Developing Strategic Marketing Plans for Community Businesses

Strategic Marketing Management is a graduate-level marketing class that provides students with a comprehensive framework of competitive marketing strategies and market planning. Emphasis is placed on conceptualizing marketing problems and examining major issues in the marketing management function. Students learn the components of a strategic marketing plan and develop marketing plans for local businesses. They meet with business owners and assess the organization’s market planning needs. On the concluding day of class, students present their marketing plans to the business owners. In Fall 2012, a marketing plan was developed for OffBeat Magazine, a free magazine showcasing Louisiana music

Copyright Liability and Performing Rights Organizations in the United States and India: A Comparative Analysis

Music has become a central element in consumer marketing for its ability to influence consumers’ attitudes and behaviors. Research has shown that music adds value to the retail and service environments. In most instances, however, the cost to use music extends beyond the expenses incurred from purchasing CDs, stereo equipment or engaging musicians to perform. Most industrialized nations have statutes that protect music under copyright. As a result, businesses that use music to enhance the consumer’s service experience are responsible for obtaining clearance to perform copyrighted music. Performing rights organizations exist in countries all over the world and grant clearance and performance rights. The present research presents a review and comparative analysis of the licensing efforts of performing rights organizations in two industrialized nations—the United States and India. The licensing efforts of these organizations have been a source of criticism for their impact on small businesses and retailers. Recommendations for improving the current situation are offered

Sales Manager Support: Fostering Emotional Health, Motivation and Customer-orientation in Salespeople

Purpose – The purpose of this paper is to examine the role of sales manager support in promoting the subjective well-being of salespeople as well as the function of the sales manager in cultivating positive, motivating and productive environments. Design/methodology/approach – An exploratory assessment of the relationship between sales manager support and emotional health in salespeople was conducted by interviewing sales professionals from diverse industries. The insight offered from these individuals, in conjunction with prior literature, provided the basis for the development of a conceptual model that elucidates the impact of sales manager support on the emotional well-being of salespeople and subsequently salesperson effectiveness. The model was tested using 154 salespeople. Structural equation modeling was used to analyze the data. Findings – Results indicate that sales manager support is negatively related to emotional exhaustion and rumination, but positively associated with fostering positive working environments and future expectations. Salesperson motivation is positively related to positive working environments and customer-oriented selling and negatively related to emotional exhaustion. Research limitations/implications – The study is cross-sectional in nature and no causal relationships could be established. Future studies might include field experiments that assess the effect of sales manager support on salesperson\u27s well-being and behavior. Practical implications – The study demonstrates the important role sales managers have in promoting the subjective well-being of salespeople. Originality/value – This research addresses how sales manager coaching specifically impacts elements of a salesperson\u27s emotional health

Get Your Head in the Game: Using Gamification in Business Education to Connect with Generation Y

Generation Y learners think and learn differently. They seek learning environments that are relaxed, flexible, interactive, and engaging. Gamification incorporates game mechanics to non-game contexts and has been found to motivate or incentivize students using rewards such as points, badges, and certificates. The purpose of this research is to investigate how utilizing gamification mechanics and customer engagement principles in college business courses can engage and foster learning among Generation Y students. Findings from this research suggest that using gamification techniques in the classroom can be an effective tool for enhancing student engagement and learning. Implications and future research are presented