Subtopics: Boston Consulting Group’s matrix
Learning Objectives:
Undergraduate students should be able to
- Explain a SWOT analysis
- Explain a PEST analysis
- Identify sources of information on environmental trends
- Apply BCG’s matrix
- Explain different types of channel structures and marketing intermediaries
Graduate students should also be able to
- Conduct a SWOT analysis
- Conduct a PEST analysis
- Perform a break-even analysis
- Calculate ROI
- Develop competitive matrix
- Differentiate product and product line analyses
- Discuss product development, branding strategies, pricing strategies, and integrated marketing communication
- Develop a marketing plan demonstrating the core competencies