The aim of this course is to provide you with a sound understanding of the principles of marketing. In a nutshell, understanding marketing comes down to understanding your customers. Thus, even if you have no interest in pursuing a career in marketing per se, the knowledge and skills acquired in th...
SMM542 Week 8
Live Session
Dr Sabrina Gottschalk www.yourstory.com
, The January Exam
• The exam takes place in January but the dates get set
centrally by the university (not by me). The course
office will inform you as soon as they have been
published.
• There will be no multiple choice section in this exam.
• There will be “open book” essay questions with some
element of choice (answer 2 out of 3 questions).
• A word limit is in place – 1000 words/ question.
• All content covered and discussed in the lectures is
relevant for the exam (synchronous and
asynchronous).
It will not be enough to just learn the slides by heart,
(or, in this case, copy the slides into your answers ;-))
but you need an understanding of what we have
discussed in class.
• Content from the books that was not covered in class
is not relevant for the exam!
• We will do specific exam prep in the last lecture.
,Where did we stop in the last
“real” lecture?
, Brands create value through differentiation
How much would you How much would you
pay for this brick? pay for this brick?
Positive customer-based brand equity: If consumers react more favorably to an element of the
marketing mix for the brand, than they do for the same marketing mix element, when it is attributed
to a fictiously named/ unnamed version of the product.
(Keller 1993)
www.interbrand.com
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