DENNY MCCORKLE | University of Northern Colorado (original) (raw)

Social Media Marketing & Personal Branding Papers by DENNY MCCORKLE

Research paper thumbnail of Using Twitter in the Marketing and Advertising Classroom to Develop Skills for Social Media Marketing and Personal Branding

As use of social media continues to grow, there is evidence that student skills in social media m... more As use of social media continues to grow, there is evidence that student skills in social media marketing are inadequate to meet the needs of potential employers, and that student skills in the professional use of social media for personal branding is limited. This paper presents details for implementing a Twitter project in a digital marketing course as a means of closing these gaps.

Student feedback on this project indicated that their skills in social media marketing, digital marketing and personal branding were improved. Suggestions for use of Twitter in other courses are also presented.

Keywords: Twitter, pedagogy, social media, personal branding.

Research paper thumbnail of Using Linkedin in the Marketing Classroom: Exploratory Insights and Recommendations for Teaching Social Media/Networking

With the rapid growth of social networking and media comes its consideration for use in the marke... more With the rapid growth of social networking and media comes its consideration for use in the marketing classroom. Social networking skills are becoming essential for personal branding (e.g., networking, self marketing) and corporate/product branding (e.g., marketing communication).

This paper addresses the use of LinkedIn (i.e., an online professional social network) in the Marketing classroom as a means of developing these important skills, along with other supporting skills such as communication and creativity.

Research paper thumbnail of Using Blogs in the Marketing and Advertising Classroom: Exploratory Insights and Recommendations for Future Use

The use of blogs in business and higher education is increasing, yet little is written about usin... more The use of blogs in business and higher education is increasing, yet little is written about using blogs in marketing or advertising education. The authors review the literature about using blogs in higher education and explain their benefits and pedagogical importance for marketing, advertising, business and journalism/mass communications education.

An author’s pedagogical experiences in using blogs in an e-Marketing course and with a study abroad program are described and the qualitative feedback from the student participants are reviewed. In general, students enjoyed their blogging experience, felt that they improved their skills and recommended its continued use. The authors’ recommendations for using blogs in the marketing, advertising, business or journalism/mass communications classroom and suggestions for further research are also presented.

Papers by DENNY MCCORKLE

Research paper thumbnail of The effect of culture on consumer intellectual property theft: an exploratory analysis

Reardon, J and Auruskeviciene, V and Salciuviene, L and McCorkle, D and Skudiene, V (2008) The ef... more Reardon, J and Auruskeviciene, V and Salciuviene, L and McCorkle, D and Skudiene, V (2008) The effect of culture on consumer intellectual property theft: an exploratory analysis. In: Evolution and Revolution in the global Knowledge Economy: Exchanging Innovation and Competitiveness Worldwide. unknown, N/A, pp. 917-922. ISBN 19329170407

Research paper thumbnail of The effects of general source and task definition on relative attribute importance when in-home catalog shopping

Research paper thumbnail of Online Courses-Innovative Education Channel or 21ST Century Correspondence Course

INTED2012 Proceedings, 2012

Over the last decade, online course offerings and programs have become very popular for many reas... more Over the last decade, online course offerings and programs have become very popular for many reasons. In general, research regarding online courses shows significant benefits to the institution, professors, and students. Yet many quietly question the value of such a delivery method. This research reviews the literature with regard to the benefits offered by online education and then discusses at a conceptual level the potential pitfalls.

Research paper thumbnail of To Purchase Or Pirate Music: A Global Perspective

EXTENDED ABSTRACT: Research Question This research focuses on the potential impact of various cul... more EXTENDED ABSTRACT: Research Question This research focuses on the potential impact of various cultural, economic, psychological and social factors on the consumer decision whether to buy or to stea ...

Research paper thumbnail of An Exploratory Analysis of Motivations for Enrolling in Online Courses by Traditional Students

Research paper thumbnail of An Assessment of Selected Relationships in a Model of the Industrial Marketing Negotiation Process

Journal of Personal Selling and Sales Management, 2013

Given the importance of understanding the determinants of successful buyer/seller negotiations in... more Given the importance of understanding the determinants of successful buyer/seller negotiations in industrial sales settings, the authors tested specific relationships in a general model proposed by Graham (1987). Sixty industrial managers participated in a simulated sales negotiation exercise, which involved the potential purchase/sale of a high-end industrial product. Insights are provided regarding the effects of demographic and personality variables on the use of coordinative (versus competitive) communication strategies in sales negotiating, as well as the subsequent effects of different strategies on both deadlock and satisfaction outcomes.

Research paper thumbnail of Use of Transaction Cost Analysis to Choose Between Retail, Field Sales Force Or Direct Marketing Distribution Channels by US Based Business-to-business Marketers Entering the Single European Market for the First Time

Research paper thumbnail of Iyer,(1999), Undergraduate Marketing Students, Group Projects, and Teamwork: The Good, the Bad, and the Ugly

Journal of Marketing Education

Research paper thumbnail of The effect of student perceived benefits and obstacles to determine if and where to study abroad

Journal of International Education in Business, 2022

Purpose This research aims to examine business students’ geographic interests and motivations for... more Purpose This research aims to examine business students’ geographic interests and motivations for study abroad. Design/methodology/approach Two hundred sixty-seven undergraduate business students from a midwestern university completed the survey on perceived benefits and obstacles of studying abroad (personal and professional), geographic regions where willing to study (rated by psychic distance [PD]), the format for willing to study (length and faculty-led) and respondent characteristics. Findings Results indicate students who perceive high professional benefits chose higher PD countries, whereas those perceiving higher personal benefits chose medium PD countries. Students with higher professional obstacles, such as concerns of timely degree completion, avoid high PD countries, whereas students expressing high personal obstacles prefer low PD countries. The research results also connect student classification, gender and school funding source to the perceived benefits and obstacles...

Research paper thumbnail of The Added Value of Certifications: A Case Utilizing Hootsuite Certification for Managing Social Media

Research paper thumbnail of Using Twitter in the Marketing and Advertising Classroom to Develop Skills for Social Media Marketing and Personal Branding

Journal of Advertising Education, 2017

As use of social media continues to grow, there is evidence that student skills in social media m... more As use of social media continues to grow, there is evidence that student skills in social media marketing are inadequate to meet the needs of potential employers and that student skills in the professional use of social media for personal branding are limited. This paper presents details for implementing a Twitter project in a digital marketing course as a means of addressing these gaps. Student feedback on this project indicated that their skills in social media marketing, digital marketing and personal branding were improved. Suggestions for use of Twitter in other courses are also presented.

Research paper thumbnail of Using Linkedin in the Marketing Classroom: Exploratory Insights and Recommendations for Teaching Social Media/Networking

Marketing Education Review, 2012

With the rapid growth of social networking and media comes their consideration for use in the mar... more With the rapid growth of social networking and media comes their consideration for use in the marketing classroom. Social networking skills are becoming essential for personal branding (eg, networking, self-marketing) and corporate/product branding (eg, marketing communication). This paper addresses the use of LinkedIn (ie, an online professional social network) in the marketing classroom as a means of developing these important skills, along with other supporting skills such as communication and creativity.

Research paper thumbnail of The Effects of Competition on Retail Structure: An Examination of Intratype, Intertype, and Intercategory Competition

Journal of Marketing, 1999

Research paper thumbnail of Marketing Creativity in the Classroom

Creative thinking is one of the cornerstones of business. In today's marketplace, creative i... more Creative thinking is one of the cornerstones of business. In today's marketplace, creative ideas and solutions to problems can provide any marketer a competitive advantage. This competitive advantage can also be had by any marketing student that can bring creativity to their job and career. As marketing educators, an attempt is made to provide our students with the appropriate knowledge of their chosen discipline based major and the development of the related supporting skills.

Research paper thumbnail of Using Blogs in the Marketing and Advertising Classroom: Exploratory Insights and Recommendations for Future Use

Journal of Advertising Education, 2014

The use of blogs in business and higher education is increasing, yet little is written about usin... more The use of blogs in business and higher education is increasing, yet little is written about using blogs in marketing or advertising education. The authors review the literature about using blogs in higher education and explain their benefits and pedagogical importance for marketing, advertising, business and journalism/mass communications classes. An author's pedagogical experiences with using blogs in an e-Marketing course and with a study abroad program are described and the qualitative feedback from the student participants is reviewed. In general, students enjoyed their blogging experience, felt that they had improved their skills and recommended the tool's continued use. The authors' recommendations for using blogs in the marketing, advertising, business or journalism/ mass communications classroom and suggestions for further research are also presented.

Research paper thumbnail of Underlying Causes of the Geographic Choice Decision of Us Business Students to Study Abroad

Research paper thumbnail of The Benefits of a Country Culture Project in an International Business Course

Research paper thumbnail of Using Twitter in the Marketing and Advertising Classroom to Develop Skills for Social Media Marketing and Personal Branding

As use of social media continues to grow, there is evidence that student skills in social media m... more As use of social media continues to grow, there is evidence that student skills in social media marketing are inadequate to meet the needs of potential employers, and that student skills in the professional use of social media for personal branding is limited. This paper presents details for implementing a Twitter project in a digital marketing course as a means of closing these gaps.

Student feedback on this project indicated that their skills in social media marketing, digital marketing and personal branding were improved. Suggestions for use of Twitter in other courses are also presented.

Keywords: Twitter, pedagogy, social media, personal branding.

Research paper thumbnail of Using Linkedin in the Marketing Classroom: Exploratory Insights and Recommendations for Teaching Social Media/Networking

With the rapid growth of social networking and media comes its consideration for use in the marke... more With the rapid growth of social networking and media comes its consideration for use in the marketing classroom. Social networking skills are becoming essential for personal branding (e.g., networking, self marketing) and corporate/product branding (e.g., marketing communication).

This paper addresses the use of LinkedIn (i.e., an online professional social network) in the Marketing classroom as a means of developing these important skills, along with other supporting skills such as communication and creativity.

Research paper thumbnail of Using Blogs in the Marketing and Advertising Classroom: Exploratory Insights and Recommendations for Future Use

The use of blogs in business and higher education is increasing, yet little is written about usin... more The use of blogs in business and higher education is increasing, yet little is written about using blogs in marketing or advertising education. The authors review the literature about using blogs in higher education and explain their benefits and pedagogical importance for marketing, advertising, business and journalism/mass communications education.

An author’s pedagogical experiences in using blogs in an e-Marketing course and with a study abroad program are described and the qualitative feedback from the student participants are reviewed. In general, students enjoyed their blogging experience, felt that they improved their skills and recommended its continued use. The authors’ recommendations for using blogs in the marketing, advertising, business or journalism/mass communications classroom and suggestions for further research are also presented.

Research paper thumbnail of The effect of culture on consumer intellectual property theft: an exploratory analysis

Reardon, J and Auruskeviciene, V and Salciuviene, L and McCorkle, D and Skudiene, V (2008) The ef... more Reardon, J and Auruskeviciene, V and Salciuviene, L and McCorkle, D and Skudiene, V (2008) The effect of culture on consumer intellectual property theft: an exploratory analysis. In: Evolution and Revolution in the global Knowledge Economy: Exchanging Innovation and Competitiveness Worldwide. unknown, N/A, pp. 917-922. ISBN 19329170407

Research paper thumbnail of The effects of general source and task definition on relative attribute importance when in-home catalog shopping

Research paper thumbnail of Online Courses-Innovative Education Channel or 21ST Century Correspondence Course

INTED2012 Proceedings, 2012

Over the last decade, online course offerings and programs have become very popular for many reas... more Over the last decade, online course offerings and programs have become very popular for many reasons. In general, research regarding online courses shows significant benefits to the institution, professors, and students. Yet many quietly question the value of such a delivery method. This research reviews the literature with regard to the benefits offered by online education and then discusses at a conceptual level the potential pitfalls.

Research paper thumbnail of To Purchase Or Pirate Music: A Global Perspective

EXTENDED ABSTRACT: Research Question This research focuses on the potential impact of various cul... more EXTENDED ABSTRACT: Research Question This research focuses on the potential impact of various cultural, economic, psychological and social factors on the consumer decision whether to buy or to stea ...

Research paper thumbnail of An Exploratory Analysis of Motivations for Enrolling in Online Courses by Traditional Students

Research paper thumbnail of An Assessment of Selected Relationships in a Model of the Industrial Marketing Negotiation Process

Journal of Personal Selling and Sales Management, 2013

Given the importance of understanding the determinants of successful buyer/seller negotiations in... more Given the importance of understanding the determinants of successful buyer/seller negotiations in industrial sales settings, the authors tested specific relationships in a general model proposed by Graham (1987). Sixty industrial managers participated in a simulated sales negotiation exercise, which involved the potential purchase/sale of a high-end industrial product. Insights are provided regarding the effects of demographic and personality variables on the use of coordinative (versus competitive) communication strategies in sales negotiating, as well as the subsequent effects of different strategies on both deadlock and satisfaction outcomes.

Research paper thumbnail of Use of Transaction Cost Analysis to Choose Between Retail, Field Sales Force Or Direct Marketing Distribution Channels by US Based Business-to-business Marketers Entering the Single European Market for the First Time

Research paper thumbnail of Iyer,(1999), Undergraduate Marketing Students, Group Projects, and Teamwork: The Good, the Bad, and the Ugly

Journal of Marketing Education

Research paper thumbnail of The effect of student perceived benefits and obstacles to determine if and where to study abroad

Journal of International Education in Business, 2022

Purpose This research aims to examine business students’ geographic interests and motivations for... more Purpose This research aims to examine business students’ geographic interests and motivations for study abroad. Design/methodology/approach Two hundred sixty-seven undergraduate business students from a midwestern university completed the survey on perceived benefits and obstacles of studying abroad (personal and professional), geographic regions where willing to study (rated by psychic distance [PD]), the format for willing to study (length and faculty-led) and respondent characteristics. Findings Results indicate students who perceive high professional benefits chose higher PD countries, whereas those perceiving higher personal benefits chose medium PD countries. Students with higher professional obstacles, such as concerns of timely degree completion, avoid high PD countries, whereas students expressing high personal obstacles prefer low PD countries. The research results also connect student classification, gender and school funding source to the perceived benefits and obstacles...

Research paper thumbnail of The Added Value of Certifications: A Case Utilizing Hootsuite Certification for Managing Social Media

Research paper thumbnail of Using Twitter in the Marketing and Advertising Classroom to Develop Skills for Social Media Marketing and Personal Branding

Journal of Advertising Education, 2017

As use of social media continues to grow, there is evidence that student skills in social media m... more As use of social media continues to grow, there is evidence that student skills in social media marketing are inadequate to meet the needs of potential employers and that student skills in the professional use of social media for personal branding are limited. This paper presents details for implementing a Twitter project in a digital marketing course as a means of addressing these gaps. Student feedback on this project indicated that their skills in social media marketing, digital marketing and personal branding were improved. Suggestions for use of Twitter in other courses are also presented.

Research paper thumbnail of Using Linkedin in the Marketing Classroom: Exploratory Insights and Recommendations for Teaching Social Media/Networking

Marketing Education Review, 2012

With the rapid growth of social networking and media comes their consideration for use in the mar... more With the rapid growth of social networking and media comes their consideration for use in the marketing classroom. Social networking skills are becoming essential for personal branding (eg, networking, self-marketing) and corporate/product branding (eg, marketing communication). This paper addresses the use of LinkedIn (ie, an online professional social network) in the marketing classroom as a means of developing these important skills, along with other supporting skills such as communication and creativity.

Research paper thumbnail of The Effects of Competition on Retail Structure: An Examination of Intratype, Intertype, and Intercategory Competition

Journal of Marketing, 1999

Research paper thumbnail of Marketing Creativity in the Classroom

Creative thinking is one of the cornerstones of business. In today's marketplace, creative i... more Creative thinking is one of the cornerstones of business. In today's marketplace, creative ideas and solutions to problems can provide any marketer a competitive advantage. This competitive advantage can also be had by any marketing student that can bring creativity to their job and career. As marketing educators, an attempt is made to provide our students with the appropriate knowledge of their chosen discipline based major and the development of the related supporting skills.

Research paper thumbnail of Using Blogs in the Marketing and Advertising Classroom: Exploratory Insights and Recommendations for Future Use

Journal of Advertising Education, 2014

The use of blogs in business and higher education is increasing, yet little is written about usin... more The use of blogs in business and higher education is increasing, yet little is written about using blogs in marketing or advertising education. The authors review the literature about using blogs in higher education and explain their benefits and pedagogical importance for marketing, advertising, business and journalism/mass communications classes. An author's pedagogical experiences with using blogs in an e-Marketing course and with a study abroad program are described and the qualitative feedback from the student participants is reviewed. In general, students enjoyed their blogging experience, felt that they had improved their skills and recommended the tool's continued use. The authors' recommendations for using blogs in the marketing, advertising, business or journalism/ mass communications classroom and suggestions for further research are also presented.

Research paper thumbnail of Underlying Causes of the Geographic Choice Decision of Us Business Students to Study Abroad

Research paper thumbnail of The Benefits of a Country Culture Project in an International Business Course

Research paper thumbnail of A Futuristics Course: Towards Instilling a Future-Orientation in Marketing Students

In this article, the authors offer a detailed description of a course designed specifically to in... more In this article, the authors offer a detailed description of a course designed specifically to instill a future-orientation in its participants. This is especially important due to the unprecedented rate of change experienced by the recent business environment. In the course, students have the opportunity to develop skills related to identifying key trends and uncertainties in the business environment. This course is unique in that all topics in it are examined from a future-orientation.

Research paper thumbnail of The Quality of Relationship with Stakeholders, Performance Risk and Competitive Advantage in the Hotel, Restaurant and Café Market

Organizations and Markets in Emerging Economies

While emerging markets have become an opportunity for companies in the less populated and saturat... more While emerging markets have become an opportunity for companies in the less populated and saturated markets to expand their business, they also impose challenges for foreign partners’ competitive behavior. To offer the value that would be competitive in emerging markets, companies need to improve the quality of their relationship with business partners. Relationship quality may enhance the probability of continued interchange between companies and their stakeholders, leading to increased attractiveness for the emerging markets’ economy. This research explores antecedents (communication and relationship longevity) of relationship quality with stakeholders (suppliers, customers, and employees) and how the relationship quality with three stakeholders impacts the company’s performance risk and competitive advantage in the Lithuanian hotel, restaurant, and café market. The findings suggest that communication and relationship longevity have a positive effect on relationship quality with ...

Research paper thumbnail of A global consumer decision model of intellectual property theft

Journal of Research in Interactive Marketing

Purpose Intellectual property theft amounts to billions of dollars per year worldwide. The first ... more Purpose Intellectual property theft amounts to billions of dollars per year worldwide. The first step in stemming this loss is to understand the underlying precursors of this behavior. This paper aims to propose and test a model of consumer choice to purchase or pirate intellectual property, specifically music. This paper combines and applies the theory of reasoned action (TRA) and Becker’s theory of crime to develop a more comprehensive model of digital piracy behavior. Culture was tested as an antecedent to the attitudes and the perceptions of risk associated with music piracy. Design/methodology/approach A survey of 4,618 participants was conducted across 23 countries. Construct measures were validated using confirmatory factor analysis in LISREL. A conceptual model was tested using logistic structural equation modeling in MPlus. Respondents were asked about the last music they acquired to test a behavioral model of music piracy. Findings The results indicated that culture, speci...