SHEB501 Marketing Management Strategies
Annotation:
In today’s world, it sometimes seems that change is the only constant. Managers of both profit and non-profit-oriented organizations face an environment characterized by rapidly changing technology and competition that is increasingly multinational in scope. These changes have important implications for marketing decisions in an organization. This unit provides the concepts, tools, and decision-making approaches perspective marketing managers need to fulfill their specialized roles and responsibilities. Furthermore, the specific unit deals with innovative marketing techniques and the current trends in corporate marketing management.
This unit aims to:
- Enable students’ understanding of the decision-making process they will face in marketing management positions.
- Present the analytical tools that marketing managers must use in order to analyze the situation confronting the products or product lines for which they are responsible.
- Familiarise students with the budgetary considerations of marketing decisions.
- Familiarise students with the development of effective marketing implementation
Lecturers:
Christos Liassides
Asst. prof. Rositsa Nakova, PhD
Prof. Ivan Boevski, PhD
Silvana Milenova
Course Description:
Competencies:
Students who complete this course:
1) will know:
- Analyse real-life situations and provide solutions they may encounter
2) will be able to:
- Handle a number of tools available to marketing managers
- Appreciate and implement the concepts that are involved in producing an effective marketing effort
- Apply and fully comprehend budgetary techniques in marketing
- Critically analyze, evaluate, and use his own reasoning
- Synthesize the forces affecting the environment of a firm
Prerequisites:
Principles of Мarketing
Types:
Full-time Programmes
Types of Courses:
Lecture
Language of teaching:
English
Topics:
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
- • Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review, p.2-5. • Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business Review, p.2-4.
Bibliography:
Sullivan, T. and Fisman, R. (2017) A super Bowl ad is the equivalent of lighting money on fire, which can be more strategic than it sounds. Harvard Business Review
Wilson, H.J. et al. (2017) When Al becomes the new face of your brand. Harvard Business Review
Clark, Dorie (2017) How to Rebrand Yourself as Creative When You're Not Perceived That Way. Harvard Business ReviewSharma, Amit (2017) How retail can thrive in a world without stores. Harvard Business Review
Sopadjieva, E. et al. (2017) A study of 46,000 shoppers shows that omnichannel retailing works. Harvard Business Review
Arun, D. and Ashutosh, M. (2016) Demand chain management: The marketing and supply chain interface redefined
Hollensen, Svend (2015) Marketing Management: A Relationship Approach (3rdedition). Pearson, Harlow.
Kotler, P. and Keller, K. L. (2013) Marketing Management. 4th Edition. London, Pearson Prentice Hall.
Peter, P. and Donnelly, J. H. (2011) Marketing Management, Knowledge and Skills. 8th Edition, McGraw-Hill Erwin