BARB2013 MARKETING MANAGEMENT

FTF Topics Chapters to cover Date Remarks/Group Members / Presenters

Topic 1: Understanding
Marketing insights:
Marketing Management 15
2 Chapter 1: Understanding Marketing Management Marketing in the age of turbulence, p.38
Topic 2: Capturing Feb
Creating Innovative marketing, p.68
Marketing Insights
22
Chapter 6 Analyzing Consumer Market Marketing insights: Made to Stick, p. 187
Feb
Topic 3: Connecting with
3 Marketing insights: AirAsia: Success in Targeting the
customers Chapter 8 Identifying Market segments and 22
Right Markets. (p.213, Kotler, Prin. of Marketing, 15 th
Targets Feb
ed)
Topic 4: Building Strong
4 Chapter 9 Creating brand equity 1 Mar Marketing insights: brand bubble trouble, p. 270
Brands
Chapter 11 Product life cycle marketing
8 Mar
Topic 5: Shaping The strategies (pg. 332-339,14e)
5 Marketing insights: Managing a Brand Crisis, p. 338
Market Offerings
Chapter 20 Introducing New Market Offerings 8 Mar
Chapter 12 Setting Product Strategy Marketing insights: Marketing Luxury Brands, p. 356.
Topic 5: Shaping The 15
6
Market Offerings Chapter 13 Designing and Managing Services Mar Marketing Excellence: The Ritz-Carlton, p. 401.
Chapter 15+ 16 Managing Retailing, 29 Marketing insights: Manufacturers Response to the
7 Topic 6: Delivering Value
Wholesaling, and Logistics Mar Private Label Threat, p. 483.
Chapter 17 Designing and Managing Integrated
Topic 7: Communicating Marketing Communications Marketing insights: Celebrity Endorsements as a
8 5 Apr
Value Chapter 18 +19 - Managing Mass Communication strategy, p. 508.
& Personal Communication