Classes begin - Introduction

Additional Information: Objectives: Defining what marketing is.

Marketing in a Changing World: Creating Customer Value and Staisfaction

Additional Information: Objectives: Defining what marketing is and its core concepts, defining marketing management and its five core orientations, introducing customer relationship management and strategies to build long-term customer relationships.

Strategic Planning and the Marketing Process

Additional Information: Objectives: Introducing companywide strategic planning and its four steps, desiging business portfolios and developing strategies for growth, describing the marketing process, introducing marketing management functions and describing elements in a marketing plan.

Consumer Markets and Consumer Buyer Behaviour

Additional Information: Objectives: defining the consumer market and introducing a simple model of consumer buyer behavior, introducing the four major factors that influence consumer buyer behavior, describing the major steps of buyer decision behavior and the stages in the buyer decision process.

Market Segmentation and Targeting

Additional Information: Objectives: Defining the three steps in target marketing: market segmentation, target marketing, and market positioning, and discussing the major bases for segmenting the consumer markets.

Market Segmentation and Targeting

Additional Information: Objectives: Defining the three steps in target marketing: market segmentation, target marketing, and market positioning, and introducing target marketing strategies.

Positioning for Competitive Advantage

Additional Information: Objectives: Discussing how companies position their products for competitive advantage in the marketplace, and discussing the importance of USP.

Product and Service Strategies

Additional Information: Objectives: Defining product and its three levels, introducing the major classifications of consumer products and services, describing the company decisions regarding their products and services, and discussing branding strategy - decisions regarding building and managing brands.

New-Product Development and Life-Cycle Strategies

Additional Information: Objectives: Introducing how companies find and develop new product ideas, defining the steps in the new-product development process, describing the stages of the PLC and discussing the strategies in the PLC.

Pricing Products: Pricing Considerations and Strategies

Additional Information: Objectives: Identifying and defining the internal and external factors affecting pricing decisions of the company, describing different types of markets and pricing in them, and contrasting the three general approaches in setting prices.

Marketing Channels and Supply Chain Management

Additional Information: Objectives: Introducing how companies use distribution channels by discussing what these channels perform, identifying the major channel alternatives available for a company, and discussing the role and importance of logistics management.

Integrated Marketing Communication Strategy

Additional Information: Objectives: Naming and defining the tools of the marketing communication mix: advertising, public relations, sales promotions, personal selling and direct marketing, explaining the importance of integrated marketing communications, introducing the communication process, and introducing the steps in developing effective marketing communications.

Integrated Marketing Communication Strategy

Additional Information: Objectives: Introducing the steps in developing effective marketing communications, and discussing the methods for setting the promotion budget and factors affect the design of the promotion mix.

REVISION

Additional Information: REVISION before the final exam.

Final Exams : 02.01.2013 - 11.01.2013