ASB3103 Marketing Strategy and Management

1. This paper consists of TWO (2) pages.
2. Answer TWO questions (each worth 50%, your word limit per answer is 750).
3. This assessment will be marked as an open book exam, you are therefore subject to the university’s plagiarism rules.
4. Credit will be given for using references (academic journals, books and commercial reports).
References are not included in the word count.
5. To be submitted through Turnitin within 8 HOURS.
6. Late submissions will be awarded a mark of zero.
7. Turnitin will be used to assess for plagiarism and collusion.
8. Do not copy and paste answers or share answers.
9. University procedures for Unfair Practice will be implemented as normal.
10. In-text citations and referencing must be used where appropriate.
11. Your answer must be submitted in a Word document only.

Each question is worth 50%. Your word limit per answer is 750, text going over the word limit will be disregarded.

Using examples to illustrate your answer, discuss strategy as a Design, Experience and Ideas and analyse the relationship between these three strategic lenses. 

Using examples to illustrate your answer, define and outline how sustainable competitive advantage is achieved and discuss the competitive forces that define industry structure. (50%, word limit – 750)

Discuss the role of Entrepreneurial Marketing in large organisations. With reference to THREE entrepreneurial marketing elements, discuss how these elements are used by large organisations to build or re-new sustainable competitive advantage? (50%, word limit – 750)

With reference to Product and Corporate Branding, how is a Brand created and how can companies build sustainable competitive advantage through brand equity?

The first principals approach argues that all customer differ (MP1), all customer change (MP2), all competitors react (MP3), and all resources are limited (MP4). Discuss the trends that are increasing the importance of this first principals approach. (50%, word limit – 750)