-profit organisations based at the Red Cross War Memorial Children’s Hospital, are the subject of the study, as this hospital is a prime example of how a government-run institution relies on the support of effective non-profit organisations. The conceptual framework required extensive reviews of the existing literature on the South African non-profit sector, the health sector and the role of non-profit organisations in these sectors. Furthermore, it reviewed successful marketing practices for non-profit organisations, including appropriate online marketing and fundraising strategies. A qualitative and quantitative research approach was employed, using semi-structured interviews and an online survey of twenty-seven health sector non-profit organisations. Key people in the non-profit health sector, the non-profit communication design sector and the corporate online marketing sector were interviewed. The online survey was conducted to gain a clear insight into the current online marketing practices and activities of Cape Town based health sector non-profit organisations. Grounded theory was used as an analytical tool in this research where themes emerge and theory is constructed based on insights and knowledge gained during the research. The results reveal that many non-profit organisations in the Cape Town health sector do not seem aware of the benefits of implementing an online marketing and fundraising strategy. This study concludes that online marketing and fundraising is vital for a non-profit organisation’s success. It is recommended that all members of non-profit organisations learn as much as they can about the importance of online marketing, as well as the importance of having a solid strategy. A unique framework for branding, strategy, online marketing and fundraising is proposed as a solution to the research problem, and further recommendations include the design of a textbook or eBook and an online platform connecting non-profit organisations in the health sector in South Africa.

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Carlos, Aneliese de Castro. "Entre a academia o mercado - onde comunicação e marketing se encontram : um estudo de caso da Rede Petrográs SE." Universidade Federal de Sergipe, 2017. https://ri.ufs.br/handle/riufs/4017.

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Fundação de Apoio a Pesquisa e à Inovação Tecnológica do Estado de Sergipe - FAPITEC/SE This paper proposes a discussion about the link between organizational communication and marketing. Although they are related subjects, they are often analyzed under different perspectives. Its general objective is to understand how the integration between communication and marketing occurs, both in theory and in practice, observing as an example cases companies participating in the Petrogás SE Network. These companies are certified by ISO and audited periodically, in addition it has as system of management the Integrated Management System (SGI). From the protocol created by Yin (2015) a research was done on how the integrated communication of marketing has been worked in these institutional environments. Our intention was to understand if having an Integrated Management System makes the communication and marketing of these companies professional or close to what is said in theory. In order to do so, a qualitative research was done using the methodology. Unique and holistic case study proposed by Yin (2015), being used as participant observation method and semi-structured interviews. Through the study it can be seen that even in the strict methods proposed by international norms, both communication and marketing have been neglected in these institutions. There is a great lack of knowledge and lack of preparation regarding the areas addressed by the administrators and the absence of specific professionals to implement organizational communication actions and their integration into marketing. Este trabalho propõe uma discussão sobre a ligação existente entre comunicação organizacional e marketing. Apesar de serem assuntos correlatos, são frequentemente analisados sob óticas diferentes. Seu objetivo geral é entender como acontece a integração entre comunicação e marketing, tanto na teoria quanto na prática, observando como exemplo casos empresas participantes da Rede Petrogás SE. Tais empresas são certificadas pelas ISO e auditadas periodicamente, além disso tem como sistema de gestão o Sistema de Gestão Integrada (SGI). A partir do protocolo criado por Yin (2015) foi feita uma pesquisa sobre como a comunicação integrada de marketing vem sendo trabalhada nesses ambientes institucionais. Nosso intuito foi perceber se o fato de terem um Sistema de Gestão Integrada faz com que a comunicação e o marketing dessas empresas sejam profissionais, ou se aproximem do que é dito na teoria. Para tanto foi feita uma pesquisa qualitativa, com utilização da metodologia Estudo de caso único e holístico proposto por Yin (2015) sendo utilizados como método de coleta observação participante e entrevistas semiestruturadas. Através do estudo pode-se perceber que mesmo atendendo a métodos rígidos propostos por normas internacionais, tanto a comunicação, quanto o marketing vem sendo muito negligenciados nessas instituições. Existe um grande desconhecimento e despreparo com relação as áreas abordadas por parte dos administradores e ausência de profissionais específicos para implantação de ações de comunicação organizacional e sua integração ao marketing.

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Cabrera, Brooke A. "The impact of direct-to-consumer (DTC) prescription drug advertising on the pharmaceutical salesperson/doctor relationship : a pilot study." Honors in the Major Thesis, University of Central Florida, 2003. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/310.

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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information. Bachelors Business Administration Marketing

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Alvarez, Luisa F. "Hispanic consumers' perspectives of green hotels." Honors in the Major Thesis, University of Central Florida, 2009. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/1230.

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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information. Bachelors Rosen College of Hospitality Management Hospitality Management

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Brown, Bruce E. "Analysis of performance instruction delivery methods on student achievement in principles of marketing." Diss., Virginia Tech, 1994. http://hdl.handle.net/10919/39560.

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This study investigated the use of alternative performance instruction delivery methods on student achievement in a Principles of Marketing course taught at New River Community College during the 1993 fall semester. The study sought to determine if alternative delivery methods of performance instruction would influence students' achievement in the course. The design of the study was quasi-experimental. Two treatment groups were engaged by this study. One group received performance instruction using group-directed lecture methods. The other group received performance instruction using distance-learning methods. The planning and evaluation of course content goals were held constant utilizing an expert system, artificial intelligence (AI) application software suite developed by Instructional Performance Systems, Inc. Delivery of course content goals was controlled, in that, the same instructor taught both sections of the course. Student achievement in the course was measured with teacher developed criterion-referenced mid-term and final examinations. The study tested the null hypothesis that performance instruction delivery methods have no significant effect on student achievement at the 0.05 level. The study was enhanced by the collection and analysis of qualitative student data. A Student Profile Data Survey was developed and piloted. The student data provided the basis to profile the student groups and accent study habits. Descriptive statistics and unpaired t-tests were used to analyze student achievement on the mid-term and fmal examinations. The analysis found no significant difference in student achievement resulting from performance instruction delivery methods. Descriptive statistics and unpaired t-tests were also used to profile student groups and accent study habits. It was concluded, if course syllabi and evaluation are held constant; and delivery is controlled, one can reasonably expect achievement will be the same for group-directed and distance learners. Ph. D.

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Dissertations / Theses on the topic 'Marketing academics'

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