COURSE OUTLINE

Modern marketing is an evolutionary process where methods and concepts are constantly
changing to meet new challenges. This course focuses on the principle elements of
Marketing.

The lectures are designed to cover many aspects of marketing, though some may only be at a
superficial rather than an in depth level. However, through the lectures and course work you will
discover, learn and apply basic theory of Marketing and be aware of the fundamentals and
principles of Marketing Management.

COURSE CONTENT and TEACHING PLAN

The following is an outline of the course contents and the specific areas to be included:
1ST WEEK
1. Understanding Marketing
What s market
What is marketing
The five concepts of marketing
2ND WEEK

2. Winning Markets: Market-oriented strategic Planning

Defining the corporate Mission
Business Strategic Planning
3RD WEEK

3. Analyzing Marketing Opportunity

Gathering information and Measuring Market Demand
Scanning the marketing Environment
Analyzing Consumer Markets and Buyer Behavior

4TH WEEK---5TH WEEK

4. Identifying Market Segments and Selecting Target Markets
Levels and Patterns of Market Segmentation
Market Targeting
Positioning Strategy

6TH WEEK---7TH WEEK

5. Product Life-cycle Marketing Strategies

How to Differentiate
The Concept of Product Life Cycle
9TH WEEK---10TH WEEK

6. Managing Production Lines And Brands

New-Product Development
The Product and Product Mix
Product-Line Decision
Brand Decision

11TH WEEK---12TH WEEK

7. Designing Pricing Strategies And Programs
Setting the Price
Adapting the Price
Initiating and Responding To Price Changes
13TH WEEK----14TH WEEK

8. Managing and Delivering Marketing Programs

Channel Functions and Flows
Channel Levels
Channel-Design Decisions

14TH WEEK15TH WEEK

9. Managing Retailing, Wholesaling, and Market Logistics
Retailing
Wholesaling
Market Logistics

16TH WEEK---17TH WEEK

10. Managing Personal Selling, Advertising, Sales Promotion, Public Relations
Promotion Mix
Advertising
Sales Promotion
Public Relations

18TH WEEK
11. Managing Direct Marketing