Student Training for Entrepreneurial Promotion – Session 03 Marketing and Customer Care I

TEACHING PLAN SESSION 03 – MARKETING I

Total: 180 minutes

Content Students should: Methodology Duration

Introduction
 What marketing involves  understand that customers’  Lecture 5 min
needs and wants are the  (Discussion)
core of marketing.
 A marketing oriented  understand that marketing  Lecture 5 min
business involves matching products  (Discussion)
to customers’ needs and
wants.

The Product Strategy

 Designing a product with a  understand the importance  Lecture 5 min

competitive advantage of designing a product that  (Discussion)
has a competitive
advantage
 Product quality  know how to achieve  Lecture 5 min
product quality  (Discussion)
 Key product decisions  know the decisions they  Lecture 5 min
have to make regarding  (Discussion)
their products
 Exercise Product  be able to write a product  Group work 30 min
Description description for their  Discussion
business plan

The Customer Analysis

 Customers’ needs and  know what a full description  Lecture 10 min

wants of the customer involves  (Discussion)
 Market segmentation & the  know criteria according to  Lecture 10 min
target market which segmentations are  (Discussion)
done
 know how to identify a
target market
 Exercise Customer  identify target customers  Group work 25 min
Analysis  conduct a market  Discussion
segmentation
 conduct a customer needs
assessment

The Competitor Analysis

 Identification of  know what information they  Lecture 10 min

competitors need about their  (Discussion)
competitors
 Positioning  understand the role of  Lecture 10 min
positioning the own  (Discussion)
company in the market
 know the first steps for
identifying a favorable
position

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Student Training for Entrepreneurial Promotion – Session 03 Marketing and Customer Care I

 Exercise Competitor  identify main competitors  Group work 25 min

Analysis  conduct a competitor profile  Discussion
matrix
 interpret the competitor
profile matrix and derive
conclusions

The Industry Analysis

 Industry Analysis  know what industry  Lecture 10 min

characteristics are  Exercise
important
 Exercise Industry Analysis  describe their industry or  Group work 25 min
market they are going to  Discussion
enter
 understand that they have
to back-up their statements
by statistical or other data