week |
topic |
1 |
- Introduction
- Course overview
- Syllabus
|
2 |
Chapter 8:
Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.
- Defining the three steps of target marketing: market segmentation, market targeting, and market positioning.
- Listing and discussing the major bases for segmenting consumer and business markets.
- Explaining how companies identify attractive market segments and choose a target marketing strategy.
- Discussing how companies position their products for maximum competitive advantage in the marketplace.
|
3 |
!!! Quiz !!!
Chapter 9:
Product, Services, and Branding Strategy
- Defining product and the major classifications of products and services.
- Describing the roles of product and service branding, packaging, labeling, and product support services.
- Explaining the decisions companies make when developing product lines and mixes.
- Identifying the four characteristics that affect the marketing of a service.
- Discussing the additional marketing considerations that services require.
|
4 |
!!! Quiz !!!
Chapter 10:
New-Product Development and Product Life-Cycle Strategies
- Explaining how companies find and develop new-product ideas.
- Listing and defining the steps in the new-product development process.
- Describing the stages of the product life cycle.
- Describing how marketing strategies change during the product’s life cycle.
|
5 |
!!! Quiz !!!
Chapter 11, 12:
Pricing Considerations and Strategies
- Identifying and explain the external and internal factors affecting a firm's pricing decisions.
- Contrasting the three general approaches to setting prices.
- Describing the major strategies for pricing imitative and new products.
- Explaining how companies find a set of prices that maximizes the profits from the total product mix.
- Discussing how companies adjust their prices to take into account different types of customers and situations.
- Discussing the key issues related to initiating and responding to price changes.
|
6 |
!!! Quiz !!!
Chapter 13:
Marketing Channels and Supply Chain Management
- Explaining why companies use distribution channels and discuss the functions these channels perform.
- Discussing how channel members interact and how they organize to perform the work of the channel.
- Identifying the major channel alternatives open to a company.
- Explaining how companies select, motivate, and evaluate channel members.
- Discussing the nature and importance of marketing logistics and supply chain management.
|
7 |
!!! Quiz !!!
Chapter 14:
Retailing and Wholesaling
- Explaining the roles of retailers and wholesalers in the distribution channel.
- Describing the major types of retailers and give examples of each.
- Identifying the major types of wholesalers and give examples of each.
- Explaining the marketing decisions facing retailers and wholesalers.
|
8 |
!!! MIDTERM EXAM !!!
Chapter 14:
Marketing in the Digital Age
- Identify the major forces shaping the new Digital Age.
- Explain how companies have responded to the Internet and other powerful new technologies with e-business strategies, and how these strategies have resulted in benefits to both buyers and sellers.
- Describe the four major e-commerce domains.
- Discuss how companies go about conducting e-commerce to profitably deliver more value to customers.
- Overview the promise and challenges that e-commerce presents for the future.
|
9 |
!!! Quiz !!!
Chapter 15, 16:
Integrated Marketing Communication: Advertising, Sales, Promotion, and Public Relations
- Discuss the process and advantages of integrated marketing communications.
- Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix.
- Describe and discuss the major decisions involved in developing an advertising program.
- Explain how sales promotion campaigns are developed and implemented.
- Explain how companies use public relations to communicate with their publics.
|
| 10 |
!!! Quiz !!!
Chapter 17:
Integrated Marketing Communication: Personal Selling and Direct Marketing
- Discuss the role of a company’s salespeople in creating value for customers and building customer relationships.
- Identify and explain the six major sales force management steps.
- Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.
- Define direct marketing and discuss its benefits to customers and companies.
- Identify and discuss the major forms of direct marketing.
|
| 11 |
- !!! Quiz !!!
- Research project: presentation team 1
Chapter 4:
The Marketing Environment
- Environmental forces
- How demographic and economic factors affect marketing
- Identifying trends in the firm’s natural and technological environments
- Key changes in political and cultural environments
- How companies react to the marketing environment
|
12 |
- !!! Quiz !!!
- Research project: presentation team 2
Chapter 5:
Managing Marketing Information
- The importance of information to the company
- Defining the marketing information system
- The steps in the market research process
- How companies analyze and distribute information
- Special issues facing market researchers
|
13 |
- Quiz
- Research project: presentation team 3
Chapter 15:
The Global Marketplace
- Discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions.
- Describe three key approaches to entering international markets.
- Explain how companies adapt their marketing mixes for international markets.
- Identify the three major forms of international marketing organization.
|
14 |
- Quiz
- Research project: presentation team 4
Chapter 18:
Creating Competitive Advantage
- Learn how to understand competitors as well as customers via competitor analysis.
- Understand the fundamentals of competitive marketing strategies based on creating value for customers.
- Realize the need for balancing customer and competitor organizations in order to become a truly market-centered organization.
|
15 |
!!! FINAL EXAM !!!
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