Course description

The course starts from skanning the environment and comparing different strategic thinking models, after that moves on to meaningful market segmentation and effective target selection, as well as successful positioning in the same segment. And finally, through the execution of 4P mix, successfully communicate the position with customers.

 

Textbook

Marketing management, Philip Kotler, McGraw-Hill

 
Reading Materials
Analyzing consumer perceptions
Nike maxsight
Weber’s law 
Portugal_Polishes_Its_Image_as_the_West_Coast_of_Europe_-_New_York_Times
don't confuse reputation with brand
HBR Reconcilable Differences
Dont_Waste_Time_with_Brand_Valuation
Raju, J. S. (!992), “The Effect of Price Promotions on Variability in Product Category Sales”, Marketing Science, 11(No.3), 207-220.
Think Globally, Maket Locally
Branded by the past 
market research reaches Russia
Building_Brands_in_China_(McKinsey_Quarterly_2006)
 
Video
Geek Squad
BP
3M post-it
Greptile
Mall of American
Fllon
 
Cases:
Boston Beer Company
Best-buy
Black & Decker Power tool Market
 
Course plan

This course will be delivered not only through lectures but also on class discussion. Interactive Learning focus on students discussion, case analysis, problem oriented discussion, etc. Marketing learning is not just learn the proverbs, definitions, but also, and most importantly, the systematic thinking. Therefore, the students need to know how to apply potential principles and must be supported by both qualitative and quantitative analysis. 

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