Advertising

at school(s) in Edinburgh or delivered online/live/on-site/by e-learning

Brand Management (Online)
School/Trainer: UCLA Extension [All Courses]

Explore, learn, and understand the complexities in the development, sustainability, and leverage of a brand. In this comprehensive course, participants learn how brand identity must be nurtured and managed to positively affect a company’s performance and future, as well as understand the power and importance of a brand from its creation through execution. Designed to explore the mechanisms......

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Many firms today seek to establish closer relationships with their customers in hopes of generating loyalty and repeat purchase behavior. This module examines the premises underlying relationship marketing, the types of customers for which it is most appropriate, and some of the risks inherent in adopting a relationship strategy....

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No matter what the industry, every company must develop new products. They are essential for maintaining sales, replacing outdated offerings, and tapping new market opportunities. Most importantly, customers want new products that meet their changing demands. Companies that can react and meet this demand most efficiently and effectively will hold a strong competitive advantage. Those firms that......

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The marketing strategy of a global company will be different than one only facing domestic issues. There are various concepts that must be understood that are particular to a multi-national environment. In this module, we discuss fundamental concepts, which are important to understand before moving on. We will look at the various types of advantages that a company can seek in a global environme......

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This course provides a comprehensive, practical approach to conducting relevant and useful marketing and advertising research and understanding how it applies to your organization. Instruction also examines how the entire research process--from problem definition to design and interpretation--can be used for effective decision making. Topics include identifying current data sources; designing q......

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This module offers an introduction to consumer behavior and the decision-making process. A framework for consumer analysis is presented and the role of marketing strategy is discussed. Decision making is examined as a form of problem solving, and the different levels of decision making also are covered....

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