Manchester Metropolitan University (MMU) • Marketing Management
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Modules Marketing Management at Manchester Metropolitan University (MMU)
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Latest notes & summaries Manchester Metropolitan University (MMU) • Marketing Management
Assignment Task Write a 2,500-word essay on the following (the reference section is not included in this word count): Task: Choose one of your favourite consumer brands which you have purchased. 1 Develop a ‘brand essence’ (de Chernatony, 2006)analysis for this brand and explain five of the elements in this analysis (40% of marks, approximately 1000 words) 2. Analyse the ‘brand personality’ using Aaker’s (1995) model of this brand (30% of marks, approximately 750 words) 3 Using Ellio...
Notes aimed at 2:1 - 1st, within the PDF the following is addressed: Four main theories within IGM being: Uppsala Model, TCA, Born Global and Network Model. Global CRM: What is GCRM, Implications faced (Macro & Micro), Practice across cultures and a strategic model for GCRM. Lastly Sourcing on a international level.: What is sourcing?, Types of sourcing, Interaction model, phases of a relationship and routes of a subcontractor. Each section contains relative examples, models, additional ...