Marketing and Innovation Track
- Innovations and marketing (Relationship between marketing and innovations; limitations of customer/ market orientation; types of innovations; innovation space; information as source of innovation, the role of innovation in capturing value).
- Components of marketing strategy (elements of marketing strategy: target market selection, positioning, marketing mix; strategy implementation and control).
- The concept of value in marketing (value for company and value for customer; sources of value; capturing value; value co- creation and destruction)
- Types of marketing research studies (field vs desk, qualitative vs quantitative, types of data generated, examples of methods, applied marketing research)
- The segmentation concept ( reasons for segmenting market, benefits of segmentation, types of segmentation approaches, segmentation criteria)
- Services marketing vs product marketing (extended marketing mix, specific characteristics of services and marketing mix for services, hybrid offerings)
- The influence of internet on marketing (technology and digitalization as determinants of marketing activities of companies, influence of internet on consumer behaviour and its consequences, influence of internet on products, services, pricing, distribution and marketing communications, integration of online and offline activities)
- Consumer behaviour models (various models of consumer behaviour, consumer versus organizational buying behaviour, buying situations, types of consumer decisions and their determinants)
- E-marketing plan: functions and components (the concept of E- marketing plan and its elements, the role and strategy and tactics (the concept of e-marketing plan, e-marketing plan types – key similarities and differences, RACE (reach, act, convert, engage) digital marketing planning framework, components of e-marketing plan, SOSTAC planning framework and its components: situation analysis, objective setting, strategy, tactics, actions and control)
- The concept of positioning (the role of positioning, positioning approaches, re- positioning, positioning and consumer needs)
- The concept of targeting (target market selection, market attractiveness, company- market fit, undifferentiated, differentiated, focused and one- to- one targeting)
- Differences between strategic and tactical marketing plan (planning horizons, components of different plans, type of information inputs, scopes, implementation)
- Explain the term “Brand Equity”: what are the main assumptions?; What are the elements of Brand Equity?; How can Brand Equity be used in brand building? What is the difference between Brand Equity and Brand Value?
- Integrated marketing communications: concept, role, tools, objectives, determinants.
- Brand Portfolio Management: What are the main assumptions of the brand management process? What are the key questions of the Brand Portfolio Management? What are the main categories of brands, types and relations between them? Discuss whether and in which situations brand stretching or brand extensions should be applied? Illustrate your answers with specific examples.