CourseSL710

Week10 of 16

SemesterI

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This week’s topics

Designing a differentiated brand position for targeted segments

Branding strategies, e.g. determination of brand objectives, brand positioning statement
Marketing techniques; marketing objectives setting; marketing strategies
Positioning segmented markets: mass marketing, market leader or product line extension or targeted marketing, direct or indirect sales
Perceptual mapping

What you will be able to do

3.3 Design a differentiated brand position for targeted segments for an organisational context.

Study materials

The teaching notes, exercises and videos of this week are in the student portal. Your portal is set up as soon as you receive final acceptance, so you can open them before the semester starts.

Week 9 Week 11

Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal

Course plan

Week 1: The nature and purpose of strategic marketing
Week 2: Marketing concepts across organisational contexts
Week 3: Processes involved in strategic marketing
Week 4: Developing SMART strategic marketing objectives
Week 5: The external and competitive environment
Week 6: The internal and stakeholder environment
Week 7: Strategic options within environmental constraints
Week 8: Midterm evaluation
Week 9: Market segmentation and evaluating target segments
Week 10: Designing a differentiated brand position for targeted segm…
Week 11: The integrated marketing mix
Week 12: The product lifecycle, marketing mix dynamics and marketing…
Week 13: The nature of brands and the significance of branding
Week 14: Brand pyramid, positioning and brand management; strengthen…
Week 15: Review and coursework completion
Week 16: Final evaluation and project assessment

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