Week : 1
Classes begin - Introduction Additional Information: Introduction to
the art and science of Mktg., the value of
marketing activities for business and other
organizations
Week : 2
Marketing in a Changing World: Additional Information: Defining
marketing and Introducing the basic concepts &
philosophies of marketing throughout the evolution
of marketing as a science
Week : 3
Creating Customer Value and Satisfaction Additional Information: Building customer
relationships, elaborating on customer
relationship management (CRM) and features of the
new marketing landscape
Week : 4
Strategic Planning and the Marketing Process QUIZ
1 Additional Information: Learn about
Strategic Planning, growth strategies, the
marketing process and the two types of analysis
That guide marketing decisions
Week : 5
Consumer Markets and Consumer Buyer Behavior Additional Information: Analyzing
consumer buying behavior, the characteristics
affecting consumer behavior,The model of buyer
behavior and the buyer Decision process for
existing & new products
Week : 6
Market Segmentation and Targeting Additional Information: Learn about how
organizations segment, target and position their
markets for maximum competitive advantage.
Week : 7
Market Segmentation and Targeting Additional Information: Understand the
meaning of market-coverage strategies and how
these strategies help organizations in their
overall marketing planning
Week : 8
MID-TERM EXAMS
Week : 9
Positioning for Competitive Advantage Additional Information: Positioning
strategies with respect to product, service
personnel, image, benefits, usage occasions, user
Category, other products, product class
dissociation and price.
Week : 10
Product and Service Strategies New Product
Development and Life-Cycle Strategies Additional Information: Define, classify
and understand decisions that marketers make about
products, types of product & service decisions and
the nature and characteristics of services. The
ways to obtain new products and to manage them
successfully through the product life cycle,
understand the stages of the product life cycle
and the strategies applied to each cycle.
Week : 11
Pricing Products: Pricing Considerations and
Strategies Additional Information: Understanding the
factors that influence prices, evaluating major
considerations in setting prices
Week : 12
Price - Adjustment Strategies QUIZ 2 Additional Information: Examining pricing
strategies and various considerations related to
setting prices.
Week : 13
Marketing Channels and Supply Chain Management Additional Information: Examining the
nature and role of channels in attracting and
satisfying customers.
Week : 14
Advertising and Sales Promotion Personal Selling,
Public Relations and Direct Marketing Additional Information: Examining the
steps in developing effective Examining the steps
in developing effective promotion budgets and
designing promotional mixUnderstanding the purpose
and use of other tools of the promotional mix to
promote goods and services, their advantages and
disadvantages, the meaning and major instruments
of PR and the promotion mix strategies
Week : 15
Final Exams : 20.05.2009 - 30.05.2009
