Description

These notes cover the following topics from Weeks 1 to 13: - Course overview and introduction to marketing strategy, - External Analysis, - Market/submarket Analysis, Environmental and strategic analyses, - Internal analysis and Strategic Philosophies, - Creating Advantage: Customer Value Leadership, Value Propositions, - Building and Managing Customer Relationships, Creating Valuable Customers, - Building and Managing Brand Equity, Toward a strong Brand Relationship, - Energising the Business, Leveraging the Business - Creating new Business, - Global Strategies, - Guest lecture: Sustainability, shared value and the purpose of business, and - Harnessing the organisation. They cover key concepts in an easy-to-read manner, usually listing a concept, elaborating it and then providing an example (where applicable). The notes condense materials taught during lectures by spelling out components and factors clearly.


USYD

Semester 2, 2018


44 pages

9,861 words

$44.00

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