Master of Science in Marketing Course Descriptions
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Course Descriptions and Learning Outcomes for Marketing courses in Master of Science Graduate Program. MS-Marketing
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IMC Lecture 9
This document discusses various aspects of integrated marketing communications control and measurement. It provides frameworks for setting promotional objectives and strategies, implementing coordinated marketing mix tactics, and evaluating performance. Metrics and key performance indicators are identified for evaluating different marketing channels, including advertising, sales promotion, public relations, direct marketing, sponsorship, personal selling, and digital. The importance of clearly defining structures and responsibilities, as well as providing regular performance reports and revising plans as needed, is emphasized for effective marketing control.
Marketing research
This document discusses marketing research and its key aspects. It defines marketing research as the systematic process of linking consumers to marketers through objective information. This information is used to identify opportunities and problems, evaluate actions, monitor performance, and improve marketing understanding. The document then outlines various types of marketing research like advertising research, brand equity research, customer satisfaction research, and viral marketing research. It also discusses research design categories like exploratory, descriptive, and causal research. Finally, it provides an overview of the marketing research process.
Kantar Media
Kantar Media is a well-established brand of trusted media analysts and advisors. We help the world’s advertisers, media owners, advertising/media/PR agencies, and publishers together with government, NGO, and trade organisations to measure their media reputation and impact.
Digital marketing
This document outlines a course on digital marketing. The course introduces students to key concepts in digital marketing including social media platforms, search engine optimization, and reputation management online. It aims to help students develop a comprehensive digital marketing strategy and learn how to attract and retain customers using new online media. The course consists of six modules covering topics such as digital marketing research, search engine marketing, social media, and recent industry trends. Students will apply what they learn through case studies and a mandatory live project.
Msu athletic department
This document outlines Michigan State University's Athletic Department's digital marketing strategy. It discusses targeting MSU fans and local residents to increase ticket and merchandise sales. The strategy involves social media campaigns on Facebook, Twitter, Instagram and LinkedIn and an internet marketing campaign through Google Adwords. A mobile app is mentioned to provide game access and information. The budget is $48,000 per month, with 30% going towards pay-per-click ads, and 20% each to search engine optimization, mobile marketing, email marketing and blog content. The goal is to increase overall awareness of MSU athletics through digital channels.
Harnessing marketing automation for b2 b content marketing
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Advertising research
FTG Academy provides training in journalism, mass communication, and professional communication. The document discusses advertising research and market research. It defines advertising research as a subset of marketing research that systematically gathers and analyzes information to develop and evaluate advertising strategies, ads, and media campaigns. The document also outlines various approaches to market research segmentation including demographic, geographic, psychographic, and behavioral approaches. It discusses topics such as the 4Ps of marketing, target audiences, consumer buyer behavior, steps in marketing, and external factors influencing marketing.
Social media marketing managing campaign
The document discusses social media marketing planning and consulting services. It offers to help businesses discover their target audiences, develop strategies to engage them, and create social media marketing plans. The plans include goals and objectives, an analysis of the target audience and their behaviors across different social media platforms, and an implementation plan with strategies, metrics, and ongoing management support. The plans are customized for each business to build their brand awareness, drive traffic, generate leads, and boost engagement through social media campaigns.
Recommended
IMC Lecture 9
This document discusses various aspects of integrated marketing communications control and measurement. It provides frameworks for setting promotional objectives and strategies, implementing coordinated marketing mix tactics, and evaluating performance. Metrics and key performance indicators are identified for evaluating different marketing channels, including advertising, sales promotion, public relations, direct marketing, sponsorship, personal selling, and digital. The importance of clearly defining structures and responsibilities, as well as providing regular performance reports and revising plans as needed, is emphasized for effective marketing control.
Marketing research
This document discusses marketing research and its key aspects. It defines marketing research as the systematic process of linking consumers to marketers through objective information. This information is used to identify opportunities and problems, evaluate actions, monitor performance, and improve marketing understanding. The document then outlines various types of marketing research like advertising research, brand equity research, customer satisfaction research, and viral marketing research. It also discusses research design categories like exploratory, descriptive, and causal research. Finally, it provides an overview of the marketing research process.
Kantar Media
Kantar Media is a well-established brand of trusted media analysts and advisors. We help the world’s advertisers, media owners, advertising/media/PR agencies, and publishers together with government, NGO, and trade organisations to measure their media reputation and impact.
Digital marketing
This document outlines a course on digital marketing. The course introduces students to key concepts in digital marketing including social media platforms, search engine optimization, and reputation management online. It aims to help students develop a comprehensive digital marketing strategy and learn how to attract and retain customers using new online media. The course consists of six modules covering topics such as digital marketing research, search engine marketing, social media, and recent industry trends. Students will apply what they learn through case studies and a mandatory live project.
Msu athletic department
This document outlines Michigan State University's Athletic Department's digital marketing strategy. It discusses targeting MSU fans and local residents to increase ticket and merchandise sales. The strategy involves social media campaigns on Facebook, Twitter, Instagram and LinkedIn and an internet marketing campaign through Google Adwords. A mobile app is mentioned to provide game access and information. The budget is $48,000 per month, with 30% going towards pay-per-click ads, and 20% each to search engine optimization, mobile marketing, email marketing and blog content. The goal is to increase overall awareness of MSU athletics through digital channels.
Harnessing marketing automation for b2 b content marketing
This study examines how a company harnessed marketing automation to improve its B2B content marketing and generate high-quality sales leads. The case study demonstrates how the company used behavioral targeting and content personalization through marketing automation to engage customers at different stages of the buying process. By integrating content marketing strategies with marketing automation and sales processes, the company was able to expedite lead qualification and increase efficiency by overcoming a cumbersome selection process for prospects.
Advertising research
FTG Academy provides training in journalism, mass communication, and professional communication. The document discusses advertising research and market research. It defines advertising research as a subset of marketing research that systematically gathers and analyzes information to develop and evaluate advertising strategies, ads, and media campaigns. The document also outlines various approaches to market research segmentation including demographic, geographic, psychographic, and behavioral approaches. It discusses topics such as the 4Ps of marketing, target audiences, consumer buyer behavior, steps in marketing, and external factors influencing marketing.
Social media marketing managing campaign
The document discusses social media marketing planning and consulting services. It offers to help businesses discover their target audiences, develop strategies to engage them, and create social media marketing plans. The plans include goals and objectives, an analysis of the target audience and their behaviors across different social media platforms, and an implementation plan with strategies, metrics, and ongoing management support. The plans are customized for each business to build their brand awareness, drive traffic, generate leads, and boost engagement through social media campaigns.
Social community and publishing in SMM Campaigns
This unit discusses social media marketing strategies in the zones of social community and social publishing. Social community involves relationship building through conversation and sharing on social networking sites, where brands can participate. Social publishing most closely replicates traditional publishing options for brands, allowing them to share content on sites like blogs and social networks and promote it via social media. Effective tactics within these zones include developing a social presence, engaging in earned and paid media, and using social publishing to share valuable content that drives traffic and engagement.
New Product Strategy- Online Marketing
Companies allow more people and a greater variety of audiences to view their latest products and services. This strategy effectively tests instead of assumes which markets and audiences will convert well, ultimately reducing the risk of no sales at all.
Digital Marketplace Analysis
In this presentation students have the opportunity to appreciate the changes in the wider environment affecting businesses in any particular sector. They also can use traditional models of analysis into a more digital context to appraise the relationships in the macro and micro environment of an organisation.
This lectures is followed by practical case studies, videos and activities students have to develop during the tutorial session.
2 Chicks with Chocolate - Social Media Strategy
As part of the course work for my Digital Marketing class during my graduate course work, I was tasked with creating a social media marketing plan for an existing company. The presentation reflects a strategy developed for 2 Chicks with Chocolate.
Marketing practice in bangladesh
Marketing in Bangladesh uses two basic ways - communication and delivery. The document discusses several communication practices including advertising, sales promotion, direct marketing, and e-marketing. It also discusses delivery practices like getting goods to customers and managing sales. E-marketing is defined as applying marketing principles through electronic media like the internet. The benefits of e-marketing include global reach, offering a wide range of products and services, and tools for information management and customer relationship building.
Brian Hawkins MBA - Speaker Lecturer Keynote
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Marketing and social media campaign on chocolates
The document proposes a social media marketing campaign for a chocolate brand. It recommends using Facebook, Twitter, YouTube and Scoopwhoop to promote the brand through ads, sharing videos, discounts, games and quizzes. It emphasizes continuous engagement with customers through posts, tweets and feedback surveys to increase brand awareness and recall. The success of the campaign will be measured using quantitative metrics like followers, views and qualitative feedback, as well as ROI metrics like conversions. Regular evaluation and adjustments will be made based on market research and customer satisfaction surveys.
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Return on engagement
As brands are increasingly focusing on “publishing” content on the web, and building communities of people who engage with and share that content, the question remains, exactly what impact does that earned engagement have on brand equity and product purchase.
This whitepaper will put forward a method not only to track engagement but to understand how that engagement actually impacts perceptions and behavior.
Dig strat innov summit presentation v3
A presentation given at the Digital Strategy Innovation Summit in NYC in 2014. The subject matter focuses on enhancing digital listening strategy with emotional analytics. BehaviorMatrix, a behavioral analtyics firm in Philadelphia presented this to a room filled with digital brand strategists and market research executives.
Strategic Formulation and Marketing Mix
The document discusses frameworks for developing digital marketing strategies and objectives, including the SOSTAC model and RACE framework. It covers conducting a situation analysis, defining objectives and key performance indicators, developing strategies around segmentation, targeting, positioning and the marketing mix. The document also references various models for strategic analysis, targeting approaches, and positioning tactics that can be considered when creating a digital marketing strategy.
Unit 2 SMM Lecture Notes
The document outlines the key phases and steps in developing a social media marketing strategy. It discusses the trial, transition, and strategic phases of social media marketing maturity. It also details the 7 steps in social media marketing planning: situation analysis, objectives, target audience, social zones/vehicles, experience strategy, activation plan, and execution/measurement. Finally, it covers different organizational structures to support social media marketing and the importance of having social media policies in place.
Introduction
This document discusses social media marketing and its role in business. It begins by explaining the purpose of marketing according to business thinkers like Drucker, focusing on understanding customer needs and delivering value. It then discusses how social media allows organizations to identify market opportunities, design offerings, and win customers. Finally, it introduces the concept of a social media value chain to understand the infrastructure, channels, software, and devices that enable social media marketing.
Facebooks Usefulness to Marketers / Advertisers
As per Statista, an average user spent 135 minutes over Social media platform in 2017 as compared to 90 minutes spent over social media in 2012. [Refer to link: Average daily time spent on social media worldwide 2012-2017]. And Facebook being the biggest and most popular Social media is therefore the largest platform for opportunity seekers. Facebook currently has 2.2 billion active monthly users. This makes it a hotspot over the internet for companies to advertise/market their products over the Facebook platform. Advertisers/marketeers run campaigns and advertisements to try and reach those 2.2 billion active users who could potentially buy their product and become their customer at the same time in the longer run.
Some of the Facebook advertising features include:
• Demographic targeting by Facebook user data on age, location, education, and interests.
• The ability to set ad budgets.
• Ad testing, in which multiple ad versions can be run simultaneously in order to compare ad designs and setup.
• Built-in ad performance measurement tools.
Social media marketing.docx
social media platforms to promote products, brands, or services and engage with target markets are recognized as social media marketing. To achieve marketing goals, it involves creating and distributing stimulating content, engaging with people, and utilizing a variety of social media channels.
With billions of active users across different platforms like Facebook, Instagram, Twitter, LinkedIn, YouTube, and more, social media has become an integral part of society in today's digital world. Businesses and marketers get an amazing chance to interact and establish personal connections with their target market thanks to this.
Several major methods and tactics are used in social media marketing. Creating company profiles on key social media sites is the first step in building a powerful online presence. These profiles form the basis for sharing material, creating communities, and communicating with users.
marketing v/s selling
The document discusses strategic planning in marketing, which involves conducting a situation analysis using tools like PEST analysis and SWOT analysis to identify opportunities. It also discusses implementing the marketing mix, evaluating performance, and making adjustments. Relationship marketing and social marketing are defined, with relationship marketing focusing on retaining customers and social marketing applying commercial techniques to influence voluntary behavior change. Formulating a marketing plan involves defining goals and objectives, determining what to sell, assigning value to outcomes, considering strategies, and selecting the best strategy.
Management school
The document discusses the various marketing subjects taught at management schools. These include sales, retail, digital marketing, research and analytics, and integrated marketing communication and branding. For each subject, a brief overview is provided of the key concepts and skills students will learn, such as sales processes, retail supply chain management, digital advertising channels, marketing research methodologies, and branding and promotional campaign development. The goal is to provide students with a well-rounded marketing education and skills applicable to different industry roles.
SMM - CB Implications
This document discusses key concepts for social media market segmentation including behavioral segmentation models, buyer personas, and social influences. It describes segmentation as dividing a market into groups with common needs and characteristics. Marketers then target specific segments. The document outlines segmentation bases like demographics and discusses models for social media segmentation. It emphasizes understanding target segments' social media behaviors and influencers to inform marketing. Community characteristics like groups, participation, and influencers can impact how brands engage on social platforms.
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Social community and publishing in SMM Campaigns
This unit discusses social media marketing strategies in the zones of social community and social publishing. Social community involves relationship building through conversation and sharing on social networking sites, where brands can participate. Social publishing most closely replicates traditional publishing options for brands, allowing them to share content on sites like blogs and social networks and promote it via social media. Effective tactics within these zones include developing a social presence, engaging in earned and paid media, and using social publishing to share valuable content that drives traffic and engagement.
New Product Strategy- Online Marketing
Companies allow more people and a greater variety of audiences to view their latest products and services. This strategy effectively tests instead of assumes which markets and audiences will convert well, ultimately reducing the risk of no sales at all.
Digital Marketplace Analysis
In this presentation students have the opportunity to appreciate the changes in the wider environment affecting businesses in any particular sector. They also can use traditional models of analysis into a more digital context to appraise the relationships in the macro and micro environment of an organisation.
This lectures is followed by practical case studies, videos and activities students have to develop during the tutorial session.
2 Chicks with Chocolate - Social Media Strategy
As part of the course work for my Digital Marketing class during my graduate course work, I was tasked with creating a social media marketing plan for an existing company. The presentation reflects a strategy developed for 2 Chicks with Chocolate.
Marketing practice in bangladesh
Marketing in Bangladesh uses two basic ways - communication and delivery. The document discusses several communication practices including advertising, sales promotion, direct marketing, and e-marketing. It also discusses delivery practices like getting goods to customers and managing sales. E-marketing is defined as applying marketing principles through electronic media like the internet. The benefits of e-marketing include global reach, offering a wide range of products and services, and tools for information management and customer relationship building.
Brian Hawkins MBA - Speaker Lecturer Keynote
Brian Hawkins is an entrepreneur, trend spotter, consultant, and speaker with over 20 years of experience in consumer trends, branding, and social media. He has consulted for major companies like American Express, BMW, and Nike. As a speaker, Hawkins provides insights into market trends, consumer behavior, effective messaging, and managing teams. He is able to analyze historical context and trends to help organizations adapt to current changes and envision future business environments.
Marketing and social media campaign on chocolates
The document proposes a social media marketing campaign for a chocolate brand. It recommends using Facebook, Twitter, YouTube and Scoopwhoop to promote the brand through ads, sharing videos, discounts, games and quizzes. It emphasizes continuous engagement with customers through posts, tweets and feedback surveys to increase brand awareness and recall. The success of the campaign will be measured using quantitative metrics like followers, views and qualitative feedback, as well as ROI metrics like conversions. Regular evaluation and adjustments will be made based on market research and customer satisfaction surveys.
Digital marketing course
This document provides an overview of digital marketing services from Marketo. It defines digital marketing as advertising through online channels like search engines, websites, social media, email and mobile apps. Marketo offers paid search, SEO, social media marketing and email marketing services. Paid search refers to sponsored search engine results that companies pay for on a per-click basis. SEO is the process of optimizing a website to increase its visibility in organic search engine results.
Qurater overview latest july 2014
Qurater provides a big data approach to customer acquisition through improved social media advertising. By analyzing social media conversations, they develop custom profiles capturing demographic, personal, social, and behavioral context including purchase intent. These profiles allow targeting ads more efficiently to those interested in specific products, with the goal of helping brands improve their social media advertising ROI.
cool_vendors_in_social_marke_274768 (1) (1)
The document analyzes emerging tools and technologies that can help social marketers improve their strategies and measure return on investment. It highlights five vendors - CommandPost, Expion, Insightpool, LiftMetrix, and Traackr - that provide solutions to better understand audiences, facilitate engagement at scale, and optimize social initiatives. CommandPost helps analyze audience insights and engagement. Expion offers a platform for managing complex global social campaigns. Insightpool applies marketing automation to social media. LiftMetrix measures social media ROI. Traackr helps identify and manage influencer relationships.
Return on engagement
As brands are increasingly focusing on “publishing” content on the web, and building communities of people who engage with and share that content, the question remains, exactly what impact does that earned engagement have on brand equity and product purchase.
This whitepaper will put forward a method not only to track engagement but to understand how that engagement actually impacts perceptions and behavior.
Dig strat innov summit presentation v3
A presentation given at the Digital Strategy Innovation Summit in NYC in 2014. The subject matter focuses on enhancing digital listening strategy with emotional analytics. BehaviorMatrix, a behavioral analtyics firm in Philadelphia presented this to a room filled with digital brand strategists and market research executives.
Strategic Formulation and Marketing Mix
The document discusses frameworks for developing digital marketing strategies and objectives, including the SOSTAC model and RACE framework. It covers conducting a situation analysis, defining objectives and key performance indicators, developing strategies around segmentation, targeting, positioning and the marketing mix. The document also references various models for strategic analysis, targeting approaches, and positioning tactics that can be considered when creating a digital marketing strategy.
Unit 2 SMM Lecture Notes
The document outlines the key phases and steps in developing a social media marketing strategy. It discusses the trial, transition, and strategic phases of social media marketing maturity. It also details the 7 steps in social media marketing planning: situation analysis, objectives, target audience, social zones/vehicles, experience strategy, activation plan, and execution/measurement. Finally, it covers different organizational structures to support social media marketing and the importance of having social media policies in place.
Introduction
This document discusses social media marketing and its role in business. It begins by explaining the purpose of marketing according to business thinkers like Drucker, focusing on understanding customer needs and delivering value. It then discusses how social media allows organizations to identify market opportunities, design offerings, and win customers. Finally, it introduces the concept of a social media value chain to understand the infrastructure, channels, software, and devices that enable social media marketing.
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Facebooks Usefulness to Marketers / Advertisers
As per Statista, an average user spent 135 minutes over Social media platform in 2017 as compared to 90 minutes spent over social media in 2012. [Refer to link: Average daily time spent on social media worldwide 2012-2017]. And Facebook being the biggest and most popular Social media is therefore the largest platform for opportunity seekers. Facebook currently has 2.2 billion active monthly users. This makes it a hotspot over the internet for companies to advertise/market their products over the Facebook platform. Advertisers/marketeers run campaigns and advertisements to try and reach those 2.2 billion active users who could potentially buy their product and become their customer at the same time in the longer run.
Some of the Facebook advertising features include:
• Demographic targeting by Facebook user data on age, location, education, and interests.
• The ability to set ad budgets.
• Ad testing, in which multiple ad versions can be run simultaneously in order to compare ad designs and setup.
• Built-in ad performance measurement tools.
Social media marketing.docx
social media platforms to promote products, brands, or services and engage with target markets are recognized as social media marketing. To achieve marketing goals, it involves creating and distributing stimulating content, engaging with people, and utilizing a variety of social media channels.
With billions of active users across different platforms like Facebook, Instagram, Twitter, LinkedIn, YouTube, and more, social media has become an integral part of society in today's digital world. Businesses and marketers get an amazing chance to interact and establish personal connections with their target market thanks to this.
Several major methods and tactics are used in social media marketing. Creating company profiles on key social media sites is the first step in building a powerful online presence. These profiles form the basis for sharing material, creating communities, and communicating with users.
marketing v/s selling
The document discusses strategic planning in marketing, which involves conducting a situation analysis using tools like PEST analysis and SWOT analysis to identify opportunities. It also discusses implementing the marketing mix, evaluating performance, and making adjustments. Relationship marketing and social marketing are defined, with relationship marketing focusing on retaining customers and social marketing applying commercial techniques to influence voluntary behavior change. Formulating a marketing plan involves defining goals and objectives, determining what to sell, assigning value to outcomes, considering strategies, and selecting the best strategy.
Management school
The document discusses the various marketing subjects taught at management schools. These include sales, retail, digital marketing, research and analytics, and integrated marketing communication and branding. For each subject, a brief overview is provided of the key concepts and skills students will learn, such as sales processes, retail supply chain management, digital advertising channels, marketing research methodologies, and branding and promotional campaign development. The goal is to provide students with a well-rounded marketing education and skills applicable to different industry roles.
SMM - CB Implications
This document discusses key concepts for social media market segmentation including behavioral segmentation models, buyer personas, and social influences. It describes segmentation as dividing a market into groups with common needs and characteristics. Marketers then target specific segments. The document outlines segmentation bases like demographics and discusses models for social media segmentation. It emphasizes understanding target segments' social media behaviors and influencers to inform marketing. Community characteristics like groups, participation, and influencers can impact how brands engage on social platforms.
Consumer Behavior and Marketing StrategyChapter 1.docx
Consumer Behavior and Marketing Strategy
Chapter 1
Consumer behavior Definition
Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
Key Aspects Regarding Consumer Behavior
Need extensive information about consumer behavior (i.e., organizations are regularly applying theories and information about consumer behavior)
Need to obtain information about specific consumers of interest (i.e., conduct research)
Key Aspects Regarding Consumer Behavior (continued)
3. Consumer behavior is complex and multidimensional (note: research increases the odds for success but is not a guarantee that you will succeed)
4. Marketing approaches that focus on modifying consumer behavior can involve ethical concerns (e.g., marketing Coca Cola can provide consumers with an enjoyable drink but also a lot of sugar consumption can have unhealthy effects such as cavities in teeth)
Applications of Consumer BehaviorMarketing StrategyRegulatory PolicySocial MarketingInformed Individuals
Marketing StrategyMarketing strategies and tactics are based on explicit or implicit beliefs about consumer behavior.Decisions based on explicit assumptions and sound theory and research are more likely to be successful than are decisions based solely on implicit intuition.Knowledge of consumer behavior can be an important competitive advantage and can greatly reduce the odds of bad decisions and market failures!
Regulatory PolicyVarious regulatory bodies exist to develop, interpret, and/or implement policies designed to protect and aid consumer [e.g., Food and Drug Administration, (FDA)].Effective regulation of many marketing practices requires an extensive knowledge of consumer behavior.
Social MarketingSocial marketing is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole.As is true for commercial marketing strategy, successful social marketing strategy requires a sound understanding of consumer behavior.
Informed IndividualsMost economically developed societies are referred to as consumption societies. Most individuals in these societies spend more time engaged in consumption than any other activity, including work or sleep.Knowledge of consumer behavior can enhance our understanding of our environment and ourselves. Such an understanding is essential for sound citizenship, effective purchasing behavior, and reasoned business ethics.
Marketing Strategy and Consumer BehaviorCustomer value is the difference between all the benefits derived from a total product and all the costs of acquiring those benefits.It is important that one considers the customer’s perspective.Providing superior customer value requires the organization to do a better job o.
206MKT Applied AdvertisingWeek 3 Workshop BConsumer Behavi.docx
206MKT
Applied Advertising
Week 3 Workshop B
Consumer Behaviour
1
Learning Objectives
By the end of the session students should be able to:
Explain ways in which consumer behaviour may affect advertising decisions
Discuss how advertising can appeal to consumer involvement and motivation
Explain the link between advertising and consumer perception
What is Consumer Behaviour?
Influencing Human Behaviour
“Marketing is essentially a means of influencing human behaviour – typically consumer behaviour”
(Jobber 2012)
Understanding customers
How do they buy?
What are their choice criteria?
Customers
Who is important?
Where do they buy?
When do they buy?
Understanding consumer behaviour when buying goods.
5
Consumer Buyer Behaviour
Influences
Cultural Factors
- Culture, Sub-culture, Social Class
Social Factors
- Groups, Family, Roles
Personal Factors
- Age, life cycle stage, occupation, economic circumstances, lifestyle, personality
Psychological Factors
- Personality, mood, attitudes, beliefs
Classification of Consumer Products
Convenience
Staple (e.g. Contents of the typical supermarket trolley)
Impulse
Emergency
Shopping (e.g. durables)
Speciality (exclusive e.g. designer clothing, long-haul holidays)
Unsought (e.g. insurance)
Compare and contrast how we buy things differently according to the type item and according to the context/situation we find ourselves in
7
Decision Making Unit (DMU)
Influencer
Financier/Decider
Initiator
Buyer
User
Initiator – begins the process of considering a purchase. Information may be gathered by person to support decision.
Influencer – attempts to persuade others of the outcome, what to buy and who from! Impose their choice criteria on the end user.
Decider – power and financial authority.
Buyer – conducts the transaction, makes payment.
User – the consumer of the product/service.
8
Decision Making Unit - example
Which member(s) of the DMU is this advert trying to target?
Trying to target families, particularly children.
Pester power
Influencer, decider, buyer – parents
Initiator - child
9
Group Exercise
Identify what DMU apply to your identified competitors in your coursework
Trying to target families, particularly children.
Pester power
Influencer, decider, buyer – parents
Initiator - child
10
Decision making process
Level of involvement
Extensive Problem Solving
Limited Problem Solving
Routine Response
Impulse
See Dibb et al (2001)
FCB
Richard Vaughan of the Foote, Cone and Belding advertising agency has created a grid based on level of involvement and whether the decision making concerns mainly thinking (rational motives) or feeling (emotional motives)
ThinkingFeeling High involvementInformative strategies for products that are technical in nature and purchased based on rational thinking and motives .
For examples, cars, house, computers, etc.Affective strategies for products that provide psychological benefits
For example, cosmetics, ...
What is Consumer Behaviour.pptx
The PGDM Marketing Management course aims to empower students with the expertise and
capabilities needed for proficiently devising, executing, and evaluating marketing plans.
Exit Seminar by Riya.pdf
The document summarizes the learnings from the MBA program of Miss Riya B Khobragade. It discusses the key learnings from core courses in areas such as business research, organizational behavior, managerial economics, and others. It also summarizes learnings from internship projects in digital marketing and the importance of understanding audiences, data-driven decisions, and content creation. Elective courses covered team dynamics and retail marketing. MOOCs covered topics in human resource development and financial literacy.
The Impact of Social Media Marketing on Consumer Behavior: A Comparative Study
The dissertation project titled "The Impact of Social Media Marketing on Consumer Behavior" aims to investigate the influence of social media marketing strategies on consumer behavior. The project utilizes both quantitative and qualitative research methods to gain comprehensive insights into this dynamic field.
The project begins with an introduction that provides an overview of social media marketing and its growing significance in the digital landscape. It highlights the evolution of social media platforms and their impact on marketing practices. The research problem is defined, focusing on the need to understand how social media marketing affects consumer behavior in order to develop effective marketing strategies.
The research objectives of the project are then outlined, which include examining the relationship between social media marketing and consumer attitudes, perceptions, and purchase decisions. The project also aims to explore the role of various elements within social media marketing, such as influencer endorsements, user-generated content, and direct consumer engagement.
The methodology section explains the research approach and data collection methods employed in the project. It includes survey questionnaires and interviews conducted with a sample of participants to gather both quantitative and qualitative data. The data analysis techniques used in the project are also described.
The findings of the project indicate that social media marketing predominantly has a positive impact on consumer behavior. Participants expressed positive perceptions towards social media marketing efforts, highlighting their influence on attitudes, perceptions, and purchase decisions. The project also identified the importance of factors such as influencer endorsements and direct consumer engagement in shaping consumer behavior.
Based on the research outcomes, the project concludes that social media marketing plays a significant role in connecting with consumers, influencing their behavior, and building strong brand-consumer relationships. The project provides practical implications for businesses to leverage social media platforms effectively in order to drive consumer engagement, loyalty, and purchase behavior.
Overall, this dissertation project contributes to the existing knowledge on the impact of social media marketing on consumer behavior. It underscores the importance of understanding consumer attitudes and preferences in order to develop targeted and engaging social media marketing strategies that align with consumer needs and interests.
Exploring the impact of social media marketing.pdf
Whether you're a beginner or an experienced professional, our course syllabus at WHY tap is designed to be accessible to all. Join our Digital Marketing Training in Chennai, where you will delve into various subdomains, including SEO, SEM, SMO, Affiliate Marketing, Content Marketing, Email Marketing, and more. At WHY tap, we ensure our Digital Marketing Training in Chennai caters to diverse skill levels, providing a comprehensive learning experience for everyone.
the impact of Key Opinion Leaders (KOLs) on purchase decisions in the context...
the impact of Key Opinion Leaders (KOLs) on purchase decisions in the context of Marketing 5.0, incorporating the method, objective, and significance:
"A Game-Theoretic Analysis of Key Opinion Leader Influence on Consumer Purchase Behavior in the Age of Marketing 5.0"
Method: Game-theoretic modeling, social evolution game theory
Objective: Examine the strategic interactions between KOLs, firms, and consumers, and their impact on purchase decisions
Significance: Inform marketing strategies and policies in the evolving Marketing 5.0 landscape
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Objective: Develop algorithms and models to identify and leverage the most effective KOLs for marketing campaigns
Significance: Enhance the efficiency and effectiveness of KOL marketing strategies in the Marketing 5.0 context
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Master of Science in Marketing Course Descriptions
- 1. Master of Science in Marketing Graduate Program Course Descriptions
- 2. Graduate MKT courses at National University • MKT 602 Marketing Management • MKT 620 Consumer Behavior • MKT 631 Global Marketing • MKT 634 Marketing Research • MKT 651 Mobile Marketing • MKT 653 Social Media • MKT 660 Strategic Marketing Simulation
- 3. MKT 602 Marketing Management Apply strategy, targeting and positioning for products and services Use SWOT (and the letters in reverse, TOWS, improving the strategy) Practice using demographic, psychographic and behavioral targeting Interview CEO’s about how to make pricing changes Compare brand’s different social media Review how marketing channels influence Complete a strategy- driven Product Marketing Plan
- 5. MKT 620 Consumer Behavior Learn Learn the impact of buying, selling, and disposing on a culture Identify Identify consumer products/services and their cultural meanings Evaluate Evaluate how B2B decisions are made Discuss Discuss the household decision making process and its impacts Analyze Analyze values, attitudes, and lifestyles across social classes, and how groups influence marketplace behavior Compare Compare family life cycle influences on consumption patterns and the role of social media
- 7. MKT 631 Global Marketing Develop Develop a global vision through marketing research Demonstrate Demonstrate how customized marketing can be applied globally Understand Understand the complexity of global trade Know Know the risks involved with different modes of international market entry Identify Identify the drivers of international market expansion
- 9. MKT 634 Marketing Research CONSIDER THE ROLE THAT MARKETING RESEARCH PLAYS IN DECISION-MAKING BY MARKETING MANAGERS EVALUATE THE QUALITY AND RELEVANCE OF THE MARKET RESEARCH INFORMATION APPLY THE KNOWLEDGE DEVELOPED AND PRACTICAL SKILLS FOR EXECUTING GROUP MARKETING RESEARCH PROJECT REPORTS UNDERSTAND THE CURRENT LEGAL AND ETHICAL CONSIDERATIONS FROM MARKETING RESEARCH
- 11. MKT 651 Mobile Marketing Outline how mobile strategy shapes the marketing of products and services. Evaluate mobile marketing strategies in relation to current legal and ethical standards of practice. Evaluate techniques of mobile targeting and tracking of customers for business, governmental, and not-for- profit entities in the global marketplace. Plan mobile advertising, mobile promotions and location-based marketing. Identify ways to build mobile web presence and strategy.
- 14. MKT 653 Social Media Analyze the challenges in social media, including how businesses listen, respond and energize their customers. Evaluate various platforms of social media and its benefits on Facebook, Linkedin, YouTube, Instagram, Twitter, and blogging. Analyze how businesses successfully integrate social media into their marketing mix to create engaged customers. Describe the ethical and legal marketing challenges and opportunities in the global social media environment.
- 15. MKT 653 Social Media 1 Analyze the challenges in social media, including how businesses listen, respond and energize their customers. 2 Evaluate various platforms of social media and its benefits, including: Facebook, Linkedin, YouTube, Instagram, Twitter, and blogging. 3 Analyze how businesses successfully integrate social media into their marketing mix to create engaged customers. 4 Describe the legal and ethical marketing challenges and opportunities in the global social media environment.
- 16. MKT 660 Strategic Marketing Simulation Master the essentials of strategic marketing Evaluate the impact of strategic marketing decisions to a “real” firm Your team will use all previous courses and apply learned skills Compare different marketing strategies and suggest the most appropriate one for a specific company Compete for the highest share price index in a simulation
- 17. Decisions that will be made in MKT 660
- 19. Source: ANA
- 20. Source: AMA
- 21. Source: ANA