Learning Summary from Marketing Management Course

&
It’s Implementation in Work

PGD – Garments Business (SEIP)

Institute of Business Administration, University of Dhaka
Professor Md. Ridhwanul Haq, PhD

Submitted by
Md. Fayshal Alam Mojumder
Roll: 11918
Section: B2 S5
13 March, 2022
 Learning Summary
Below i have summarized my three learning or take way from this course:

Brand:
▪ Positioning: The act of designing a company’s offering and image to occupy a distinctive
place in the minds of the target market.
▪ Value propositions: Positioning requires that marketers define and communicate similarities
and differences between their brand and its competitors.
▪ Competitive Frame of Reference: The competitive frame of reference defines which other
brands a brand competes with and therefore which brands should be the focus of
competitive analysis.
▪ Emotional Branding: 1) strong people-focused corporate culture, (2) a distinctive
communication style and philosophy, and (3) a compelling emotional hook.
▪ Logo: Logo is an important part of any brand because it’s a visual representation of the
company. A logo typically includes a specific color scheme, shape or image.
▪ Slogan: A slogan is a brief, clear message that showcases company’s value. Slogan should
help establish an emotional connection between brand to customers. It can have more than
one slogan if brand offer a variety of different services.

Setting Product and Pricing Strategies for Market:

▪ The main three components are: Product features and quality, Services mix and quality and
Price.
▪ Different types of Product Classification, Product Hierarchy & Product Differentiation.
▪ Product Mix Pricing Strategies (Product Line Pricing, Captive-Product Pricing, Product-Bundle
Pricing, Optional-Product Pricing, By-Product Pricing)
▪ Packaging of the product plays a vital role
▪ Common Pricing mistakes
▪ The Three C’s Model for Price-setting
▪ Internal & External factors to be considered for setting prices
▪ The Market & Demand play a big impact on price setting
▪ Competitor’s Price & Value

Marketing & Social Media:

▪ Strategy: It involves determining goals, the social media channels to be used and the type of
content that will be shared.
▪ Planning and Publishing: Businesses should draft plans of what their content will look like
(video or photo’s) and decide when it will be put out on the platform.
▪ Listening and Engagement: It’s really important to monitor what users & customers are
saying about the post, products & brands. Also, social media team should respond to user’s
feedback in positive manner.
▪ Analytics and Reporting: Part of being on social media is knowing how far posts are going,
so reports of engagement and reach are very important
▪ Advertising: Purchasing ads on social media is a great way to promote products & brands.
 Implementation Summary
I am working as a Senior Merchandiser at C&A sourcing which is a German fashion retail brand.
Below I have mentioned how I can implement the above-mentioned learning in my current role:

Brand
As I am working in a clothing brand, so the learning on the “Brand” topic was very relatable. It is very
important to know the process of establishing & maintain the brand values. And also, I always needs
to keep in mind about my company’s brand value when I communicate with suppliers & customers.

Setting Product and Pricing Strategies for Market

Though my current role is not directly involved in setting the Product & selling prices of our products
in the market, but we do a lot of background work to support the marketing team in Europe to set
the Selling Prices. Hence the session on the setting the product & price strategies were really helpful
& relevant. The mentioned points in the learning summary would definitely help me from now
onwards. For example, Analyzing competitor’s product price & value is one the areas that we
explore a lot while setting our products & prices.

Marketing & Social Media

Since I am working in the European brand and working for the sourcing part from Bangladesh so
there is not much I can do or help on the social media marketing for my brand as we don’t have any
outlet in Bangladesh, but I can promote my brand by sharing the online marketing post in my social
media profile where I have connected with lots of people from around the world. I can share the
brand’s advertisement, videos or photos in LinkedIn, Instagram & Facebook which are the key social
media to promote the brands.