Marketing Management

Case Method

  • why use?
  • steps in analysis
  • how to prepare a case
  • questions raised (e.g. frustrations)

Marketing Plan:

  • levels of marketing plan (strategic vs tactical)
  • contents
  • how to evaluate

Strategy:

  • “what is marketing?”
  • Needs vs Wats
  • Strategy process
  • Creating value
  • Analysis

Segmentation, targeting, positioning

  • why?
  • dimensiosn
  • levels of segmentation
  • targeting
  • evaluating target markets
  • positioning
  • case study: Volvo

Branding

  • role of brands
  • power
  • brand equity (measuring)
  • best global brands
  • attributes of strong brands
  • line extensions
  • evaluation of brand extensions

Product strategy

  • levels of product
  • classifications
  • product mix
  • product life cycle
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