Marketing (MM2, 2018/19): Session 8Vincent MakReader (Associate Professor) in Marketing & Decision Sciences, CJBS[email protected]
Framework of Marketing StrategySituationAnalysisTargetingPositioningMarketingMixExecution-Product-Price-Place -Promotion-Customer-Competition-Company-Context-Collaborator5Cs4PsSessions 6-8
Today’s Agenda•Preparing for the Exam•Customer Loyalty and Relationships•Loyalty and satisfaction•Cultivating customer relationships•Endnote: Special Topic Discussions(1) Nudge(2) Marketing: Misperceptions and aspirations
PREPARING FOR THE EXAMINATION
Examination•50% of grade•9am-11:10am on 9 January 2019 (Wed), Mill Lane Lecture Rooms•2 hours, choice of 2 questions from 4•To prepare:•Lecture presentations and notes•Reading list (especially the major readings)•The two major case studies•General issues/takeaways in case exercise sessions•General knowledge e.g. Economist, Financial Times, Wall Street Journal•Past 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
Examination Questions•Typically, each question involves a simple business situation•Suggest strategies/comments•Apply what you learn through the course•Additional relevant references•Typically, there is no “right” or “wrong” answer (this applies to more or less everything in business)•May also ask you to write about course concepts•Credits are given to:•
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