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Всего учебных программ в данном разделе: 84

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А Б ВГД ЕЖЗ ИЙК Л М НОПРС ТУФХ ЦЧШЩЭЮЯ
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АБВ ГД ЕЖЗИЙК ЛМ НОП РС ТУФХЦЧШЩЭ ЮЯ
A B C DE FGHI JKLM N OP QR S TU VWXYZ
 

Marketing Research [учебная программа]
Опубликовано на портале: 20-10-2003
Jehoshua Eliashberg
This course examines appreciation of the role of marketing research in the formulation and solution of marketing problems and development of the student's basic skills in conducting and evaluating marketing research projects. Special emphasis is placed on problem formulation, research design, alternative methods of data collection (including data collection instruments, sampling, and field operations), and data analysis techniques. Applications of modern marketing research procedures to a variety of marketing problems are explored.
ресурс содержит прикрепленный файл

Marketing Research [учебная программа]
Опубликовано на портале: 16-10-2003
Jehoshua Eliashberg
The objective of the course is to provide a rigorous experience in marketing research methods. The course is aimed at the manager, who is the ultimate user of the research and is responsible for determining the major scope and direction of research activities. Techniques of data collection, evaluation of alternative sources of information, and methods of evaluating data and presenting the results are covered. The course should help managers recognize the role of systematic information gathering and analysis in making marketing decisions. The course also deals with how to define information needs; the use of test marketing procedures; forms of analysis applicable to marketing research information; and the role of models in decision making.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Models for Marketing Strategy [учебная программа]
Опубликовано на портале: 20-10-2003
Jehoshua Eliashberg
The purposes of the course are to help participants become better managers by giving them better tools for analyzing marketing decision problems; to acquaint participants with and help them to understand different types of models that have been used to aid marketing decisions; to give participants critical skills for evaluating new marketing models about which they may read in the literature and to enable them to read the literature; to help participants understand marketing problems more clearly by analyzing them quantitatively; and to produce managers who will not be taken advantage of by some quantitative consultants.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Опубликовано на портале: 17-10-2003
Jehoshua Eliashberg
This course is designed to let the student understand the complex environment, review decision-making processes, and apply modern management and marketing concepts and techniques to the audiovisual media industries. These include motion pictures, home videos, broadcasting and cable services, online media, and related industries.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Опубликовано на портале: 21-10-2003
Peter S. Fader
This course will expose students to the theoretical and empirical "building blocks" that will allow them to construct, estimate, and interpret powerful models of consumer behavior. Over the years, researchers and practitioners have used these models for a wide variety of applications, such as new product sales, forecasting, analyses of media usage, and targeted marketing programs. Other disciplines have seen equally broad utilization of these techniques. The course will be entirely lecture-based with a strong emphasis on real-time problem solving. Most sessions will feature sophisticated numerical investigations using Microsoft Excel. Much of the material is highly technical. Students must have a high comfort level with basic integral calculus, and recent exposure to a formal course in probability statistics would be helpful (but not required).
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Marketing Management [учебная программа]
Опубликовано на портале: 16-10-2003
Fader Fitzsimons
In common with Marketing 621, the primary objectives of this course are to introduce you to the concepts and theories underlying marketing decision making, and to provide you with the skills to analyze and understand complex marketing situations in order to develop and execute appropriate managerial actions. However, Marketing 621 concentrates upon the overall analysis of the environment and the match of products to market. Marketing 622 builds upon Marketing 621 and focuses upon each of the elements of the marketing mix: product, price, communication, and distribution. The course relies on lectures, a computer simulation, and case discussions to help you perceive the real power and value of marketing concepts, develop a disciplined approach to the analysis of marketing situations, to build upon your skills for communicating and interacting with peers in solving problems, to experience the "world of marketing managers—what they do and how they go about doing it, to understand how marketing relies upon information technology, and to appreciate how the elements of marketing analysis fit together.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Опубликовано на портале: 17-10-2003
David Gray
2003
This course introduces students to the principles and practices of marketing in the contemporary environment. The objective is to develop an understanding and awareness of the importance of customers, and familiarity with some of marketing’s tools and techniques.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию

International and Global Marketing [учебная программа]
Опубликовано на портале: 15-10-2003
Gary Gregory
2003
The overall aims of the course are:
- To provide a well-rounded understanding of marketing as it can be applied to an international context; and
- To develop students' ability to see marketing opportunities and challenges through a “global lens.”
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Business Research Methods in Marketing [учебная программа]
Опубликовано на портале: 09-10-2003
Gary Gregory, Mark Uncles
2003
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.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Опубликовано на портале: 17-10-2003
Jennifer Harris
2003
How should a market research project be set up? Are there other ways to collect data than through questionnaires? How should the data be analysed and presented? When and why should market research be conducted? These are questions that will be discussed in this course. Marketing Research aims to present an overview of the field of market research. The emphasis will be upon research for marketing managers and as such will pay particular attention to the role of research in management decision making. The course looks at each stage of the research process – from problem definition, to research design, to design implementation, to data analysis, to reporting of results. Both qualitative and quantitative research methods are discussed.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию

Market Analysis [учебная программа]
Опубликовано на портале: 15-10-2003
Jennifer Harris
2001
Market Analysis aims to provide the student with an insight into the analysis of marketing data. The course links the analytic material learned in Marketing Research with practical issues in marketing management. A range of techniques is reviewed (from descriptive statistics to predictive modeling) and new techniques are learned (perceptual mapping, factor analysis, cluster analysis) as they apply to marketing phenomena.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Marketing Decision Analysis [учебная программа]
Опубликовано на портале: 09-10-2003
Jennifer Harris
2003
This course focuses on concepts, methods and applications of decision making using pc-based models to address marketing issues such as segmentation, targeting, positioning, new product design and forecasting. Unlike conventional marketing courses that focus on conceptual material, this course will attempt to provide skills that will allow you to translate conceptual understanding into specific operational plans – a skill in increasing demand in organisations today. Using market simulations and related exercises tied to pc-based software, students will develop marketing plans in various decision contexts. The course is designed for students with a solid background in quantitative methods and some exposure to basic marketing concepts.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Sport Marketing and Management [учебная программа]
Опубликовано на портале: 24-10-2003
Brad Hill
2003
This course provides students with an advanced preparation in the marketing of sport services, sport teams, and sport programs. It begins by examining the development of fan loyalty. It proceeds to look at the strategic use of sport sponsorships within an integrated marketing communications campaign. It then examines the challenges associated with capturing market share for Australian licensed sport products. It next considers marketing to build club membership. The course concludes by working through the development of a sport marketing plan.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Channel Management [учебная программа]
Опубликовано на портале: 20-10-2003
Cynthia Huffman
This course presents concepts and analytical tools necessary to manage distribution channels. We will view channels both as value delivery systems and as interorganizational systems. The course is organized around three themes: designing a go-to-market approach and channel structure, coordinating the channel participants, and changing channels. Specific topics include going direct vs. indirect, incorporating the Internet into hybrid systems, e-commerce and value integration,, franchising, channel conflict, legal issues regarding channel policies, category management, and efficient consumer response (ECR) initiatives.
ресурс содержит прикрепленный файл

MKTG 621 Marketing Management [учебная программа]
Опубликовано на портале: 14-10-2003
Hoch Hutchinson
This course addresses the management challenge of designing and implementing the best combination of marketing variables to carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the student's skills in applying the analytic perspectives, decision tools, and concepts of marketing to such decisions as product offering (including the breadth of product line, features, quality level, and customer service), communication programs (with an emphasis on advertising, sales promotion, and the sales force), distribution channels (the role of distributors, retailers, and other intermediaries), and pricing to capture the value created for the customer. The student's basic objective is to develop his/her own understanding and management skills in this critical aspect of general management. The instructors' primary objective is to stimulate and guide this process. The course uses lectures and case discussions, a five-page case analysis, and a final examination to achieve these joint objectives.
Format: Case studies, lectures, and class discussions.
Requirements: Regular class attendance, mid term and final exam (case study-based, approximately three hours). A significant portion of the student's grade is based on quality of contribution to class case discussions.
Prerequisites: None
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл