Japan's operating budget for its national universities has been reduced since 2004 year by year, leaving a tight competition among universities in securing research funding. Urban universities with several prominent researchers can operate by securing competitive funding, joint research with companies, and donations, whereas small rural…

The purpose of this qualitative study was to explore the extent to which a marketing plan informed the system leader's means of communication with different constituents. Using a protocol, the research was conducted via telephone or face-to-face interviews with public school principals in two specific districts in a large, urban school system. The…

Purpose: The purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine. Design/methodology/approach: In the article, the authors used the literature review…

This study, part of a larger project examining marketing and alcohol, looked specifically at the effects of point of sale (POS) promotions on young people, with a view to providing evidence which could be used to inform policy and regulation in this area. A series of focus groups were conducted in three different locations with young people aged…

Goshen Elementary PTA's membership shrank the first year the author was PTA president. In the back of her mind, she was bothered by the fact that their membership numbers had dropped. So, after she attended a regional session with her vice president on growing membership, she got the courage to propose something different. They discussed with…

Corporate sponsorship of sports, the arts, community events, and causes has been recognized as a marketing communications tool. Corporations and organizations have embraced sponsorship as a vital component of their marketing strategy. The use of corporate sponsorship has increased over the last twenty years and it now provides an economic impact…

This document contains teacher materials for a 4-unit, 1-year marketing education course in advertising and sales promotion offered in grades 11 and 12 in North Carolina. The preface contains a rationale for the development of the course, a course description, course objectives, a list of the instructional units of the course, and a list of the…

The seventh publication in a series of subject presentations in the field of administrative management for use by educators and businessmen who teach management courses is presented. These presentations are intended to be particularly useful to Distributive Education in the smaller community where library research facilities are limited and…

This article describes a contrastive study on rhetorical differences between Italian and English sales promotion letters. It is assumed that cultural differences affect discourse genres traditionally considered as standardized, ritual or even formulaic, written business communication being a case in point. It was our goal to investigate how…

This guide presents a competency-based curriculum for a high school course in sales promotion. It addresses all three domains of learning: psychomotor, cognitive, and affective. Activities suggested in the guide deal with getting along with others, with supervisors or staff members, and with small or large groups. The guide, which can be used with…

THIS SUGGESTED OUTLINE FOR A BASIC COURSE IN SALES PROMOTION IS DESIGNED FOR NOT LESS THAN FIVE 2-HOUR SESSIONS ON (1) ASPECTS OF SALES PROMOTION, (2) SALES PROMOTION TECHNIQUES, (3) NEWSPAPER ADVERTISING, (4) WINDOW AND INTERIOR DISPLAY PRINCIPLES, AND (5) SELECTED PROMOTIONAL MEDIA AND DEVICES. POSSIBLE TEACHERS INCLUDE A SALES PROMOTION…

This self-instructional module on developing your sales promotion plan is the fifth in a set of twelve modules designed for small business owner-managers. Competencies for this module are (1) describe the role of advertising, display, and personal selling in a sales promotion plan and (2) develop an effective sales promotion plan which…

This article evaluates the efficacy of explicit genre-based instruction by sensitizing the ESL learners to the concept of genre. The main questions addressed are: How does sensitizing ESL learners to the rhetorical move structure of a genre, the communicative purposes of these moves, and linguistic features that realize these moves help them to…

The purpose of this study was to examine career success perceived by professionals in the fashion industry. Two sets of open-ended interviews were conducted with 33 fashion industry professionals. The interviews were analyzed for success themes using a grounded approach methodology. External definitions of success mentioned were salary,…

This study examined the user-interface design characteristics of 107 Fortune 500 B2C e-commerce Web sites and industry differences. Data were collected from corporate homepages, B2C product/service pages, B2C interactive shopping pages, as well as customer satisfaction of 321 online shoppers. The findings indicate that (a) to attract online…