1.5学制: Marketing & Media in a Global Context 全球背景下的营销和媒体 Leading for Strategic Advantage 领先的战略优势 Managing for Value Creation 管理创造价值 Writing and Editing for Digital Media 数字传媒写作和编辑 Advertising 广告学 Integrated Social Media Marketing 整合社交媒体营销 Writing for Marketi...
There is limited understanding of how businesses, particularly in a global context, activate the marketing concept in order to become market-driven. A study was conducted to delineate the activation process in an international setting, and some of the facilitating and impeding factors. In-depth ...
Critically analyse the impact of external and internal factors on the global/international marketing mix Apply the international market selection tool/framework to an international/global context Develop international STP strategies in real business cases produce an global/international strategic marketing plan...
The global influencer marketingmarket size has more than doubledsince 2019. In 2021, the market was valued at a record $13.8 billion U.S. dollars. Influencer marketinginvolves using Instagram and other social platforms to partner with influencers—people who already have dedicated, engaged followers...
参考教材 A Short Course in International Marketing, Jeffrey Edmund Curry/ Wei Zhang, Shanghai Foreign Language Education Press 详细介绍 Conducted in English, this course elaborates the principles and elements of international marketing as well as the best practices in the global context. Part I of...
Physical evidence When considering the purchase of a good, the customer may respond to physical cues, such as whether the packaging is pleasing on the eye or whether the good itself is aesthetically attractive. In the context of the extended marketing mix, physical evidence is especiall...
Task 3 is the evaluation of e-marketing as a business strategy in its own right. The context is from a financial perspective only, so all responses would need to incorporate this context. Now we need to consider whether the 6 ‘I’s can be ...
1 Chapter 1: The role of marketing in the firm and in a social market economy Marketing is both a business philosophy and an action-oriented process. One can identify three dimensions in the marketing concept: culture, analysis and action. The ideological foundations of marketing are deeply ...
'Place' in a marketing mix context refers not to a single location but to several: where your business is located; where your customers are located; and any points in between such as warehouses, distributors and retailers. How you get your products from you to the end user is, as with ...