Strategic Marketing Application and Performance

This week’s topics

Strategic Marketing Application and Performance

1. Integrated marketing communications (IMC)
2. Omnichannel customer experience design
3. Customer lifetime value (CLV) metrics
4. Evaluating marketing ROI and brand equity
5. Keller Ch 6 Week 4 Integrating Marketing Communications to Build Brand Equity
6. Lec 49 - Customer Lifetime Value
7. Lecture 40: Customer-based Brand Equity -1

What you will be able to do

• 2.3 Analyse the marketing of tourism and hospitality organisations from the perspective of strategic marketing theory.
• 4.1 Research academic sources to identify appropriate theories and models of strategic management and marketing.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: analyse the marketing of tourism and hospitality organisations from the perspective of strategic marketing theory.

Study materials

Videos

• Keller Ch 6 Week 4 Integrating Marketing Communications to Build Brand Equity · YouTube · Nicholas Ridis · 38 min · for registered students
• The Integrated Marketing Communication Strategic Planning Process · YouTube · Professor Wolters · 7 min · for registered students
• keller brand equity model, keller brand resonance pyramid, keller brand equity model · YouTube · Management Mantra · 8 min · for registered students
• Integrated Marketing Communications - Using IMC as a Strategy ( Case study of Carlsberg and Viya) · YouTube · Marketing91 · 7 min · for registered students
• Philip Kotler on the importance of brand equity · YouTube · LeadersIn · 4 min · for registered students
• 28 Building Customer Equity: Managing Customer Relationships for Growth · YouTube · Marketing Insights · 9 min · for registered students
• 14 How Brands Create Value: Brand Power, Brand Equity, and Customer Impact · YouTube · Marketing Insights · 8 min · for registered students

Further resources

• Principles of Marketing, ch. 13: Integrated Marketing Communications · PDF · OpenStax, textbook chapter; pp. 447–480 · for registered students
• Launch! Advertising and Promotion in Real Time, ch. 14: ROI: Did the Campaign Work? · PDF · Saylor Academy, textbook chapter; PDF pp. 404–446 · for registered students
• MIT OpenCourseWare 15.810 Marketing Management (Fall 2010) · Reading · MIT OpenCourseWare, course · for registered students