Marketing in Emerging
Economies
General course info
- Form of tuition
- Written exam «60%»
- Group assignment «30%»
- Presentation 1 «10%»
- Presentation 2 «10%»
- 10 page report «10%»
- Individual assessment (participation) «10%»
- Knowledge clip 5-10 min
- Peer-review 4 clips
Tutorials
- Complete personality survey
- Teams will be assigned by tutorial teacher
,Lecture 1
Big Picture Framework: Business Objective
Business objective
- 4 questions to identify business objectives
- Who are we? «fundamental entity»
- What are we good at? «core competence»
- Where are we going? «goal»
- What is our main business? «core business»
- The answers should be speci c and actionable
- Every executional decision should align with the primary business
objective
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,1:Who are we?
- Within the big picture framework, brand is distinguished from
fundamental entity
- Fundamental entity: the brand level for conducting strategic analysis
- The questions of who we are is essential and highly strategic
- Implications of branding strategy
- Customers: how do our customers think of us?
- Company: how do we organise our brands?
- Competition: when we do competitive analysis, who is included in our
competition
- The choice of fundamental entity a ects the entire marketing and
organisational strategy
- The brand level for which we conduct a strategic analysis
- Brand: a collection of beliefs - a core belief the customer holds about the
product or service, and a compilation of memories, experiences,
observations, information and stories from others that support and
reinforce the core belief
- Branding strategies
- Distinct branding: FEs = distinct brands, e.g. P&G, Altria
- Hybrid branding: FE = brand line, e.g. Marriott, 3M
- Umbrella branding: FE = umbrella element, BMW, SONY
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, 2: Core competence
- The skill set that uniquely distinguishes one company from another
- Drives every decision and helps develop a sustainable, as opposed to
temporary competitive advantage
- Marketers should take advantage of corporate core competences
3: Core business
- What business are we in?
- The focus of a company’s activity (newspaper or information)
- How would this make a di erence?
4: Goals - where are we going?
- The primary purpose of a goal is to serve as a decision aid
- The second function of a goal is to de ne performance criteria
- Measurable, time-dependent, single-minded, realistic, and integrated (link
to higher and lower level objectives)
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Economies
General course info
- Form of tuition
- Written exam «60%»
- Group assignment «30%»
- Presentation 1 «10%»
- Presentation 2 «10%»
- 10 page report «10%»
- Individual assessment (participation) «10%»
- Knowledge clip 5-10 min
- Peer-review 4 clips
Tutorials
- Complete personality survey
- Teams will be assigned by tutorial teacher
,Lecture 1
Big Picture Framework: Business Objective
Business objective
- 4 questions to identify business objectives
- Who are we? «fundamental entity»
- What are we good at? «core competence»
- Where are we going? «goal»
- What is our main business? «core business»
- The answers should be speci c and actionable
- Every executional decision should align with the primary business
objective
fi
,1:Who are we?
- Within the big picture framework, brand is distinguished from
fundamental entity
- Fundamental entity: the brand level for conducting strategic analysis
- The questions of who we are is essential and highly strategic
- Implications of branding strategy
- Customers: how do our customers think of us?
- Company: how do we organise our brands?
- Competition: when we do competitive analysis, who is included in our
competition
- The choice of fundamental entity a ects the entire marketing and
organisational strategy
- The brand level for which we conduct a strategic analysis
- Brand: a collection of beliefs - a core belief the customer holds about the
product or service, and a compilation of memories, experiences,
observations, information and stories from others that support and
reinforce the core belief
- Branding strategies
- Distinct branding: FEs = distinct brands, e.g. P&G, Altria
- Hybrid branding: FE = brand line, e.g. Marriott, 3M
- Umbrella branding: FE = umbrella element, BMW, SONY
ff
, 2: Core competence
- The skill set that uniquely distinguishes one company from another
- Drives every decision and helps develop a sustainable, as opposed to
temporary competitive advantage
- Marketers should take advantage of corporate core competences
3: Core business
- What business are we in?
- The focus of a company’s activity (newspaper or information)
- How would this make a di erence?
4: Goals - where are we going?
- The primary purpose of a goal is to serve as a decision aid
- The second function of a goal is to de ne performance criteria
- Measurable, time-dependent, single-minded, realistic, and integrated (link
to higher and lower level objectives)
ff fi
