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Всего учебных программ в данном разделе: 8

Учебные программы

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Multinational Marketing [учебная программа]
Опубликовано на портале: 17-10-2003
Scott Ward
The main purpose of this course is to explore the substantive issues, information sources, and cultural sensitivities required to develop an effective international strategy and associated market plan. Since the international environment changes so quickly, we will no doubt have occasion to discuss current events. Central to the course is a group project involving the development of a marketing plan for a product of service or your choice to be marketed in at least two countries.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Contemporary Research Methods In Marketing [учебная программа]
Опубликовано на портале: 09-10-2003
Ian F. Wilkinson
2002
The focus of the course is on some of the research methods and issues that are not covered in other courses for research students in marketing and which are reflected in contemporary research in marketing. The aim is critically examine the nature and limits of these different methods in terms the kind of knowledge they can provide and how this relates to the general issues underlying the scientific process. More specifically the aim is to increase students' knowledge, skills, and insights in scientific research methods in marketing with an emphasis on qualitative/interpretive methodologies, social network analysis and complexity. The aim of the course is not to train you to carry out research using such methods, although references to texts and other readings that provide more detail about the methods involved are referred to in the readings provided.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Managing Marketing Relationships [учебная программа]
Опубликовано на портале: 17-10-2003
Ian F. Wilkinson
2002
The focus of this course is on a firm’s marketing structure and operations rather than strategy development - on the organisation and implementation of marketing strategy. Implementation involves the performance of marketing activities to create and deliver products and services that meet customers’ needs. A fundamental aspect of marketing management is relationship management, which involves developing and managing the relations between marketing and other functions within the firm and with external organizations in order to gain access to and develop key resources and competences. This course examines the nature and role of internal and external relations in implementing marketing strategy, their impact on a firm’s marketing performance and how they are managed.
ресурс содержит прикрепленный файл

Advertising Marketing [учебная программа]
Опубликовано на портале: 17-10-2003
Patti Williams
The primary objective of this course is to provide students with an opportunity to analyze, design, and evaluate various advertising decisions. The course focuses on the concepts, theory, models, and findings from marketing, marketing research, communication research, and management science that are relevant to the design and evaluation of advertising. The specific topics covered in this course include advertising as a communications process, research for advertising strategy development, determining the advertising budget, the role of the advertising agency, message design, message/copy evaluation, media strategy, media selection models, evaluating advertising effectiveness, and evaluating the advertising campaign.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Marketing and Electronic Commerce [учебная программа]
Опубликовано на портале: 20-10-2003
Patti Williams
The goal of the course is to jointly investigate with students the fundamentals of Electronic Commerce so that we can better understand and evaluate the major changes occurring in marketing as a result of the expansion of the Internet. The course is organized into two parts focused on: 1) Business Models and Selling Formats; and, 2) Customer Management. We will study simple but powerful economic theories and examine empirical data to investigate strengths and weaknesses of several internet-based business models. We will also examine a variety of examples of consumer on-line psychology and resulting behavior, and discuss the ways these can be applied to enhance constructs such as brand equity, consumer trust and consumer satisfaction.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

MKTG 227 Marketing and Electronic Commerce [учебная программа]
Опубликовано на портале: 15-10-2003
Patti Williams
Fall 2002
The goal of the course is to jointly investigate with students the fundamentals of Electronic Commerce so that we can better understand and evaluate the major changes occurring in marketing as a result of the expansion of the Internet. The course is organized into two parts focused on: 1) Business Models and Selling Formats; and, 2) Customer Management. We will study simple but powerful economic theories and examine empirical data to investigate strengths and weaknesses of several internet-based business models. We will also examine a variety of examples of consumer on-line psychology and resulting behavior, and discuss the ways these can be applied to enhance constructs such as brand equity, consumer trust and consumer satisfaction.
ресурс содержит прикрепленный файл

MKTG 235 Advertising [учебная программа]
Опубликовано на портале: 15-10-2003
Patti Williams
Fall 2002
This course focuses on the development of strategic integrated marketing communications (IMC) programs, including traditional advertising and other forms of communication such as packaging and "buzz" marketing, among others. The course focuses on understanding the role of IMC in the overall marketing process and specifically in the creation and maintenance of a branding strategy. Emphasis is placed on product positioning, understanding the communication process and consumer behavior (psychology), the measurement and evaluation of advertising effects, thinking critically regarding different creative strategies, and developing appropriate media plans. Students will work in groups to create their own IMC plans for a brand of their choice.
ресурс содержит прикрепленный файл

Опубликовано на портале: 15-10-2003
Yoram Wind
Весенний семестр 2003
Цель курса – дать студентам знание и практический навык использования методов маркетинговых исследований и моделирования, которые необходимы для успешного бизнес консалтинга, а также для разработки и оценки маркетинговой стратегии и бизнес стратегии.
В курсе рассмотрены основные вопросы, возникающие в ходе бизнес консультирования, а также методы маркетинговых исследований и моделирования, которые необходимы для разработки качественных консалтинговых рекомендаций по проблемам маркетинговой и бизнес стратегии.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию