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Level 7 Diploma in Strategic Management and Leadership

Brand pyramid, positioning and brand management; strengthening a business

SL710 · Strategic Marketing — Week 14 of 16

CourseSL710
Week14 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Brand pyramid, positioning and brand management; strengthening a business

  1. Integration between the brand pyramid, the brand’s positioning and brand management
  2. Brand objectives and the brand positioning statement
  3. Customer retention strategies: obtaining new customers, product bundling, cross-selling, cross promotions, loyalty programmes
  4. Customer life cycle value; Payne and Ballantyne’s six markets model; personalised marketing

What you will be able to do

  • 5.2 Critically discuss the need for integration between the brand pyramid, the brand’s positioning and brand management.
  • 5.3 Demonstrate how branding is used to strengthen a business or product.

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 13Week 15
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
Back to the course
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