Всего учебных программ в данном разделе: 2
Business Research Methods in Marketing [учебная программа]
Опубликовано на портале: 09-10-2003Gary Gregory, Mark Uncles
This course is a concentrated, structured introduction to mainstream academic research processes in marketing. Specifically we shall: (a) Consider the range of issues that researchers routinely have to address. (b) Examine how these issues might be managed. (c) Discuss the design of executable research so that you can undertake research of your own. (d) Adopt a critical and questioning approach throughout. Along the way, you will learn about the systems and structures of academic marketing (such as the journals, authors, conferences, societies and institutions), and have some exposure to research controversies, disputes and paradoxes. Much of this will come from your critical evaluation of the set readings, rather than from formal instruction in research methodology.
Brand Management and Brand Communications [учебная программа]
Опубликовано на портале: 09-10-2003Mark Uncles, Michael Edwardson
Key aspects of brand management are addressed, including brand equity, brand extensions and new product development, brand communications planning, integrated marketing communications, and portfolio management. This course encourages students to use both analytical and creative skills, and provides opportunities to refine many different communications skills, with the aim of helping participants to develop and implement innovative marketing programs.