Promotion Slides.pdf - Marketing(MM2 2018\/19 Session 8 Vincent Mak Reader(Associate Professor in Marketing Decision Sciences CJBS [email protected]

Promotion Slides.pdf - Marketing(MM2 2018/19 Session 8...

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Marketing (MM2, 2018/19): Session 8Vincent MakReader (Associate Professor) in Marketing & Decision Sciences, CJBS[email protected]
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Framework of Marketing StrategySituationAnalysisTargetingPositioningMarketingMixExecution-Product-Price-Place -Promotion-Customer-Competition-Company-Context-Collaborator5Cs4PsSessions 6-8
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Today’s AgendaPreparing for the ExamCustomer Loyalty and RelationshipsLoyalty and satisfactionCultivating customer relationshipsEndnote: Special Topic Discussions(1) Nudge(2) Marketing: Misperceptions and aspirations
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PREPARING FOR THE EXAMINATION
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Examination50% of grade9am-11:10am on 9 January 2019 (Wed), Mill Lane Lecture Rooms2 hours, choice of 2 questions from 4To prepare:Lecture presentations and notesReading list (especially the major readings)The two major case studiesGeneral issues/takeaways in case exercise sessionsGeneral knowledge e.g. Economist, Financial Times, Wall Street JournalPast papers from 2013/14 to 2017/18 (on VLE)Note: unlike the other parts of the assessment (on which I would give written feedback), there will be generally no feedback on your performance in the exam, as a general university practice
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Examination QuestionsTypically, each question involves a simple business situationSuggest strategies/commentsApply what you learn through the courseAdditional relevant referencesTypically, there is no “right” or “wrong” answer (this applies to more or less everything in business)May also ask you to write about course conceptsCredits are given to:
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