Marketing Management 2600-ERSM1MAR

Topics Readings
1. & 2. Understanding Marketing Management
• Defining marketing
• Core marketing concepts
• Company orientations toward the marketplace
• Marketing management process - definition
• Elements of marketing management process P.Kotler - Ch. 1 & 4
Case 1:
3. Analyzing Marketing Opportunities - Customer Analysis
• types of customers
• the business market versus the consumer market
• decision - making unit
• types of buying behavior
• stages of the buying decision process
• factors Influencing buying behaviour
customer value P.Kotler - Ch. 7 & 8

4. Analyzing Marketing Opportunities - Measuring and Forecasting Market Demands
• estimating market potential
• estimating industry sales and market share
• estimating future demand P.Kotler - Ch. 5

5. & 6. Analyzing Marketing Opportunities - Competitors and SWOT Analysis
• analyzing competitors (identifying the company’s competitors, product/ market battlefield, assessing the competitors strengths and weaknesses)
• SWOT analysis (strengths and weaknesses, opportunities and threats) P.Kotler - Ch. 9
Case 2
7. & 8. STP procedure
• market segmentation
• market targeting
• positioning P.Kotler - Ch. 10 and 11
Case 3
9. & 10. Product decisions
• product mix decisions
• product attributes
• new-product development process
• product life cycle P.Kotler - Ch. 14 & 15 Case 4
11. & 12. Promotion
• advertising
• sales promotion
• public relations
• personal selling
• direct marketing P.Kotler - Ch. 19 & 20, 21

13. Marketing channels
• direct vs. indirect channels
• number of channel levels
number of intermediaries P.Kotler - Ch. 16

14. Price
• factors affecting price decisions (demand, competition, cost, objective)
• price positioning
• price calculation (pricing methods)
• adapting the price P.Kotler - Ch. 17

15. Final Exam