Lateral marketing:

It is difficult to overestimate the helpfulness of the “Lateral Marketing”course for me. And its significance is not in the fact that it helped me to create a new product that has all the chances to be implemented at the Bank.It helped me to eliminate the prejudice that creativity is a privilege of “peculiar people”. The feasible techniques given in the book really allow making the generation of new ideas a more or less organised and consequential process and being less dependent on incidents and occasional irradiation.The book is very interesting. It was a pleasure realising one more time that IBR provides us with very fresh materials: no one from my surrounding including those who study under other MBA programmes in Kyiv didn’t even hear about Lateral Marketing.

Serhiy Novikov,
Calyon Bank Ukraine

The value of the current course is hard to be overestimated, as it opens the whole new layer of the marketing deliberations for managers not only directly responsible for product management or marketing. It is also a source of general expansion of the company's activities, starting from operations and ending with the communication techniques used in any specific market or country. It is a universal comprehensive system of thinking which leads to innovations on a mass scale. Some of them may not immediately see the world, but they would have to be documented and 'kept in a safe place' because in the modern changing market environment the need may come to revive them sooner than we think.

Yuri Makeev
Deceuninck N.V.

Marketing Research:

While studying theoretical and practical aspects of the course of Marketing Research, I realized how this issue is interesting and useful for me and for the company. Skill how to realize marketing research is one of the factors that could provide a business success.

For me as for a manager it is very important to obtain an understanding of what objectives have to be formulated to resolve marketing problem and how to achieve them using balanced combination of different approaches and methods.

By studying this course and writing the assignment I realized that not all approaches are relevant for your particular problem. Therefore, I conclude, that it is very important to put clear objectives and to choose approaches that would be the most efficient to obtain desired result.

This course was very useful for me, because now I got clear and structured knowledge of marketing research process, which I could use for project analysis. I strongly convinced that the research proposal presented in this assignment would be very useful for my company and will be a basis for further marketing research for this project.

Katerina Melanchuk
Ernst& Young

All information, concerning this MBA course, was new for me. I have decided to follow the recommendations of the textbook step by step. I am glad that there is an actual result of my work. The owners of the sanatorium have decided to start the marketing researches according to my proposal.

It was useful for me to indicate the expected results for the company due to implementation of this marketing research. I plan to compare them with the actual results in three or four months.All this knowledge can help me to communicate with the marketing department effectively and to push them to organize new researches for improving the service for clients.

I appreciate this course and the preparation of this assignment gave me the practical experience regarding the marketing researches. This knowledge I have shared with my colleagues and even the employees of the marketing department. It was good for my image as the top manager of the company.

Tatyana Blahodarova
"LDS", Engineering Company

Promotion management:

First of all I would like to underline that the materials I read of Andreas Kelling “Promotional Management” were a great pleasure. This book is very clear, logical, structured and gives whole picture of different tools of promotional activities. I will make sure that these materials to be applied and used by our two product managers in NovoNordisk Ukraine, who are responsible for promotion activities of NovoNordisk products in Ukraine.

Elena Sakalo,
Novo Nordisk (Denmark)