Imperial College London

Dr Omar Merlo

Business School

Assistant Professor
 
 
 
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Contact

 

+44 (0)20 7594 9112o.merlo

 
 
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Location

 

Business School BuildingSouth Kensington Campus

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Summary

 

Applied Strategic Marketing Report - BS1516

Aims

 

The Marketing Essay is a 5,000-word unsupervised essay on a relevant strategic marketing topic. Students will be able to choose from a number of essay titles put forward by the academics on the programme. Students will have the opportunity to learn the necessary skills to undertake the essay during study skills support sessions throughout the year.

Role

Course Leader

Brand Management - BS0134

Aims

ModuleDescription

This module is concerned with building, measuring and managing brands over time, and with how to leverage advertising and the other elements of the marketing communications mix to build and strengthen brand equity. 


Module Relevance

Firms are increasingly becoming aware that one of their most valuable assets is the brand associated with their products and services. Creating strong brands that deliver customer value, and maintaining and enhancing the strengths of those brands over time, are management imperatives. Given that marketing acts as the boundary spanning activity between the firm and the external environment, nearly everybody will, at some point in their career, wear a marketing hat. Thus, understanding key marketing topics such as branding is beneficial regardless of one’s professional background and career direction.

 

Role

Course Leader

Contemporary Marketing Practice II - BS1510

Aims

The module will bring to the student a mix of the latest research by Business School faculty and current leading edge marketing practice from outside expert speakers.

Role

Course Leader

Contemporary Marketing Practice I - BS1506

Aims

The module will bring to the student lectures on current leading edge marketing practice from outside expert speakers.

Knowledge objectives

Participants should develop the ability to:

  • Understand the key trends and challenges facing organisations across the global marketing world
  • Understand and appreciate the opportunities and challenges faced by real world marketers in implementing leading edge marketing practice

Skill objectives

Participants should develop the ability to:

  • Select research topics for implementation in their final term project
  • Evaluate leading edge marketing practice for use in their final term project
  • Be able to use latest research / leading edge marketing practice in future personal and job assignments

Role

Course Leader