Below you will find keywords for this subject that you can search for in search engines, on websites, in books, articles etc.
In addition, you will find the titles of books, which are mandatory for this part of the study and optional literature
Defining search terms / keywords
DBE cycle: Empathize, Define, Ideate, Prototype, Test
Market Analysis (Macro-Meso-Micro, DESTEP/Porter/PMC/Hofstede)
Marketing Strategies (Porter/Ansoff)
Marketing Communication (online/offline/marketing mix 4P/5C)
SWOT / Confrontation matrix / SFA
Segmenting, Targeting and Positioning
Research: objectives, reason, research design, selection of method (desk research, field research), collect data, analyze data
Sales Value Strategies (Treacy & Wiersema / Sales Funnel)
Finance: understanding the financial basics product costs/margin
Find other keywords: think about synonyms, translations, abbreviations, different spelling, broader terms, narrower terms.
Link the keywords with the boolean operators to specify your search query: AND, OR and NOT:
- AND between terms means: both terms should occur in the documents.
- OR between terms means: one term or both terms should occur.
- NOT between terms means: one term should occur, while the other is excluded.
Other search tips: see Information Literacy Guide