tailieunhanh - Lecture fundamentals of marketing - Lecture 1: Marketing: Creating and capturing customer value

After studying this chapter you will be able to understand: Define marketing and outline the steps in the marketing process, explain the importance of understanding customers and the marketplace and identify the five core marketplace concepts, identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy, . | Fundamentals Of Marketing MGT-210 Mr. Abid Saeed Assistant Professor Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Course Objectives Students understand the basic concepts theories processes and terminology of contemporary marketing. Analyze marketing problems and suggest workable solutions. Understand the effects of the marketing concept on consumers and society. Develop a consciousness about the importance of ethics in the marketing discipline. Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Learning Outcomes Understand the importance of marketing in business practices. Understand the various marketing mix tools product pricing promotion and distribution. Recommend and justify an appropriate mix of such strategies to form a cohesive overall strategy for a given marketing task or situation. Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Recommended Books Principles of Marketing by Philip Kotler amp Gary Armstrong Fifteenth Edition Published by Prentice Hall Marketing Management A South Asian Perspective by Philip Kotler Kevin Lane Keller Abraham Koshy amp Mithileshwar Jha 13th Edition Published by Pearson Education Inc. Principles and Practices of Marketing by Jobber D. 4th edition McGraw Hill International. Principles of Advertising amp IMC by Tom Duncan 2nd Edition Published by McGraw-Hill Irwin. Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall Teaching Methodology My basic teaching philosophy for this course is to blend the theory and practice of Marketing in a comfortable supportive amp easy language that promotes active learning. Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Assessment Criteria ITEM ASSESSMENT TASK TOTAL MARKS 1 Assignments 4 10 2 Quizzes 4 10 Graded Discussion 3 05 Topics 4 4 1st Sessional 10 5 2nd Sessional 15 6 Final Examination 50 Your assessment amp final grades will be based as per University existing rules. .

• Quản trị kinh doanh
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Marketing process
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing