Behaviour in Organisations

Leadership For Innovation

Leadership is the ability to influence others to work together towards a specific goal. Personal Learning Contract


Questions to ask: What is marketing? What is the Hierarchy of Needs and what are its limitations? What is the difference between needs, wants, and demands? How is researching needs important in marketing and selling of products or services? What is marketing strategy and how can it be codified into a marketing plan? What is marketing? “The activity, set of institutions and processes for creating, communicating, deliveing and exchanging offerings that have value for customers, clients, partners and society at large”

Week 2

Objectives By the end of this week you should be able to: identify the components of a demand ecosystem and explain its information and cash flow prepare a demand ecosystem map for a given product.

Week 3

Objectives By the end of this week you should be able to: list the tools that can be used to estimate demand for a product explain the impact of environmental risk when estimating demand.

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