How to beat the competition: the foundations of marketing

This is a Marketing Subject Spotlight with Shazia Saleem from Coventry University London. An interactive, cinematic course taster experience to allow students to gain insights into what it's like to study Marketing.

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Join Shazia Saleem in this Subject Spotlight as she explores the world of marketing, and how brands can ‘beat the competition’. She starts by establishing the competition in marketing with a fascinating example of Nike and Adidas. She then explores what key components brands need to gain a competitive advantage. Shazia then takes a deep dive into one of the key frameworks marketers use to understand their target customer and their position in relation to competitor brands: the STP analysis. She demonstrates STP analysis in practice with a case study where she analyses Nike and Skechers to find out how each brand should craft its marketing strategy. Finally, Shazia sets you a task that will get you to apply all of your new knowledge. Looking at the results of the STP analyses of two brands, you will need to identify which analysis belongs to which brand!

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About Coventry University London

Coventry University London prepares you for the real world. Located in the heart of the thriving City of London, our campus offers a blend of history and culture within walking distance of Liverpool Street, Moorgate, Aldgate East and Aldgate Stations. Many of our courses feature the option of internships and placements, so you can graduate with professional experience. With a strong emphasis on employability and international exposure, many of our programmes offer opportunities for subject-related field trips, some of which may be overseas. Coventry University Group has received Gold for Student Experience and Silver for Student Outcomes in the latest Teaching Excellence Framework, demonstrating our capability to deliver excellence and positive student outcomes.

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Shazia Saleem

Shazia is a full-time lecturer and module leader in marketing with a particular focus on digital marketing, and deputy course director for a fashion course. Shazia is also a successful fashion designer with practical knowledge and experience in operating a design-led womenswear and accessories business with a manufacturing base in the UK and abroad. Shazia is an expert in luxury hand-woven textiles and ethical, sustainable practices, including being a regular contributor to BBC Radio. She has represented the UK on international sustainable design projects.

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Remarkable & relatable academics

Learn from some of the UK's finest and most decorated academics as they give you a genuine, insightful, and engaging experience of studying their courses at their universities.

Interactive quizzes and activities

Have a go at fascinating interactive quizzes and activities, then get meaningful and intuitive feedback from the academics to see how you've done.

Content to enhance students university applications

Hear direct from the academics what's expected of you in your university application, and the things you can do to improve your chances of getting on the course you most desire!

Certificate of completion

You'll receive a certificate of completion to evidence your learning - why not add this to your CV and university applications to show your dedication to your future pathway!

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Frequently Asked Questions

What is a Subject Spotlight?

Subject Spotlights fuse education and entertainment to bring you the new way of researching your university options.

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Get a real, representative impression of what pursuing a subject at university is actually like, so that you can make the right decision for you.

Stand out from the competition by completing a Subject Spotlight to gain the most relevant references and evidence for your personal statement.

Who is this Spotlight for?

This subject spotlight is made for students aged 16 and above, that are considering applying to University, particularly to study the subject in the title, or similar areas.

How should I talk about completing a Subject Spotlight on my UCAS application?

Completing a Subject Spotlight shows the university you're applying to that you've taken time outside of school to engage with relevant content.

The easiest way to include it would be to briefly mention one or two things you learned from it and how/why those learnings have furthered your desire to study the subject. We don't want to prescribe an answer because it's your personal statement but this is a good starting point!