Today's plan includes discussions on marketing mix strategies, assignment discussions, company selection, and developing a marketing plan. The marketing plan will include an executive summary, situation analysis using tools like SWOT, PESTLE and Porter's Five Forces, setting objectives, developing marketing strategies using frameworks like the Ansoff Matrix, BCG Matrix, GE Matrix and Porter's generic strategies. The plan will also cover the marketing mix (7Ps), implementation, control and evaluation. Elective topics on branding, new product development, and issues impacting the budget airline industry will also be discussed. Key sources of information for conducting a marketing audit will be identified.

7. Ansoff matrix

8. BCG Matrix

11. Porter’s generic strategy x Cost leader Focus Differentiator

12. GE Matrix

13. Porter’s 5 forces

36. Perception Map- explain in bullet points

46. Value chain