Marketing Contents

Madam Sumera

SEMESTER PLAN OF THE COURSE

PRE-MID TERM

Week 1: Week 2 & 3: Week 4: Week 5: Week 6 & 7:

Marketing an Introduction Company and marketing strategy Marketing Environments Consumers market and consumer buying behavior

Target marketing

POST-MID TERM

Week 8: Week 9: Week 10: Week 11: Week 12: Week 13: Week 14: Week 15:

Product and services strategies New Product Development strategies Pricing strategies & Distribution Channels Retailing and wholesaling Integrated marketing communication strategy Advertisement and public relations Personal selling and direct marketing
REVISION

Marketing Contents

Madam Sumera

COURSE OUTLINE
CHAPTER CHAPTER HEADING

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

Marketing an Introduction Company and marketing strategy Marketing Environments Consumers market and consumer buying behavior

Target marketing Product and services strategies New Product Development strategies Pricing strategies & Distribution Channels Retailing and wholesaling Integrated marketing communication strategy Advertisement and public relations Personal selling and direct marketing

Recommended Text Book: Introduction to marketing by Philip Kotler

Marketing Contents

Madam Sumera

Week 1
Class 1:

CHAPTER 1:
Marketing: Managing profitable customer relationship. What is marketing Marketing management

Class 2:
Customer relationship management Marketing challenges

Week 2 CHAPTER 2:
Company and marketing strategy

Class 3:
Strategic Planning Types of strategic plans Companys mission statement Setting goals and objectives

Class 4: Designing the portfolio Portfolio analysis

Marketing Contents

Madam Sumera

Week 3
Class 5: Revision . Product /market expansion grid

Class 6:
The marketing process Quizzes and assignments

Week 4
Class7:

CHAPTER 3:
Marketing Environment The companys microenvironment.

The company Suppliers Marketing intermarries Customer Competitors Public

Marketing Contents

Madam Sumera

Class 8:
The companys macro environment. Demographic environment economic environment natural environment technological environment political environment cultural environment Responding to the marketing environment

Week 5 Class 9: CHAPTER 4:

Consumer market and consumer buyer behavior Characteristics affecting consumer behavior Types of buying decision behavior

Class 10:
The buyer decision process The buyer decision process for new products

Marketing Contents

Madam Sumera

Week 6 Class 11:

CHAPTER 5:
Segmentation, targeting and positioning. Market segmentation Revision Quizzes and assignments

Class 12:
Target marketing Positioning Chosing and implementing a positioning strategy

Week 7 Class 13:

Position for competitive advantage Effective marketing startegies Quizez and assignments

Class 13: Revision and discussion

Marketing Contents

Madam Sumera