Segmentation Based On Media Consumption: A Better Way To Plan Integrated Marketing Communications Media

This paper provides an example of utilizing survey data to develop the initial media and method (Advertising, PR, Interactive, Word of mouth) mix.  Utilizing K-Means Cluster analysis and discriminant analysis to profile the clusters three segments were identified based on media consumption.  Differences in the segments were also found to exist regarding the perceptions of the benefits and concerns regarding e-commerce.  This indicated that in addition to different media/method mixes, different message strategies are also appropriate for the segments. The segments were then profiled utilizing Multiple Correspondence Analysis to determine the relationship between the segments and the demographic variables and also between the segments and shopping behavio

Promoting Social Entrepreneurship: Harnessing Experiential Learning With Technology Transfer To Create Knowledge Based Opportunities

Technology Transfer has grown in importance as more university developed technology is reaching commercialization to the benefit of numerous stakeholders. However, 75% of university patents are never licensed for development. Often cited is the need for a product that will rapidly generate a positive cash flow. Universities have an additional opportunity. They can work to link experiential learning courses with their technology portfolios to conduct activities like prototyping, market research, and market testing and work with social entrepreneurs to help launch technologies that may prove to be both beneficial to society and to a commercial operation while educating students

Match/Mismatch in The College Service-Learning Experience: Influence on Attitudes, Satisfaction, and Volunteer Intentions

In this conceptual paper, we examine college-based service-learning experiences using the functional approach to volunteering. Drawing upon previous research, we develop a model that incorporates the match/mismatch between motivation and experience, and considers the impact of college service-learning experiences on students’ attitudes, satisfaction, and volunteer intentions. We discuss both practical and pedagogical implications stemming from our work, and provide directions for future research

Ethics, Corporate Social Responsibility, and Sustainability Education in AACSB Undergraduate and Graduate Marketing Curricula: A Benchmark Study

AACSB International advocates integration of ethics, corporate social responsibility, and sustainability in all business school disciplines. This study provides an overview of the implementation of these three topics in teaching initiatives and assessment in business schools accredited by AACSB International. Since no comprehensive studies have been conducted for the marketing area, the results provide benchmarks as well as thought-provoking material to initiate business school and marketing faculty discussions on integrating the three topics into their curricula