Tài liệu miễn phí PR - Truyền thông
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Lecture Project management: A managerial approach – Chapter 7: Budgeting: estimating costs and risks
In chapter 7, we will see that the distinction between these types of life cycles plays a critical role in developing budgets and schedules for projects. It is not necessary for the PM to estimate the precise shape of the life-cycle curve, but the PM must know which type of project life cycle applies to the project at hand.
3/29/2020 4:06:36 PM +00:00
Lecture Project management: A managerial approach – Chapter 6: Project activity and risk planning
Chapter 6 deals with project activity planning and presents tools useful in organizing and staffing the various project tasks. It also contains a short discussion of phase-gate management systems and other ways of dealing with the problems that arise when multidisciplinary teams work on complex projects.
3/29/2020 4:06:30 PM +00:00
Lecture Project management: A managerial approach – Chapter 5: The project in the organizational structure
Chapter 5 discusses various ways to establish the project organization. Different organizational forms are described, as well as their respective advantages and disadvantages. The stafffi ng of the project team is also discussed.
3/29/2020 4:06:24 PM +00:00
Lecture Project management: A managerial approach – Chapter 4: Managing conflict and the art of negotiation
Chapter 4 covers a subject of critical importance to the PM that is almost universally ignored in project management texts: the art of negotiating for resources. The chapter also describes some major sources of interpersonal confl ict among members of the project team.
3/29/2020 4:06:18 PM +00:00
Lecture Project management: A managerial approach – Chapter 3: The project manager
Chapter 3 concerns the many roles of the project manager (PM), the multiple responsibilities, and some personal characteristics a project manager should possess. It also discusses the problems a PM faces when operating in a multicultural environment.
3/29/2020 4:06:12 PM +00:00
Lecture Project management: A managerial approach – Chapter 2: Strategic management and project selection
Chapter 2 describes how to evaluate and select projects that contribute to the organization’s strategy and discusses the information needed as well as the management of risk during this process. The chapter concludes with a description of an eight-step procedure called the “project portfolio process” that aligns project selection with the strategy.
3/29/2020 4:06:05 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 22 - George E. Belch, Michael A. Belch
Chapter 22 - Personal selling. The main goals of this chapter are: To understand the role of personal selling in the integrated marketing communications program, to know the advantages and disadvantages of personal selling as a promotional program element, to understand how personal selling is combined with other elements in an IMC program.
1/13/2020 7:45:42 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 21 - George E. Belch, Michael A. Belch
Chapter 21 - Evaluating the social, ethical, and economic aspects of advertising and promotion. The main goals of this chapter are: To consider various perspectives concerning the ethical aspects of advertising and promotion, to consider various perspectives concerning the social aspects of advertising and promotion, to evaluate the social criticisms of advertising.
1/13/2020 7:45:32 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 20 - George E. Belch, Michael A. Belch
Chapter 20 - Regulation of advertising and promotion. The main goals of this chapter are: To examine how advertising is regulated, including the role and function of various regulatory agencies; to examine self-regulation of advertising and evaluate its effectiveness; to consider how advertising is regulated by federal and state government agencies, including the Federal Trade Commission.
1/13/2020 7:45:21 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 19 - George E. Belch, Michael A. Belch
Chapter 19 - International advertising and promotion. The main goals of this chapter are: To examine the importance of international marketing and the role of international advertising and promotion, to review the various factors in the international environment and how they influence advertising and promotion decisions, to consider the pros and cons of global versus localized marketing and advertising.
1/13/2020 7:45:12 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 18 - George E. Belch, Michael A. Belch
Chapter 18 - Measuring the effectiveness of the promotional program. The main goals of this chapter are: To understand reasons for measuring promotional program effectiveness, to know the various measures used in assessing promotional program effectiveness, to understand the requirements of proper effectiveness research, to evaluate alternative methods for measuring promotional program effectiveness.
1/13/2020 7:45:02 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 17 - George E. Belch, Michael A. Belch
Chapter 17 - Public relations, publicity, and corporate advertising. The main goals of this chapter are: To recognize the roles of public relations, publicity, and corporate advertising in the promotional mix; to know the difference between public relations and publicity and demonstrate the advantages and disadvantages of each; to understand the reasons for corporate advertising and its advantages and disadvantages.
1/13/2020 7:44:53 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 16 - George E. Belch, Michael A. Belch
Chapter 16 - Sales promotion. The main goals of this chapter are: To understand the role of sales promotion in a company's integrated marketing communications program and to examine why it is increasingly important, to examine the various objectives of sales promotion programs, to examine the types of consumer and trade-oriented sales promotion tools and the factors to consider in using them.
1/13/2020 7:44:41 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 15 - George E. Belch, Michael A. Belch
Chapter 15 - The internet: Digital and social media. The main goals of this chapter are: To understand the role of the Internet and digital and social media in an IMC program; to understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process; to understand how to evaluate the effectiveness of communications through the Internet, and digital and social media.
1/13/2020 7:44:29 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 14 - George E. Belch, Michael A. Belch
Chapter 14 - Direct marketing. The main goals of this chapter are: To recognize the area of direct marketing as a communications tool, to know the strategies and tactics involved in direct marketing, to demonstrate the use of direct-marketing media, to determine the scope and effectiveness of direct marketing.
1/13/2020 7:44:20 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 13 - George E. Belch, Michael A. Belch
Chapter 13 - Support media. The main goals of this chapter are: To examine the role of support media in the IMC program, to recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program, to develop an understanding of the advantages and disadvantages of support media, to know how audiences for support media are measured.
1/13/2020 7:44:06 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 12 - George E. Belch, Michael A. Belch
Chapter 12 - Evaluation of print media: Magazines and newspapers. The main goals of this chapter are: To examine the various types of magazines and newspapers and the value of each as an advertising medium; to analyze the advantages and limitations of magazines and newspapers as advertising media; to discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined;...
1/13/2020 7:43:55 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 11 - George E. Belch, Michael A. Belch
Chapter 11 - Evaluation of media: Television and radio. After completing this unit, you should be able to: To examine the structure of the television and radio industries and the role of each medium in the advertising program; to consider the advantages and limitations of TV and radio as advertising media; to explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined;...
1/13/2020 7:43:43 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 10 - George E. Belch, Michael A. Belch
Chapter 10 - Media planning and strategy. After completing this unit, you should be able to: To understand the key terminology used in media planning, to know how a media plan is developed, to know what constitutes media objectives, to know the process of developing and implementing media strategies,...
1/13/2020 7:43:31 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 9 - George E. Belch, Michael A. Belch
Chapter 9 - Creative strategy: Implementation and evaluation. After completing this unit, you should be able to: To analyze various types of appeals that can be used in the development and implementation of an advertising message, to analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate, to analyze various tactical issues involved in the creation of print advertising and TV commercials,...
1/13/2020 7:43:21 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 8 - George E. Belch, Michael A. Belch
Chapter 8 - Creative strategy: Planning and development. After completing this unit, you should be able to: To discuss what is meant by advertising creativity and examine the role of creative strategy in advertising, to consider the process that guides the creation of advertising messages and the research inputs into the stages of the creative process, to examine creative strategy development and the roles of various client and agency personnel involved in it,...
1/13/2020 7:43:09 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 7 - George E. Belch, Michael A. Belch
Chapter 7 - Establishing objectives and budgeting for the promotional program. After completing this unit, you should be able to: To recognize the importance and value of setting specific objectives for advertising and promotion, to understand the role objectives play in the IMC planning process and the relationship of promotional objectives to marketing objectives, to know the differences between sales and communications objectives and the issues regarding the use of each,...
1/13/2020 7:42:58 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 6 - George E. Belch, Michael A. Belch
Chapter 6 - Source, message, and channel factors. After completing this unit, you should be able to: To study the major variables in the communication system and how they influence consumers' processing of promotional messages, To examine the considerations involved in selecting a source or communicator of a promotional message, To examine different types of message structures and appeals that can be used to develop a promotional message,...
1/13/2020 7:42:45 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 5 - George E. Belch, Michael A. Belch
Chapter 5 - The communication process. After completing this unit, you should be able to: To understand the basic elements of the communication process and the role of communications in IMC, to examine various models of the communication process, to understand the important role of word-of-mouth influence and viral marketing,...
1/13/2020 7:42:33 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 4 - George E. Belch, Michael A. Belch
Chapter 4 - Perspectives on consumer behavior. After completing this unit, you should be able to: To understand the role consumer behavior plays in the development and implementation of advertising and promotional programs; to understand the consumer decision-making process and how it varies for different types of purchases; to understand various internal psychological processes, their influence on consumer decision making, and implications for advertising and promotion;...
1/13/2020 7:42:21 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 1 - George E. Belch, Michael A. Belch
Chapter 3 - Organizing for advertising and promotion: The role of ad agencies and other marketing communication organizations. After completing this unit, you should be able to: To understand how companies organize for advertising and other aspects of integrated marketing communications, to evaluate the advantages and disadvantages of the various ways companies organize for advertising and promotion, to understand the role of advertising agencies and the services they perform as well as the various types of agencies and media specialist companies,...
1/13/2020 7:42:08 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 2 - George E. Belch, Michael A. Belch
Chapter 2 - The role of IMC in the marketing process. After reading the material in this chapter, you should be able to: To understand the marketing process and the role of advertising and promotion in an organization's integrated marketing program, to understand the concept of target marketing in an integrated marketing communications program, to recognize the role of market segmentation and its use in an integrated marketing communications program,...
1/13/2020 7:41:56 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 01 - George E. Belch, Michael A. Belch
Chapter 1 - An introduction to integrated marketing communications. After reading the material in this chapter, you should be able to: To examine the marketing communication function and the growing importance of advertising and other promotional elements in the marketing programs of domestic and foreign companies, to introduce the concept of integrated marketing communications (IMC) and consider how it has evolved.
1/13/2020 7:41:44 AM +00:00
An exploratory study on knowledge sharing practices among professionals in Bangladesh
This study aims to explore the environment, behaviour patterns, and use of information and communication technologies (ICTs) for knowledge sharing (KS) practices by the professionals from different sectors in Bangladesh. This study employs the quantitative approach and a survey method. The findings show that the professionals held positive perceptions about KS practices and most of them believe that KS practices can enhance their professional efficiency. While most professionals found ICTs useful for KS, they faced technological problems in addition to communication and social problems in sharing knowledge.
11/29/2019 5:18:54 AM +00:00
advertising (3/e): part 2
(bq) part 2 book advertising has contents: print advertising, digital interactive media, media planning and buying, out of home, direct mail, and promotional products, broadcast, cable, digital, and satellite media - television and radio,... and other contents.
9/14/2019 4:25:11 PM +00:00