Tertiary Catalogue

The All New Holden: A Business Marketing Case Study

Take a look behind the scenes of one of the most expensive consumable items many of us will ever buy – a new car. As part of its marketing campaign, Holden bought outright an edition of ‘Wheels” magazine, funded a spectacular media launch, produced a one-hour television special: Billion Dollar Baby, and flew a controversial advertising blimp over major Australian cities. This programme has an exclusive interview with the marketing manager of Holden, and explores the issues involved with a marketing analyst. It covers: a definition of marketing, selecting products, details of the marketing campaign, review and reflection. Through this fascinating case study, students can enter the world of business marketing as it really happens.

Rating: E
Production Year: 2007
Duration: 25 min
Printable Resources: Yes

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