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