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Multi-Level marketing class lectures_152430194-Language-of-Marketing

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ACADEMIA DE STUDII ECONOMICE FACULTATEA DE RELAŢII INTERNATIONALE MASTER ÎN COMUNICAREA DE AFACERI ÎN LIMBI STRĂINE The Language of Marketing and Advertising Conf. univ. dr. Cristina Prelipceanu An universitar 2006 – 2007 Contents Syllabus 3 Lecture1 The marketing concept 5 Lecture 2 Market research 8 Lecture 3 Consumer behaviour – its cultural dimension 11 Lecture 4 The marketing mix 15 Lecture 5 The promotional mix 19 Lecture 6 Trends in advertising 23 Lecture 7 Present-day trends in marketing 28 Case studies 33 Readings 41 Glossary 44 Appendix 61 2 ACADEMY OF ECONOMIC STUDIES FACULTY OF INTERNATIONAL BUSINESS AND ECONOMICS MASTER OF BUSINESS COMMUNICATION IN FOREIGN LANGUAGES University year 2006 – 2007 Subject: The Language of Marketing and Advertising Time allotment: 7 lectures (14 hours) Number of academic credits: 4 Course leader: associate professor Cristina Prelipceanu, Ph. D. 1. Course objective: presenting the most important concepts and language aspects in marketing and advertising supported by practical examples and case studies; improving communication skills in the field; raising awareness to cross-cultural aspects and problems. 2. Course outline: Dates 1. 2. 3. 4. 5. 6. 7. Course content Defining marketing; the marketing concept; principles; the marketing environment, its characteristics Market research; market research instruments; marketing information systems Consumer behaviour; its cultural dimension; cross-cultur ...
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