Overview of Ethics Ethics Training Moral reasoning is the process in which an individual tries to determine what is right and what is wrong. LEARNING OBJECTIVES Explain the role of ethical moral reasoning in the business environment KEY TAKEAWAYS Key Points There are four components of moral behavior: moral sensitivity, moral judgment, moral motivation, and moral character. To make moral assessments, one must first know what an action is intended… Read More »Overview of Ethics : role of ethical moral reasoning in the business environment

Marketing Research and Consumer-Created Content Researching Using Digital Media Digital media technologies are enabling researchers to use increasingly sophisticated tools to collect data via the Internet. LEARNING OBJECTIVES Discuss how digital media is used to conduct marketing research KEY TAKEAWAYS Key Points Many online research methods are related to existing research methodologies, but re-invent and re-think them within the scope of digital technologies, rules and media associated with the internet.… Read More »Marketing Research and Consumer-Created Content

Trends in Social Media Real-time and location-based web are key trends for marketers to understand as they try to develop image, create awareness, and increase sales. LEARNING OBJECTIVES Give examples of social media companies use for real-time and location-based web marketing KEY TAKEAWAYS Key Points Twitter set the trend for real-time services, wherein users can broadcast to the world what they are doing, or what is on their minds within… Read More »Trends in Social Media

Understanding Apps in a Marketing Context Marketing campaigns can be enhanced through the use of mobile apps, designed to run exclusively on smartphones and tablets. LEARNING OBJECTIVES Describe how mobile applications are used to increase customer purchases and brand awareness KEY TAKEAWAYS Key Points Allowing your marketing campaign to appear on third party apps is a useful technique. Using existing apps (shown here with target audiences is a good way… Read More »Understanding Apps in a Marketing Context

The Marketing Mix in Social Media User-generated content, one of the key features of social media websites, provides a direct communication channel between buyers and sellers. Products and services are meant to satisfy customer wants and needs. Comments, ‘Likes’, and other feedback mechanisms make it even easier for satisfied or disgruntled customers to voice their opinion to not only brands, but also to current and prospective customers. Product Marketing organizations… Read More »The Marketing Mix in Social Media

The Marketing Mix in the Digital Age The Internet has changed the way business is done in the current world. Consequently, the variables of marketing segmentation, targeting and positioning are addressed differently. Although the way new products and services are marketed have changed, the primary aim of business in bringing economic and social values have not. Indeed, all businesses seek to implement a marketing mix that increases revenues and profit,… Read More »The Marketing Mix in the Digital Age

Making Appropriate Changes to Product, Placement, Promotion, and Pricing Marketing teams must adjust their marketing mix strategies accordingly to adapt and succeed in a rapidly changing media environment. LEARNING OBJECTIVES Explain how the World Wide Web has changed the way brands target consumers and position their brand in the marketplace KEY TAKEAWAYS Key Points Although the way new products and services are marketed have changed, the primary aim of business… Read More »Making Appropriate Changes to Product, Placement, Promotion, and Pricing

Targeting Consumers Where They Spend Time The World Wide Web has become a key commercial center, and thus, an increasingly important place where companies target potential customers. LEARNING OBJECTIVES Describe how the World Wide Web, social media, and mobile devices are transforming the way advertisers target consumers KEY TAKEAWAYS Key Points The Internet, or more specifically, the World Wide Web, has eliminated time and geographic constraints for both consumers and… Read More »Targeting Consumers Where They Spend Time

Mobile Consumer Behavior Social media applications for mobile devices are an effective way to advertise to consumers because consumers spend so much time on their mobile devices. LEARNING OBJECTIVES Describe the four types of mobile social media applications and how they are used in social media marketing KEY TAKEAWAYS Key Points Consumers can receive text messages about sales and promotions at their favorite stores, restaurants, night clubs, etc. Typically, people… Read More »Mobile Consumer Behavior

Social Media and Technology Trends Online Consumer Behavior Web advertisers study online behavior and use the results to increase the effectiveness of their campaigns. LEARNING OBJECTIVES Explain the relationship between behavioral targeting and online consumer behavior, and how behavioral marketing influences online advertising KEY TAKEAWAYS Key Points The web has become the new ‘zero moment of truth‘, or ZMOT (Google, 2012) for consumers today. Marketers need to understand where their… Read More »Social Media and Technology Trends