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
Department News
Articles about activities within the academic departments
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.
Xcite Program Debuts
YouTube Executive to Speak This Fall About Bringing Entrepreneurial Mindset to Business
A top executive at YouTube, who helped grow the company to its present value of upwards of $85 billion, will be the keynote speaker at a new entrepreneurship and innovation conference for women sponsored by the University of Connecticut.
The program, dubbed Xcite, will be from 8 a.m. to 3 p.m. Sept. 16 at the Crowne Plaza Stamford Hotel at 2701 Summer St., in Stamford, Conn. It is presented by the University of Connecticut School of Business and the Connecticut Center for Entrepreneurship and Innovation (CCEI). Continue Reading
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
Celebrations
School Honors Faculty Whose Accomplishments Shine Brightly; Professor Golec Awarded ‘Research Excellence’ Honor
Finance professor Joe Golec, a scholar who keeps a running list of at least 100 potential research topics at all times, was awarded the School of Business’ top honor this spring, its Award for Research Excellence.
Meanwhile accounting professors Yanhua “Sunny’’ Yang and Michael Willenborg earned the School of Business’ Best Paper award for a highly regarded research paper about IPO prices. One of the reasons she chose to work at UConn, Yang said, was the value the University places on research distinction. Continue Reading
Revitalizing Waterbury
Economic Development Board Hears UConn Students’ Fresh Ideas to Renew City
For a hands on approach to their curriculum, students in management professor David Noble’s Strategic Analysis class created new and unique business incubator ideas to revive Downtown Waterbury and make its commercial zone more attractive to young college graduates.
The top projects included a restaurant incubator, a technology incubator and a music-studio incubator. Continue Reading
Meet the First School of Business Digital Marketing and Analytics Graduates!
The first Digital Marketing and Analytics majors in UConn School of Business history walked across the graduation stage on May 8 to receive their undergraduate degrees. Andrew Olson and Stefanie Martillo-Rodas, both from the Stamford campus, are the first in a rapidly growing movement of Stamford students interested in the Digital Marketing major. Continue Reading
An Expensive Real-Estate Seminar Isn’t How to Get Rich
Corey Birch ’16 is All Business—On the Golf Course
No one needs to tell recent School of Business graduate Corey Birch ’16 to keep his eye on the ball. Or the green. Or the competition, for that matter.
Birch, a member of the UConn golf team, who graduated in May with a degree in accounting, is hoping to turn pro golfer this fall, fulfilling a career goal that he set in the sixth grade. Continue Reading
Research of Seismic Proportion
Finance Professor Finds Inconsistency in California’s Earthquake Insurance Charges
Are some California homeowners subsidizing others for earthquake insurance due to policies that unfairly lump together insurance premiums for both high- and low-risk property owners?
The answer appears to be “yes,” based on new research by UConn finance professor Xiao “Joyce” Lin, a former California resident who is interested in earthquake insurance pricing and demand.Continue Reading