The Themes:One - The Basics of Marketing - what is marketing - what is connectedness - what is customer creation - what is the marketing approach versus the sales approach - what is value creationTwo - Knowing Your Industry - what are the details of the industry you are studying (Primary industry of Apple is Consumer Electronics) - how is the industry changing - what are the major statistics of the industry (research databases)Three - Knowing the Marketing Mix - what are the major elements of the marketing mix as they apply to the company you are studying - hint, they start with the letter P and there are four of them - and we added a fifth - align the mix with the other elements we discussed that start with the letter C (Customer Solution)Four - Knowing your Product and the Brand - what efforts is your company making in the areas of product development - perhaps it needs to do more - at what stage is your brand in the product life cycle - what is your product's brand vision, personality and position - the details