Marketing Management
05/09
Case studies - the ability to bring about the skills to approach real life scenarios.
three cases studies and a final research paper
At the end of the class :Three key trends that are happening in the environment - as a Marketing Manager
how business can harness their potential
Marketing strategy project - present the strategy via video to the professor
Scope:
Market segments - groups of people with certain characteristics
Target market - specific target
Goals and objectives
Resource deployment:
Competitive Advantage ID: Sustainable competitive advantage, what does better than others and it is hard to replicate
Synergy: "The whole is great than the sum of its parts" - how can a firm use all parts, working together rather than independently.
Forces impacting marketing
Globalization - more geographic markets
Technology - here and now society, immediate feedback via social media, robotic, building relationships with customers
Increased Service Focus - not just about the product, having the right people
Cooperative Relationships: build a relationship with the customer in all various departments of the organization
Decision-making focus
Side note ----------------------------
***(in case analysis: need to know the specific problem of the company is facing in order to come up with a specific solution)***
Title page
Executive summary - reason for course of action
Introduction
Problem identification - state what the key problem is, concisely why
Analysis - lookup the handbook: pulling apart the situation to see how we are going to solve the problem; 4 Cs, SWOT, product cycle, etc. The analysis reveals the solution.
Recommendation - timeline, implementation
Conclusion
Appendix - all analysis performed
End of side note --------------------------
Understand: 4Cs analysis - opportunities based on our current situation and evaluate the opps.
Company
Case studies - the ability to bring about the skills to approach real life scenarios.
three cases studies and a final research paper
At the end of the class :Three key trends that are happening in the environment - as a Marketing Manager
how business can harness their potential
Marketing strategy project - present the strategy via video to the professor
Scope:
Market segments - groups of people with certain characteristics
Target market - specific target
Goals and objectives
Resource deployment:
Competitive Advantage ID: Sustainable competitive advantage, what does better than others and it is hard to replicate
Synergy: "The whole is great than the sum of its parts" - how can a firm use all parts, working together rather than independently.
Forces impacting marketing
Globalization - more geographic markets
Technology - here and now society, immediate feedback via social media, robotic, building relationships with customers
Increased Service Focus - not just about the product, having the right people
Cooperative Relationships: build a relationship with the customer in all various departments of the organization
Decision-making focus
Side note ----------------------------
***(in case analysis: need to know the specific problem of the company is facing in order to come up with a specific solution)***
Title page
Executive summary - reason for course of action
Introduction
Problem identification - state what the key problem is, concisely why
Analysis - lookup the handbook: pulling apart the situation to see how we are going to solve the problem; 4 Cs, SWOT, product cycle, etc. The analysis reveals the solution.
Recommendation - timeline, implementation
Conclusion
Appendix - all analysis performed
End of side note --------------------------
Understand: 4Cs analysis - opportunities based on our current situation and evaluate the opps.
Company