Introduction to Strategic Marketing and Brand Management
10-Week Course Course Time: 11-11:50 am Saturdays
Course Description: Join Gloria Ma in this experimental and intriguing journey to learn all fundamentals about strategic marketing and brand management. In this introduction course, Gloria will take the future marketers through the key concept of marketing management; from the framework of forming marketing and positioning strategy to develop an omni-channel campaign from ideation. The course will be highly interactive and practical to cater the young learners’ curious minds. Course format will be a blend of lecture, class/group discussion, and real-world case studies.
About the speaker: Gloria is a passionate commercial and marketing leader with 20 years of multi-sector experience spanning across Consumer-Packaged Goods (Procter & Gamble), Luxury Retail (L’Oreal), and Medical Devices (Johnson & Johnson, Allergan, Align Technology, Inc.). She has managed comprehensive portfolios and launched blockbuster brands to both consumers and Healthcare Professionals covering a wide geographic region, particularly in Asia Pacific and North America regions. Gloria is passionate about solving complex business challenges and drive long-term brand success.
Gloria received her B.A. in Journalism and Communication from Communication University of China in Beijing, and M.B.A. in Marketing and Strategic Management from The University of Iowa. Target Audience: Primary target is high school students who are interested in learning more about marketing management or interested in potentially pursuing a marketing and brand management degree and/or career.
Textbook: N/A
Curriculum: Fall Semester (August – December) Class 1: 8/29 The fundamentals of marketing strategies
Definition of marketing strategy and its applications
Marketing Mix and introduction of 4P and 7P principles
SWOT analysis
Class 2: 9/12 How to define a competitive strategy, Brand and brand equity
Porter’s 5 forces and its applications
3 generic strategies
What’s brand equity and how to define your winning brand equity
Class 3: 9/19 Segmentation, targeting and positioning
The art and science of segmentation
Strategic selection of target market
Positioning
Class 4: 9/26 Bring it all together: HBR Case study I
HBR case study to further illustrate concept taught in Class 1 and 2
Group and individual work assignment
Class 5: 10/3 Marketing research
Categories of marketing research and basic methodology
How to draw insights and conclusions from market research for decision making
Class 6: 10/10 The art of advertising
The process of advertising development
Fundamentals of advertising
How to work with advertising agency
How to write a brief
Class 7: 10/17 HBR Case study II Class 8: 10/24 Introduction of digital marketing
Digital marketing vehicles and effectiveness
The art of Social media
Journey mapping
Retargeting tactics
Class 9: 10/31 Understanding Analytics and Data Insights
Basics of data analytics
Draw insights from data to ‘tell a story’
Data driven decision making
Class 10: 11/7 Product development: from ideation to realization & Global Marketing
