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    COURSE OUTLINE Case Study 9 Group

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    8124ngocmai
    kjyh

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    COURSE OUTLINE Case Study 9 Group

    Uploaded by

    8124ngocmai
    1 views2 pages
    kjyh

    Original Title

    COURSE-OUTLINE-case-study-9-group (1)

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    kjyh

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    1 views2 pages

    COURSE OUTLINE Case Study 9 Group

    Uploaded by

    8124ngocmai
    kjyh

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    Marketing Management – E-BBA & E-BDB Programs

    - Lecturers:
    Assoc. Prof. Dr. Lê Thị Mỹ Linh | Phone: 0913003492 | Email: [email protected];
    [email protected]
    Facebook group of subject: 2024 Marketing Management course for EBBA14 & EBDB4

    COURSE OUTLINE (short, case)

    Gr Requir Case study for group


    We ou ed presentation of each class
    Content
    ek p readin
    gs text
    Marketing management concepts
    - Introduction about Marketing Chapter
    1
    - Strategic marketing 1,2
    - Marketing environment
    1 CASE 10 WYNDHAM
    WORLDWIDE ADOPTS
    A STAKEHOLDER
    Consumer market and business
    ORIENTATION
    market
    MARKETING
    - Analysing consumer market and Chapter
    STRATEGY
    2 business market consumer market 3,4, 5
    https://www.wyndhamhotel
    - Consumer and business buying
    s.com/wyndham-business
    behavior.
    - Conducting marketing ressearch
    https://www.wyndhamhotel
    s.com/locations

    2 Segmentation, Targeting, and CASE 13 ZAPPOS:


    Positioning (STP) DELIVERING
    - Segmentation, Targeting, and HAPPINESS
    Positioning Chapter
    3
    - Competitive Advantage 6,7 CASE 14 NETFLIX
    - Applying Segmentation, Targeting, FIGHTS TO STAY
    and Positioning to developing a AHEAD OF A RAPIDLY
    marketing strategy. CHANGING MARKET
    3 Designing and managing Product and CASE 5 NEW BELGIUM
    Service Chapter BREWING (B):
    4 - Product decision 8,9 DEVELOPING A BRAND
    - New service reality PERSONALITY
    - Achieving service excellent

    1
    4 Building strong brand CASE 11 NASCAR:
    - Corporate Branding vs. Product CAN’T KEEP A GOOD
    Chapter
    Branding BRAND DOWN
    5 10
    - Designing brand
    - Brand dynamic
    - Luxury branding
    5 Pricing and sale promotion CASE 15 GILLETTE:
    - Pricing Elements and Price Elasticity WHY INNOVATION MAY
    Chapter
    - The 5 most common pricing NOT BE ENOUGH
    6 11
    strategies
    - Pricing as an Element of the
    Marketing Mix
    6 Distribution channels and supply chain CASE 7 MISTINE:
    management DIRECT SELLING IN
    - Distribution Management: THE THAI COSMETICS
    Advantages & Strategies MARKET
    Chapter
    7 - Supply Chain Management (SCM)
    15
    - 4 Elements of Supply Chain
    Management
    - Marketing Channels vs. Supply
    Chains
    7 Managing Marketing Communications CASE 21 COCA-COLA:
    - Marketing communication process INTEGRATED
    - The Strategic Goals of a Marketing Chapter MARKETING
    Communication 12, COMMUNICATIONS
    8
    - Communication message, media, 13,14
    - Creative approach
    - Measuring communication
    effectiveness
    8 Managing growth CASE 9 CHEVROLET: A
    - Driving grow in competitive market CENTURY OF
    - Growth opportunities, marketing PRODUCT
    position Chapter INNOVATION
    9
    - Product life cycle marketing strategy 17,18
    - Innovation and new product
    development strategy
    -
    9 CASE 4 NEW BELGIUM
    Social responsible marketing
    BREWING (A): SOCIAL
    - Community- based corporate social
    Chapter RESPONSIBILITY AS
    10 responsibility.
    21 COMPETITIVE
    - Sustainability- focused corporate
    ADVANTAGE
    social responsibility

    11 Final group project presentation

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