RESOURCE MANAGEMENT AND CASE BUILDING

Course Director:
Professor Slavica Singer PhD
Professor Susan Harmeling PhD

Hours

Total: 28 (Lectures - 20; Seminars –14; Practicals – 4) ECTS: 5,7

Course Description

Motivation, listening, dealing with subordinates, dealing with peers, dealing with superiors, dealing with media and general public, dealing with external vendors. Identifying the customer, understanding customer behavior, investigating customer, predicting and influencing customer behavior, motivation, perception, statement making and communication, models of communication, product and marketing communication, pricing and marketing communication, distribution and marketing communication, promotional activities, marketing mix, mass communication, personal selling, public relations, publicity, institutional advertising and image.Marketing plans are born from an organization's mission and are integral to the development and implementation of successful strategic planning. Most organizations require both an internal marketing plan (for staff and board - 'stakeholders'), and an external marketing plan (for customers). This course will focus on the components of internal and external marketing, with particular attention to the marketing of different health care organizations and services. Participants will develop a marketing plan from conception to analysis to return on investment. Several marketing techniques will be covered, including marketing to multicultural populations and women.Introduction to case study. What is case study? Case structure, process, selection of case site, contacts with the company, initial visit, case frameworks, interviewing, case study writing and editing, host company relations management, case study publishing, frequent problems, final remark: why do I do this?

Assessment

Written Examination

Recommended Readings

1. Phil Clements. Be Positive, A Guide for Managers; Kogan Page, London 2000

2. Tim Hindle. Essential Managers, Manage Your Time; Dorling Kindersley, London 1998

3. The World Bank. A Guide to Effective Public Communication; External Affairs Department. September, 1995

4. Singer Slavica, Dražen Barkovi?, Željko Turkalj: Intelligent Enterprise-Challenge and Opportunity, 1st International Conference: Enterprise in Transition, Split, October 4-6, 1995, Split, 1995:143-148


5. Slavica Singer, Željko Turkalj, Mane Medi?: Business Development Services Market in Croatia, Fourth International Conference "Enterprise in Transition", Split, 2001:124-125.

6. Susan Harmeling, H.Stevenson. The Need for a More Chaotic Theory of Management. The Journal of New Business Venturing, 1989

Download materials

osnovne_folije_allen.zip
SHcase_study_powerpoint_presentation_zagreb_2004.zip
vizija.zip
whetten_ch_5_moc.zip
whetten_ch_8_empower.zip
whetten_tim.zip
whetten-ch_6_motivacija.zip