英国大学市场营销讲义Short Brand Sponsorship
英国大学市场营销专业介绍
英国大学市场营销专业介绍英国大学市场营销专业介绍英国大学市场营销marketing专业列表：华威大学(University of Warwick)、曼彻斯特大学(University of Manchester )华威大学下设市场营销与战略专业：MSc Marketing & Strategy (市场营销与战略专业)要求申请者有商科相关的专业背景，一般本科课程中有市场营销或者战略的相关课程，申请者的写作和口语水平要求很高，IELTS 8.0。
曼彻斯特大学下设市场营销专业：MSc Marketing (市场营销专业) 接受非商科背景学生的申请，审批时也会综合考虑学生的平均分，在班级的排名等来综合评定。
IELTS 7.0。
英国大学市场营销marketing专业列表：埃克塞特大学(University of Exeter )、格拉斯哥大学(University of Glasgow ) 埃克塞特大学下设两个市场营销专业：MSc Marketing (市场营销专业)、MSc Marketing and Financial Services (市场营销和金融服务专业)市场营销专业：要求申请者有商科相关背景，例如管理，市场营销，或者经济等专业，申请者需表明其在市场营销这一领域有浓厚的兴趣或者相关的工作经验。
IELTS 7.0 (各项不低于6.0)。
市场营销和金融服务专业：要求申请者有会计，金融或经济相关背景，本科学习的课程中有一半以上上述课程。
IELTS 6.5 (写作不低于6.0，其他各项不低于5.0)格拉斯哥大学下设两个市场营销相关专业：MSc Management (International Marketing) (管理专业-国际市场营销方向)、MSc Strategic Marketing (战略市场营销专业)管理专业-国际市场营销方向：要求申请者有商科或者管理专业相关背景，IELTS 6.5 (单项不低于6.0)战略市场营销专业：要求申请者有商科或者管理专业相关背景，IELTS 6.5 (单项不低于6.0)英国大学市场营销marketing专业列表：兰卡斯特大学(Lancaster University )、纽卡斯尔大学(Newcastle University) 兰卡斯特大学下设两个市场营销相关专业：MSc Advanced Marketing Management (高级市场营销管理专业)、MSc Management and Marketing (管理以及市场营销专业)高级市场营销管理专业：要求申请者有市场营销或者商科相关背景，本科学习所学科目中必须含有市场营销相关课程，IELTS 7.0(各项小分不低于6.0)管理以及市场营销专业：要求申请者是非商科或者非管理专业背景，IELTS 7.0.纽卡斯尔大学下设三个市场营销相关专业：MSc International Marketing (国际市场营销专业)、MSc Advanced International Business Management and Marketing(高级国际商业管理以及市场营销专业)、MA Cross-Cultural Communication and International Marketing(跨文化交流以及国际市场营销专业)国际市场营销专业：要求申请者有商科或者市场营销相关专业背景，IELTS 6.5高级国际商业管理以及市场营销专业：要求申请者有商科或者市场营销相关专业背景，IELTS 6.5(其中写作不低于6.0)。
英国大学市场营销培训讲义英文版)
Ford Ka
Marketers use colour to convey meaning in this advertisement
12
Consumer or Organisational Products
Why was the product Purchased ?
For use in the operation of a business or
4
Orange
Marketers use
colour to
.... .
convey
meaning in
this
advertisement
CHANAKA JAYAWARDHENA
BSP 022 MARKETING MANAGEMENT
11
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
CONSUMER PRODUCT
2
Some Examples of Organisational Buying
Paper cups by McDonald's Computer chips by Toshiba Concrete by Local Authorities Oil by Electricity Generators Fertiliser by Farmers Accountancy services by Ltd.. Companies TV’s by Comet or Dixons
Evaluation Of alternatives
Purchase
Post-purchase
evaluation of
alternatives
留学英国市场营销专业详解
留学英国市场营销专业详解在英国商科类专业是受留学生欢迎的一类专业，市场营销专业是商科类专业中的一种，很多同学对英国市场营销专业不了解，来给大家详细介绍英国的市场营销专业吧！英国大学开设的市场营销专业的涉及到，营销原理，战略，管理，消费者，以及特定方面营销（服务，品牌，零售，数字化）这五个领域的内容。
当然还有一些大学将行业资格加入到了课程学习中，最主要的就是特许市场营销协会Chartered Institute of Marketing （CIM）。
商科类专业，英国有相当优越的条件，有世界一流的高等学府，有发达的商业环境。
英国各高校都与不少著名企业乃至整个企业界保持良好的关系。
因此，Marketing专业是留学英国的理想选择之一。
英国的市场营销专业能够使学生掌握市场营销、管理、经济、法律等方面的基础知识，了解国际市场营销管理环境，熟悉国际市场营销的有关方针、政策和法规以及国际市场营销的惯例与规则，能独立分析、解决营销管理中的实际问题。
1、销售方向职位从低到高排列：销售代表（导购）、销售主任、销售主管、区域经理、大区经理、销售经理。
2、市场方向市场助理、市场专员、市场调研、品牌推广、产品推广、活动专员、企划专员、运营、文案、平面设计、公关、市场经理等。
3、公务员国企相关市场营销专业方向即可。
4、其它方向市场营销培训、策划、咨询机构，各大中专院校等等。
学营销的毕业后，一般同学会进入一个或大或小的广告公司，或者公司的市场部。
从这里开始，你的职位从assistant， consultant，executive， director， manager， planner， specialist一路上升到最后的Chief Marketing Officer（CMO）。
将你所学充分运用到工作中，你会发现在英国学习时候大量的模拟实践这会就非常有用，因为你将面对朝九晚五的生活，但是夹杂着大量的团队合作，项目deadline前的痛不欲生，做空中飞人去见客户，或者编织人脉，或者做市场调研。
英国大学市场营销讲义1
7
Creating Customer Value
Positive
Customer value
Negative
Perceived benefits
Product benefits Service benefits Relational benefits Image benefits
Perceived sacrifice
Monetary costs Time costs Energy costs Psychological
costs
8
Creating Customer Satisfaction
Delight
‘Delighters’
Customer satisfaction
Neutral
‘More is better’
2
Production Orientation
Production capabilities
Manufacture product
Aggressive sales effort
Customers
3
Marketing Orientation
Customer needs
Potential market opportunities
英国大学市场营销讲义1
2020年7月19日星期日
What is marketing?
To attract and retain customers at a profit (Drucker, 1999)
To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)
英国大学市场营销讲义(一)2
Characteristics of Organisational Buying
Nature and size of customers
Economic and technical choice
criteria
Risks
Organisational Purchases
Complexity of buying
be the one who initiates
supply information
the purchase process
and advice. Outsiders
and may develop the
Useprroduct
ssuocmheatsimcIenosnflspuueelrtfanonrcmtser
10
Sony
The importance of emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad.
4
Orange
Marketers use colour to convey meaning in this
No of people involved in buying centre
10
Reverse marketing
Supplier sells by taking initiative
Supplier
Traditional marketing Reverse marketing
Buyer
Buyer takes initiative to persuade supplier to provide
市场营销讲义英文275页PPT
Objectives
Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast
Opportunities
Corporate Headquarters Planning
Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses
A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
英国大学市场营销讲义Lect5_research
• Research brief • Background information • Sources of information • Scale of the project • The timetable
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
The second stage
Objective - a firm decision is taken to go ahead with research. Commence detailed background studies and prepare data collection methods/instruments.
Research proposal • What will be done • How much will it cost • How long will it take
Exploratory research • Literature review • Secondary sources • Publicly available data
Choose methods (channel where applicable) Decisions on Quantitative methods • Face to face interviews • Mail surveys • Telephone interviews • Internet surveys (email and web based)
Marketing information systems
A system in which marketing information is formally gathered, stored, analysed and distributed to managers in accord with their informational needs on a regular planned basis.
“市场营销”讲义(英文PPT 273页)
Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies
Industrializing economies Industrial economies
Savings, Debt, & Credit Availability
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
英国留学市场营销专业解读
英国留学市场营销专业解读/ueditor/201710/23/0b8497919ba6ea6f6329640014bfd8 12.jpg" title="mp54256446_1452665873003_2.jpeg" alt="mp54256446_1452665873003_2.jpeg" width="401" vspace="0" height="250" border="0"/>从这个定义我们可以看出，营销的核心就是传递价值的这个过程，这个过程的每一步每一个环节，我们都可以定义为营销。
Marketing的核心是关注需求和欲望，在传统行业中，了解了目标群体的需求和欲望后，企业从产品研发，价格制定，产品生产包装，渠道分配控制，终端销售，及销售之后的客户服务，每一个环节都是为了达到最终的产品和价值传递交换的目的，因此都可以定义为Marketing。
在互联网行业中，本质上整个过程比较类似，只是更关注于具体产品。
读到这里我们可以发现，很多广义上的错误认为，Marketing 是做一件事，其实，Marketing是做整个过程中的每个环节，销售，广告，关系都可以某种意义上来说，都是Marketing的一部分。
市场营销职业前景如何?从传统企业的角度，简单的说，Marketing就是教育消费者为什么要买你的产品，为什么你的产品比别人的好。
你要使用对的方法和传递对的信息，去教育和影响你的目标受众。
越来越多的企业现在将自己转向市场导向的企业，举个例子，快消企业(FMCG，快速消费品)目前都是市场导向的，市场部一般都会作为公司的核心部门。
销售部根据市场部的指令进行销售战略;供应链根据市场部的要求供给，财务根据市场部的计算来提供财务支持，所有的部门都是围绕着市场部进行工作。
市场部的重要性可见一斑。
英国大学市场营销讲义Lect6Product & brand Management
Branding Basics
Brands through History
Brands v Products - Products are:Made in Factories largely copiable potentially short lived
Branding Basics Cont‟d.
STARS QUESTION MARKS £ IN + £ OUT - - -DOGS £ IN +
?
HIGH Market growth rate
£ IN
+++
£ OUT - - 0 CASH COWS £ IN +++ £ OUT ++
Low
£ OUT 0
High Low Relative market share
– – –
An example: The value of the Rowntree brands
Kit Kat Quality Street After Eight Book value Market value 3000 m. : Smarties SFr. 762 m. : SFr.Lion0Fra bibliotekTime
PLC Useful or Useless?
Useless
– Many external/uncontrollable factors influence life cycle – Not empirically supported – The ‘s’ shaped curve doesn’t appear much in practice – and then only class life cycle – Which life cycle?
关于英国留学市场营销专业介绍
一、真正的Marketing是什么?Marketing是市场营销是大学里的热门专业之一，但有很多人会简单粗浅地把销售和营销画上等号，因此在选专业的时候果断给它划上叉。
其实，我们需要从市场营销定义出发，了解真正的Marketing是什么?1、学术型定义市场营销，是在变化的市场环境中，旨在满足消费需要、实现企业目标的商务活动过程，包括市场调研、选择目标市场、产品开发、产品促销等一系列与市场有关的企业业务经营活动。
2、非学术型定义市场营销是创造和满足顾客的艺术。
为了让市场营销的定义更容易被大家理解，我们可以从中抓住几个关键词：创造(研发)、定位(目标)、交换(促销)这几个词扩展了说就是：市场营销需要做的，不仅是销售，而是从一个想法出现到一个品牌建立的整个流程。
这个流程包括市场调查、数据分析、市场定位、产品设计、研发、生产、销售、宣传、公关等等。
IDEA→BRAND这其中，销售手段有很多种，宣传手段也有很多种，可以把它们概述为营销手段，但不能说它们就代表了市场营销。
说到这里，推销与营销的区别也就更加清晰了：推销：把产品带到客户面前营销：把客户带到产品面前总结：成功的营销就是终结推销。
举个简单的例子：小米手机。
小米手机市场营销的成功是有目共睹的。
它之所以能够成功，是因为：首先，它有准确的市场定位--低价的中端智能手机市场，其次，它采用了一种非常规的销售模式--网络直销。
两者结合，小米给人留下了"性价比极高"的印象。
这种营销模式，也就成功了。
二、学习Marketing毕业后能做什么?通过对Marketing定义的深入了解，相信很多小伙伴和家长都不会再将市场营销和简单的销售混为一谈，其实整个Marketing从市场调查、数据分析、市场定位到产品设计、研发、生产、销售、宣传、公关整个流程的任意环节，只要你具备专业知识和足够的技能，你都能从事任一环节的工作。
具体来说，学习市场营销专业的同学毕业后的就业方向主要有以下4类：1、销售方向职位从低到高排列：销售代表(导购)、销售主任、销售主管、区域经理、大区经理、销售经理刚毕业的大学生因为没有实际的工作经验，所以很多只能从一线销售做起，很多人也认为销售只是一个无门槛、只要能说会道、吃苦耐劳就能做的工作，但小编认为销售行业对一个人的情商要求还是蛮高的。
英国大学市场营销培训教案(英文版)
Level of involvement
.... . Differentiation
and number of alternatives
Extent of problem solving
Time pressure
8
The consumer decision-making process and level of purchase involvement
Lecture 2: Buyer Behaviour in Consumer and Organisational Markets
Lecture Objectives
Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying
Need recognition/problem
awareness
Information search
Evaluation Of alternatives
Purchase
Post-purchase evaluation of alternatives
9
Choice Criteria Used When Evaluating Alternatives
Buying to specific requirements
Reciprocal buying
Derived demand
Negotiations
4
The Buying Centre Gatekeepers
Buyers
control the flow
choose suppliers
英国大学市场营销培训讲义英文版
10
Reverse marketing
Supplier sells by taking initiative
Supplier
Traditional marketing
.... .
Reverse marketing
Buyer
information is required. Example: re-ordering photocopying
paper
13
Time taken for decision
Buying Situation Implications
Modified Rebuy
New Task
Straight Rebuy
Limited evaluation media search
Extensive search
Many alternatives evaluated on many choice criteria Extensive evaluation including media search
10
Sony
The importance of emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad.
problem. Often this involves
.... .
development of specifications for products and suppliers as well as procedures for future purchases. High information requirement from many
中英对照营销讲义
▪ Web efforts can enhance relationships
a company carefully integrates and coordinates its many communications
合和搭配其众 多的沟通渠道 以传递一个关
channels to deliver a
于其组织和产
clear, consistent, and
品的清晰、一
compelling message
▪ Message Structure: Key decisions 息
are required with respect to three message structure issues:
▪ 信息结构：关键的决策被 要求尊重三个信息结构问
❖ Whether or not to draw a conclusion
▪ 从不同渠道和 促销方法所传 达的信息的冲 突可以使公司 或品牌形象变 得混乱
▪ 当专业人员独 立地解决个人 营销沟通问题 时这一现象尤 为普遍
15 - 7
• The Need for Integrated Marketing Communications
▪ The Web alone cannot be used to build brands; brand awareness potential is limited
Integrated Marketing Communication Strategy
英国大学市场营销讲义2002 Promo Mix
Publicity: Non-personal stimulation of demand for a product, service
or business unit by planting commercially significant news about it in a published medium or obtaining favourable presentation of it upon radio, television or stage that is not paid for by the sponsors.
Objectives Setting
Communication objectives Sales objectives
Budget Decisions
Affordable approach Per cent of sales Competitive parity Objective and task
Campaign Evaluation Communication impact Sales impact
Media Decision Reach, frequency, impact Main media types Specific media vehicles Media timing
Elements of the Communication Process
MSc Marketing and Management
The Promotional Mix
Topics
Elements of the mix and definitions The scope of sales promotions Advertising objectives and limitations Developing and advertising campaign Gaining synergy in the mix Video cases
英国留学申请市场营销推荐信范文
英国留学申请市场营销推荐信范文dear sir/madam,i have been asked by edward guo (guo zhenyu) to provide a reference / recommendation for his application for the masters program in marketing at your esteemed university. i am pleased to make this recommendation for him to pursue his post-graduate studies, and believe that he has the capability and potential to make full use of the masters program to further his career in future, hopefully back with hill and knowlton (china).i am the head of department where edward currently works at. i have known him for slightly more than 2 years now, and first interviewed him when he applied for a role at hill and knowlton (china).edward’s role within the organizati on is primarily to support the team’s marketing and communications work for hill and knowlton’s clients, which includes planning, liaising with external stakeholders as well as implementing various initiatives for the clients. during this time, edward has benefited from working with both world-leading multinational companies, as well as industry leading chinese companies. while edward reports in directly to a member of my staff, i have had the opportunity to interact regularly with him.during these past 2 years, i have continued to be impressed by what edward has to offer, both in terms of his experience as well as by his maturity, enthusiasm and passion. edward has also clearly demonstrated character traits that will put him in good stead in future. the fact that he has been promoted twice during his time within the company is evidence of his great performance and high potential.his passion, drive and perseverance, and willingness to take on challenges: edward is very passionate and committed in what he does. he is also very driven, and regularly works hard to do his best in any situation. a client of ours, in the technology industry, is well known for being very challenging, and agencies generally find it difficult to work amicably with them. edward demonstrated his perseverance in managing to work with the clients, and over time, maintained a rapport with the clients and gain their trust. till this day i continue to receive praise for his work and performance from this client.his strong desire to learn and ability to fit in: edward came from a marketing background from his previous job at kraft foods. though he did not have a public relations background, he managed to fit in quickly within the group. more importantly, he managed to pick up pr skills within a relatively short period of time. edward has progressed quickly to a junior manager who is well known for his reliability, ability to work with different stakeholders and delivery of quality work.should you have any further questions, i am happy to provide more clarity, either via email or phone.best regards,benjamin。
市场营销英文讲义 (7)
Yao Ming Birthdate: 9/12/80 NBA Position: Center Team: Shanghai Sharks Education: Shanghai Sports College Ht: 7-5 Wt: 295 Hometown: Shanghai, China
Who Wants a Piece of the Action??
External Sponsorship Influences-Domain
n
Arts, Sport, Charities, Media etc.
– Differing ‘Personalities’ (Swatch v Royal Bank of Scotland) – Differences in Perceived Altruism v Commercialism – Emotional ‘Power’ Brands
ENVIRONMENTAL PROGRAMMES
CARING, CONCERNED, EXPLOITATIVE
Sponsorship Focus
Individual Risk and Personality Benefit (e.g Eric Cantona) n Team
n
– Less Risk, Less Clarity of Personality (Nike and Brazil)
Celebrity Endorsement
n
n
n
As with Sponsorship, CE aims to produce transfer of image from the celebrity to the endorsed brand By definition ‘celebrity’ means that the endorser is well known to the customer. It is less clear as to what elements of image transfer and why
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Housekeeping New Developments Reprise of Session VIII
– Advertising
y’s Topic
– Leveraging Secondary Associations to Build the Brand
Nike in ‘98 World Cup)
Sponsorship Status
Sincerity and Local Sponsorship (Community based e.g Tesco’s computers for Schools). High Status and Perceived Quality of Sponsoring Brand(s) Global Events and Quality
• Sponsorship/Celebrity Endorsement
New Developments
Monopoly – revitalising an Old Brand
– Disney Version – Nottingham Version
Metropolitan Police
–Patent, Trademark the helmet and badge
–Already done by the NYPD
Yao Ming Birthdate: 9/12/80 NBA Position: Center Team: Shanghai Sharks Education: Shanghai Sports College Ht: 7-5 Wt: 295 Hometown: Shanghai, China
ENVIRONMENTAL PROGRAMMES
CARING, CONCERNED, EXPLOITATIVE
Sponsorship Focus
Individual Risk and Personality Benefit (e.g Eric Cantona) Team
– Less Risk, Less Clarity of Personality (Nike and Brazil)
– Emotional ‘Power’ Brands
Sponsorship Category SPORTS
Brand Image Transfer
HEALTHY, YOUNG, ENERGETIC, FAST, VIBRANT, MASCULINE
HIGH-
SOPHISTICATED, ELITE,
BROW
DISCRIMINATING, UP-
ARTS
MARKET, SERIOUS,
PRETENTIOUS
Source: Meeneghan and Shipley (1999), Media Effect
in CommMAeSrcSial Sponsorship, EJYFMRO,IUE3NNG3D,LA(Y3,CC/C4UER)SRSEIBNLTE, ,
– Fit??
Name the Endorser and Brand
Applying Fit to Sponsorship/CE
Fit arising from‘source credibility’:-
– Expertise: The extent to which the
communicator is perceived to be a source of valid assertions about the object/message.
– Trustworthiness: The degree of confidence
in the communicator’s intent to tell what is true
– Attractiveness: The physical and or
emotional attractiveness of the source
ARTS
INNOVATIVE, COMMERCIAL
N.B. These are aggregated/comApDMoIsRAitBeLEim, CaONgCeEsR.NED, CARING, INTELLIGENT,
STOhCeyIAwL CillAvUaSrEySwithin the categoEXryPL(OeSgIVERugby Union v Rugby League)
Sponsorship Benefits (over the other Promo Mix Elements)
May be efficient (i.e.target market match Rolex &Yaughting, Man. U. &Vodaphone). May be Effective:1. In Raising Awareness e.g. Martell and Cornhill 2. Emotional (excitement) involvement with event breaks through filtering and market ‘noise’
Kuala Lumpur 1998
Pick a question and discuss it with your immediate neighbours
Event
– Local v Global: Quality v Sincerity
(Tescos Computers for schools v IBM and Olympics)
Sponsorship Composition
Individual (Flora) Composite (Leicester RFC - Next,
External Sponsorship Influences-Domain
Arts, Sport, Charities, Media etc.
– Differing ‘Personalities’ (Swatch v Royal Bank of Scotland)
– Differences in Perceived Altruism v Commercialism
Who Wants a Piece of the Action??
Sponsorship’s Scope
Estimated World-wide spend on Advertising is £19 billion and growing (1999 estimate).
In the UK 2000, Arts sponsorship = £141m (+23% 98/99), Sports sponsorship = £377m (+5% 98/99) : 2002 = £1 billion on sport alone
Sponsorship Duration
Longevity – Cornhill v Gillette v Volvo
Promiscuity
– Nationwide and Glen Hoddle
Exit Strategies
Choosing a Brand to Sponsor
The Power of a Brand’s image is a function of :– Favourability (Football 1980’s v
Alliance and Leicester etc.)
Complex (World Cup ‘98 - 12 main
sponsors, 40minor sponsors, 150 logo/merchandising deals)
Trends in Sponsorship Composition – More Complexity – More ‘Ambush Marketing’ (Adidas v
FIFA suggests soccer generates $200 billion economic activity p.a.. The World Cup generates audiences in excess of 30 billion. @ 1 in 3 people on the planet watched the final
now) – Strength (Fan allegiance
behaviour) – Unique (Man U., Grand National
etc).
Celebrity Endorsement
As with Sponsorship, CE aims to produce transfer of image from the celebrity to the endorsed brand By definition ‘celebrity’ means that the endorser is well known to the customer. It is less clear as to what elements of image transfer and why
Sponsorship Benefits Continued
Allows for Brand Image Transfer (Autoglass and Chelsea, Volvo and Tennis/Golf) Motivates Internal Marketers Corporate Hospitality Options Newsworthiness/Relevance Leverage potential