Tiger Beer

Topics: Marketing, Brand, Marketing research Pages: 13 (1930 words) Published: May 19, 2013
BU1008 Marketing Fundamentals – SP51 JCUS:
In-class Case Presentation (Tutorial - Group) and Written Case Study (Individual)

|Session/ Week |Content |Readings |Case Study |Case Study Questions to address in in-class presentation (group) and |Additional In-Class Tutorial Activities | | | | | |written assignment (Individual) | | |2 |Marketing planning |Chapter 14; | |FIRST TUTORIAL - IMPT to ATTEND | | |Beg |process - overview |Chapter 2 pp. | |Discuss assessment requirements & grading criteria | | | | |53-57 | |Form groups and assign cases for in-class presentation | | | | | | |Assign cases for individual written assessment | | |3 |The marketing |Chapter 2 |Virgin blue’s strategy, |Practice Case: All students to prepare answers |Extra Activity relating to Case – Prepare prior to | |Beg |environment & market | |Case on LearnJCU |Case presented by Lecturer |tutorial | | |analysis | | |Q1. What are Virgin Blue’s competitive advantages? In your opinion, are|Based on your knowledge of Singapore Airlines and the | | | | | |these competitive advantages sustainable? Why or why not? |Asian airline industry, perform a SWOT analysis | | | | | |Q2. Why is innovation important to Virgin Blue’s success in the market?|comparing Singapore Airlines against its major | | | | | |Discuss and support with examples. |competitors. (SWOT explained in Ch 2 Text) | | | | | |Q3. What changes might be appropriate for Virgin Blue’s strategic | | | | | | |marketing plan so as to ensure continued success in the airline | | | | | | |industry? | | | | | | |Research Virgin Blue’s website http://www.virginblue.com.au/ | | | | | | |NOTE: Guidance provided in preparing students for PowerPoint |...
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