Beruflich Dokumente
Kultur Dokumente
2016
Saturday, April 30
S 1.1 A Framework for Analysing Marketing Strategy
KEY POINTS
ADMINISTRATION
- Course Objectives
- Approach and Philosophy
- Assignments and Grading
9.00 10.20
2.
10.40-12.00
3.
1.00-2.20
4.
2.40-4.00
Saturday
April 30
May 7
May 14
May 21
May 28
June 4
APPROACH
Participation / Communication
Philosophy: This is a
course about
approaches, not facts
Whatever be the detail with which you
cram your student, the chance of his
meeting in the after-life exactly that detail
is almost infinitesimal
Alfred Whitehead
process
Interactive
20%
Case Write-up
(Group)
15%
Project
25%
(Group)
Final Exam
40%
(Individual)
Class participation
One to two page discussion of case to be covered
Bringing the readings into the class discussion
Raising new and interesting points in class
Building on points raised by other members of class
Originality
Thoughtfulness
Conciseness
COURSE RESOURCES
External Analysis
S 1.1
S 1.2
S 2.1
S 1.3
S 1.4
S 2.2
Marketing arithmetic
S 2.3
Application: Webvan
Guest: Ross McDonald, ex Google Australia
S 2.4
Lectures
S 3.1
S 3.2
S 3.3
Application: Starbucks
Guest: Tony Surtees, former VP and GM,
Yahoo! Commerce group
S 3.4
S 4.1
S 4.2
S 4.3
S 4.4
S 5.1
S 5.2
S 5.3
Application: Hubspot
Marketing Metrics: Measuring market success
S 5.4
Project Presentations
Summary and Wrap Up
Guest: Emma Bruce
Calibrating
19
What is
Psychologists
happening? Sociologists
Why? How?
Anthropologists
How much is
Statisticians
happening? Economists
When? Drivers? Econometricians
Internal
External
Strengths &
Weaknesses
Customer
Needs
Corporate
Objectives
Market
Characteristics
Growth
Defence
Time
Customer Management
Option Realization
How can we get there?
STRATEGY DETERMINATION
To be successful, an organization has to develop
a market offering which satisfies a human need
or want in a way which gives it a sustainable
comparative differential advantage.
Peter Drucker
Two Elements:
Strengths
Company
Customer Need
THE ELEMENTS OF
MARKETING STRATEGY AT
THE CORPORATE LEVEL
Strategy as a marketing process:
Company
Strengths
Customer
Needs
Critical Success
Factors
Market
Needs
Market
Characteristics
Customers
Needs
What do customers
want?
Will they value this?
Corporate
Objectives
Where do we want to
go?
Will this get us there?
Market
Characteristics
What is the market like?
Will the market support
this?