BCC (104 UCAS Tariff points) ()

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* Hollensen, S. (2015) Marketing Management: A relationship approach. 3rd ed. Harlow Pearson.

Analysis of Business Data (Core)

The Focused Planning Effort was developed in 1971 (Boucher 1972). Like QUEST, it is an unusual kind of face-to-face meeting that draws systematically on the judgment and imagination of line and staff managers to define future threats and opportunities and find practical actions for dealing with them. Because the process is perfectlygeneral--that is, it can be used to address any complex judgmental questions on future mission or strategicpolicy--the range of applications has been widely varied. In recent years, topics have ranged from the potential merit of technologies to improve agricultural yields, to alternative futures for the data communications industry, to the assessment of human resources in the future.

Introduction to Advertising (Core)

The second meeting focuses on the report and the strategic options facing the organization. These options are evaluated for their responsiveness to the changing external environment and for their consistency with internal strengths and weaknesses. While this process will not produce an immediate change in strategy, it should result in directions to evaluate the most important options in greater depth. Consequently, a QUEST exercise ends with specific assignments vis-à-vis the general nature of the inquiry needed to evaluate each option, including a completion date.

The work will be submitted in essay format and should be 3000 words, +/- 10%.

Entrepreneurial Marketing (Core)

Student as Producer is a model of teaching and learning that encourages academics and undergraduate students to collaborate on research activities. It is a programme committed to learning through doing.

From Marketing to Management Consulting

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The Marketing Professional (Core)

Corporate Reputation and Public Relations (Core)

If, for example, the participants have individually estimated an event's probability by some future year, the intermediary might compute the mean or median response, the interquartile range or upper and lower envelopes of the estimates, the standard deviation, and so forth, and pass these data back to the panelists for their consideration in making a new estimate. If the panelists provided qualitative information aswell--for example, reasons for estimating the probabilities as they did or judgments as to the consequences of the event if it were actually tooccur--the role of the intermediary would be to edit these statements, eliminate the redundant ones, and arrange them in some reasonable order before returning them for the group's consideration.

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Research and Consultancy Methods (Core)

Interviews are conducted on an invitation basis only after submitted applications are reviewed. An interview must be completed to be admitted to the program.

Consultancy Project (Business)

Developing Brands Through Advertising (Core)

The Student as Producer initiative was commended by the QAA in our 2012 review and is one of the teaching and learning features that makes the Lincoln experience unique.