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