Introduction to Marketing
Learning Objectives 1
Marketing Week 1 - Introduction to Marketing 3
Marketing Week 2 - Environmental analysis 6
Marketing Week 3 - Consumer Decision-Making 10
Marketing Week 4 - Segmenting, targeting and positioning 15
Marketing Week 5 - Marketing research 20
Marketing Week 6 - Product 24
Marketing Week 6 - Services 31
Marketing Week 7- Price 35
Marketing Week 7 - Place 38
Marketing Week 8 - Integrated Marketing Communications 40
Marketing Week 9 - Digital Marketing 44
Marketing Week 11 - Marketing ethics, sustainability and CSR 47
,Learning Objectives
1 - Define the role of marketing in organisations
- Explain the concept of value in marketing
- Understand why marketing is important, both within and outside the
firm
2 - Outline how customers, the company, competitors and corporate
partners affect marketing strategy
- Explain why marketers must consider their macroenvironment when
they make decisions
- Describe the differences among the various generational cohorts
- Identify various social trends that affect marketing
3 - Articulate the steps in customer buying process
- Describe the difference between functional and psychological needs
- Describe factors that affect an information search
- Discuss postpurchase outcomes
- List the factors that affect the consumer decision process
- Describe how the involvement influences the customer decision
process
4 - Outline the different methods of segmenting a market
- Descirbe how firms determine whether a segment is attractive and
therefore worth pursuing
- Articulate the differences among targeting strategies: undifferentiated,
differentiated, concentrated and micromarketing
5 - Identify the 5 steps in the marketing research rprocess
- Describe the various secondary data sources
- Describe the various primary data collection techniques
- Summarise the differences between secondary data and primary data
- Examine the circumstances in which collecting information on
consumers in ethical
6
Product and - Describe the components of a product
branding decision - Identify the types of consumer product
- Explain the different between a product
mix’s breadth and a product line’s depth
- Identify the advantages that brands
provide to firms and consumers
- Explain the various components of
brand equity
- Determine the various types of
branding strategies used by firms
- Distinguish between brand extension
and line extension
Developing new - Identify the reasons firms create new
products products
- Describe the different groups of
adopters articulated by the diffusion of
1
, innovation theory
- Explain the product life cycle
Services: the - Describe how the marketing services
intangible product differs from the marketing of products
- Identify 3 service recovery steps
7
Pricing - 4 pricing orientations
- Indicate 4 price competition levels
- Identify 3 methods that firms commonly
use to set their price
- Explain the difference between price
skimming and market penetration
pricing
Supply chain - Importance of marketing channels and
their management
- Difference between direct and indirect
- Outline the considerations associated
with choosing retail partners
- 3 levels of distribution intensity
- Benefits and challenges of stores and
multichannel retailing
8 - Components of the communication process
- 4 steps in the AIDA model
- Various integrative communication channels
- Steps in designing and executing an advertising campaign
- 3 objectives of advertising
- Describe the different ways in which advertisers appeal to consumers
- Various type of media
- Elements of PR toolkit
9 - Recognise the distinct digital consumer elements
- Types of digital channels
- 4E framework of social media marketing
- Important role of mobile applications
- Components of a digital marketing strategy
- Recognise the future directions of digital marketing
10 - Identify the ethical values marketers should embrace
- Distingusih between ethics and social responsibility
- 4 steps in ethical decision making
- Descirbe ethics can be integrated into a firms marketing strategy
- Describe the ways in which corporate social responsibility programs
help various stakeholders
2
, Marketing Week 1 - Introduction to Marketing
Marketing - Exciting and dynamic discipline that advances with the evolution of
society
- Definition: activity; a set of processes for creating, communicating,
delivering and exchanging offerings that have value for businesses,
customers and partners, clients and society at large.
- About satisfying customer needs and wants
- Entails an exchange - the trade of things of value between buyer and
seller
4 Ps in Marketing 1. Product
2. Price
3. Place
4. Promotion
Product - Creating values
Functional
4 types of Hedonic
Benefits
Social
Cognitive
Goods - Items that can be
physically touched
- Tangible goods
- Tendency to add extra
value
Service - Intangible customer
benefits produced by
an individual or
machines and cannot
be separated from the
producer
Ideas - Philosophies
- Eg. Promoting bicycle
safety in school
Price - Capturing value
- Doesnt have to always be monetary
Place - Delivering goods
- Activities necessary to make the product
available for customers wants
- Commonly deals with retail and marketing
channel management
3
Learning Objectives 1
Marketing Week 1 - Introduction to Marketing 3
Marketing Week 2 - Environmental analysis 6
Marketing Week 3 - Consumer Decision-Making 10
Marketing Week 4 - Segmenting, targeting and positioning 15
Marketing Week 5 - Marketing research 20
Marketing Week 6 - Product 24
Marketing Week 6 - Services 31
Marketing Week 7- Price 35
Marketing Week 7 - Place 38
Marketing Week 8 - Integrated Marketing Communications 40
Marketing Week 9 - Digital Marketing 44
Marketing Week 11 - Marketing ethics, sustainability and CSR 47
,Learning Objectives
1 - Define the role of marketing in organisations
- Explain the concept of value in marketing
- Understand why marketing is important, both within and outside the
firm
2 - Outline how customers, the company, competitors and corporate
partners affect marketing strategy
- Explain why marketers must consider their macroenvironment when
they make decisions
- Describe the differences among the various generational cohorts
- Identify various social trends that affect marketing
3 - Articulate the steps in customer buying process
- Describe the difference between functional and psychological needs
- Describe factors that affect an information search
- Discuss postpurchase outcomes
- List the factors that affect the consumer decision process
- Describe how the involvement influences the customer decision
process
4 - Outline the different methods of segmenting a market
- Descirbe how firms determine whether a segment is attractive and
therefore worth pursuing
- Articulate the differences among targeting strategies: undifferentiated,
differentiated, concentrated and micromarketing
5 - Identify the 5 steps in the marketing research rprocess
- Describe the various secondary data sources
- Describe the various primary data collection techniques
- Summarise the differences between secondary data and primary data
- Examine the circumstances in which collecting information on
consumers in ethical
6
Product and - Describe the components of a product
branding decision - Identify the types of consumer product
- Explain the different between a product
mix’s breadth and a product line’s depth
- Identify the advantages that brands
provide to firms and consumers
- Explain the various components of
brand equity
- Determine the various types of
branding strategies used by firms
- Distinguish between brand extension
and line extension
Developing new - Identify the reasons firms create new
products products
- Describe the different groups of
adopters articulated by the diffusion of
1
, innovation theory
- Explain the product life cycle
Services: the - Describe how the marketing services
intangible product differs from the marketing of products
- Identify 3 service recovery steps
7
Pricing - 4 pricing orientations
- Indicate 4 price competition levels
- Identify 3 methods that firms commonly
use to set their price
- Explain the difference between price
skimming and market penetration
pricing
Supply chain - Importance of marketing channels and
their management
- Difference between direct and indirect
- Outline the considerations associated
with choosing retail partners
- 3 levels of distribution intensity
- Benefits and challenges of stores and
multichannel retailing
8 - Components of the communication process
- 4 steps in the AIDA model
- Various integrative communication channels
- Steps in designing and executing an advertising campaign
- 3 objectives of advertising
- Describe the different ways in which advertisers appeal to consumers
- Various type of media
- Elements of PR toolkit
9 - Recognise the distinct digital consumer elements
- Types of digital channels
- 4E framework of social media marketing
- Important role of mobile applications
- Components of a digital marketing strategy
- Recognise the future directions of digital marketing
10 - Identify the ethical values marketers should embrace
- Distingusih between ethics and social responsibility
- 4 steps in ethical decision making
- Descirbe ethics can be integrated into a firms marketing strategy
- Describe the ways in which corporate social responsibility programs
help various stakeholders
2
, Marketing Week 1 - Introduction to Marketing
Marketing - Exciting and dynamic discipline that advances with the evolution of
society
- Definition: activity; a set of processes for creating, communicating,
delivering and exchanging offerings that have value for businesses,
customers and partners, clients and society at large.
- About satisfying customer needs and wants
- Entails an exchange - the trade of things of value between buyer and
seller
4 Ps in Marketing 1. Product
2. Price
3. Place
4. Promotion
Product - Creating values
Functional
4 types of Hedonic
Benefits
Social
Cognitive
Goods - Items that can be
physically touched
- Tangible goods
- Tendency to add extra
value
Service - Intangible customer
benefits produced by
an individual or
machines and cannot
be separated from the
producer
Ideas - Philosophies
- Eg. Promoting bicycle
safety in school
Price - Capturing value
- Doesnt have to always be monetary
Place - Delivering goods
- Activities necessary to make the product
available for customers wants
- Commonly deals with retail and marketing
channel management
3
