BUS 5112 Marketing Management Course Notes
University of the People
BUS 5112: Marketing Management
Table of Contents
Unit 1 – Developing a Marketing Strategy ...........................................................................................3
Textbook - Ch.2 Strategic Planning ........................................................................................................... 3
Textbook - Ch.5.4 Positioning and Repositioning Offerings ..................................................................... 6
Textbook - Ch.6.4 Branding, Labeling, and Packaging .............................................................................. 6
Article – Building Brand Equity ................................................................................................................. 7
Article – How to Increase Sales by Building Brand Equity and Shaping Brand Perception....................... 7
Unit 2 – Understanding Customer Behavior ........................................................................................9
Textbook - Ch.3 Consumer Behavior ........................................................................................................ 9
3.1 Factors that influence consumers’ buying behavior ....................................................................... 9
3.2 Low vs High Involvement Buying Decisions, and the Consumer’s Decision-Making Process ....... 11
Article – Exploring Factors that Influence Consumer Loyalty to Automobile Dealerships in NY............ 12
Article - The "Why" Behind the Buy: Integrating Consumer Behavior into Your Marketing Strategy.... 12
Optional Video – The Importance of Studying Consumer Behavior ....................................................... 13
Optional Video – Impulse Buying ............................................................................................................ 13
Unit 3 – Developing a Global Brand Strategy ..................................................................................... 13
Textbook - Ch.6.4 Branding, Labeling, and Packaging ............................................................................ 13
Textbook - Ch.2.5 Understanding Marketing Strategy ........................................................................... 14
Textbook – Ch.2.7 Crafting a Digital Marketing Strategy........................................................................ 14
Journal Article - Brand Positioning Through Advertising in Asia, North America, and Europe: The Role
of Global Consumer Culture ................................................................................................................... 15
Article – Thirsty for Growth, Liquor Giant Taps African Market ............................................................. 17
Article - Executive Insights: Real Differences between Local and International Brands: Strategic
Implications for International Marketers ............................................................................................... 17
Article – A Real-Time Case Analysis (Volkswagen).................................................................................. 19
Optional Video – Global Trade (alibaba.com)......................................................................................... 22
Optional Video – Brand and Product Decisions in Global Marketing ..................................................... 22
Optional Video – Global Market Entry Strategy ..................................................................................... 23
Page 1 of 45
,BUS 5112 Marketing Management Course Notes
Unit 4 – Marketing Strategy over the Product Life Cycle; New Product Development ......................... 24
Textbook - Ch.7.1 The New Offering Development Process................................................................... 24
Textbook - Ch.7.2 Managing New Products: The Product Lifecycle ....................................................... 25
Web Article – The Product Life Cycle and Product Development Cycle ................................................. 26
Product Life Cycle................................................................................................................................ 26
Product Development Cycle ............................................................................................................... 27
Unit 5 – Pricing and Sales Promotion ................................................................................................ 28
Textbook - Ch.15 Price, the Only Revenue Generator ............................................................................ 28
15.1 The Pricing Framework & a Firm’s Pricing Objectives ................................................................ 28
15.2 Factors That Affect Pricing Decisions .......................................................................................... 29
15.3 Pricing Strategies......................................................................................................................... 30
Web Article – Do Shoppers Benefit When Stores Use Everyday Low Pricing? ....................................... 32
Unit 6 – Communications ................................................................................................................. 33
Textbook - Ch.11 Integrated Marketing Communications and the Changing Media Landscape ........... 33
11.1 Integrated Marketing Communications (IMC) ............................................................................ 33
11.2 The Promotion (Communication) Mix ........................................................................................ 33
11.3 Factors Influencing Promotion Mix, Communication Process, and Message Problems ............ 34
11.4 Advertising and Direct Marketing ............................................................................................... 35
11.5 Message Strategies ..................................................................................................................... 36
11.6 The Promotion Budget ................................................................................................................ 37
11.7 Sales Promotions......................................................................................................................... 37
Textbook - Ch.13.5 Integrating Sales & Marketing ................................................................................. 38
Video – Integrated Marketing Communication (IMC) & Ad Trends ....................................................... 38
Unit 7 – Channels of Distribution ...................................................................................................... 39
Video – Marketing: Channels of Distribution.......................................................................................... 39
Video – Unethical Practices Companies Use to Scam Us that should be Illegal ..................................... 40
Unit 8 – Customer Relationship Management ................................................................................... 42
Textbook - Ch. 14 Customer Satisfaction, Loyalty, and Empowerment ................................................. 42
14.1 Customer Communities .............................................................................................................. 42
14.2 Loyalty Management .................................................................................................................. 43
14.3 Customer Satisfaction ................................................................................................................. 44
Page 2 of 45
,BUS 5112 Marketing Management Course Notes
Unit 1 – Developing a Marketing Strategy
Textbook - Ch.2 Strategic Planning
The University of Minnesota. (2015). Principles of marketing. Retrieved from
https://open.lib.umn.edu/principlesmarketing/front-matter/publisher-information
Value Proposition
o A 30-second “elevator speech” stating the benefits an offering (a product or service)
provides a consumer. It shows why the offering is superior to competing offers. It
answers the question “why should I buy from you?”
o Strategies developed by the company must support the value proposition.
Strategic Planning Process
o The strategic planning process helps a company allocate resources. It includes a
company’s mission (purpose), objectives (end results desired), and strategies (means).
o Companies must conduct a situation analysis to develop mission statement, objectives,
value proposition, and strategies.
Conduct a SWOT analysis to analyze both internal and external environments.
SWOT stands for “Strengths, Weaknesses, Opportunities, Threats”. Elements of
a SWOT analysis:
Internal Factors External Factors
Strengths Opportunities
Brand name Demand for product
Resources Market size
Weaknesses Threats
Low product awareness Bad economy
Poor facility location Competitors
Besides, the company must evaluate its competitive environment, including
both direct and indirect competition. The five forces model by Prof. Michael
Page 3 of 45
, BUS 5112 Marketing Management Course Notes
Porter (or Porter’s model) is an approach to do this.
Potential New
Entrants
Bargaining Power Competitive Rivalry Bargaining Power
of Buyers (Direct competition) of Suppliers
Substitutes
The situation analysis must also consider:
Political and legal environment
Economic environment
Technology
Natural Resources (sustainability)
Mission Statement
o States the purpose of the organization and why it exists (examples on P.39)
o After analyzing internal and external environments, the company can decide which
strategies to use, given the company’s mission statement.
Developing Objectives
o Objectives are what organizations want to accomplish (the desired end results) in a
certain time period
o Should be realistic and measurable
Formulating Strategies
o Strategies are what a firm is going to do to accomplish its objectives. Multiple strategies
are often used at the same time. (e.g. Walmart - sell products cheaply + open new
stores rapidly)
o Marketing Plan:
A strategic plan at the functional level that provides a firm’s marketing group
with direction. It helps the firm allocate resources to meet objectives.
There are 4 types of market strategies:
Existing Products New Products
Existing Markets Market Penetration Product Development
New Markets Market Development Diversification
Page 4 of 45
University of the People
BUS 5112: Marketing Management
Table of Contents
Unit 1 – Developing a Marketing Strategy ...........................................................................................3
Textbook - Ch.2 Strategic Planning ........................................................................................................... 3
Textbook - Ch.5.4 Positioning and Repositioning Offerings ..................................................................... 6
Textbook - Ch.6.4 Branding, Labeling, and Packaging .............................................................................. 6
Article – Building Brand Equity ................................................................................................................. 7
Article – How to Increase Sales by Building Brand Equity and Shaping Brand Perception....................... 7
Unit 2 – Understanding Customer Behavior ........................................................................................9
Textbook - Ch.3 Consumer Behavior ........................................................................................................ 9
3.1 Factors that influence consumers’ buying behavior ....................................................................... 9
3.2 Low vs High Involvement Buying Decisions, and the Consumer’s Decision-Making Process ....... 11
Article – Exploring Factors that Influence Consumer Loyalty to Automobile Dealerships in NY............ 12
Article - The "Why" Behind the Buy: Integrating Consumer Behavior into Your Marketing Strategy.... 12
Optional Video – The Importance of Studying Consumer Behavior ....................................................... 13
Optional Video – Impulse Buying ............................................................................................................ 13
Unit 3 – Developing a Global Brand Strategy ..................................................................................... 13
Textbook - Ch.6.4 Branding, Labeling, and Packaging ............................................................................ 13
Textbook - Ch.2.5 Understanding Marketing Strategy ........................................................................... 14
Textbook – Ch.2.7 Crafting a Digital Marketing Strategy........................................................................ 14
Journal Article - Brand Positioning Through Advertising in Asia, North America, and Europe: The Role
of Global Consumer Culture ................................................................................................................... 15
Article – Thirsty for Growth, Liquor Giant Taps African Market ............................................................. 17
Article - Executive Insights: Real Differences between Local and International Brands: Strategic
Implications for International Marketers ............................................................................................... 17
Article – A Real-Time Case Analysis (Volkswagen).................................................................................. 19
Optional Video – Global Trade (alibaba.com)......................................................................................... 22
Optional Video – Brand and Product Decisions in Global Marketing ..................................................... 22
Optional Video – Global Market Entry Strategy ..................................................................................... 23
Page 1 of 45
,BUS 5112 Marketing Management Course Notes
Unit 4 – Marketing Strategy over the Product Life Cycle; New Product Development ......................... 24
Textbook - Ch.7.1 The New Offering Development Process................................................................... 24
Textbook - Ch.7.2 Managing New Products: The Product Lifecycle ....................................................... 25
Web Article – The Product Life Cycle and Product Development Cycle ................................................. 26
Product Life Cycle................................................................................................................................ 26
Product Development Cycle ............................................................................................................... 27
Unit 5 – Pricing and Sales Promotion ................................................................................................ 28
Textbook - Ch.15 Price, the Only Revenue Generator ............................................................................ 28
15.1 The Pricing Framework & a Firm’s Pricing Objectives ................................................................ 28
15.2 Factors That Affect Pricing Decisions .......................................................................................... 29
15.3 Pricing Strategies......................................................................................................................... 30
Web Article – Do Shoppers Benefit When Stores Use Everyday Low Pricing? ....................................... 32
Unit 6 – Communications ................................................................................................................. 33
Textbook - Ch.11 Integrated Marketing Communications and the Changing Media Landscape ........... 33
11.1 Integrated Marketing Communications (IMC) ............................................................................ 33
11.2 The Promotion (Communication) Mix ........................................................................................ 33
11.3 Factors Influencing Promotion Mix, Communication Process, and Message Problems ............ 34
11.4 Advertising and Direct Marketing ............................................................................................... 35
11.5 Message Strategies ..................................................................................................................... 36
11.6 The Promotion Budget ................................................................................................................ 37
11.7 Sales Promotions......................................................................................................................... 37
Textbook - Ch.13.5 Integrating Sales & Marketing ................................................................................. 38
Video – Integrated Marketing Communication (IMC) & Ad Trends ....................................................... 38
Unit 7 – Channels of Distribution ...................................................................................................... 39
Video – Marketing: Channels of Distribution.......................................................................................... 39
Video – Unethical Practices Companies Use to Scam Us that should be Illegal ..................................... 40
Unit 8 – Customer Relationship Management ................................................................................... 42
Textbook - Ch. 14 Customer Satisfaction, Loyalty, and Empowerment ................................................. 42
14.1 Customer Communities .............................................................................................................. 42
14.2 Loyalty Management .................................................................................................................. 43
14.3 Customer Satisfaction ................................................................................................................. 44
Page 2 of 45
,BUS 5112 Marketing Management Course Notes
Unit 1 – Developing a Marketing Strategy
Textbook - Ch.2 Strategic Planning
The University of Minnesota. (2015). Principles of marketing. Retrieved from
https://open.lib.umn.edu/principlesmarketing/front-matter/publisher-information
Value Proposition
o A 30-second “elevator speech” stating the benefits an offering (a product or service)
provides a consumer. It shows why the offering is superior to competing offers. It
answers the question “why should I buy from you?”
o Strategies developed by the company must support the value proposition.
Strategic Planning Process
o The strategic planning process helps a company allocate resources. It includes a
company’s mission (purpose), objectives (end results desired), and strategies (means).
o Companies must conduct a situation analysis to develop mission statement, objectives,
value proposition, and strategies.
Conduct a SWOT analysis to analyze both internal and external environments.
SWOT stands for “Strengths, Weaknesses, Opportunities, Threats”. Elements of
a SWOT analysis:
Internal Factors External Factors
Strengths Opportunities
Brand name Demand for product
Resources Market size
Weaknesses Threats
Low product awareness Bad economy
Poor facility location Competitors
Besides, the company must evaluate its competitive environment, including
both direct and indirect competition. The five forces model by Prof. Michael
Page 3 of 45
, BUS 5112 Marketing Management Course Notes
Porter (or Porter’s model) is an approach to do this.
Potential New
Entrants
Bargaining Power Competitive Rivalry Bargaining Power
of Buyers (Direct competition) of Suppliers
Substitutes
The situation analysis must also consider:
Political and legal environment
Economic environment
Technology
Natural Resources (sustainability)
Mission Statement
o States the purpose of the organization and why it exists (examples on P.39)
o After analyzing internal and external environments, the company can decide which
strategies to use, given the company’s mission statement.
Developing Objectives
o Objectives are what organizations want to accomplish (the desired end results) in a
certain time period
o Should be realistic and measurable
Formulating Strategies
o Strategies are what a firm is going to do to accomplish its objectives. Multiple strategies
are often used at the same time. (e.g. Walmart - sell products cheaply + open new
stores rapidly)
o Marketing Plan:
A strategic plan at the functional level that provides a firm’s marketing group
with direction. It helps the firm allocate resources to meet objectives.
There are 4 types of market strategies:
Existing Products New Products
Existing Markets Market Penetration Product Development
New Markets Market Development Diversification
Page 4 of 45
