What is Promotion

One of the most basic issues in Fundamentals of Marketing involves determining what is promotion. This presentation provides a definition of promotion, identifies the three goals of promotion and discusses what stages of the product life cycle these goals are typically featured in.

An Overview of the Promotion Mix

One of the most basic issues in Fundamentals of Marketing involves the Promotion Mix. This presentation provides an Overview of the Promotion Mix. In particular, it identifies and defines each of the five elements of the Promotion Mix. The advantages and disadvantages of each element is also discussed.

What Marketing Is and What Marketing Is Not

This presentation provides a definition of marketing and identifies the four conditions required for marketing to occur. These conditions are illustrated through the use of an example. The presentation concludes with a brief discussion of what marketing is not.

An Application of the Technology Acceptance Model to Individual Protective Measures (IPMs) Against Viruses

This presentation describes Technology Acceptance Model (TAM) when using individual protective measures (IPMs) against the spreading of viruses like COVID-19. The constructs in TAM are perceived usefulness, and ease of use, attitude towards the use of IPMs and the actual use as well as social influence, which were measured with relevant indicator variables. The statistical method used in the analysis was Partial Least Squares Structural Equation Modelling (PLS-SEM). IPMs include personal protective measures for everyday use (e.g., voluntary home isolation, respiratory etiquette, and hand hygiene); Personal protective measures for influenza pandemics (e.g., voluntary home quarantine, and use of face masks in community settings); and Environmental measures (e.g., routine cleaning of frequently touched surfaces). The results indicate that all relationships were significant also so that the effect sizes were large to medium with the exception of social influence -> perceived usefulness and social influence -> attitude towards usage.

Non-Pharmaceutical Interventions

The purpose of the presentation is to briefly describe what non-pharmaceutical interventions are and how the NPIs are particularly critical in the early stages of the spreading of conventional and especially pandemic influenzas flus. The presentation indicate that non-pharmaceutical interventions (NPIs) consist of Personal protective measures for everyday use, personal protective measures reserved for influenza pandemics, environmental measures and community measures aimed at increasing social distancing. Furthermore, the presentation discusses the spreading of the viruses and how the NPIs can alleviate the negative impacts of the virus before effective vaccinations become available. Some practical examples about the use of NPIs are demonstrated.

Online Brand Communities: The Difference between Lurkers, Infrequent Posters, & Frequent Posters

Brand managers are very interested in getting brand communities right because they lead to many positive outcomes, such as increased brand loyalty, purchase intentions, positive word-of-mouth, and many others. The current module discusses the various types of brand community members. Historically, brand community members have been divided into two types. However, recent research indicates that there are, indeed, three different types of members: lurkers, infrequent posters, and frequent posters. These three types of members are discussed regarding their definition, their motivation when joining these brand communities, and why understanding these differences is important to brand managers.

666

The purpose of this augmented lecturing Knowledge Module is to discuss the concept of the numerical figure “six hundred sixty-six” found in the biblical book of Revelation (13:18). It is said to be “the number of the beast”—a monstrous, multi-headed creature of the apocalypse. In the public imagination, “666” has long been associated with two, supposedly interrelated, entities: “the Antichrist” and the biological son of Satan. In the view of biblical scholars, however, these associations are false. Rather, the number 666 is a numerological reference to a first-century Roman emperor who had harshly persecuted those who would come to be known as Christians.

Brand Community Satisfaction for Lurkers and Posters

Brand communities are extremely important to marketers because they lead to a variety of positive outcomes, including higher levels of brand loyalty, positive word-of-mouth, purchase intentions, brand engagement, etc. Because of this, brand community managers want to ensure that members have a positive experience when they join and participate in these communities. This module introduces brand communities, the various types of brand community members (i.e., lurkers and posters), and what these lurkers and posters expect when they join a brand community. Then, we discuss whether or not those expectations are satisfied – and implications for brand community managers.

Kolb’s Experiential Learning Cycle

John Dewey (1938) said all learning happens through experience. The quality of the learning, however, depends on the quality of the experience. This module introduces the four stages of Kolb's experiential learning cycle, each of which contributes unique aspects into a learning experience. Examples from both educational contexts and common life experiences are used to illustrate the role each stage plays in maximizing the learning within an experience.

Skinner’s Operant Conditioning

This module introduces the fundamental concept of Skinner’s Operant Conditioning and discusses its uses in the area of consumer behaviour. Specifically, the module discusses how to utilize positive reinforcement, negative reinforcement, and punishment in the field of marketing to influence consumer attitudes and behaviours.