Understanding the meaning of a concept
and its essential elements.
Articulating the process-flow elements to
assess and develop the concepts.
Identifying the means to screen concepts
and select the m
Strategic Logic and Planning
Corporate Purpose or Mission
Peter Drucker has referred to an organizations
purpose as its mission or reason for being.
A statement of purpose:
A firm's purpose can be altered over time to
reflect changing enviro
Opportunity to apply concepts learned in class
Work in cross functional teams
This slide deck is to provide a preliminary
overview of the Bus/RMat 495 project. Be
advised elements of the project may change.
Discuss the types of competition and how
firms differ in their use of the marketing mix
Be able to perform a competitive analysis and
a competitive audit
Be able to analyze an industry (structure,
New Product Development
Understanding the management system for new
product development process management
Defining the standardized NPD process with its
phases and reviews construct
Describing the six phases of the NPD process
Compare and contrast the various definitions of
brand equity. What is the one definition focused
on in class? (and why?)
Explain how the five components of brand equity
enhance (or can weaken) brand equity.
Discuss the typ
What is a brand? What is CBBE? How is CBBE
built, determined, and what are its benefits?
What is the CBBE pyramid and its building
blocks? What is the motivation and rationale for
Discuss brand positioning and issues in bran
Strategic Issues in Branding
What is the role of brand extensions and how do
they differ from line extensions?
Discuss the good, bad, and the ugly of brand
How can a brand be revitalized?
Build or enhance b