|
Analysis and Decision making in Marketing
Course Code and Title: MKT5110 | Course credits: |
Semester: 2 | Time and Place of the Lecture: Tuesday, 18:30-19:45, 20:00-21:15, #219/Valikhanov bld |
Instructor: Alexander Yakovlev | Office phone: NA |
Office: 307 | Office hours: Tuesday/Friday, 17:30-18:30 |
Email: a.yakovlev@kimep.kz | Teaching assistant’s learning support hours: NA |
Final Project Requirements
Analysis and Decision
Students are expected to:
Analysis and Decision Syllabus
Your Final project will consist of three distinct but interlinked parts:
Part 1: The Strategic Audit
Part 2: The Strategic Options
Part 3: Making Strategic Marketing Decisions
Analysis and Decision Final Project Basis
- You chose a Company for evaluation and identify all required data from the Company’s website
Results evaluation:
Task One: Worth 20 marks
Task Two: Worth 10 marks
Task Three: Worth 10 marks
Final results: 40 marks
Task 1. Prepare an Audit
You will need to undertake a strategic marketing audit of the Company to analyse its current market position, brand strategy and key factors impacting success and growth, including consideration of competitive positioning, competitive advantage and value creation.
Typical contents/analysis: PESTEL, Porter’s Five Forces, SWOT, Stakeholder Analysis, Brand Equity, McKinsey’s 7s, Cultural Web, Porter’s Generic Strategies, Ansoff’s Matrix, BCG Matrix, Value Chain Analysis, Core Competences, Risk Assessment/Scenario Planning, Financial Performance Indicators etc.
· The analysis should be limited to six pages
· The analysis should start with a brief introduction
· The analysis should be strategic instead of tactical
Task 2. The Strategic Options
2.1 Critically evaluate the Company’s brand strategy, using appropriate measures, its contribution towards increasing the organization’s value and brand equity.
2.2 Your Company is likely exploiting opportunities in international markets and you are asked to consider how the organization can work with its stakeholders to maximise opportunities.
Task 3. Making Strategic Marketing Decisions
3.1 Considering the challenges the Company faces with in the international market, assess the options available to the Company, when developing defensive strategies to protect its brand value.
3.2 Considering the organization’s financial position, its strategic risks, organization risks propose mitigating strategies to overcome risks.
Дата добавления: 2015-08-28; просмотров: 22 | Нарушение авторских прав
<== предыдущая лекция | | | следующая лекция ==> |
| |