What is marketing? Why is important? Review the Readings. Consider how marketing strategies and orientation might contribute to or reduce an organisation’s profitability. What strategies do the Readings suggest for aligning business and marketing strategies?
oWhat is a brand? Why is it worth developing? Consider the various categories of brand equity proposed by Aaker (1996) for what makes a strong brand and why this adds to customer perceptions of value.
Using the Interbrand Web site in this unit’s Readings, consider how Interbrand has calculated brand value.
Select one brand and corresponding organisation from the bottom 50 (50-100) on the Interbrand report to research and feature throughout this module as the focus of your Final Project

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