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communication research
Phonetics For Communication Disorders 1st Edition Martin J. Ball, Nicole Muller - Solutions
1. What is a product and what product levels create value for customers?
3. How do these relate to the elements in a marketing plan?
2. What are the steps in the strategic planning process?
1. What is marketing strategy? How do marketing strategies relate to business and corporate strategies?
5. How can a marketing manager assess the quality of research?
4. What are the steps in the marketing research process and how are they applied?
3. What kinds of data can be gathered with market research?
2. How do companies use marketing information systems (MISs), what are the components of MISs, and what can such systems accomplish?
1. What is marketing research and why is it valuable for marketers?
6. How can companies establish an effective position in the market?
5. What role does strategic fit play in the market segments a company ultimately chooses to target?
4. How do marketers choose which segments to target?
3. What is the procedure for segmenting markets?
2. What are bases used in segmentation?
1. What is segmentation and why is it important?
5. What do we know about organizational buyer behaviors and the factors and characteristics that influence them?
4. What are moments of truth and micro-moments? How do they relate to the growing importance of customer experience management?
3. Why are customer journey maps used to describe consumer decision processes?
2. How are purchase decisions made? What factors and characteristics influence these behaviors?
1. What is buyer behavior and why do marketers seek to understand it?
5. What is MarTech and how does it support marketing in the age of convergence?
4. How are the technologies of Industry 4.0 revolutionizing marketing and the customer experience?
3. What are the elements of the marketing mix? What can be marketed?
2. What is marketing? What are the core concepts of marketing?
1. What has been the evolution of marketing over time? In what ways has marketing shifted in response to consumer demands?
■ Detail how companies build and manage brand equity.
■ Understand how brand relationships work to create brand loyalty.
to gauge the effectiveness of the campaign.
■ Articulate how different types of timelines can be used to implement a campaign, help team members execute tactics and stay on schedule.■ Know how to use evaluation and measurement tools throughout the campaign process
■ Create detailed budgets for the campaign including costs of tactics, contingencies and types of budget that could be used.
■ Explain the elements of a campaign plans book and how to construct a campaign.
■ Use the ROPE model to develop a campaign for a client.
■ Articulate how strategic communication and how people interact with media have changed with artificial intelligence, augmented reality and the Internet of Things.
■ Describe and distinguish different marketing communication strategies including social media marketing, affiliate marketing, influencer marketing, mobile marketing and content marketing.
■ Discuss how the digital giants—Facebook, Google and Amazon—have had an impact on media consumption and advertising revenue models.
■ Apply PESO model to better understand the complexity of media.
■ Detail how the modifiers that we use to describe media limit progress in media and campaign strategies.
■ Explain how the media have evolved with advances in technology.
■ Describe the process for writing different types of message tactics, including a print ad, news release and social media content.
■ Demonstrate the effective development of creative briefs.
■ Describe the 5C’s of good storytelling.
■ Learn how to communicate messages across all aspects of the organization and to all its stakeholders.
■ Understand the importance and role of message strategy.
■ Identify the traditional paid media classifications and understand how advertising is purchased by each type.
■ Understand the PESO model and give examples of paid, owned, earned and shared media.
■ Be able to distinguish among the different types and meanings of “media.”
■ Know the toolbox that strategic communicators use to execute strategies and tactics.
■ Write an objective.
■ Know how a SWOT analysis can impact the strategy and operations of an organization.
■ Understand the elements of a situation analysis and create one on your own.
■ Be aware of the steps in strategic planning.
■ Learn about the diverse nature of stakeholders and how to communicate with people that are different from you.
■ Identify factors that influence consumer decision-making.
■ Understand the stages of the consumer decision-making process.
■ Know the basis of segmentation and be able to give examples of each.
■ Explain the situational theory of publics and how it helps inform strategic communication practice.
■ Define and identify different types of stakeholder groups.
■ Be familiar with ethical dilemmas that arise in the practice of strategic communication.
■ Understand how strategic communication is regulated.
■ Identify issues in strategic communication that can negatively influence society.
■ Understand the role of professional codes of ethics in strategic communication practice.
■ Identify the leading philosophers and their philosophical approaches.
■ Explain the differences between ethics, morals and values.
■ Become familiar with the basic ethical principles of research.
■ Understand the difference between primary and secondary research and the methods used for both.
■ Describe the steps in the strategic communication research process.
■ Explain the acronym ROPE and how to implement it.
■ Understand the importance of research to strategic communication.
■ Apply different approaches to set the stage for successful communication with stakeholders at the micro (communication) level.
■ Understand how to use the meso (organizational) environment to best manage a strategic communication function for your specific institution.
■ Articulate the role and functions of the macro (societal) environment that shapes strategic communication practice.
■ Understand the importance of participative communication practices from leadership levels to structuring a strategic planning session and implementing your strategy.
■ Identify the different concepts and steps in the strategic planning process.
■ Understand the concept of strategy and why it is important to managing communication.
■ Know how the foundational disciplines of strategic communication contribute to your understanding of the field.
■ Understand the importance of an outside/in approach and the role of the external environment.
■ Grasp the three levels of analysis and apply them to strategic communication.
■ Learn how to get a job and find a mentor.
■ Know what skills you’ll need to master for a successful career.
■ Understand the career options you might have with strategic communication.
What are the sources of comparative advantage?
How are the equilibrium price and the quantity of goods traded determined?
What determines the goods that a nation will export?
What are the prevailing patterns of trade between countries?What goods are traded?
Distinguish contribution margin from gross margin
Apply CVP analysis in service and not-for-profit organizations
Use CVP analysis to plan variable and fixed costs
Explain how managers use CVP analysis to make decisions
Understand how income taxes affect CVP analysis
Determine the breakeven point and output level needed to achieve a target operating income
Explain the features of cost–volume–profit (CVP) analysis
Understand variations from normal costing
Dispose of under- or overallocated manufacturing overhead costs at the end of the fiscal year using alternative methods
Outline the seven-step approach to normal costing
Describe the approaches to evaluating and implementing job-costing systems
Distinguish job costing from process costing
Compare activity-based costing systems and department costing systems
Explain how managers use activity-based costing systems in activity-based management
Evaluate the benefits and costs of implementing activity-based costing systems
Cost products or services using activity-based costing
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