The Marketing Department hosted an interesting variety of speakers for the Spring 2016 Marketing Department Research Series. This set of speakers reflects the diverse research interests of the marketing faculty. The Marketing Department Research Series seeks to keep abreast of the latest research of leading scholars in the field as well as provide opportunities for doctoral students to interact with these scholars from around the world. Continue Reading
Author: Nancy White
Gamification and Mobile Marketing Effectiveness
Journal of Interactive Marketing 34 (2016), 25–36
Charles F. Hofacker, Ko de Ruyter, Nicholas H. Lurie, Puneet Manchanda, & Jeff Donaldson
A variety of business sectors have been buffeted by the diffusion of mobile technology, a trend that presents a variety of difficult challenges but interesting opportunities to marketers. One such opportunity is gamification, which, one hopes, will enhance appeal to mobile consumers. Our sense from both personal experience and the literature is that the gamified mobile apps currently offered by firms mostly miss the mark. We provide a systematic overview of game design and note how principles derived from that field are highly applicable to gamification in mobile marketing settings. We are aided by the work of Schell (2008), whose Elemental Game Tetrad Model allows us to offer a coherent look at how gamification should affect mobile marketing outcomes. Full article.
Corporate Social Responsibility Research in Marketing
Each year the Voya Financial Fund supports the marketing department by inviting marketing experts from around the globe to speak regarding advancements in the world of marketing. This year’s Voya Financial Colloquium was centered on Corporate Social Responsibility Research in Marketing. On April 8, four distinguished scholars from three different countries gathered at UConn to speak to the marketing and business law faculty and doctoral students about their most recent findings and exciting futures of corporate responsibility marketing. Find more about their speeches below. Continue Reading
Congrats to the Marketing Honorees!
On Monday April 25, marketing students were recognized at the annual Marketing Department Awards Reception for their accomplishments within the School of Business. The reception was held in the Alumni Center where students and their families enjoyed delicious food, pleasurable conversation and impressive awards. The Marketing Department extends their congratulations to the graduating Class of 2016 with a special thanks to their scholarship sponsors for their financial support. Continue Reading
Internship Success Story: Kendra Andrada
Kendra Andrada had an internship this past summer with Lincoln Financial Group, a Fortune 250 American life insurance company who provides advice and solutions to help customers with their financial futures. She heard about this internship by talking to a Lincoln employee at the Spring Career Fair. She did not hear anything from them until she sent in her updated resume to the HR contact. Kendra applied for a position in Radnor, Pennsylvania. After two phone interviews, she received an offer right away!Continue Reading
Internship Success Story: Isabelle Hou
Isabelle Hou is a marketing major who completed an internship with Alibaba Group, a leading online and mobile marketplace for retail and other services in the world headquartered in Hangzhou, China. She heard about the internship from her cousin when she studied abroad in China last semester. After she completed her application and essay, which were done in English, she landed a group interview and an individual interview with HR. A month later, she was offered the internship position.Continue Reading
Internship Success Story: Stacia Smart
Stacia Smart is a marketing senior who interned with Frito-Lay, a large corporation that markets and sells corn chips, potato chips and other snack foods. Over the course of the summer, Stacia worked as a Consumer Insights Marketing intern for the Oven Baked Lays brand. She was responsible for developing a comprehensive situation analysis of the Oven Baked business while collecting historical work, marketplace audits, organizing data and key stakeholders, looking at trends and identifying opportunities. After all this, she initiated a re-branding project and research for the brand.Continue Reading
Internship Success Story: Kendra Thomas
Kendra Thomas is a senior marketing major who interned with Apple, the multinational technology company, this past summer as part of the social strategy team in California. She interacted with all types of social media and participated in social listening to detect buzz generated about Apple. She miraculously got this internship by simply applying on their website. She received a phone and Skype interview before the company flew her out to begin her internship. She thought they’d never get to her application but they did!Continue Reading
Business Law Professor Honored by MSFRM Program for Outstanding Teaching
Stephen Park, an assistant professor of business law, was recently honored by the MS in Financial Risk Management Program for outstanding teaching. This past December, Park was awarded the Outstanding Faculty Award by the graduating class for the second consecutive academic year. Park teaches a course on Legal and Ethical Issues in Financial Risk Management. His innovative teaching emphasizes qualitative risk analysis and writing skills, and incorporates role-based simulation exercises.Continue Reading
Internship Success Story: Jacob Bond
Jacob Bond is a senior marketing major who completed an internship with Indeed.com, a job search engine that connects employers with job seekers. Employers can post their job listings on Indeed.com and job seekers can filter through all jobs to see which ones they want to apply to! It’s frequently called “Google for jobs.”Continue Reading