Concise scaffolds + notes

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.