Marketing and Trademark Concepts Quiz

Welcome to KEDGE Business School

• KEDGE Business School is an organization which is part of a business education system.
• The organization is dedicated to change.
• It follows standards of EFMD, EQUIS and AACSB AMBA

Professor Yannick Le Genissel

• 43 years old
• Married, 3 children
• Born in Annecy (French Alps), living in Biarritz, previously lived in Brazil and Mexico
• Graduated from Grenoble Ecole de Management in International Business & Management
• 15+ years experience in textile and action sports industry ("surfwear")
• Marketing & Product Manager Assistant (Quiksilver, 2004)
• Product Manager (Rip Curl, 2006)
• Apparel Division Manager (Rip Curl, 2010)
• Sales Manager (Kanui, 2013)
• Consultant in product strategy
• Training instructor in Marketing & Negotiation
• Import/Export distributor between France & Brazil (European surfing equipment and Brazilian goods)

Marketing Management Reconsidered Course Presentation

• The course is focused on S1: Introduction to Marketing Management in a constrained world.
• The course will cover how to define Marketing, practicing Marketing Management in a constrained world and designing sustainable innovation and business models.

Course Objectives

• Course Objective #1: Moving from mastering marketing tools independently to assembling them in combined strategies.
• Course Objective #2: Systematically integrating the constraints of the economic, social, and ecological environment in the use of marketing tools, to arrive at sustainable strategies.

Course Organization

• Each session is divided into two parts:
  • Part 1: Theoretical presentation of a marketing tool and corresponding strategic themes.
  • Part 2: Real-world application of the tool to a group project in the form of a guided workshop.
  • Part 3: Individual assimilation and finalization of group project work at home.

Sessions and Group Projects Progress Schedule

• Each session progresses with a defined course theme and related workshop theme.
• The schedule lists specific dates for each course theme and related workshop, which include project milestones and reporting requirements.
• Course sessions detail how the topics will progress. The schedule includes required intermediate and final deliverables.

Course Resources

• Course materials and assessments are available on Learn - Blackboard Collaborate, and data bases and additional readings from Kedge Library.

Assessment

• Final quiz (30%)
  • Mastery of concepts
• Oral Presentation & Participation in class (30%)
  • Criteria include: participation, compliance with time limit, note detachment, fluency, clarity and persuasiveness.
• Group project (40%)
  • Group grade (out of 20), with individually moderated grading based on personal engagement.

Individual Assessment - Final Quiz (30%)

• Covers understanding of concepts from theoretical sessions and workshops, using 60-minute online quiz.
• Contains 40 multiple-choice questions with potentially several possible answers.

Individual Assessment - Presentation & Class Participation (30%)

• Scores participation, including compliance with time limit, note detachment, oral presentation's fluency and clarity.

Collective Assessment - Group Project (40%)

• Grades quality and creativity of project materials.
• Evaluates understanding of concepts, marketing strategy, originality, creativity, sustainability integration.
• Team engagement is moderated by individual group members.

Additional Rules for Working Well Together

• Late arrival guidelines
• Absence procedures
• Make-up exam guidelines
• Access problems with online platforms
• Peer-review issues in groupwork.

Use of Generative AI Tools

• Generative AI tools use is usually prohibited for the final quiz.
• Allowed use in the main project, with restrictions depending upon the nature of the prompt.
• Ethical use charters, signed by group members, must accompany the work.

Course Group Project

• Design a marketing plan for a new sustainable offer for an existing brand.
• Outline a launch strategy including sustainability issues at all levels.
• Present the corresponding marketing plan to the class.

Course Objective #1 Analysis

• The aim is to combine marketing tools rather than viewing them in isolation.
• The objective is for students to understand how to combine these tools to execute effective strategies.

Defining Marketing Today

• A definition of marketing management.
• The importance of studying audiences, their specific needs, uses, desires, and aspirations, in order to create, develop, and offer suitable product ranges.

Additional Considerations in Marketing Management

• The course notes detail challenges in the current marketing landscape.
• Include current issues around climate change, biodiversity loss, energy scarcity, and resource depletion.
• Consider social issues including global poverty, food insecurity, and the issue of climate displacement.
• Include discussions on global and national inequalities
• Highlight regulatory and normative parameters regarding sustainability.

Current Discussions. The Context: A Constrained World.

• Some current discussions, like adapting to climate change and/or technological solutions versus degrowth, are mentioned in the course notes.
• The need for change is highlighted in relation to sustainable development.

Marketing as a Specific Vision of Exchanges

• Exchanges in marketing must be fair and involve all stakeholders in the creation of value: individuals, organizations, and institutions.
• Related tools must be used responsibly.

Specific Product Policy Discussion

• The notes detail how to create a policy for products with a focus on sustainability and reducing environmental impact

Product-Service System (PSS) Typology

• Types of Product-Service Systems (PSS), including pure product, product-oriented service, use-oriented and result oriented, and pure service.
• Different approaches for developing innovation through product servicization
• Product, use, or result-oriented strategies and how they are used to drive customer value

Levels of Strategic Integration

• Levels of strategic integration including integrative, proactive, and defensive strategies
• A summary of business practices related to this. How these approaches are executed

Implementing an Integrative Product Strategy

• The notes explain how to properly establish the framework of reference for a product-strategy. Step-by-step guidelines are provided.

Responsibility for the Marketing Function

• Diagrams highlight areas of responsibility, including production/R&D, logistics, purchases, key performance indicators, sustainable supply chains, and responsible purchasing strategies.

How to Innovate Sustainably.

• How to create a structured approach for creating new, sustainable products and business models.
• Innovation as a process and a result are explored.

Sustainable Innovation Typology

• Different types of sustainable innovation, including optimization, redesign, procedural and behavioral types.
• These are summarized and shown in different types of diagrams

Designing New Sustainable Business Models

• The use of servicization (including examples) and the creation of new business models.
• The concept of building an ecosystem of stakeholders is examined.

Value Creation at the Heart of Marketing

• Importance of the value created by the organization versus the value perceived by the consumers.

Analyzing Brand Equity

• The financial and customer-based brand equity is discussed as well as how these issues impact consumer perceptions and actions towards brands.

Company-Based Brand Equity

• A table outlines the financial values of different companies.

Customer-Based Brand Equity

• The importance of brand awareness (top of mind, spontaneous/aided awareness, no awareness) for customer perceptions and actions.
• A comparison to the concept of brand image is made.

Brand Identity and Purpose

• The concept of both brand identity and purpose is discussed.
• How both fit into a company's strategy is analyzed

Purpose Definition

• An aspirational reason for a company's existence, inspiring action for both internal stakeholders and wider society
• Explanations for an organization, or brand, to have a purpose

Purpose Rise

• Explanations for how companies can have clear purposes and communicate these to both the public and their employees.

Formulating the Purpose

• Practical analysis for companies to build on purpose.
• Specific criteria examined include: Change, Credibility, Consistency, Brevity and Specificity. The course provides examples of how these might be useful for different types of businesses and organizations.

Purpose Integration - Pacte Act

• Understanding the 2019 French Pacte Act, how it applies to businesses and responsibilities the act imposes.

Brand Activism

• Meaning, individual and collective examples of activism, associated benefits and drawbacks to a company, including examples

Brand Identity and Purpose

• The importance, to companies. Vision and purpose as a basis for strategy and operations

Workshops, Analysis and Methods

• Details of workshop objectives for different parts of the programme. Analysis and methodical steps involved.

Key takeaways

• Information required for each part of the written assignment and subsequent presentation.
• Use of a 3-part format -- analysis, strategy, and the future outlook for a new product or business.

Test your knowledge on trademark validity and sustainable marketing principles with this comprehensive quiz. Cover essential aspects of brand representation, pricing policies, and service models, helping you deepen your understanding of modern marketing strategies.