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faculty
José Domingo Mora, PhD
Associate Professor / Chairperson
Management & Marketing
Contact
508-999-8955
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Charlton College of Business 219
Education
| 2010 | Simon Fraser University | PhD in Marketing |
| 1995 | University of Southern California | MA in Communication Management |
| 1992 | Universidad Central de Venezuela | BS Communication, BS Biology |
Teaching
- Marketing strategy
- Advertising
- Marketing research
- Promotional strategy
- Principles of marketing
Teaching
Programs
Programs
Teaching
Courses
Strategy formulation for determining what marketing strategy can realistically accomplish, identifying internal and external factors that must be considered in developing longer term strategies, setting realistic marketing and financial objectives and organizing for successful implementation of strategies. Students undertake assignments that allow them to examine both successful and unsuccessful strategies.
Successful marketing by collecting, analyzing and interpreting information. This course offers an understanding of the different marketing information needs of the organization. The conception, planning and performance of marketing research projects are discussed as an objective basis for marketing strategies. Topics include definition of research objectives, data sources, research design, interpretation of data and evaluation of research proposals and results. The course focuses on applying marketing research concepts to solving real-world problems through written and video cases, applied research exercises and experiential research development projects.
Research
Research interests
- Marketing communication
- Social context of exposure and consumption
- Social influence and group behavior
- Statistical modeling of consumer behavior
Select publications
See curriculum vitae for more publications
- Mora, J.D. and Izadi, A. (2024).
Off to a Good Start? Grammar and Syntax in the Opening Predict Review Usefulness
Journal of Electronic Commerce Research, 25, 171-190. - Mora, J. D. (2022).
Does consumption make company better? An activity and companionship model of experienced utility
International Journal of Consumer Studies, 46, 636-652. - Mora, J. D. (2021).
How Internet Penetration Affect Local B&M Retailers
Marketing Management Journal, 31:1, 25-32. - Mora, J. D. (2016).
Social Context and Advertising Effectiveness: A Dynamic Study
International Journal of Advertising, 35(2), 325-344. - Mora, J. D. and Gonzalez, E. M. (2016).
Do companions really enhance shopping? Assessing social lift over forms of shopper value in Mexico.
Journal of Retailing and Consumer Services, 28, 228-239.
José-Domingo Mora, PhD is an associate professor at UMass Dartmouth. His scholarship encompasses advertising and consumer behavior using statistical modelling and surveys. He is interested in how being with others shapes responses to advertisements, choice, amount and variety of consumption, and the consumption experience. Dr. Mora came to academia after almost 15 years of industry experience in television audience research, media agencies and broadcast television, as well as public affairs in the oil industry, and new product development with P&G. His research has been published in the International Journal of Consumer Research, Journal of Advertising Research, Annals of Tourism Research, and the International Journal of Advertising, among other prestigious outlets.