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.
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.
The COVID-19 Pandemic through the Lens of Marketing and Public Policy
A number of leading marketing scholars have published commentaries for this special section in the Journal of Public Policy & Marketing that addresses various public policy issues related to the COVID-19 pandemic.
Journal of Marketing Insights in the Classroom
Journal of Marketing Insights in the Classroom is a program designed to help marketing professors and professionals share and adopt ideas and findings from articles published in the Journal of Marketing. These slides can supplement your own marketing classroom materials.
Reading
How Failure-Tolerant Should Your Firm Be?
Does being overly tolerant of employee failure in a service encounter help or hurt the bottom line?
When Consumers Feel Out of Control, They Prefer Numerical Certainty
When consumers want to regain control of their environment, they prefer specific numerical product information (e.g., 12- to 14-hour battery life, 20 calories per serving).
Recovering Reputation after a Service Failure
Many firms have had to own up to service failures lately. How will these failures affect perceived service quality in the long run?
Market Orientation and Strategic Flexibility: Managers Need Both
This classic study has never been more relevant. The authors’ findings can help managers in the current economic crisis while also preparing them for future disruptions.
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.
#AcademicTwitter Insights
Here you will find a collection of our favorite observations to help you teach and research more effectively.
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
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.