Description
Course Overview:
This course provides an essential foundation in the field of marketing, introducing students to core concepts, practices, and strategies.
It is designed to help students understand how businesses create value for customers, communicate effectively with their target audiences, and maintain competitive advantages in dynamic market environments.
Throughout the course, students will explore the principles of marketing, the role of distribution channels, and the development of effective marketing strategies.
By the end of the course, students will have a broad understanding of how marketing operates in both consumer and industrial contexts, as well as practical insights into how businesses can engage with various market segments.
Table of Contents
Module 1: Introduction to Marketing
This module introduces the foundational concepts of marketing, its importance in business, and the various environments that affect marketing decisions.
- Unit 1: Introduction
An overview of marketing and its role in business, including definitions, scope, and objectives.
- Unit 2: Approaches to the Study of Marketing
Different perspectives on how marketing is studied and applied, from traditional to contemporary viewpoints.
- Unit 3: Marketing Management Philosophies
Explore various philosophies that guide marketing management, including production, product, selling, marketing, and societal marketing orientations.
- Unit 4: Marketing Environment
Understanding the internal and external factors that shape marketing decisions, including economic, technological, and socio-cultural environments.
- Unit 5: Functions of Marketing
Overview of the key marketing functions such as market research, product development, pricing, promotion, and distribution.
Module 2: Channels of Distribution
This module focuses on how products move from manufacturers to consumers, and the importance of distribution in the marketing process.
- Unit 1: Product Classification I: Consumer Products
Learn about the different types of consumer products and how they are marketed to different customer segments.
- Unit 2: Product Classification II: Industrial Products
Examination of industrial products and how marketing strategies differ from consumer products.
- Unit 3: Buying Process
Understand the buying decision process of consumers and organizations, and how marketers can influence it.
- Unit 4: Channels of Distribution
Explore the different distribution channels available for getting products to consumers, including direct and indirect channels.
- Unit 5: Middlemen and Marketing Activities
The role of intermediaries such as wholesalers and retailers, and how they contribute to marketing activities.
Module 3: Market Strategies
This module covers how businesses can develop and implement effective market strategies to reach their target audience and manage risks.
- Unit 1: Marketing of Services
Special considerations for marketing intangible services as opposed to physical products.
- Unit 2: Marketing Risks
Identify potential risks in marketing and strategies for managing them.
- Unit 3: Market Segmentation
Learn how to divide a broad consumer or business market into sub-groups of consumers based on shared characteristics.
- Unit 4: Promotion
Explore the various promotional strategies businesses use to communicate with and persuade their target audiences.
- Unit 5: Consumerism
An examination of the consumer movement and its impact on marketing practices, focusing on consumer rights and business responsibilities.
Learning Outcomes:
By the end of this course, students will:
- Understand the core principles of marketing and its role in business.
- Recognize different marketing environments and management philosophies.
- Comprehend the importance of distribution channels in product delivery.
- Develop effective marketing strategies based on market segmentation and consumer behavior.
- Analyze the marketing risks and ethical considerations in modern marketing practices.
This course sets the groundwork for more advanced marketing studies and real-world marketing applications.