MKTG3501 Lecture Notes - Lecture 1: Customer Experience, Search Engine Optimization, Inbound Marketing
Document Summary
Lecture 1 overview and what is strategy. Key areas for building brand through marketing strategy: brand management and strategy, marketing strategy management (marketing mix, digital marketing strategy, content marketing strategy, customer experience management and strategy, disruption and marketing, communication strategy. Ttl marketing through-the-line marketing- integrated atl and btl marketing campaigns. Understand - understand customer value and create value. Build - build brand and competitive positioning through marketing strategy. Strategic vision: a clear future strategy, goals and objectives, buy in throughout the organisation, focus on assets, competencies, and resources, focus on the customer! (customer experience management, find your competitive position) A strategy is a fundamental pattern of present and planned objectives, resource deployments, and interactions of an organisation with markets, competitors and other environmental factors. David kryscynski: what is strategy? (video: provides clear and concise answers to 4 key questions, where do we compete, what unique value do we bring? (why choose our products and services?)
