Essentials of Marketing

I. MARKETING DYNAMICS Marketing defined The marketing concept in the organisation Marketing management responsibilities Marketing scope II. THE EUROPEAN MARKETING ENVIRONMENT The nature of the European marketing environment The sociocultural environment The technological environmet The economic and competitive environment The political and regulatory environment III. BUYER BEHAVIOUR The decision-making process Buying situations Environmental influences Psychological influences: the individual Sociocultural influences: the group Defining B2B marketing B2B customers Characteristics of B2B markets Buying decision-making process The buying centre Buying criteria IV. SEGMENTED MARKETS The concept of segmentation Segmenting B2B markets Segmenting consumer markets Implementation of segmentation Benefits of segmentation Dangers of segmentation Criteria for successful segmentation V. MARKETING INFORMATION AND RESEARCH Marketing research: definition and role Types of research Marketing information systems Decision support systems The marketing research process Secondary research Primary research Ethics in marketing research VI. PRODUCT Anatomy of a product Branding Product management and strategy VII. PRICE The role and perception of price External influences on the pricing decision Internal influences on the pricing decision The process of price setting VIII. PLACE Channel structures Rationale for using intermediaries Types of intermediary Channel strategy IX. PROMOTION: INTEGRATED MARKETING COMMUNICATIONS Communications planning model Communications planning model: review X. PROMOTION: ADVERTISING AND PERSONAL SELLING The role of advertising Formulating the advertising message Advertising media Using advertising agencies Developing an advertising campaign Personal selling: definition, role and tasks The personal selling process Sales management XI. PROMOTION: OTHER TOOLS OF MARKETING COMMUNICATION Sales promotion Direct marketing Trade shows and exhibitions Public relations Sponsorship Cause related marketing XII. MARKETING MANAGEMENT, PLANNING AND CONTROL The role and importance of marketing planning and strategy The marketing planning process Organising marketing activities Controlling marketing activities XIII. SERVICES AND NON-PROFIT MARKETING Perspectives on services markets Services marketing management Non-profit marketing XIV. E-MARKETING AND NEW MEDIA Internet marketing Marketing and new media