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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!
Shazia SaleemCoventry University LondonMarketing
All episodes
1. The competition within marketing
2. STP analysis
3. Case study: Nike and Skechers
4. Activity: Match the brand
About the university
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.
Coventry University London profile →Meet the academic
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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