Applying Strategic Marketing in practice: case studies

This week’s topics

Applying Strategic Marketing in practice: case studies

1. Case analysis
2. Linking theory to practice
3. Evaluating evidence
4. noc20 mg04 lec05 Case Analysis
5. noc20 mg04 lec06 Case Analysis 2

What you will be able to do

• 1.1 Critically evaluate the nature and purpose of strategic marketing in an organisation.
• 1.2 Critically analyse and apply different marketing concepts in a range of organisational contexts.
• 2.2 Critically review the external and competitive environment in which an organisational performs.
• 3.1 Critically explore market segments for an organisational context.
• 3.2 Evaluate targeted segments for an organisational context.
• 4.1 Evaluate the significance of the integrated marketing mix for an organisational context.
• 4.3 Critically analyse the relationship between the product lifecycle and the marketing mix for an organisational context.
• 5.1 Critically analyse the nature of brands and the significance of branding.
• 5.2 Critically discuss the need for integration between the brand pyramid, the brand's positioning and brand management.

Activity

Start with this week’s 2 videos, then: Case-study workshop: apply the unit’s concepts to a real or realistic case and evaluate the outcome.

Study materials

Videos

• How Loreal transformed digital marketing using consumer insights | MBA Business Case study analysis · YouTube · 5 Minutes Learning · 20 min · for registered students
• Porter’s Competitive Strategy: Netflix Case Study · YouTube · Americas Business Channel · 11 min · for registered students

Further resources

• Five Misunderstandings About Case-Study Research · Reading · Arxiv, article · for registered students
• Principles of Marketing, ch. 16: The Marketing Plan · PDF · Saylor Academy, textbook chapter; pp. 507–542 · for registered students
• Writing Guide with Handbook, ch. 8.5: Writing an analytical report · PDF · OpenStax, textbook chapter; pp. 254–267 · for registered students