3. Discussion of Mckinsey 7-S
3.1 Shared Value
Hanwha shares a sense of trust and loyalty; its group vision is to “become a top-tier enterprise that enriches life and promotes advancement of customers, society and humanity as a whole.” The “Hanwha spirit” of trust and loyalty is the basis to this pursuit. This is emphasized in their recently declared corporate identity of “TRI,” whi
Professional journals
Journal of Advertising, Public Relations Review, Journal of Public Relations Research, Journal of Advertising Research, etc., 홍보학연구, 한국언론학보, 광고학연구, 한국광고홍보학보
Magazines and periodicals
Advertising Age, (www.adage.com/) and PR Week etc. (www. Prweekus.com)
Research summaries
The Internet
Everyday situations
Is the topic
리더십
다양한 의미로 사용됨 → 개념자체의 규정이 어려움
베니스(Bennis)
"리더십에 대한 개념상의 모호성과 복잡성이
리더십에 대한 이해를 어렵게 한다.
지금까지 리더십에 대한 수많은 정의가 있었지만
아직도 일반성의 수준이 낮다“
스토그딜(stogdill)
“리더십에 대한 정의는
리더
Budnet, Anheuser-Busch's top-secret data network, gives the brewer a leg up on the competition by tracking beer-lovers' buying methods, as well as their rivals' product-display strategy.
a) The Marketing intelligence system
Tailor marketing campaigns. (Dynamics Strategy)
Know what you are, know what to act'.
Know the competitor.
Be customer.
b) Needs and Trends (Macro environment) (t
After this
Chapter
We should be able to
Act as a communication champion rather than just as an information processor.
Use key elements of effective listening and understand why listening is important to leader communication.
Recognize and apply the difference between dialogue and discussion
After this
Chapter
We should be able to
Select an appropriate communication channel fo
How Leaders Communicate
Communication: a process by which information and understanding are transferred between a sender and a receiver.
5 Key Components
(4)Discernment(식별)
One of the most rewarding kinds of listening
A leader detects the unarticulated messages
hidden below the surface of spoken interaction,
complaints, behavior, and actions.
Ef
2006~2010년 토익 기출응용 자료 모음
시험치기 전에 풀어 보면 완전 대박!
구하기 쉽지 않은 자료 여기에 모아봤음
2006~2010년 각 달 문제를 풀어보고 토익 경향 파악 가능
뉴토익에서 현재 출제경향을 파악한뒤
이번달 시험대비로 적합!
기출응용은 실제시험 난이도와 비슷해서
풀어보면 현재
1-1. Job Presentation: Sample Opening
Good afternoon. My name is Victoria Yi, currently in my senior year at Y University. I would first like to thank you for this chance to give a presentation today. The topic of my presentation is "A Project that I independently carried out and the results of the project." The most memorable project for me is the Annual Arts Festival held a
여론은 조직의 성패를 결정하는 심리학적 환경을 마련해 준다(Cutlip & Center, 1952).
PR 실무자는 여론이 어떻게 형성되고 변화하는가를 실용적 관점에서 숙지하여야 한다.
여론은 PR 활동의 원인이자 효과이다.
경영자의 의사결정에 영향을 미친다.
대다수의 PR 프로그램은 언론을 여론에 영향을 미치는
Action Component of Strategy
Acting responsively and responsibly
Coordinating action and communication
immediate action response supported by communication
1) 내부공중 및 외부공중에게 집행을 알린다.
2) 집행을 지지하고 수용하도록 설득한다.
Johnson & Johnson의 action components
1.Alert consumers nationwide, via the media, not to use capsules until