Introductory Marketing

1. The Marketing Process

•   The meaning and importance of marketing from a historical perspective.
•   Marketing functions and marketing variables in the context of the corporation.

2.     The Marketing Environment

• The environment within which marketing decisions must be made and executed; specifically, attention will be given to the competitive, regulatory, technological, social and economic environments.

3.     Marketing Decision-Making

• The marketing planning process -- attention will be given to information requirements and process for marketing analysis and decision-making.
• The sequence of steps in making marketing decisions in the firm.

4.     Consumer Behaviour

• An introduction to the factors affecting the purchasing behaviour of consumers, both industrial and individual.
• Internal and external influences on buyers.

5.     Market Segmentation

• The bases and uses of market segmentation.  Emphasis will be placed on geographic, demographic, psychographic and usage rate/benefit bases.

6.     Market Research, Metrics, and Analytics

• The methods of collecting and analyzing marketing information.  Survey research, secondary data sourcing, observation and other techniques will be discussed.

7.     Product Strategy

• Definitions of what constitutes a product, product life cycles, and product classifications.
• The particular issues related to new product development and marketing. 
• Marketing services & intangibles

8.     Pricing Strategy

• The concept of price, pricing objectives and methods of price determination.
• Introduction to break-even analysis as an example of the quantitative techniques used in price setting.

9.     Distribution (Place) Strategy

• The options and problems involved in the distribution of goods.  Topics will include the role of wholesalers and retailers, and the functions within these types of organizations.
• Current trends in distribution.

10.   Promotion Strategy

• The importance of the promotional mix and Integrated Marketing Communication.
• Advertising, sales promotion, publicity, personal selling strategies and digital tactics.
• The role of these activities in modern society.

11.   Business & Service Marketing

• Introduction to the similarities and differences between consumer and business marketing.
• The marketing of services, non-profit and charitable organizations, and the differences between product and services marketing.