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|Additional Physical Format:||Print version:|
|Material Type:||Document, Internet resource|
|Document Type:||Internet Resource, Computer File|
|All Authors / Contributors:||
BPP Learning Media
|Description:||1 online resource (337 pages).|
|Contents:||Book Cover; Title; Copyright; Contents; Introduction; 1 Studying for The Chartered Institute of Marketing (CIM) qualifications; 2 The Professional Diploma Syllabus; Unit characteristics --
Project Management in Marketing; Overarching learning outcomes; SECTION 1 --
Using marketing information to develop a justified case for marketing projects (weighting 15%); SECTION 2 --
Building a case for marketing projects (weighting 20%); SECTION 3 --
Assessing, managing and mitigating risk associated with marketing projects (weighting 25%). SECTION 4 --
Project management for analysis, planning, implementation and control (weighting 40%)3 Assessment; 4 The Magic Formula; 5 A guide to the features of the Study Text; 6 Additional resources; 7 Your personal study plan; Section 1: Using marketing information to develop a justified case for marketing projects (weighting 15%); Chapter 1 Marketing information for business cases; Introduction; Topic list; Syllabus references; 1 The business case; 2 Defining the issues or problem; 3 Carry out exploratory research; 3.1 Previous research; 3.2 Internal research; 3.3 Desk research. 3.4 Field research3.5 Qualitative research; 3.6 Quantitative research; 4 Data input, coding and editing; 4.1 Data analysis; 5 Results, findings and recommendations; 5.1 Report or presentation; 5.2 Decision; 6 User specifications for information; Chapter Round up; Further Reading; References; Quick Quiz; Activity Debriefs; Quick Quiz Answers; Chapter 2 Marketing information systems; Introduction; Topic list; Syllabus reference; 1 Knowledge management; 1.1 Where does knowledge reside?; 1.2 Customer knowledge within the organisation; 1.3 Systems that aid knowledge management. 2 The marketing information system (MkIS)3 The database; 3.1 Using the database to profile your customers; 4 Customer relationship management systems; 5 Data protection and freedom of information; Chapter Round up; Further Reading; References; Quick Quiz; Activity Debriefs; Quick Quiz Answers; Chapter 3 Research briefs and proposals; Introduction; Topic list; Syllabus references; 1 The marketing research brief; 1.1 Stage 1: Identify and define the opportunity or threat; 1.2 Stage 2: Determine the objectives of the research; 1.3 Stage 3: Design the research and the methods to be used. 1.4 Stage 4: Collect the data1.5 Stage 5: Analyse the data; 1.6 Stage 6: Report on the findings; 2 The marketing research industry; 2.1 Internal marketing research departments; 2.2 Specialist agencies; 2.3 Syndicated research agencies; 2.4 List brokers; 2.5 Profilers; 2.6 Full service agencies; 3 Selecting a supplier; 3.1 External agencies versus in-house programmes; 4 Choosing and using consultants; 5 A research brief; 6 The marketing research proposal; 6.1 Reviewing the research proposal; 7 Ethical and social responsibilities; 7.1 Data protection; 7.2 Professional codes of practice.