Imperial College London

DrSvenMikolon

Business School

Associate Professor of Marketing
 
 
 
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Contact

 

s.mikolon CV

 
 
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Location

 

Business School BuildingSouth Kensington Campus

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Summary

 

Business Simulation - BUSI97256

Aims

 The aim of this module is to provide students with:

  • A chance to apply and test the knowledge and skills they have acquired during the programme so far, by participating in a business simulation designed to develop and test strategic thinking
  • A ‘real world’ business experience running a major services sector business in a competitive global environment

Role

Lecturer

Marketing - BUSI96019

Aims

More than 90% of all new ideas fail in the marketplace. That is, they are not taken up by others. Often organisations spend significant amount of resources developing and marketing new products/services only to discover that consumer response is far less ecstatic than initially expected. The reality is that in most cases consumers are simply indifferent about various business’ offerings. To succeed business must make a more compelling case than it is today - in terms of consumer experience, deeper purpose, social value, and greater inspiration for consumers as well as employees. Effective marketing management requires a clear understanding of consumers and the market in general. The aims of this course are to help participants understand how marketing contributes to a business’ competitiveness and survival and to provide participants with critical marketing insights, tools, and techniques. 

Throughout the course students will gain an understanding of the contingent conditions under which various marketing techniques work most effectively. The course will also introduce new marketing concepts associated with brand management, marketing channels, and services marketing. Short case studies during lectures underscore the critical value of marketing strategies in creating successful and profitable customer relationships. Findings from current research will be part of and examined throughout the lectures.  

MODULE OBJECTIVES

Knowledge Objectives: The main knowledge objectives of the course are to help participants understand:

The role of marketing in creating value for consumers and organisations

How marketing contributes to the competitiveness and survival of (for profit as well as not-for profit) organisations

How marketing strategies can be implemented and augmented over time

Skill Objectives: The main skill objectives of the course are to enable participants to develop:

Diagnostic and analytical skills to critically analyse current business practices

Skills in defining problems and examining market opportunities in the context of different consumer markets

Technical skills to assess strategies that provide customer value and that result in sustainable competitive advantage for organisations

 

 

Role

Course Leader