TAILIEUCHUNG - 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) 1 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. Course Objectives 2 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. Learning Outcomes 3 Principles of Marketing by Philip Kotler & Gary Armstrong Fifteenth Edition, Published by Prentice Hall Marketing Management – A South Asian Perspective by Philip Kotler, Kevin Lane Keller, Abraham Koshy & 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 & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin. Recommended Books 4 My basic teaching philosophy for this course is to blend the theory and practice of Marketing in a comfortable, supportive & easy language that promotes active learning. Teaching Methodology 5 Assessment Criteria Your assessment & final grades will be based as per University existing rules. ITEM ASSESSMENT TASK TOTAL MARKS 1 Assignments (4) 10% 2 Quizzes (4) 10% 3 Graded Discussion Topics (4) 05% 4 1st Sessional 10% 5 2nd Sessional 15% 6 Final Examination 50% 6 Course Outline Marketing: Creating and Capturing Customer Value. Company and Marketing Strategy: Partnering to Build Customer Relationships. Analyzing the Marketing Environment. Managing Marketing Information to Gain Customer Insights. Consumer Markets and Consumer Buyer Behavior. Business Markets and Business Buying

• Marketing - Bán hàng
• 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