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  1. Marketing management - Philip Kotler, Kevin Lane Keller 2016

    Book Recommended

  2. Seminar 1: Introduction 2 items
  3. Seminar 2: Contemporary Marketing Practice 2 items
    1. Harvard business review - Harvard Business School

      Webpage Required Read: de Swaan Arons, Marc, van Driest Frank and Weed, Keith, “The Ultimate Marketing Machine” Harvard Business Review. 2014 v.92 no.7/8 pp.54-63. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    2. Harvard business review - Harvard Business School

      Webpage Required Read: Ramaswamy, Venkat, and Gouillart , Francis, “Building the Co-creative Enterprise”, Harvard Business Review, 2010 v.88 no.10, pp.100-109. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

  4. Seminar 3: Value (Co)Creation 3 items
    1. A Service Lens on Value Creation: Marketing's Role in Achieving Strategic Advantage - Lance A. Bettencourt, Robert F. Lusch, Stephen L. Vargo 11/2014

      Article Required

    2. Value propositions: A service ecosystems perspective - P. Frow, J. R. McColl-Kennedy, T. Hilton, A. Davidson 01/09/2014

      Article Required

  5. Seminar 4: Customer Experience 3 items
    1. Harvard business review - Harvard Business School

      Webpage Required Read: Almquist, Eric; Senior, John; Bloch, Nicholas. “The elements of Value” Harvard Business Review, 2016 v.94 no.9 pp.46-92. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    2. Harvard business review - Harvard Business School

      Webpage Required Read: Van der Driest, F., Sthanunathan, S. and Weed, K. , “Building an Insights Engine”, Harvard Business Review, 2016 v.94 no.9 pp.64-74. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    3. Harvard business review - Harvard Business School

      Webpage Required Read: Madsbjert, Christian; Rasmussen, Mikkel B. "An anthropologist walks into a bar" Harvard Business Review. 2014 v.92 no.3 pp.80-88. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

  6. Seminar 5: Brand 3 items
    1. Leveraging the corporate brand - Tim Oliver Brexendorf, Kevin Lane Keller 12/09/2017

      Article Required

    2. Harvard business review - Harvard Business School

      Webpage Required Read: Holt, Douglas. "Branding in the age of social media" Harvard Business Review 2016 v.94 no.3 pp.40-50. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

  7. Seminar 6: Customer Experience 3 items
    1. Harvard business review - Harvard Business School

      Webpage Required Read: Edelman, D., Singer, M., “Competing on customer journeys” Harvard Business Review 2015 v.93 no.11 pp.88-97. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    2. Harvard business review - Harvard Business School

      Webpage Required Read: Rawson, Alex;, Duncan, Ewan; Jones, Conor, “The Truth about Customer Experience” Harvard Business Review 2013 v.91 no.9 pp.90-98. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

  8. Seminar 7: Managing Products, Services and Experiences 3 items
    1. Harvard business review - Harvard Business School

      Webpage Required Read: Brown, Bruce; Anthony, Scott D. "How P & G tripled its innovation success rate". Harvard Business Review. 2011 v.89 no.6 pp.64-72. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    2. Harvard business review - Harvard Business School

      Webpage Required Read : Christensen, Clayton M.; Hall, Taddy; Dillon, Karen; Duncan, David S. "Know your Customers' Jobs to be done" Harvard Business Review 2016 v.94 no.9 pp.54-60. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    3. How to create a realistic customer journey map - Mark S. Rosenbaum, Mauricio Losada Otalora, Germán Contreras Ramírez 01/2017

      Article Required

  9. Seminar 8: Value-Based Pricing 3 items
    1. Harvard business review - Harvard Business School

      Webpage Required Read: Bertini, Marco; Gourville, John T. "Pricing to create shared value" Harvard Business Review 2012 v.90 no.6 pp.96-104. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    2. Harvard business review - Harvard Business School

      Webpage Required Read : Michel, Stefan. "Capture more value" Harvard Business Review. 2014 v.92 no.10 pp.78-85. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    3. Is It Time to Rethink Your Pricing Strategy? - Andreas Hinterhuber Summer 2012

      Article Required

  10. Seminar 9: Omnichannel Marketing 3 items
    1. Mapping customer journeys in multichannel decision-making - Julia Wolny, Nipawan Charoensuksai 2014-4

      Article Required

  11. Seminar 10: Customer Engagement 2 items
    1. Digital marketing: A framework, review and research agenda - P.K. Kannan, Hongshuang “Alice” Li 03/2017

      Article Required

    2. Customer Engagement Behavior: Theoretical Foundations and Research Directions - Jenny van Doorn, Katherine N. Lemon, Vikas Mittal, Stephan Nass 08/2010

      Article Required

  12. Seminar 11: Marketing Effectiveness 3 items
    1. The Metrics That Marketers Muddle - Neil T. Bendle, Charan K. Bagga 2016

      Article Required

    2. Creating Enduring Customer Value. - V. Kumar, Werner Reinartz 2016

      Article Required

    3. Harvard business review - Harvard Business School

      Webpage Required Read : Nichols, Wes. "Advertising Analytics 2.0." Harvard Business Review. 2013 v.91 no.3 pp.60-68. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

  13. Seminar 12: Responsible Marketing 1 item
    1. A framework for sustainable marketing - R. Gordon, M. Carrigan, G. Hastings 01/06/2011

      Article Required

  14. Readings from previous offering 13 items
    1. Harvard business review - Harvard Business School

      Webpage  Read: Christensen, Clayton, M.; Cook, Scott; and Hall, Taddy. "Marketing malpractice: the cause and the Cure". Harvard business review, 2005 v.83 no.12, pp.74-83. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    2. Harvard business review - Harvard Business School

      Webpage  Read : D’Aveni, Richard. “Mapping your Competitive Position” Harvard Business Review 2007 Vol.85 no.11 pp.110-120. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    3. Harvard business review - Harvard Business School

      Webpage  Read: Yankelovich, Daniel; Meer, David. "Rediscovering Market Segmentation" Harvard Business Review 2006 v.84 no.2 pp.122-131. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    4. Harvard business review - Harvard Business School

      Webpage  Read: Dawar, Niraj. “When Marketing is Strategy” Harvard Business Review 2013 v.91 no.12 pp.100-108. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    5. Harvard business review - Harvard Business School

      Webpage  Read: Magids, Scott; Zorfas, Alan; Leemon, Daniel. "The new science of customer emotions: Harvard Business Review. 2015 v.93 no.11 pp.66-68. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    6. Harvard business review - Harvard Business School

      Webpage  Read: Macdonald, Emma K.; Wilson, Hugh N.; Konus, Umut. "Better customer insight - in Real Time" Harvard Business Review. 2012 v.90 no.9 pp.102-108. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    7. Harvard business review - Harvard Business School

      Webpage  Read: Davenport, Thomas H.; Mule, Leandro Dalle; Lucker, John. "Know what your customers want before they do". Harvard Business Review 2011 v.89 no.12 pp.84-92. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    8. Demystifying social media. - Roxane Divol, David Edelman, Hugo Sarrazin 2012

      Article 

    9. Digitalising the consumer decision journal - E. Van Bommel, D. Edelman, K. Ungerman 2014

      Document 

  15. Past Central Exam Papers 1 item
    1. Past Central Exam Papers

      Webpage  Follow the link and search for past exam papers by course code.