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.
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.
To help our marketing community in transitioning to online courses, DocSIG is sharing access to a compilation of resources.
Here you will find a collection of our favorite observations to help you teach and research more effectively.
Teaching online brings strength rather than weakness and doing it well is easier than you might think.
Consumers now depend on streaming video, and games for interaction. How can marketers promote positive usage and avoid addictive tendencies?
How can companies improvise marketing in real-time using Twitter or Instagram? How might this backfire?
How can firms normally dependent on in-person sales take advantage of new findings on e-negotiations?
How can influencers play a positive role during international crises?
Many consumers are using multiple screens from dawn til dusk, how should companies use this research in advertising campaigns.
With consumers isolated, brands are especially dependent on video to communicate. Discuss how some brands have created strong viral content.
Describe an company that has misread the current national mood on social media and how they addressed the ensuing negative publicity.
How does our understanding of frugality help us addressing consumer concerns in times of crises?
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.