Feature Fatigue Creeps As Apple Targets Fitbit

The Fitbit-led fitness wearable market has been growing worldwide by more than 65 percent a year, and Apple is looking to gain a piece of the action. It’s been highlighting the fitness functionalities in its forthcoming Series 2 Watch. But beware of “feature fatigue,” a term coined at the Smith School in a 2006 study co-authored by marketing professor Roland Rust. The concept is based on the notion that, while increasing the number of features increases a product’s appeal, too many features can make a product overwhelming. Read more...

Student Involvement

terpAMA wins SUSA club award
terpAMA wins SUSA club award

Getting involved is the name of the game for Smith marketing students. Whether you’re in the Design Fellows program, the new Hospitality Fellows program, or a member of terpAMA, there’s always something going on. 

Design Fellows is a three-semester program for Smith undergraduates that focuses on design thinking and the strategic intersection of design and business using an experiential learning approach. The courses include design applications, digital marketing, and computer graphics. Students are prepared for careers in advertising agencies and other firms as creative consultants and graphic designers, among many other professional positions.

The Design Fellows program is a competitive admission program for juniors at the Smith School. Learn more about this exciting program at their website: 

terpAMA’s mission is to enhance the members' educational, professional, and social experience through the application of marketing skills and exposure to the vast array of opportunities that lie beyond the classroom.

The club wins lots of awards – both here at Maryland as well as nationally. They are a Top 25 Chapter, meaning they are in the Top 25 of more than 400 collegiate AMA chapters. Last year terpAMA won the SUSA Club-of-the-Year Award, and Professor Diane Whitney won Club Advisor-of-the-Year!

terpAMA is much more than just a student organization. They are a community of fun, creative, and driven undergraduate students who are 100% dedicated to helping each other grow and succeed in both college and beyond. The focus is on developing members through providing connections to companies, gatherings among like-minded students, learning opportunities, and projects to gain real-word experience. Students have the opportunity to participate in case competitions, to attend the collegiate AMA conference in New Orleans, and go on site visits to marketing firms and corporate headquarters.

In the fall terpAMA hosts the Undergraduate Marketing Conference which features corporate keynote speakers, a Unilever case competition (with a financial award to participants), panel discussions with marketing alumni, and a networking event with up to 20 alumni in marketing.

The club meets weekly on Tuesdays at 7 p.m. in 1418. Guests are always welcome. For more information about their activities, e-mail


How Underdogs Can Win in the Service Industry … and Politics

Hiring someone in the service industry? You’re likely focused on finding a competent provider with a successful track record, and it’s unlikely you’ll make extra time to seek character references. This setup stacks the odds against an upstart who wants the opportunity, but has no history of successful deals. But new Smith School research suggests ways to win as an underdog in the service industry — and in a presidential election. Read more...

Social Media Intelligence

 Social Media Intelligence Social Media Intelligence
By Wendy W. Moe and David A. Schweidel
Cambridge University Press, 2014

About the Book

Social Media Intelligence was published in February 2014 by Cambridge University Press. Written by Dr. Wendy Moe of the University of Maryland, College Park and Dr. David Schweidel of Emory University, Social Media Intelligence addresses how “in the world of Facebook, Twitter and Yelp, water-cooler conversations with co-workers and backyard small talk with neighbors have moved from the physical world to the digital arena. In this new landscape, organizations ranging from Fortune 500 companies to government agencies to political campaigns continuously monitor online opinions in an effort to guide their actions. Are consumers satisfied with our product? How are our policies perceived? Do voters agree with our platform? Measuring online opinion is more complex than just reading a few posted reviews. Social media is replete with noise and chatter that can contaminate monitoring efforts. By knowing what shapes online opinions, organizations can better uncover the valuable insights hidden in the social media chatter and better inform strategy. This book can help anyone facing the challenge of making sense of social media data to move beyond the current practice of social media monitoring to more comprehensive use of social media intelligence” (Cambridge University Press, 2016).

The book discusses a wide range of applications with examples and case studies drawn from consumer brands, political campaigns and celebrity image management. It is rich in both the theoretical foundations and the practical applications related to social media behavior and marketing. Social Media Intelligence uses the science of opinion to better understand social media behavior, metrics and strategy” (Cambridge University Press, 2016). The book is 200 pages with an ISBN of 9781107031203.

Reviews and Endorsements

"This is the first book to combine meaningful analytical depth as well as practical forward-looking advice to the area of social media intelligence. Moe and Schweidel do a great job of blending their well-respected academic insights with cutting-edge business decisions in order to bring real clarity to a rapidly growing topic that desperately needs it."

- Peter Fader, Frances and Pei-Yuan Chia Professor, The Wharton School, University of Pennsylvania

"Gathering data about social media has become so straightforward that we’re all now flooded with information. The real challenge is in understanding that data and turning it into actionable intelligence. This is the book you need to turn the conversations you monitor into business-growing ideas."

- Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking

About the Authors

Wendy W. Moe, University of Maryland, College Park

Wendy W. Moe is an Associate Professor of Marketing and Director of the MS in Marketing Analytics at the Robert H. Smith School of Business, University of Maryland. She is a recognized expert in online marketing and social media and has been on the faculty at the University of Maryland since 2004. Prior to that, she was on the faculty at the University of Texas at Austin. She holds a PhD, MA and BS from the Wharton School at the University of Pennsylvania as well as an MBA from Georgetown University. In addition to her academic work, Professor Moe has consulted for numerous corporations and government agencies, helping them develop and implement state-of-the-art statistical models in the context of web analytics, social media intelligence and forecasting.

David A. Schweidel, Emory University, Atlanta

David A. Schweidel is an Associate Professor of Marketing and Co-Director of Emory Marketing Analytics Center at Emory University's Goizueta Business School. He is a recognized expert in customer analytics and social media. He has been on Emory's faculty since 2012, prior to which he was on the faculty at the University of Wisconsin-Madison. He holds a PhD and MA from the Wharton School at the University of Pennsylvania and a BA from the University of Pennsylvania. Professor Schweidel has spoken at numerous conferences and consulted for companies on the use of advanced analytics to guide customer relationship management.


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