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Academic COVID-19 Support

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Support Materials for Academics During the COVID-19 Crisis

We are educators. We are researchers. We are in a position to spark inspiration, provide support, and give hope—many of the things necessary to overcome adversity and the crisis our world is facing. These curated resources can help as we all strive to creatively continue our work. This site will be updated regularly to support you while you lead through these fast-changing times.

Free Digital Marketing Training for Students

Western Michigan University Digital Marketing professor Scott Cowley has gathered a list of companies offering free short-term access to their tools, platforms, and previously paid instructional materials.

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Resources for Transitioning Marketing Courses Online

To help our marketing community in transitioning to online courses, DocSIG is sharing access to a compilation of resources.

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#AcademicTwitter Insights

Here you will find a collection of our favorite observations to help you teach and research more effectively.

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Teaching Online in a Hurry: 7 Tips for Success

Teaching online brings strength rather than weakness and doing it well is easier than you might think.

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Teenage Cyber Attacker

Making the Online World Less Addictive—and More Popular

Consumers now depend on streaming video, and games for interaction. How can marketers promote positive usage and avoid addictive tendencies?

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Improvising Marketing in Real-Time with Social Media

How can companies improvise marketing in real-time using Twitter or Instagram? How might this backfire?

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How to Win More B2B Contracts with Effective E-Sales

How can firms normally dependent on in-person sales take advantage of new findings on e-negotiations?

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How to Drive Better Engagement from Sponsored Blogging

How can influencers play a positive role during international crises?

second screen users

How Second-Screen Users Respond to TV Ads at the Spot Level

Many consumers are using multiple screens from dawn til dusk, how should companies use this research in advertising campaigns.

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The Hidden Secrets of Creating a Viral YouTube Ad

With consumers isolated, brands are especially dependent on video to communicate. Discuss how some brands have created strong viral content.

Online Brand Firestorm

How to Extinguish an Online Brand Firestorm

Describe an company that has misread the current national mood on social media and how they addressed the ensuing negative publicity.

Frugality Is Hard to Afford

Frugality Is Hard to Afford

How does our understanding of frugality help us addressing consumer concerns in times of crises?

Brand Coolness

Why are some brands cool and how can they keep it? Off-White, Apple, Instagram, Beyoncé, and Jay-Z have thrived partly because consumers think they are cool. Pabst Blue Ribbon became a hipster icon only to lose its luster. This presentation offers insights on the key qualities of brand coolness and how it can be measured and managed by companies.

Creating Boundary-Breaking, Marketing-Relevant Consumer Research

This webinar focuses on helping scholars develop boundary-breaking marketing-relevant consumer research—defined as research focused on issues related to the interaction between consumers and other marketing stakeholders. The presenters seek to remedy the problem that consumer research often fails to have broad impact on members of our own discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by our rigorous research.

Using Text for Marketing Insight

Voice assistants, online reviews, customer service calls, press releases, marketing communications, and other interactions create textual data that companies can analyze to optimize services and develop new products. By some estimates, 80-95% of all business data is unstructured, and most of that is text. How can marketing managers and academics best use textual data to derive marketing insight?  This webinar features three experts who share advice and experience in this process, including an overview of the methodologies and metrics used in text analysis across the field of marketing.