Global Marketing Innovation (E_IBA2_GMI) lecture notes and summary
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Course
Global Marketing Innovation (E_IBA2_GMI)
Institution
Vrije Universiteit Amsterdam (VU)
This document consists of lecture notes and summary of Global Marketing Innovation course (also known as Marketing in Emerging Economies previously) that is part of International Business Administration bachelor's program and elective emerging economies that is mandatory for second year students.
General course info
- Form of tuition
- Written exam «60%»
- Group assignment «30%»
- Presentation 1 «10%»
- Presentation 2 «10%»
- 10 page report «10%»
- Individual assessment (participation) «10%»
- Knowledge clip 5-10 min
- Peer-review 4 clips
Tutorials
- Complete personality survey
- Teams will be assigned by tutorial teacher
,Lecture 1
Big Picture Framework: Business Objective
Business objective
- 4 questions to identify business objectives
- Who are we? «fundamental entity»
- What are we good at? «core competence»
- Where are we going? «goal»
- What is our main business? «core business»
- The answers should be speci c and actionable
- Every executional decision should align with the primary business
objective
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,1:Who are we?
- Within the big picture framework, brand is distinguished from
fundamental entity
- Fundamental entity: the brand level for conducting strategic analysis
- The questions of who we are is essential and highly strategic
- Implications of branding strategy
- Customers: how do our customers think of us?
- Company: how do we organise our brands?
- Competition: when we do competitive analysis, who is included in our
competition
- The choice of fundamental entity a ects the entire marketing and
organisational strategy
- The brand level for which we conduct a strategic analysis
- Brand: a collection of beliefs - a core belief the customer holds about the
product or service, and a compilation of memories, experiences,
observations, information and stories from others that support and
reinforce the core belief
- Branding strategies
- Distinct branding: FEs = distinct brands, e.g. P&G, Altria
- Hybrid branding: FE = brand line, e.g. Marriott, 3M
- Umbrella branding: FE = umbrella element, BMW, SONY
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, 2: Core competence
- The skill set that uniquely distinguishes one company from another
- Drives every decision and helps develop a sustainable, as opposed to
temporary competitive advantage
- Marketers should take advantage of corporate core competences
3: Core business
- What business are we in?
- The focus of a company’s activity (newspaper or information)
- How would this make a di erence?
4: Goals - where are we going?
- The primary purpose of a goal is to serve as a decision aid
- The second function of a goal is to de ne performance criteria
- Measurable, time-dependent, single-minded, realistic, and integrated (link
to higher and lower level objectives)
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