2009年11月20日 星期五

Week 10

Topic: Products, Services, and Brands: Building Customer Value
Date: Nov 24, 2009
Time: 6:30pm-9:20pm
Classroom: TR 510

Class Notes(Updated)

Agenda

6:00pm-6:30pm Group discussion for the Case Study, Nintendo: Reviving a Company, Transforming a Market, part 1, 2 and 3

Questions:

1. What strategy used by Nintendo that makes Wii a success? Describe it by marketing mix.
2. What product life cycle phase is Wii in? Propose suggestions to maximize its value/profit.

6:30pm-7:00pm Group Presentation of the Case "Sports England"
Questions
1. Describe how Sports England has segmented the sports market by the full spectrum of market segmentation?
2. Choose a segment and describe a campaign that could be used to encourage people in that segment of sports.
3. Choose a sport not listed and select segments that might participate in it. Explain why it might appeal to people in that segment?



7:00pm-8:20pm Products, Services, and Brands


8:30pm-9:20pm Case Study, Wii, A Blast to the Marketing.
Each group have 5 mins to present your findings.

2009年11月12日 星期四

Week 9

Topic: Creating Value for Target Customers
Date: Nov 17, 2009
Time: 6:30-9:20pm
Classroom: TR-510

Class Notes (updated)

Agenda:

6:00-6:30pm Early bird session
Question for discussion:
What's the target market (segment) for your group project? By geographic, demographic, psychographic, and behavioral. Make a table for insight analysis.

6:30-7:30pm Creating Value for Target Customers

7:30-8:20pm Case Study
Questions for discussion
1. Describe how Sports England has segmented the sports market by the full spectrum of market segmentation?
2. Choice a segment and describe a campaign that could be used to encourage people in that segment of sports.
3. Choose a sport not listed and select segments that might participate in it. Explain why it might appeal to people in that segment?

8: 30-9:20pm Group presentation
Briefs on the findings of the company you've chosen as your model for your company.
Including;
1. What is its target market segment and customers?
2. How it's creating value for its customers?
3. What is particular marketing strategy it adopts?

2009年11月4日 星期三

Week 8

Topic: Consumer Markets and Consumer Buyer Behavior
Date: Nov 10, 2009
Time: 6:30-9:20pm
Classroom: TR-510

Class Notes (updated)

Agenda:

6:00-6:30pm Early bird session
Question for discussion:
Comparing with Blackberry, Smartphone, and Android by using 4Ps and 5Cs, which phone your team recommend will take the lead in 2010?

6:30-7:30pm Consumer Markets and Consumer Buyer Behavior

7:30-8:20pm Case Study
Arabic Blackberry: Adapting to the Language of the Market

Questions
1. Conduct market research and make comparison of different mobile phones with push email function based on style, technology, price, and service.
2. Describe the buyer characteristics that affect buyer behavior and which one influences most making a new mobile phone purchase decision?
3. If your are the marketing directer of Blackberry, what marketing strategy would you adopt in the Middle East mobile phone market?

8: 30-9:20pm
Group presentation of findings and reinforcement actions as your are the marketing VP of Blackberry.