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Всего учебных программ в данном разделе: 84

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АБВ ГД ЕЖЗИЙК ЛМ НОП РС ТУФХЦЧШЩЭ ЮЯ
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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

Product and Pricing Management [учебная программа]
Опубликовано на портале: 22-10-2003
Xiaokai Yang
2002/2003
This MBA course incorporates the discussion of the two important elements of the four Ps of marketing: product and pricing. The goal of the course is to prepare the managers to create an enduring advantage of their products in the marketplace. By the end of this course, the participants should be able to better understand the important issues of product and pricing management in today’s business environment, and the issues pertaining to the execution of product and pricing strategies.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Pricing Policy [учебная программа]
Опубликовано на портале: 17-10-2003
Z. John Zhang
The course provides a systematic presentation of the factors to be considered when setting price, and shows how pricing alternatives are developed. Analytical methods are developed and new approaches are explored for solving pricing decisions.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Marketing and Electronic Commerce [учебная программа]
Опубликовано на портале: 24-10-2003
Rami Zwick
Rapid development of new interactive media such as on-line services and the World Wide Web has surprised both consumers and marketers alike. In this early but fast developing stage, it is difficult to estimate its likely impact on marketing functions. The objective of this course is to provide insights into the converging logic of traditional marketing in the information age from managerial and consumers’ perspectives. It is to be recognized that within the marketing discipline this is a relatively new field of study and as a consequence the existing literature so far does not present any constructive theories or models. We will examine the impact of new technologies on Internet users e.g. consumers (and business to business marketers) within the framework of the traditional methods of marketing.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию