英国大学市场营销讲义英文版：revision.pptVIP

Merry Xmas Assignment – General Issues Must Answer the Question ie not just discuss broad area but come up with some choices Revision, Weeks 6-10 Week 6 Product Management Need to be able to critique PLC and Boston Box. Also, examples from cases (Mueller etc) and other sources to illustrate concepts. Brand Managemnt Need to be able to explain and illustrate the pillars of the brand Week 7 NPD Explain the 8 stages of the NPD process and how degrees of ‘newness’ effects the stages’ importance Need to be able to link to Mueller case Revision, Weeks 6-10 Week 8 Explain the Promo Mix and how decisions between options are driven by communication needs and media capabilities Week 9 Explain the factors that influence Sponsorship’s ability to effect Brand Image Transfer. Also for Celebrity Endorsement Explain Ambush Marketing with Refernce to the Kuala Lumpur Commonwealth Games case Revision, Weeks 6-10 Week 10 Pricing Explain why Marketing Orientated Pricing is important (versus cost and competition focused approaches) Explain the Marketing Pricing Plan Use the Hansen (A) case to expose the problem of cost based pricing and how a marketing plan supports a higher priced alternative strategy. Exam Rubric etc. 4 Questions in 2 hours No books/calculators etc allowed – (dictionaries for overseas students- need letter allowing this) Revision, Weeks 6-10 2 Questions directly relate to a named case to illustrate/develop the question. One asks for a critical evaluation (pros, cons and judgement) Exam Advise Always answer the question – avoid ‘brain dumps’ Plan your answer well – you have lots of time Structure the answer well Paragraphs, headings, underlining of critical elements etc. Avoid unstructured essay approach If English isn’t your first language, use short sentences to improve level of clarity?? Oustanding Issues/ Questions?? * Shen Dan Kuai Le Xin Nian Yu Kuai (Mandarin) Nadolig Llawen (Welsh) Joyeux No?l et Bonne Année! French Indonesian - Selamat Hari Natal