Department News

Articles about activities within the academic departments

Plan Sponsors Act Defensively in Making Investment Decisions

Posted on by Melissa Ferrigno

Plan Advisor – Newly published research finds that plan sponsors’ expectations of performance are driven by past performance, investment consultants’ recommendations, and soft factors which they identify in their asset managers, such as having a consistent investment philosophy, clear decisionmaking processes and capable investment professionals.

Researchers Howard Jones, from the Saïd Business School, University of Oxford, and Jose Martinez, from the University of Connecticut School of Business, say the partial dependency of expected performance on past performance and soft factors is not, in itself, irrational. Investors could use such variables as signals of future performance. However, what they did find irrational is that past performance is relied upon when it is uninformative about future performance, and the same was true for soft factors.

Moving Beyond Crisis Mode: Successful Corporations Merge Short-Term Goals, Long-Term Strategy, Expert Says

Posted on by Claire Hall

In a corporate world that is obsessed with immediate results, there is still plenty of need for long-term, strategic thinking, said David Souder, a management professor and the academic director of UConn’s Executive MBA program.

In a lively presentation, which touched on everything from light bulbs to major league baseball, Souder told 40 business executives that a progressive company must always strive for a balance between short-term goals and long-term strategy. Souder outlined four steps to bringing long-term goals into focus.Continue Reading

Marketing Scholars Lurie and Pancras Invited to Mobile Marketing Thought Leadership Conference

Posted on by Nancy White
Nick Lurie - Mobile Conf
Professor Nicholas Lurie engaged in workshop discussions.

Nicholas Lurie and Joseph Pancras, associate professors of marketing, were invited to the Thought Leadership Conference on “Mobile Marketing and its Implications for Retailing” held at the Mays Business School, Texas A&M University on Jan 21-23. Leading researchers in mobile marketing and industry practitioners participated in work group discussions on five different areas of mobile marketing.Continue Reading

UConn Marketing Professor, Colleague Find that Merchants Can Use In-Store “Showrooming’’ to Boost Online Sales

Posted on by Claire Hall

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Most consumers today split their shopping experiences between traditional brick-and-mortar stores and internet purchases. But if you believe that traditional, in-store browsing is facing extinction, think again.

In fact, it is often a trip to the mall or shopping center that gives consumers the confidence they need to buy similar, or more upscale, items online, according to research conducted by UConn Assistant Professor Jane Gu and her colleague, Giri Tayi, from the State University of New York at Albany.Continue Reading

The Connecticut Economic Outlook: February 2015

Posted on by Claire Hall

UConn economists at The Connecticut Center for Economic Analysis predicted strong economic progress and growth for the state in a report released Wednesday.

One model predicts Connecticut’s gross domestic product would grow 4.85 percent in 2015 and in 2016, but a second model predicted even more robust growth. The group also anticipates strong progress in the jobs market, from the current level of 1.69 million jobs in December 2014 to 1.73 million by the end of 2016.

The economists urged state government to invest in education, transportation and high-speed communications systems to enable long-term economic and job growth. The same organization also warned that extensive government ‘belt tightening’ could damage the state’s robust recovery and thwart its chance at sustained employment growth.

Be Bold Be Blue: Integrated Marketing Communication Campaign by UConn students

Posted on by Nancy White

Thirty students in theGUESS Project ‘Integrated Marketing Communication in the Digital Age’ class taught by Joseph Pancras in Fall 2014 participated in a semester-long IMC campaign with Sequel, the brand licensee for GUESS Watches. GUESS Watches is a mid-level luxury brand that defines itself as bold, adventurous, and sexy. An iconic brand, it has launched the modeling careers of celebrities such as Brooke Shields, and is looking to expand its presence and relevance in campuses across the United States.

Students worked in four major functional groups: Strategy, Advertising/Creative, Public Relations and Budgeting, and Marketing Research. Teams consisted of members from each functional group to coordinate responsibilities for the UConn GUESS Watches campaign, which would serve as a pilot launch for related GUESS Watches events on other campuses.

The Advertising group created a strong logo and slogan, encompassing GUESS’ message and values and relating to UConn students with the slogan, “Be Bold, Be Blue”. They used bus advertisements, flyers, social media platforms, and useful promotional to attract students and raise awareness and online buzz.

The Strategy team organized and planned the campus event. Four of the event’s 500 student participants received GUESS watches, while others received branded items for participating in activities like spinning a wheel, “guessing the candy in the jar,” and surveys.

The PR/Budget team delivered the message the Advertising Team created to UConn students by targeting popular social media websites, placing advertisements in areas of high student use, and having Her Campus write about the event.

The Market Research Team focused on creating a pre-survey and post-survey to uncover how people perceived the GUESS brand and watches. Their findings revealed that most students perceived the brand as cool and high-end. Additionally, the post survey revealed that positive impressions improved by 17.7% after the event.

After the event, the students submitted a final report to Sequel and presented before senior Sequel executives, who attested to the project’s value.

IMC Class F2014 (2)Sequel executives and Dr. Joseph Pancras’ Integrated
Marketing Communication class students at the Final Presentation

New Marketing and Digital Analytics Graduate Course

Posted on by Nancy White

The Marketing Department has launched a new course entitled Marketing and Digital Analytics (MKTG 5251). Offered for the first time during the Fall 2014 semester, MKTG 5251 introduces students to the application of advanced analytics that support data-driven management. Students work with Microsoft Excel and JMP Pro 11 software to address marketing decisions related to various topics including demand estimation, market segmentation, price optimization, customer choice, and customer lifetime value. The digital component of the course examines analytical techniques to evaluate and strengthen website performance and the effectiveness of an organization’s social media platforms.

“Big data and analytics are taking center stage within many organizations,” commented Dr. Gregory M. Sottile, developer of the course and its instructor. “While MKTG 5251 is a hands-on course, its primary objective is develop students’ ability to critically recognize opportunities to apply marketing and digital analytics for better decision-making.” Marketing and Digital Analytics will be offered again during the Fall 2015 semester.