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Всего учебных программ в данном разделе: 8

Учебные программы

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Названия:
АБВ ГД ЕЖЗИЙК ЛМ НОП РС ТУФХЦЧШЩЭ ЮЯ
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Customer Relationship Management (CRM) [учебная программа]
Опубликовано на портале: 09-10-2003
Paul Patterson
2002
As markets mature, as global competition becomes the norm rather than the exception, and buyers (consumers and organizational buyers) become more discerning and demanding, firms have realized that retaining key customers can help to insulate themselves from the competition and ensure a continued revenue stream. CRM is neither a project nor a technology. Rather it is a business strategy that aims to understand, anticipate and manage relations with current (and potential) customers and partners. The overarching aim of this course is to introduce you to the principles of CRM as well as key concepts and frameworks, and explore a range of current issues relating to the marketing and management of customer relations.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Services Marketing (Маркетинг услуг) [учебная программа]
Опубликовано на портале: 17-10-2003
Paul Patterson
2003
This practical course addresses the distinct needs and problems of such service organisations (both B2C and B2B). The overriding theme of the course is that services (both commercial and not-for-profit) possess a set of unique characteristics that require a distinctive approach to marketing strategy - both in its development and execution. This is not to say that the approach is unique, but rather distinctive. Therefore we build upon and expand the marketing management concepts and models and adapt them to the services sector. We will use marketing to examine how to improve service quality, increase and maintain customer satisfaction levels, generate customer loyalty, and create a healthy service culture within the firm. In services we discuss the 7 Ps of the ‘Services Marketing Mix’ (the traditional 4 Ps plus people, processes, and physical evidence). Since many services have a strong people or employee component (the fifth “p” of the marketing mix), we devote time to examining successful internal marketing and relationship management, in addition to the more traditional customer-focussed external marketing.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Consumer Behavior [учебная программа]
Опубликовано на портале: 22-10-2003
Lars Perner
2003
In this course, we will study how to improve the effectiveness of marketing efforts through a better understanding of the consumer. We will consider issues such as behavioral approaches to segmentation, social influence, the diffusion of innovation, learning, motivation, perception, attitudes, decision processes, and the research needed to understand these issues within the context of the requirements of the firm.
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Introduction to Marketing [учебная программа]
Опубликовано на портале: 22-10-2003
Lars Perner
2003
An introduction to the role of marketing in society with an emphasis on concepts, marketing methods, and institutions.

•Understand the role of marketing in firms that function in an increasingly global and competitive market;
•Understand basic concepts and terms used in marketing;
•Develop knowledge and tools necessary to design and implement effective marketing programs;
•Understand the advantages, disadvantages, opportunities, and tradeoffs involved in different marketing strategies and choices;
•Appreciate ethical implications of marketing decisions; and
•Appreciate the dual roles of formal analysis and creativity in designing and implementing effective marketing programs.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Marketing Institutions [учебная программа]
Опубликовано на портале: 22-10-2003
Lars Perner
2003
COURSE OBJECTIVES
1. Develop skills useful in finding and analyzing information needed distribution decisions within a firm’s marketing strategy.
2. Appreciate how ideas from other disciplines—e.g., finance, accounting, information systems, and geography—represent useful analytical tools in distribution.
3. Develop the ability to anticipate distribution needs and decisions that will be faced by the firm in the future rather than continuing with “business as usual.”
4. Develop the communication skills needed by marketing managers to develop and implement effective marketing strategies.
5. Appreciate the roles of formal analysis and creative work in approaching distribution decisions, objectives, and opportunities.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Customer Relationship Management (Crm) [учебная программа]
Опубликовано на портале: 09-10-2003
Agnes Pierre
2002
Customer relationship management (CRM) is at the core of consumer and business-to-business markets. There is an emerging area of research and practical experience arguing that strategies focussing on the design and delivery of customer experiences create superior value and contribute to sustainable customer preferences, in contrast to traditional marketing and service-centric strategies. However, companies can avoid managing these strategies in a systematic way. This course focuses on understanding the strategies that companies in a range of industries can utilise to improve the overall customer experience. The overarching objective of this course is to introduce you to the principles of CRM and the key concepts, tools, and relationship management skills.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Consumer Marketing & New Product Innovation [учебная программа]
Опубликовано на портале: 22-10-2003
Margo Poole
2003
In today’s dynamic and fast-moving business world it is vital to be able to maintain competitive advantage through innovation. The study of new product management introduces you to the exciting world of “creative exploration”. The course provides a strategic management approach to product innovation, development and ongoing monitoring from a marketing perspective. This course will provide appropriate theories, models and other tools to facilitate improved decision-making in relation to new product management. Emphasis will be placed on analytical models to integrate the stages of the new product process.
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Product & Brand Management for Consumer Markets [учебная программа]
Опубликовано на портале: 24-10-2003
Margo Poole
2002
The study of product and brand management is seen as a crucial area in marketing strategy because they are amongst the most valuable assets a company can have in today’s highly competitive marketplace. An understanding of the psychological aspects of consumers’ awareness, preference, and loyalty to brands is vital in developing strategies for long-term company growth. This course will provide appropriate theories, models and other tools on which to make better product and branding decisions. Particular emphasis will be placed on decision-making by consumers between brands and products, developing critical skills in building the product portfolio, measuring brand performance, and developing, implementing, and monitoring brand equity strategies. This course is based upon the premise that the ultimate consumer is the key to success of many marketing efforts and hence marketers need to know how to manage their brands and products within these consumer markets.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл