Sabine Emad - Academia.edu (original) (raw)
Papers by Sabine Emad
40th Annual Marketing Educators’ Association Conference 2016 : Advancing the Practice and Scholarship of Marketing Education to New Heights, 2016
Ricardo Bernardino est une marque suisse de vêtements pour homme qui n’est pas encore commerciali... more Ricardo Bernardino est une marque suisse de vêtements pour homme qui n’est pas encore commercialisée. Le fondateur souhaite proposer aux consommateurs des articles émanant de diverses collaborations avec des artistes. Dans le cadre de sa première collection, il s’est inspiré des toiles d’un artiste peintre suisse pour créer des chemises en soie au design coloré et abstrait. L’objectif de ce travail est de proposer à Ricardo Bernardino une stratégie marketing qui lui permette, d’une part de définir les consommateurs qui seraient potentiellement intéressés par sa proposition de valeur originale, et d’autre part de mettre en place des actions qui puissent effectivement atteindre ces consommateurs. Ainsi, grâce à l’analyse du macro-environnement, du micro-environnement, des concurrents directs, et après avoir diffusé une étude de marché et analysé ses résultats, plusieurs recommandations ont pu être établies. Tout d’abord, il paraît opportun que la marque cible les consommateurs âgés de...
Students of a market research course project at a Swiss university were asked to take a selfie wi... more Students of a market research course project at a Swiss university were asked to take a selfie with their respondents as a control method. Students and interviewee perceptions, as well as selfies, were analyzed. The analysis of the students’ perception shows that it is much more positive when the request is well explained. The respondents’ perception appeared to be more positive than the students’, especially when the respondents were younger and reassured on the fact that the photo would remain anonymous. Although many interviewees did not mind having their face clearly identifiable on the photo, most of them preferred to have their face hidden
L’objectif principal du sondage sur le Grand Genève est d’apprécier la qualité de vie et la volon... more L’objectif principal du sondage sur le Grand Genève est d’apprécier la qualité de vie et la volonté de vivre ensemble de ses habitants. Ce sondage a été conduit pour la première fois en 2016. Cette deuxième édition permettra donc en particulier d’apprécier l’évolution de la volonté de vivre ensemble et de la qualité de vie dans le Grand Genève durant ces deux dernières années. Par ailleurs, lors du premier sondage, les personnes interrogées avaient indiqué que la mobilité était la problématique qui devait être traitée en priorité dans le Grand Genève. Ainsi, pour cette nouvelle édition du sondage, une attention particulière a été portée sur la thématique de la mobilité
Marketing instructors have traditionally sought to use experiential and active learning methods i... more Marketing instructors have traditionally sought to use experiential and active learning methods in their teaching. The flipped classroom is a learner-centered innovative pedagogical approach that moves the delivery of class material outside the classroom to focus on collaborative activities during class sessions. This qualitative exploratory research aims at understanding how students perceive their experience and the outcome of flipped classroom marketing courses in two Swiss universities. The analysis shows mixed results depending on the student population involved, as well as on the format of the preparatory material provided
Building on a previous paper - which described one of the important applied teaching pilot initia... more Building on a previous paper - which described one of the important applied teaching pilot initiatives of the University of Applied Sciences Western Switzerland in the field of Business creation and particularly its repercussions on marketing knowledge – the authors conducted a survey on 6 annual cohorts of participants, with the aim of assessing their individual experience throughout the program as well as their perceived learnings. Results show interesting characteristics and motivators for participants and lead to specific recommendations in order to adapt the curriculum to better fit participants’ expectations and better train them to be successful entrepreneurs
Since the early 90's, three dimensional virtual reality has raised interest as it appeared to... more Since the early 90's, three dimensional virtual reality has raised interest as it appeared to allow users to feel immersed in virtual environments. Yet, expensive and cumbersome equipment were required and this technology has never delivered on its promises. In the last two years, affordable head mounted displays, which have very recently, or will very soon be launched on the market, have revived the hope that virtual reality might now really be up for a breakthrough. Although in the early 2000's research in the use of Virtual Reality in teaching or in Marketing, had shown interesting results, no literature could be found on the sense of being there experienced by users of the new head mounted displays. This research aims at looking into the sense of presence perceived by users of these new affordable devices. It observes that all those who participated in this research experienced a high sense of presence for two different types of devices, and that although on average, par...
Journal of Marketing Development and Competitiveness, 2017
Since almost thirty years, three dimensional virtual reality, which required expensive and cumber... more Since almost thirty years, three dimensional virtual reality, which required expensive and cumbersome equipment, has raised interest as it allows users to feel immersed in virtual environments. Recently, affordable head mounted displays have revived the hope that virtual reality might really be up for a breakthrough. This research looks into the sense of presence perceived by users of these new affordable devices. All the participants in this research experienced a high sense of presence for two different devices. Although on average, participants were only moderately inspired in suggesting possible future uses of the technology, marketing students were much more creative.
This paper describes the use of Second Life to teach marketing in the final year of a Bachelor pr... more This paper describes the use of Second Life to teach marketing in the final year of a Bachelor program at the Geneva School of Business Administration of the University of Applied Sciences Western Switzerland. It starts by summarizing the theories and key facts supporting the choices made by the educators. It then presents the program in details, including course objectives, teaching plan, assessment criteria, logistics and budgets. It summarizes students’ feedback and lists key learnings and improvements made, enabling educators interested in implementing a similar program, to avoid pitfalls and beginners’ mistakes. The paper ends by sketching current Second Life teaching projects, on which the authors are currently working, more specifically an immersive cross functional business case study concept, opening the window to future cross expertise and cross cultural collaboration possibilities between universities and teaching institutions.
This paper looks at one of the important applied teaching pilot initiatives of the University of ... more This paper looks at one of the important applied teaching pilot initiatives of the University of Applied Sciences Western Switzerland in the field of business creation and particularly its repercussions on marketing knowledge acquisition. Using an entrepreneurship competition as a vehicle, it builds on other groundbreaking teaching initiatives such as immersive virtual reality company creation or case teaching, to reinforce the acquisition of marketing practice with the goal of helping marketing knowledge to become marketing competency. Given that marketing in an entrepreneurial setting can be considered a core function of the company, its practice deserves particular attention in applied education settings where developing competence is a basic mission.
40th Annual Marketing Educators’ Association Conference 2016 : Advancing the Practice and Scholarship of Marketing Education to New Heights, 2016
Ricardo Bernardino est une marque suisse de vêtements pour homme qui n’est pas encore commerciali... more Ricardo Bernardino est une marque suisse de vêtements pour homme qui n’est pas encore commercialisée. Le fondateur souhaite proposer aux consommateurs des articles émanant de diverses collaborations avec des artistes. Dans le cadre de sa première collection, il s’est inspiré des toiles d’un artiste peintre suisse pour créer des chemises en soie au design coloré et abstrait. L’objectif de ce travail est de proposer à Ricardo Bernardino une stratégie marketing qui lui permette, d’une part de définir les consommateurs qui seraient potentiellement intéressés par sa proposition de valeur originale, et d’autre part de mettre en place des actions qui puissent effectivement atteindre ces consommateurs. Ainsi, grâce à l’analyse du macro-environnement, du micro-environnement, des concurrents directs, et après avoir diffusé une étude de marché et analysé ses résultats, plusieurs recommandations ont pu être établies. Tout d’abord, il paraît opportun que la marque cible les consommateurs âgés de...
Students of a market research course project at a Swiss university were asked to take a selfie wi... more Students of a market research course project at a Swiss university were asked to take a selfie with their respondents as a control method. Students and interviewee perceptions, as well as selfies, were analyzed. The analysis of the students’ perception shows that it is much more positive when the request is well explained. The respondents’ perception appeared to be more positive than the students’, especially when the respondents were younger and reassured on the fact that the photo would remain anonymous. Although many interviewees did not mind having their face clearly identifiable on the photo, most of them preferred to have their face hidden
L’objectif principal du sondage sur le Grand Genève est d’apprécier la qualité de vie et la volon... more L’objectif principal du sondage sur le Grand Genève est d’apprécier la qualité de vie et la volonté de vivre ensemble de ses habitants. Ce sondage a été conduit pour la première fois en 2016. Cette deuxième édition permettra donc en particulier d’apprécier l’évolution de la volonté de vivre ensemble et de la qualité de vie dans le Grand Genève durant ces deux dernières années. Par ailleurs, lors du premier sondage, les personnes interrogées avaient indiqué que la mobilité était la problématique qui devait être traitée en priorité dans le Grand Genève. Ainsi, pour cette nouvelle édition du sondage, une attention particulière a été portée sur la thématique de la mobilité
Marketing instructors have traditionally sought to use experiential and active learning methods i... more Marketing instructors have traditionally sought to use experiential and active learning methods in their teaching. The flipped classroom is a learner-centered innovative pedagogical approach that moves the delivery of class material outside the classroom to focus on collaborative activities during class sessions. This qualitative exploratory research aims at understanding how students perceive their experience and the outcome of flipped classroom marketing courses in two Swiss universities. The analysis shows mixed results depending on the student population involved, as well as on the format of the preparatory material provided
Building on a previous paper - which described one of the important applied teaching pilot initia... more Building on a previous paper - which described one of the important applied teaching pilot initiatives of the University of Applied Sciences Western Switzerland in the field of Business creation and particularly its repercussions on marketing knowledge – the authors conducted a survey on 6 annual cohorts of participants, with the aim of assessing their individual experience throughout the program as well as their perceived learnings. Results show interesting characteristics and motivators for participants and lead to specific recommendations in order to adapt the curriculum to better fit participants’ expectations and better train them to be successful entrepreneurs
Since the early 90's, three dimensional virtual reality has raised interest as it appeared to... more Since the early 90's, three dimensional virtual reality has raised interest as it appeared to allow users to feel immersed in virtual environments. Yet, expensive and cumbersome equipment were required and this technology has never delivered on its promises. In the last two years, affordable head mounted displays, which have very recently, or will very soon be launched on the market, have revived the hope that virtual reality might now really be up for a breakthrough. Although in the early 2000's research in the use of Virtual Reality in teaching or in Marketing, had shown interesting results, no literature could be found on the sense of being there experienced by users of the new head mounted displays. This research aims at looking into the sense of presence perceived by users of these new affordable devices. It observes that all those who participated in this research experienced a high sense of presence for two different types of devices, and that although on average, par...
Journal of Marketing Development and Competitiveness, 2017
Since almost thirty years, three dimensional virtual reality, which required expensive and cumber... more Since almost thirty years, three dimensional virtual reality, which required expensive and cumbersome equipment, has raised interest as it allows users to feel immersed in virtual environments. Recently, affordable head mounted displays have revived the hope that virtual reality might really be up for a breakthrough. This research looks into the sense of presence perceived by users of these new affordable devices. All the participants in this research experienced a high sense of presence for two different devices. Although on average, participants were only moderately inspired in suggesting possible future uses of the technology, marketing students were much more creative.
This paper describes the use of Second Life to teach marketing in the final year of a Bachelor pr... more This paper describes the use of Second Life to teach marketing in the final year of a Bachelor program at the Geneva School of Business Administration of the University of Applied Sciences Western Switzerland. It starts by summarizing the theories and key facts supporting the choices made by the educators. It then presents the program in details, including course objectives, teaching plan, assessment criteria, logistics and budgets. It summarizes students’ feedback and lists key learnings and improvements made, enabling educators interested in implementing a similar program, to avoid pitfalls and beginners’ mistakes. The paper ends by sketching current Second Life teaching projects, on which the authors are currently working, more specifically an immersive cross functional business case study concept, opening the window to future cross expertise and cross cultural collaboration possibilities between universities and teaching institutions.
This paper looks at one of the important applied teaching pilot initiatives of the University of ... more This paper looks at one of the important applied teaching pilot initiatives of the University of Applied Sciences Western Switzerland in the field of business creation and particularly its repercussions on marketing knowledge acquisition. Using an entrepreneurship competition as a vehicle, it builds on other groundbreaking teaching initiatives such as immersive virtual reality company creation or case teaching, to reinforce the acquisition of marketing practice with the goal of helping marketing knowledge to become marketing competency. Given that marketing in an entrepreneurial setting can be considered a core function of the company, its practice deserves particular attention in applied education settings where developing competence is a basic mission.