Turning Guest Speakers\u27 Visits into Active Learning Opportunities

While guest speakers have a lot to offer, the traditional format of their visits to marketing classes may hinder student engagement. This paper describes an idea used in marketing classes intended to increase active learning and to maximize impact of guest speakers’ visits. It involves creating assignments for the students to prepare prior to a speaker’s visit. As a result, the students end up preparing thoughtful questions, they are engaged in their discussion with the speaker, and they make a more conscious effort to link course material to the insight from the speaker

Nation branding through sports: The impact of Qatar’s ownership of Paris Saint-Germain (PSG) on Qatar’s image by French soccer fans

This study examined how French soccer fans perceive Qatar which owns French club Paris Saint-Germain (PSG). It compared perceptions of the country among PSG fans, fans of PSG’s rival club Olympique Marseille (OM), and fans of other French clubs. Furthermore, it examined how fans’ identification with PSG or its rival OM moderated their perceptions of Qatar. PSG fans had more favorable perceptions than the other fans and highly identified PSG fans had more positive perceptions than low-identification PSG fans. However, rival fans did not have more negative perceptions than the other fans and there was also no difference between highly identified and low-identification rival fans

Earning Extra Credit or Losing Extra Credit? A Classroom Experiment on Framing Incentives as Gains or Losses

This exploratory study examines if the way incentives are framed (gains versus losses) impacts how students respond to them. Sixty-two students in two sections of the same undergraduate Marketing course were offered the incentive of an optional final exam by answering correctly quiz questions throughout the semester. One section received the incentive as a gain (opportunity to earn an optional final exam if you get enough quiz points) whereas the other section received it as a loss (final is optional, but you may lose it if you don’t get enough quiz points). Consistent with the principles of loss aversion, framing the incentive as a loss was more successful in motivating students in quiz performance. This study provides interesting insight to educators about rethinking how we frame incentives to our students

Loyalty Reward Programs by Brands Partnering with Sports Teams: Do Fans Prefer Team-Related Benefits?

This study used a sample of French consumers that included highly identified fans of French soccer club Paris Saint-Germain (PSG), low-identification fans, and non-fans, to examine their responses to loyalty reward benefits for different brands. The reward benefits were either tied to the team (e.g., team-related experiences) or not (e.g., vouchers for the brand). Results showed that highly identified fans found the team-related benefits more desirable than the low-identification fans and non-fans. Also, highly identified fans found several of the team-related benefits more desirable than the benefits not relating to the team. The findings provide useful managerial insight regarding the value of brands partnering with sports teams and offering team-related benefits as part of the brand\u27s loyalty reward program

Filter Bank-based Multicarrier Modulation for Multiple Access in Next Generation Satellite Uplinks: A DVB-RCS2-based Experimental Study

In the context of the ongoing evolution of satellite communication systems to their next generation, involving higher data rates and increased flexibility, it is of interest to study in depth the applicability of multiple access (MA) multi-carrier modulation (MCM) schemes that have shown promise to meet the requirements of the future terrestrial networks. A comparative study of MA schemes employing offset quadrature amplitude modulation (OQAM)-based filter bank multicarrier (FBMC/OQAM) and classical orthogonal frequency division multiplexing (OFDM) is presented in this paper. The considered air-interface follows the latest Digital Video Broadcasting (DVB) family of standards for the satellite return link. Considering a high-power amplifier (HPA) of a very small aperture terminal (VSAT), the performance of the two MA schemes is evaluated in an asynchronous multiuser satellite environment involving time and frequency synchronization errors. Our results indicate that while FBMC-based MA (FBMA) is more sensitive near saturation and in the presence of timing errors, it is more robust to frequency offset errors not only in terms of the Total Degradation (TD) but also in terms of the Spectral Efficiency (SE), since it only needs minimal guard bands among the different users. This is a preliminary study of the potential gains from the integration of the FBMA technology in the satellite infrastructures and standards. Future work will include results on single-carrier modulation (SCM) FBMA as well

Encouraging and Rewarding Customer Loyalty: Key Considerations for Sports Teams

Sports is an ideal context to study loyalty because sports fans often transcend simple behavioral and affective loyalty and integrate their commitment to a team into their self-identity. Season ticket packages often serve as loyalty rewards programs, offering tiered benefits and perks to consumers in exchange for their level of patronage. This paper offers insights on the impact of various reward types on consumers’ perception of their relationship with a team. Theoretical foundations and insights from sports marketing professionals suggest that those benefits that are exclusive to a team’s season ticket holders and/or premium seat buyers, as well as social rewards that provide opportunity for interpersonal interaction and engagement with the team and other fans are among the most successful in signaling to fans that the organization values them

Rivalries and Sponsor Affiliation: Examining the Effects of Social Identity and Argument Strength on Responses to Sponsorship-related Advertising Messages

This study examines how social identities and message characteristics influence the processing of sponsorship associations and persuasive messages. Using an experimental approach we found that sponsor affiliation with a rival team results in a negative response by highly identified fans, even when message characteristics include strong, favorable arguments. Conversely, less identified fans formed evaluations based on message characteristics, such that strong arguments were evaluated more favorably than weak arguments, independent of sponsorship affiliation. Overall, the study confirmed that strong social identities influence information processing in ways that are favorable for in-group associations and unfavorable for out-group associations. The implications for both consumers and marketing communications practitioners are discussed.Keywords: sponsorship, rivalry, advertising, social identity, argument strengt

Basic Guidelines for Simulating SysML Models: An Experience Report

Abstract-Though there are numerous efforts for simulating SysML models, the automated generation of executable simulation code for specific simulation environments without any interference by the system engineer is still an issue attracting the researchers' attention. To become efficient and easy to use, such an activity should be explored using standardized methods and tools, such as the utilization of MDA concepts for model transformation. In this paper, we identified some basic guidelines for the generation of executable simulation code based on existing SysML system models and the selection of related methods and tools for simulation and model transformation purposes. The proposed guidelines are incorporated in a three-step methodology that can be applied independently of the simulation framework selected. In the paper, we discuss our experience applying it, based on examples from different system domains, where DEVS framework was chosen for simulation purposes. The reasons for its selection and the potential drawbacks and difficulties drawn from its adoption are also discussed, to comment on the characteristics a simulation framework and language should obtain to be effectively applied for SysML model simulation