Marketing

Management
Dr. Cokki
 Marketing Management
• Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large.
 What is Marketed?
• Goods • Places
• Services • Properties
• Events • Organizations
• Experiences • Information
• Persons • Ideas.
 Core Marketing Concepts
• Needs, Wants, and Demands • Impression and Engagement
• Target Markets, Positioning, and • Value and Satisfaction
Segmentation • Supply Chain
• Offering and Brands • Competition
• Marketing Channels • Marketing Environment
• Paid, Owned, and Earned Media
 New Marketing Realities
• Technology
• Globalization
• Social Responsibility
 Company Orientation toward the
Marketplace
• The Production Concept
• The Product Concept
• The Selling Concept
• The Marketing Concept
• The Holistic Marketing Concept
Holistic Marketing Concept
4Ps
Strategic Planning
Business Unit Strategy Planning
 Personal Insights
• Superior Customer Value
• Changing environment & Dynamic strategy
• Marketing Information System
• Ethical Marketing Practice
 Assignments & Case Study
• Chapter 3 & 4 (max. 10); Microsoft & Ideo
• Chapter 5, 6, 7, & 8 (max. 16); Harley Davidson & Loreal
• Chapter 13, 14, 15, & 16 (max. 16); Nivea & Air Arabia
• Chapter 17 & 18 (max. 10); Amazon.com & Zara
• Chapter 19, 20, 21, & 22 (max. 16); Redbull & Unilever