Internet as a Media of Business-to-business Marketing Communications

Tavoitteena on tutkia mitä mahdollisuuksia Internet tarjoaa business-to-business markkinointiviestintään. Tämä tutkimus on tyypiltään deskriptiivinen case-tutkimus, jossa casen avulla saadaan käytännön esimerkki siitä miten eräs yritys on käytännössä hyödyntänyt Internetiä markkinointiviestinnässään. Case toteutettiin puhelin-, sähköposti- ja henkilökohtaisilla haastatteluilla. Internet tarjoaa markkinointiviestinnälle sekä haasteen että mahdollisuuden. Se tarjoaa markkinoijalle käyttöön sekä uudentyyppisen median että mahdollisuuden suoriin markkinakontakteihin. Internet-markkinointi pohjautuu perinteisiin markkinoinnin konsepteihin, erottuen yhden tärkeän ominaisuuden, interaktiivisuuden, perusteella. Koska näin yritys pääsee suoraan kommunikoimaan asiakkaidensa kanssa, se saa jatkuvasti tietoja, joiden avulla yritys voi paremmin suunnitella markkinointistrategiaansa ja kohdentaa markkinointiviestintäänsä tarkasti asiakkaiden tarpeiden mukaan.

Impacto de las campañas de marketing ambiental: el modelo de las cuatro esferas

Este artículo muestra los resultados del estudio exploratorio realizado en el municipio de Badalona (Barcelona, España) a raíz de la aplicación de la Ley Reguladora de los Residuos (DOGC, Decreto legislativo 1/2009, de 21 de julio). Esta Ley, aprobada recientemente por el Gobierno Catalán, tiene por objeto la promoción del comportamiento de separación y eliminación de residuos orgánicos en la ciudadanía. Específicamente, el objetivo general de esta investigación es analizar las actitudes y comportamientos en la separación y eliminación de residuos orgánicos, a fin de establecer directrices y sugerencias de mejora en el diseño de campañas de marketing ambiental, y en la evaluación de éstas.

Quantifying insufficient coping behavior under chronic stress. A cross-cultural study of 1,303 students from Italy, Spain, and Argentina.

The question of how to quantify insufficient coping behavior under chronic stress is of major clinical relevance. In fact, chronic stress increasingly dominates modern work conditions and can affect nearly every system of the human body, as suggested by physical, cognitive, affective and behavioral symptoms. Since freshmen students experience constantly high levels of stress due to tight schedules and frequent examinations, we carried out a 3-center study of 1,303 students from Italy, Spain and Argentina in order to develop socioculturally independent means for quantifying coping behavior. The data analysis relied on 2 self-report questionnaires: the Coping Strategies Inventory (COPE) for the assessment of coping behavior and the Zurich Health Questionnaire which assesses consumption behavior and general health dimensions. A neural network approach was used to determine the structural properties inherent in the COPE instrument. Our analyses revealed 2 highly stable, socioculturally independent scales that reflected basic coping behavior in terms of the personality traits activity-passivity and defeatism-resilience. This replicated previous results based on Swiss and US-American data. The percentage of students exhibiting insufficient coping behavior was very similar across the study sites (11.5-18.0%). Given their stability and validity, the newly developed scales enable the quantification of basic coping behavior in a cost-efficient and reliable way, thus clearing the way for the early detection of subjects with insufficient coping skills under chronic stress who may be at risk of physical or mental health problems.

Helping medical students to acquire a deeper understanding of truth-telling.

PROBLEM: Truth-telling is an important component of respect for patients' self-determination, but in the context of breaking bad news, it is also a distressing and difficult task. INTERVENTION: We investigated the long-term influence of a simulated patient-based teaching intervention, integrating learning objectives in communication skills and ethics into students' attitudes and concerns regarding truth-telling. We followed two cohorts of medical students from the preclinical third year to their clinical rotations (fifth year). Open-ended responses were analysed to explore medical students' reported difficulties in breaking bad news. CONTEXT: This intervention was implemented during the last preclinical year of a problem-based medical curriculum, in collaboration between the doctor-patient communication and ethics programs. OUTCOME: Over time, concerns such as empathy and truthfulness shifted from a personal to a relational focus. Whereas 'truthfulness' was a concern for the content of the message, 'truth-telling' included concerns on how information was communicated and how realistically it was received. Truth-telling required empathy, adaptation to the patient, and appropriate management of emotions, both for the patient's welfare and for a realistic understanding of the situation. LESSONS LEARNED: Our study confirms that an intervention confronting students with a realistic situation succeeds in making them more aware of the real issues of truth-telling. Medical students deepened their reflection over time, acquiring a deeper understanding of the relational dimension of values such as truth-telling, and honing their view of empathy.

Passport to a profession in the degree of pharmacy: how to integrate university students into the real world of work: "Passport to a profession in Pharmacy"

The incorporation of the Spanish university system into the European Higher Education Areahas brought about a series of adaptations. Among the recommendations is the inclusion ofan external training period in a company, which has resulted in significant changes in thedegree syllabus in order to balance the theoretical and practical education required by thestudents. This new framework has been legally confirmed by the Spanish Government and, inthe case of the University of Barcelona, by the publication of internal guidelines. Takingadvantage of this new opportunity to adapt the Pharmacy degree to real-world problems inindustry, the Dean’s team of the Faculty of Pharmacy, with the support of the Facultyadministrative staff and the Students Advisory Service, have assumed the challenge ofincluding a new subject in the syllabus entitled Training in Companies.In parallel, a new activity has been set up to ensure that the students choose the mostsuitable company department/job for them and to help them pass the company interview.Under the name of Passport to a Profession, a series of ten explanatory talks has beenscheduled every academic year. These talks deal with a broad range of topics aimed atproviding the students with the basic tools they will need to make the most of a companytraining period and to make headway in the professional world when they finish theirdegree. In addition, three Faculty of Pharmacy-Pharmaceutical company workshops and tworound-table conferences have been held in the last two years in order to bring the universityand industry together. Notably, the project to provide students with company training isexpanding on an international level, with two to three undergraduate students contractedevery year by a United Kingdom-based multinational pharmaceutical company.The statistical data of the whole process has been analysed for a more in-depthunderstanding of the activity and to improve the programme.

Los enfoques de aprendizaje en estudiantes universitarios Catalanes mediante el approaches and study skills inventory for students (ASSIST) = Learning Approaches of Catalan University Students Measured with the Approaches and Study Skills Inventory for Students (ASSIST)

The aim of this study is to measure the psychometric properties of a Catalan translation of the Approaches and Study Skills Inventory for Students (ASSIST), and to analyse the different learning styles used by university students, considering the influence of gender and type of studies. The instrument was administered to 834 students at the University of Girona. The results showed that most students interviewed had a deep approach to learning, although the analysis by gender showed that females tended to use a more strategic approach, while males used a deep approach predominantly. As to whether the type of studies influenced learning styles, a prevalence of deep approach was found among Science and Technology students, while a more strategic approach was found among Humanities and Education students

The motivation to learn as a self-presentation tool among Swiss high school students : The moderating role of mastery goals' perceived social value on learning

Although it has been assumed that the motivation to learn - or mastery goal endorsement - positively predicts learning achievement, most empirical findings fail to demonstrate this relationship. In the present research, conducted in a Swiss high school, we adopted a social value approach to test the hypothesis that adolescent students' mastery goals do in fact predict learning, but only if these goals are perceived as highly useful for scholarly success (high social utility), and are not endorsed as a means to be appreciated by the teachers (low social desirability), a finding that has previously been observed among college students and on teacher-graded achievement measures only. Results demonstrate that in spite of potential peculiarities of an adolescent population, individual differences in mastery goals' perceived social utility and desirability moderate the mastery goal endorsement-learning achievement relation. Findings are discussed with regard to both theory development and educational practice.

Les étudiant(e)s en médecine mènent une recherche dans La communauté [Male/female medical students conduct research in the community].

Pendant quatre semaines, les étudiant(e)s en médecine de 3e année de l'Université de Lausanne mènent une enquête dans la communauté sur le sujet de leur choix. L'objectif de ce module est de faire découvrir aux futurs médecins les déterminants non biomédicaux de la santé, de la maladie et de l'exercice de la médecine : les styles de vie, les facteurs psychosociaux et culturels, l'environnement, les décisions politiques, les contraintes économiques, les questions éthiques, etc. Par groupes de cinq, les étudiant(e)s commencent par définir une question de recherche originale et en explorent la littérature scientifique. Leur travail de recherche les amène à entrer en contact avec le réseau d'acteurs de la communauté concernés, professionnels ou associations de patients dont ils analysent les rôles et influences respectives. Chaque groupe est accompagné par un(e) tuteur(trice), enseignant(e) de la Faculté de biologie et de médecine de l'Université de Lausanne. Les étudiant(e)s présentent la synthèse de leurs travaux pendant un congrès de deux jours à la fin du module. Quatre travaux parmi les plus remarquables ont été choisis pour être publiés dans la Revue Médicale Suisse et Primary Care.

La Ciudad como producto: aproximación a las estrategias de marketing del sector empresarial aplicadas en la gestión de la ciudad. La marca ciudad. el modelo de construcción de la marca ciudad en Sant Cugat

Los cambios socieoeconómicos acaecidos a partir de la segunda mitad del siglo XX, marcan el inicio de una nueva forma de gestionar las ciudades. Ahora, los territorios pasan a formar parte de un nuevo mercado donde entran en competencia con otras ciudades para captar nuevas inversiones y atraer turismo. El ciudadano pasa de ser administrado a ser cliente, que ahora exige mayor calidad en los servicios. Es, en este nuevo entorno, cuando las ciudades son consideradas como producto y se introduce el marketing en la administración de las ciudades. Se focaliza la atención en el consumidor y se implantan estrategias propias del marketing utilizadas con éxito en el sector privado. La administración pública, sin embargo, presenta unas especificaciones determinadas que limita la adopción de estas herramientas ya que los fines del sector público no coinciden plenamente con los objetivos del sector privado basados en la obtención de beneficios y el aumento de las ventas. Una de las técnicas adoptadas por las ciudades que adquiere mayor protagonismo en los últimos 15 años consiste en la creación de una marca ciudad o city branding que tiene como objetivo dotar a la ciudad de una identidad, unos valores y una personalidad que le ayude a posicionarse en el mercado y a diferenciarse del resto de la competencia. Como otras muchas ciudades, la ciudad de Sant Cugat también está en proceso de creación de su marca que le ayude a destacar de sus competidoras para atraer turismo, inversión y nuevos habitantes.

National and Gender Measurement Invariance of the Utrecht-Management of Identity Commitments Scale (U-MICS) : A 10-Nation Study With University Students

The purpose of this study was to examine the psychometric properties of the Utrecht-Management of Identity Commitments Scale (U-MICS), a self-report measure aimed at assessing identity processes of commitment, in-depth exploration, and reconsideration of commitment. We tested its factor structure in university students from a large array of cultural contexts, including 10 nations located in Europe (i.e., Italy, the Netherlands, Poland, Portugal, Romania, and Switzerland), Middle East (i.e., Turkey), and Asia (i.e., China, Japan, and Taiwan). Furthermore, we tested national and gender measurement invariance. Participants were 6,118 (63.2% females) university students aged from 18 to 25 years (Mage = 20.91 years). Results indicated that the three-factor structure of the U-MICS fitted well in the total sample, in each national group, and in gender groups. Furthermore, national and gender measurement invariance were established. Thus, the U-MICS can be fruitfully applied to study identity in university students from various Western and non-Western contexts.

Students competences in Business Administration subjects

The evaluation of the competences acquired by the students in the context of a university education system is needed to enable professors to develop teaching-learning processes tailored to students" needs. The main goal of this paper is to analyze in depth the profile of the acquired competences of the bachelor students in Business Administration subjects. In that sense, this paper explains an experience in assessing bachelor student"s competences by applying an ICT-based digital platform designed for the selfassessment of personal and social competences. In particular, we apply an evaluation tool which was specifically designed for self-evaluating the project managers" generic and specific competences. The authors of this research have previous experience in implementing this evaluation tool in the subjects of Business Administration, Operations Management and Strategic Management taught in the Faculty of Economics and Business of the University of Barcelona. In this paper, the results show that there exist significant differences in the self-evaluation of competences depending on the respondent gender. This kind of tools benefits the three parties involved: students, university managers and organizations, and should be applied along the Bachelor as a transversal project and adapt the programs to achieve graduate students with higher levels of social and personal competences, as demanded by the labour market.