Marketing Skills Research Articles

Women's Language in Bargaining: A Sociolinguistic Study of Seller-Buyer Interactions in Dinoyo Market

This study investigates the characteristics of women’s language in market bargaining, revealing how specific communicative features affect buying and selling interactions. These features include the use of polite and non-confrontational language forms, such as hedges and tag questions, which reflect a desire to maintain harmonious social relations. Drawing on Robin Lakoff’s (1975) theory, the study examines how features like hedges, tag questions, and super polite forms are employed by female sellers and buyers during market interactions. The research methods include direct observation and conversation analysis to identify the frequency and context of these language features. The findings indicate that the use of female language traits not only influences the nature of bargaining but also contributes to establishing and maintaining positive social relationships between sellers and buyers. These insights enhance our understanding of communication strategies in economic contexts and underscore the importance of recognizing gender-specific linguistic features in everyday social interactions. Furthermore, the research suggests that a deeper understanding of women’s language traits can provide practical benefits for market participants, aiding in the improvement of their negotiation and marketing skills

Dissemination of Digital Marketing and Branding Products at Mia Coffee Managers at Ma'had Ihya' Al Ahmadi, Kampung Sungai Kelambu, Selangor, Malaysia

MIA Coffee is a business venture owned by Maahad Ihya Al Ahmadi in Kampung Sungai, Kelambu, Selangor, Malaysia. The management of MIA Coffee comes from staff and teachers at the same school. However, this business wants to be developed so that people outside the Islamic boarding school can enjoy it. Therefore, it is necessary to have skills in digital marketing and branding of Islamic products. The method used in this service uses service learning activities, where students of the International KKM UIN Maulana Malik Ibrahim Malang provide training related to courses taught by lecturers who are experts related to this. The result of this service is the understanding of the administrators and the opening of MIA Coffee for the community around the Islamic boarding school. The limitation of this community service is that it has not been included in creating social media and marketplaces to implement the results of digital marketing and Islamic product branding dissemination.

Strengthening Marketing Strategies in Organic Agricultural Products Through Organic Farmer Training in Indonesia

This Community Service (PKM) activity aims to improve the marketing skills of organic plant farmers in Indonesia through online training focused on digital marketing strategies, branding development, and distribution network expansion. The method used was participatory training, involving 30 farmers as a sample, with data collection carried out through pre-test and post-tests to measure changes in participants' knowledge and skills. The results showed a significant improvement in participants' understanding of organic product marketing, with the average pre-test score of 2.5 increasing to 4.2 in the post-test. This increase is mainly seen in the ability of participants to utilize social media and e-commerce platforms to market their products. In addition, qualitative interviews showed that participants felt more confident in developing product branding and expanding marketing networks, although challenges related to internet infrastructure were still faced in some areas. Post-training mentoring also provides additional support that helps participants implement the strategies learned. In conclusion, this training is efficacious in improving the marketing skills of organic farmers. It can be a model that can be applied more widely to strengthen the competitiveness of organic agricultural products in Indonesia.

Strengthening Local Economies through the Implementation of Digital Promotion in Tourism Villages and Its Implications for Marine Tourism

This research examines the development of Botolempangan Karst Palace Tourism Village through digitalization and digital marketing approaches. The study combined analysis of existing tourism village management with digital technology-based development strategies. Through an internship and training program, researchers developed tour packages and digital promotional materials, including flyers and profile videos. The study also adopted the AIDDA model (Attention, Interest, Desire, Decision, Action) to optimize the digital marketing strategy. The results showed that the management of Botolempangan Karst Palace Tourism Village still faces challenges, especially in terms of promotion and utilization of digital technology. The training provided includes creating promotional content, utilizing social media, and developing digital marketing skills. This research produced recommendations to improve the quality of human resources of managers, optimize the use of digital media for promotion, and develop a digital application-based management model. The application of digital promotion in tourism villages has opened up new opportunities in the development of marine tourism in Indonesia. By utilizing various digital platforms, coastal tourism villages can introduce the uniqueness of local culture and underwater natural wealth, which is expected to increase marine tourism visits in Indonesia.

University-business linkages influence on international business competence: An in-service training perspective

Firms often rely on the skills and mindsets of individual employees and managers rather than on organizational structures and capabilities to execute entrepreneurial activities. These individual-level factors, which may originate from educational and business experiences, also support the development of international business competencies when firms engage in international operations. Accordingly, this study investigates educational collaborations in university-business linkages that influence international business competence at the individual level. Survey data were collected from 489 in-service-trained business executives pursuing (Executive) Master of Business Administration degrees while concurrently holding supervisory and managerial responsibilities in firms in Ghana. Factor analysis revealed four dimensions of educational collaborations in university-business linkages. Results from hypothesis testing, conducted using covariance-based structural equation modeling (CB-SEM), indicate that the diversity and internationality of study content and research dimensions positively and significantly influence these executives' global mindset, entrepreneurial orientation, and international marketing skills in performing foreign business operations. Similarly, interactions with international resource persons positively and significantly influence the executives' global mindset and international marketing skills. However, while participation in international affairs shows positive effects, these are not statistically significant. We discuss these findings and highlight their implications for developing international human capital through a university-business educational collaboration framework useful for executives, business schools, academics, and global higher education development partners.

Organizational Culture and Performance of Quasi-Public Institutions Within the Pension Industry in Kenya: A Case of Local Authorities Pension Trust

This study intended to examine the organizational culture and performance of quasi-public institutions within the pension industry in Kenya with a focus on Local Authorities Pension Trust. Key theories under review in this research paper were the Balance Score Card theory, Scheins organizational culture theory and Institutional theory. Descriptive research design was employed and utilized by this research. The 224 staff working in Local Authorities Pension Trust offices across the country formed the target population of this study. In order to determine the sample size, simple random sampling was utilized. For this research, the researcher utilized a questionnaire to collect data from responders. There were both open-ended and closed-ended questions on the survey. To determine the connection between organizational culture and performance, the researcher did a multiple regression analysis. Questionnaires were utilized for gathering quantitative data, which were then evaluated employing descriptive statistics in SPSS and displayed in the form of tables, pie charts, and bar graphs. The data gathered was leveraged to create pie charts, bar graphs, and tables that illustrated facts about the link between organizational culture and performance at Local Authorities Pension Trust. The study found that a balanced mix of clan culture, adhocracy culture, market culture and hierarchical culture had a positive significant effect on the performance of LAPTRUST. The study concludes that in a clan culture, employees are encouraged to participate in decision-making processes, share their ideas, and contribute to the overall success of the organization. The study recommended that the organization should encourage cross-functional teams and collaboration across departments to break down silos and promote innovation. The organization should invest in training programs that enhance employees' market knowledge and skills can contribute to a market culture. The organization should clearly define and communicate the roles and responsibilities of each level within the hierarchy, ensuring that employees understand their position and how it fits into the overall organizational structure.

412 Awardee Talk: Implementing student-centered teaching and learning strategies in undergraduate animal science

Abstract Student-centered teaching and learning strategies enhance active engagement, foster critical thinking, and promote the practical application of knowledge gained from undergraduate animal science courses. The scholarship of teaching and learning (SOTL) has evolved within the animal science community, with a recent focus on adopting evidence-based teaching activities in college classrooms. We discuss documented SOTL approaches utilized in our program for the development of student-centered teaching and learning. In addition to traditional internships and student research projects, capstone projects utilizing a design thinking approach to solving animal industry problems have proven significantly effective. This problem-based learning program enables students to develop industry networks, understand problems within the industry, and develop creative ways to address the problems. Non-conventional and innovative designs of course assignments can foster student interest and enhance learning experiences. For example, by incorporating engaging and novel resources such as animal industry webinars and podcasts as classroom materials, instructors can reinforce course content and captivate students’ attention to the topic. Specifically, students have appreciated the opportunity to learn from experts not available locally at the university. Developing and utilizing real-world case studies exposes students to farm practices and related decision-making. Involving students in competitive team activities like the Dairy Challenge and Academic Quadrathlon contests develops marketable skills for students while training them to implement the knowledge acquired in the classrooms on a commercial farm. Field trips, short courses, and summer schools provide hands-on training opportunities, enhancing students’ exposure to the industry and opportunities after graduation. Students have identified that animal science topics are relevant beyond the classroom walls in everyday life including grocery store and kitchen, as demonstrated by a significant increase in enrollment of non-animal science major students in the animal science courses. The student-centered programs like Cross-training students in data-driven decision support tools help to develop strong day-one competency of graduates through training and networking within and outside the discipline. With the advent of new technologies and tools, training programs surrounding data management and interpretation should integrate systems knowledge across plant science, animal science, and computer science disciplines. These interdisciplinary and cross-disciplinary training activities promote the exchange of ideas while developing systems-level understanding. Furthermore, initiatives like Collaborative Online International Learning (COIL) provide students with exposure to diverse thoughts and situations, broadening their horizons and perspectives. For students not able to participate in study abroad and international programs due to time and financial constraints, COIL delivers cost-effective virtual opportunities to develop global understanding and cultural competency. By incorporating these student-centered teaching and learning strategies, undergraduate animal science programs can effectively prepare students for real-world challenges for the next generation of agriculture leaders.

Pelatihan Pembuatan Kerajinan Tangan Meronce sebagai Sarana Kreativitas Anak di Panti Asuhan Abadi Aisyiyah Parepare

The beading handicraft training at Abadi Aisyiyah Orphanage in Parepare City was initiated due to the children's monotonous daily routines and limited facilities for developing their creative skills. This activity aimed to provide the children with new experiences, enhance their fine motor skills, creativity, and self-confidence. A total of 30 children from the Abadi Aisyiyah Orphanage in Parepare City participated in this activity. The training was conducted over three days, with the first day focused on demonstrating the making of bracelets and rings, followed by a creative session where the children could make crafts according to their imagination. The second day continued with demonstrations of making phone straps and keychains, followed by similar creative activities. Data collected showed a significant increase in the children's fine motor skills and self-confidence after the training. On the third day, the products were marketed, and the event was concluded. Following the training, there was a 25% increase in creativity, a 40% improvement in fine motor skills, and a 5% boost in self-confidence. Additionally, the sales of the handicraft products made by the children not only enhanced their marketing skills but also yielded a 100% profit. The profits were used to purchase beading tools and materials, ensuring the sustainability of this creative activity in the future. This activity underscores the importance of providing creative facilities for children's development in orphanages and demonstrates the positive impact of engaging in creative activities on skill development and self-confidence.

Pemberdayaan Masyarakat melalui Media Digital: Optimalisasi Smart Digital Marketing Berbasis Aplikasi untuk Penguatan Usaha Lokal Warga Ngampel Kulon

The advancement of digital technology has revolutionized marketing from traditional methods to online approaches. Digital marketing, leveraging digital media and the internet, including e-commerce and social media, has become a crucial element in promoting products and services. According to Kotler and Keller (2023), digital marketing not only boosts sales but also strengthens brand identity and fosters customer relationships. In Indonesia, Micro, Small, and Medium Enterprises (MSMEs), which significantly contribute to the local economy, can utilize digital marketing to expand their market reach and improve efficiency. This study was conducted in Ngampel Kulon Village, Kendal Regency, Central Java, focusing on MSME operators and aspiring entrepreneurs who have not fully utilized digital platforms such as WhatsApp Business. The research method involved observation, economic potential identification, and training using a Participatory Rural Approach. The training covered four main components: an introduction to digital marketing basics, copywriting techniques, digital marketing strategies, and hands-on practice with guidance. Results showed that 34 local residents and 15 KKN students exhibited high enthusiasm and successfully applied promotional strategies through social media. The evaluation indicated an improvement in knowledge and skills in using WhatsApp Business for product marketing. The conclusion is that the training successfully enhanced MSMEs' understanding and skills in digital marketing, including digital content creation and social media utilization. The program also emphasizes the need for policy makers' involvement in planning and managing local product marketing to compete globally and adapt to ongoing technological trends.

Improving Digital Marketing Skills of MSMEs in Legok Village through a Community Service Program

There are several problems in marketing the products of Micro, Small and Medium Enterprises (MSMEs) in this digital era. Problems such as limited access to technology and lack of knowledge and expertise in managing digital platforms or tools. To overcome these problems, Community Service (PKM) activities are carried out. This PKM is focused on improving marketing skills for MSME players in Legok Village, Tangerang, Banten by Universitas Multimedia Nusantara (UMN). Specifically, this solution is in the form of training with the theme of digital marketing management, market trend analysis, customer preferences, and strategies to increase customer interaction on e-commerce platforms and social media. The materials in this PKM activity are market trend analysis and the use of digital marketing tools where there are 19 participants from different MSME players. The results of this training showed that 100% of participants stated that the training delivered provided new insights or ideas to improve their business, especially in terms of marketing management. Thus, MSMEs in Legok Village are expected to be able to compete better in the digital market, which in turn can encourage local and national economic growth.

STUDI BENTUK IMPLEMENTASI DAN DAMPAK SOSIAL EKONOMI PENGELOLAAN HUTAN DESA DI NEGERI MORELLA, LEIHITU, MALUKU TENGAH

The purpose of this study was to determine the form of implementation of the Social Forestry program and the Socio-Economic impacts in the management of Village Forests by LPHD in Morella Village. This study used a purposive sampling method, namely LPHD, KUPS. The results of the study showed that there were forms of Implementation of the Social Forestry (PS) program with the Village Forest (HD) management scheme by LPHD in Morella Village, including the formation of KUPS (KUPS Siliwangi, KUPS Toma Siwa, and KUPS Hausihu). The forms of activities include the Agroforestry Program through counseling and planting of seedlings (durian, nutmeg, cloves, and others), planning for clove oil distillation, assistance with sago processing production tools and exploring cooperation assistance with Bank BI for packaging and marketing of sago tumbu. The socio-economic impacts of the existence of Village Forests (HD) include; Social Impacts, namely being able to build community capacity in managing land, respondents' understanding of HD, the existence of social interaction, Cultural values ​​and norms (mutual cooperation, cooperation, sharing experiences, togetherness), Economic Impacts, namely management training and utilizing forest products, increasing the economy independently, increasing community economic efforts, assistance with economic tools/production tools, assistance with business capital, increasing knowledge and skills in product marketing, as well as business/entrepreneurship opportunities, and certainty of forest management.

Influence of education on improving the employment prospects of individuals with disabilities

The occurrence of disparities in income among various social groups is defined by the economic term social inequalities. In the subject literature, this term is often used in association with the individuals with disabilities and their uncertain position in the job market or the barriers that they face in the education process. Thus, this paper attempts to fill an existing research gap by answering the research question of how the employment level will change among individuals with disabilities with a specific level of education if the number of individuals with disabilities with higher education changes. The main goal of the conducted study is to analyse the impact of the population size of individuals with disabilities of working age on their employment level in Poland, taking into account differences in the level of education. Particularly, the focus is on the relationships between the level of education and earning potential. To obtain answers to the research question, a national and international literature analysis was conducted, and in the empirical part, a panel regression model was employed. The results of the panel regression analysis indicate a significant impact of the interaction between the population of individuals with disabilities and the level of education on employment in Poland. Education plays a significant role in the employment outcomes of individuals with disabilities, and this dependency is also influenced by the demographic factor of population size. The interpretation of indicators may indicate a significantly higher demand for vocational and technical skills in the labour market, compared to contributing to higher employment rates of individuals with disabilities possessing these specific qualifications.

Social Inequality in the Age of AI: Implications for Labor, Wage Distribution, and Worker Power

This article critically examines the multifaceted impact of artificial intelligence (AI) on social stratification, situated within the broader historical context of automation-driven productivity advances. Drawing on empirical evidence and evolving theoretical frameworks, we elucidate the intricate dynamics of labor market transformation, skill obsolescence, and wage distribution in the nascent AI epoch. We employ a nuanced task-based approach to move beyond simplistic dichotomies of skill-biased technological change, offering a granular understanding of AI-induced labor market polarization. Our analysis reveals that AI is reshaping the contours of inequality through complex interactions of skill restructuring, wage decoupling from productivity, and shifts in worker bargaining power. We argue that the current trajectory of AI development may accelerate capital-biased technological change, potentially exacerbating existing inequalities. This article not only contributes to the scholarly discourse on technological unemployment and income inequality but also serves as a foundation for evidence-based policymaking in navigating the uncharted territories of human-AI interaction.

The Role of Creative Economics in Sei Nagalawan Mangrove Ecotourism Sector

Sei Nagalawan Village in Serdang Bedagai Regency, Indonesia, utilizes the mangrove ecosystem for economic benefits through creative activities and fishing. However, long-term use raises ecological and social problems, requiring a balance between conservation and development. This post-positivism-based study explores the transformation of Sei Nagalawan into an ecotourism center, involving stakeholders such as local government, ecotourism managers and the media. Drone mapping reveals a variety of attractions at Mangrove Beach, but challenges such as marketing, infrastructure problems and limited shrimp cultivation skills hinder community empowerment. This program, led by the Muara Baimbai Mangrove Conservation Group, aims to increase capabilities, improve economic prosperity and environmental awareness. Identified weaknesses indicate low awareness and support. Opportunities arise from tourist interests, but threats arise from waste problems and conflicts of interest. The strategy includes mangrove management, conservation, online promotion and education, aiming to achieve a balance between conservation and economic activities, while recognizing existing challenges and the need for sustainable efforts

Optimalisasi Produksi dan Pemasaran Maggot sebagai Pakan Ternak Alternatif: Program Pemberdayaan UMKM di TPS3R Ngudi Lestari

The need for efficient, economical, and environmentally friendly animal feed in Indonesia, especially for small and medium-scale farmers, requires innovative solutions. This community service program aims to optimize the production and marketing of maggot as an alternative animal feed through the empowerment of MSMEs at TPS3R Ngudi Lestari. A participatory approach was implemented through two main stages: maggot production training and a digital marketing workshop. The results showed a significant increase in both the production capacity and quality of maggot, as well as an improvement in digital marketing skills among MSMEs. The training enhanced participants' technical abilities in substrate management, production efficiency, and post-harvest processing, leading to higher and more consistent production outcomes. Meanwhile, the digital marketing workshop equipped MSMEs with strategies to expand market reach through online platforms, branding, and content creation. Despite challenges such as substrate variability and digital infrastructure limitations, innovative solutions like substrate diversification and improved environmental monitoring were successfully applied. This program not only boosted the local economy but also contributed to a more sustainable livestock sector by integrating circular economy principles. In conclusion, the program demonstrates the potential of combining maggot production with digital marketing strategies to create a sustainable business model for MSMEs, serving as a replicable example for community empowerment within the context of a circular economy and sustainable agriculture in Indonesia

Utilization of Digital Marketing Content Creator for Promotion of Entrepreneurship

Technological developments, the use of smartphones and internet access provide innovation in marketing activities. Entrepreneurs have new strategies in marketing the goods they produce which were originally marketed offline and can then be marketed online. Online marketing is one of the digital marketing strategies. Digital marketing activities are an important point in entrepreneurship promotion activities, considering that all forms of activity, especially in the business sector, have gone through the digitalization stage, so understanding in the digital marketing process must be improved so that they are not left behind and goals can continue to be achieved. The use of digital marketing is needed to improve the entrepreneurial marketing skills of students at SMA 7 Padang, SMK 4 Padang, and SMA 3 Tebo, so that students can implement digital marketing and be able to increase their business potential. Digital marketing involves starting from content creation, placing online advertisements, website optimization, email marketing, relations with online media, to becoming a social media admin. One application of digital marketing in business is content creation. This activity provides guidance regarding digital marketing strategies using content creation methods via social media platforms.

The innovation and local culture in the production of specialty coffee in Short Food Supply Chains and their impacts on environmental sustainability

Coffee, popularly known as commodities, stimulates the farmer´s interest to innovate and to add value in products aiming for lucrative. One way to add value is through Short Food Supply Chains (SFSC), innovating and valorizing product processes, with basis on local culture. The main aim of this article was to analyze innovations developed by specialty coffee producers from Garça, Brazil, as they were introduced into SFSC and their impacts on environmentally sustainable production. This is a qualitative-quantitative research, with multiple case studies. Data was collected through semi-structured interview observation and documents, and analysis was carried out using Fisher's Exact Test. The main innovations verified for insertion in SFSC are the marketing skills, technical processes used in the harvesting, and machinery acquisitions for processing and packaging products without compromising the quality of the beverage. Although producers made a strenuous effort to promote the environmental sustainability, the statistical test has confirmed that there was no association between innovations and environmental sustainability. As practical implications, this paper seeks to contribute to farmers who want to change their production by selling specialty coffees through SFSC, demonstrating the innovations and their impacts on environmental sustainability, as well as public policymakers who wish to contribute to these farmers by promoting events that generate knowledge about innovations and sustainable environmental development.

Local issues and global challenges: understanding marketing within the Trans-Tasman video game industry

While there is a growing body of literature concerning video game production by smaller developers, there has been little examination of their marketing and business practices. This article presents the first exploration of the marketing skills, knowledge, and practices within the Trans-Tasman video game industry. Data was collected from thirty-three video game developers across Australia and New Zealand utilizing semi-structured interviews and analyzed using thematic analysis. It was found that, despite developers generally recognizing the importance of marketing, their marketing skills, knowledge, and practices were mixed and uneven. While some developers were undertaking integrated activities such as evaluation and brand management, others did not understand how to. The findings and insights generated have contributed to understandings about Trans-Tasman video game production and have begun to address an important knowledge gap concerning video game developers’ marketing skills, knowledge, and practices.

The Necessary Skillset Based on the Use of Artificial Intelligence in Czech Top Organisations

Purpose: The rapid advancement of artificial intelligence (AI), is transforming the required skills in the workforce. This article presents research findings from large organisations that have adopted AI. Methodology/Approach: The aim is to identify the skills driven by the utilisation of AI. The paper pinpoints the key skills for effective AI implementation and creates a model that delineates the specific groups related to AI utilisation. The data were obtained from the Top 100 organisations in Czechia, focusing on those actively leveraging AI. Findings: The outputs show the orientation of the use of AI skills in marketing and human resources and basic administrative tasks. A significant gap was found in relation to emotional and interpersonal skills, which has not yet been emphasised in studied organisations. Research Limitation/Implication: This paper formulates future-oriented, successful approaches to skill development with the wider use of AI. The limitation is first approach to technologically oriented Czech top organisations and limited sample due to a specific approach and early phase of AI use in operations. Originality/Value of paper: The results yielded a new framework of AI-required skills, reflecting the changing competency requirements for effective AI utilisation. This research contributes to the academic domain by providing an integrated and fundamental framework for competency development that incorporates technological advancements.

Animation Production Contributes to the Innovation and Development of Intangible Oil Paper Umbrella Culture

This study explores using animation to enhance the cultural promotion and innovation of intangible heritage oil paper umbrellas. These umbrellas, rich in history and craftsmanship, face modern challenges like market decline and skill inheritance issues. The research seeks to offer fresh insights and strategies for cultural preservation and innovation through animation. It starts by examining the cultural significance and current challenges of oil paper umbrellas, such as waning market interest and a lack of youth engagement with tradition. The study then discusses the role of animation in promoting intangible culture, highlighting its potential to raise awareness, engage the youth, and showcase traditional Chinese charm. The research suggests innovative promotional ideas like animation series, interactive platforms, and cultural events, focusing on multimedia, storytelling, and technology. It also proposes new concepts like cultural element extraction, cross-industry collaboration, and digital presentation to highlight the umbrella's unique appeal and facilitate its promotion. The conclusion emphasizes that animation is a powerful tool for cultural promotion and preservation, with the potential to revitalize the oil paper umbrella culture in the modern era. It anticipates future developments in market reach, education, cultural exchange, and social engagement, stressing the need for ongoing innovation in cultural inheritance. Overall, the study aims to provide a theoretical foundation and practical guidance for the preservation and innovative development of the oil paper umbrella culture, fostering integration with modern society and promoting sustainable cultural growth.