While the module covers theories in retail marketing discipline, it is generally approached with a practical and applied orientation. Students may get a chance to learn about retail outlets and developing retail strategies for real-life businesses through hands-on projects. In addition, short case studies and projects may be used to supplement lectures and readings. Lectures may be supplemented with store visits and talks. These pedagogical tools vary by instructor.
By the end of this module, students should be equipped with the knowledge and skills necessary to understand marketing and the operations behind retailing. This module aims to provide students with an understanding of the complex issues generally encountered when marketing goods and services internationally. It prepares students for the socio-cultural, legal, political, economic, and technological challenges in international marketing.
Topics to be covered include the cultural, economic, political, technological, and legal environments within which global marketing take place; processes involved in assessing global market opportunities; developing global marketing strategies: product policy, pricing, integrated marketing communications, promotion, channel management and logistics; and implementing global marketing strategies. Students may be required to conduct a real-life project on the marketing of a specific good or service to another country.
In this project, they will be asked to assess the marketing environment, identify the marketing opportunities, select the target market segment, and advise a marketing plan. The use of such pedagogical tools varies by instructor. By the end of this module, students will appreciate the cultural nuances, technological, economic, and political impacts that make global marketing challenging; and be able to understand the rationale behind the standardisation versus differentiation practices of employed by international firms.
Effective marketing research is necessary for successful management of all phases of the marketing process. Marketing research serves a central basis for marketing decision making. Therefore, it is critical for a manager to understand marketing research and be able to specify what needs to be studied, how to study it, and how to interpret the results. This module is intended to acquaint students with the fundamental marketing research process.
While we will use class time to discuss appropriate research topics, students may be required to undertake cases, hands-on exercises, and a research project to facilitate their learning by doing.
Market Strategies International is now Escalent
By the end of this module, students should be able to assess the viability of market research projects and have some sense of how to oversee them. Ever think of being an entrepreneur and starting your own business? And today, more than ever, marketing helps these ideas to become a successful business due to our connected, mobile world, the abundance of digital tools that are available to small enterprises and online marketing solutions that help businesses find the right customers anywhere in the world.
This class offers a unique opportunity for those aspiring entrepreneurs to work with fellow classmates in developing a global marketing strategy to turn their ideas into real, viable businesses. From a marketing perspective, the class will cover digital tools, social media, and mobile marketing solutions to help students formulate their business plans and go-to-market strategies. Lastly, in partnership with Facebook, which now has over 75 million businesses on Facebook Pages worldwide, students will be able to pitch their ideas to Facebook business leaders and get valuable feedback.
In this course, students will examine the development, distribution, pricing and promotion of services e. Students will also explore the human factor in services marketing e. Case studies and readings may be used in addition to lectures in conducting this module. Students may also be required to complete a project concerning the marketing of services. The various pedagogical tools used vary by instructor. This module focuses on the development and application of marketing strategies for entrepreneurs, start-up firms, and small- and medium-sized enterprises SMEs , taking into account specific constraints faced by these set-ups.
The major topics covered include understanding the constraints facing SMEs, critical evaluation of extant analytical tools and strategic prescription for SME marketing, game theoretic applications in the formulation of SME marketing strategies, and developing a formal decision framework for SME marketing strategies.
Students can expect examples of how SMEs apply marketing concepts into their operation in this module. Besides lectures and discussions, students may be required to develop a comprehensive business plan for a start-up or SME. These pedagogical tools are varyingly used by instructors. At the end of this module, students would appreciate and understand the challenges faced by SMEs and start-ups, as opposed to major corporations, in planning and implementing marketing strategies to compete for markets, and learn how the challenges can be resolved. The objective of the module is to provide students with an understanding of the environment, issues and decision-making tools associated with the distribution of goods and services in marketing.
Topics include distribution of goods through appropriate use of channels: types of distribution channels and salespeople; organising and developing the selling and distribution effort; inter-organisational exchange behaviour; dimensions of conflict and cooperation among channel members; ways of rationalising relationships between channel members; development of effective marketing programmes by retailing and wholesaling members; management of marketing channels by manufacturing firms.
How to Use Customer Insights to Spur Growth
This module integrates the basic marketing principles, logistics issues, behavioural concepts, and analytical tools into the decision process underlying distribution through marketing channels. The marketing organisations involved in distribution are identified, and their roles and functions analysed. Product flows through the various kinds of channels and channel members are studied, the nature of channel planning and control is discussed, and characteristic channel problems are analysed.
The module adopts a holistic, systems approach in discussing the various issues pertaining to distribution and channels. There has never been a more exciting time to be in marketing than now — where on one hand opportunities are aplenty whilst at the same time the need to reinvent and adapt is paramount to staying relevant as a marketer. Technology is evolving at such a rapid pace that marketers now, more than ever, must understand the evolution of marketing that technology is driving.
Technology in itself is democratizing the brand and putting control in the hands of consumers. This module is designed to wire students to the digital economy and provide them with online tools and digital-marketing knowledge to compete effectively in the virtual-business world.
Emphasis will be placed on tapping the enormous potential of new marketing medium and exploring the unique characteristics of technology-mediated marketing environments that distinguish them in significant ways from traditional markets of opportunity. This course is designed to introduce students to how technology has impacted marketing in the areas of consumer behavior, product management, pricing, channel management, and communication.
Demand Management Planning Template
It aims to enable students to formulate and persuasively communicate rigorous and practical solutions to commonly faced online marketing problems across industries and geographies. Module content includes detailed assessment of issues related to information economy, online research and consumer behaviour, online business models including shopping and e-tailing, auctions, crowdsourcing, and affiliate marketing.
They will be introduced to Web analytics, clickstream analysis, and online personalisation; and will learn ROI calculation for online marketing spends. While lectures form the primary teaching tool, students are encouraged to actively participate in class for a richer learning. Readings and cases may also be used as supplements. These pedagogical tools may be varyingly used by different instructors. By the end of this module, students will derive deep insights into this shift, helping them become more relevant real world marketing practitioners and at the same time, understand how to operationalize this in their organizations.
This module seeks to acquaint students with the basic concepts, tools, and frameworks in business-to-business marketing. Students are exposed to the unique challenges in operating in the business market and provided with opportunities to carry out marketing analyses for decision making in the business marketing context.
Possible topics to be covered include the importance and unique aspects of business marketing, two-stage market segmentation in the business market, high tech product management, buyer-seller relationships in the business market, price bidding in the business market, and negotiations in the business market.
This module will be taught in an application-oriented fashion. The various business marketing management concepts and principles will be taught through brief lectures, class discussions, and class exercises. Students will learn how to make business marketing decisions, solve business marketing problems, and develop business marketing plans possibly through individual analysis and class discussion of marketing cases as well as group involvement in a business marketing project or simulation.
The pedagogical tools adopted may vary from instructor to instructor. By the end of this module, students should be able to understand and appreciate the uniqueness and challenges of marketing to firms and business organizations compared to marketing to consumers; and develop effective marketing strategies and programs for winning and retaining business customers.
This module focuses on acquiring, retaining, and winning back customers. This also saves time on behalf of the employees. Social CRM involves the use of social media and technology to engage and learn from consumers. These customers also share their own opinions and experiences with a company's products and services, giving these firms more insight. Therefore, these firms can both share their own opinions and also track the opinions of their customers. Enterprise feedback management software platforms combine internal survey data with trends identified through social media to allow businesses to make more accurate decisions on which products to supply.
CRM systems can also include technologies that create geographic marketing campaigns. The systems take in information based on a customer's physical location and sometimes integrates it with popular location-based GPS applications. It can be used for networking or contact management as well to help increase sales based on location. Despite the general notion that CRM systems were created for the customer-centric businesses, they can also be applied to B2B environments to streamline and improve customer management conditions. For the best level of CRM operation in a B2B environment, the software must be personalized and delivered at individual levels.
The main differences between business-to-consumer B2C and business-to-business CRM systems concern aspects like sizing of contact databases and length of relationships.
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There are fewer figure propositions in business-to-business, but in some cases, they cost a lot more than business-to-consumer items and relationships in business-to-business environment are built over a longer period of time. Furthermore, business-to-business CRM must be easily integrated with products from other companies. Such integration enables the creation of forecasts about customer behavior based on their buying history, bills, business success, etc. An application for a business-to-business company must have a function to connect all the contacts, processes and deals among the customer's segment and then prepare a paper.
Automation of sales process is an important requirement for business-to-business products. It should effectively manage the deal and progress it through all the phases towards signing. Finally, a crucial point is personalization. It helps the business-to-business company to create and maintain strong and long-lasting relationship with the customer. The overall CRM market grew by The four largest vendors of stand-alone or embedded CRM system offerings are Salesforce , SAP , Oracle , and Microsoft , which represented 42 percent of the market in Other providers also are popular for small and mid market businesses.
Additionally, applications often focus on professional fields such as healthcare , manufacturing , and other areas with branch-specific requirements.
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In the Gartner CRM Summit challenges like "system tries to capture data from social networking traffic like Twitter, handles Facebook page addresses or other online social networking sites" were discussed and solutions were provided that would help in bringing more clientele. Some CRM systems are equipped with mobile capabilities, making information accessible to remote sales staff.
Traditional providers have recently moved into the cloud-based market via acquisitions of smaller providers: Oracle purchased RightNow in October  and SAP acquired SuccessFactors in December CRM philosophy and strategy has shifted to encompass social networks and user communities. Sales forces also play an important role in CRM, as maximizing sales effectiveness and increasing sales productivity is a driving force behind the adoption of CRM.
Empowering sales managers was listed as one of the top 5 CRM trends in Another related development is vendor relationship management VRM , which provide tools and services that allow customers to manage their individual relationship with vendors. Pharmaceutical companies were some of the first investors in sales force automation SFA and some are on their third- or fourth-generation implementations. However, until recently, the deployments did not extend beyond SFA—limiting their scope and interest to Gartner analysts.
Another trend worth noting is the rise of Customer Success as a discipline within companies. More and more companies establish Customer Success teams as separate from the traditional Sales team and task them with managing existing customer relations. This trend fuels demand for additional capabilities for more holistic understanding of the customer health, which is a limitation for many existing vendors in the space. In , artificial intelligence and predictive analytics were identified as the newest trends in CRM. Companies face large challenges when trying to implement CRM systems.
Consumer companies frequently manage their customer relationships haphazardly and unprofitably.