Académique Documents
Professionnel Documents
Culture Documents
Session 1
Introduction to Marketing
Definitions
Marketing Concept, Selling Concept, Production concept
Marketing Exchange Process
(Source-Ch 1 PK)
Session 2
Relationship Marketing
Societal Marketing
Supply Chain Management
(Source-Ch 1 PK)
Session 3 Strategic Marketing
Corporate Level Strategies
Defining the Corporate Mission, Vision, Goals & Objectives
BCG Approach
(Source-Ch 2 PK)
Session 4
New Business Strategies
Intensive Growth
Integrative Growth
Diversification Growth
(Source-Ch 2 PK)
Session 5 Strategies for Business Units
Business Mission, Vision, Goals & Objectives formulation
(Source-Ch 2 PK)
Session 6
SWOT Analysis
Strategy Formulation, Program formulation, feed back & control
(Source-Ch 2 PK)
Session 7
Market Planning Process
Value Delivery Sequence
Contents of Marketing Plan
(Source-Ch 2 PK)
Session 8
Environmental scanning
(Source-Ch 3 PK)
Session 9
Marketing Research and Marketing Information System
Types of Research
Types of Data
Sources of Data
(Source-Ch 4 PK)
Session 10
Methods of Conducting Research.
Sampling Process
(Source-Ch 4 PK)
Session 11
Marketing Information System
Marketing Intelligence system
(Source-Ch 4 PK)
Session 12
Analysis of Marketing Plan-Case Discussion (Rise and Fall of EMI
Scanners) (Marketing Plans-by Malcolm McDonald 1995)
Session 13
Target Market Strategies
Defining Market Segmentation, Micro Marketing, Mass Marketing
(Source-Ch 8 PK)
Session 14
Bases for Market Segmentation, Demographic, Psychographic Segmentation
Behavioral Segmentation
(Source-Ch 8 PK)
Session 15
Consumer Behavior
Factors Influencing Buyer’s Decision Making Process
(Source-Ch 6 PK)
Session 16
Buying Decision Process
Buying Roles
Stages of Buying Process
(Source-Ch 6 PK)
Session 17
Organization Buying Behavior
(Source-Ch 7 PK)
Session 18
Session 19
Identifying Competitors
Analyzing Competitors
(Source-Ch 11 PK)
Session 20
Designing Competitive Strategies
(Source-Ch 11 PK)
Session 21
Setting Product Strategy
Defining Product Characteristics and Classifications
Product Mixes
(Source-Ch 12 PK)
Session 22
Product and Brand Relationships
Packaging, labeling
(Source-Ch 12 PK)
Session 23
Brand Equity (Ch-9)
Brand Positioning (Ch-10)
Article: Determinants of Brand equity (emaraldinsight.com)
Final Term
Session 24
Brand Positioning (continued) (Ch-10)
Case Study- Positioning Strategies of ICI-Dulux (Pakistan)
Session 25
Product Life Cycle
(Source-Ch 10 PK)
Session 26
Article Presentation & Discussion-- New product launch "mix" in growth and
mature product markets Hart, Susan; Tzokas, Nikolaos
Benchmarking: An International Journal; Volume 7 No. 5; 2000
Session 27
Developing Pricing Strategies and Programs
Understanding Pricing
Setting the price
(Source-Ch 14 PK)
Session 28
Setting the Price
Adapting the Price
(Source-Ch 14 PK)
Session 29
Designing and Managing Value Networks and Channels
Role and Importance of Marketing Channels
Value Networks
(Source-Ch 15 PK)
Session 30
Channel Design and Channel Management Decisions
(Source-Ch 15 PK)
Session 31
Channel Integration and Systems
Channel Conflicts, Cooperation and Competition
(Source-Ch 15 PK)
Session 32
Retailing
Types of Retailers
Trends in Retailing
Private Labels
(Source-Ch 16 PK)
Session 33
Wholesaling
Market Logistics- Objectives and Decisions
(Source-Ch 16 PK)
Session 34
Session 35
Session 40
Session 41
Service Marketing
Nature of Services, Difference between products and Services
Service Mix
(Source-Ch 13 PK)
Session 42
Marketing of Service Organizations
(Source-Ch 13 PK)
Session 43
Introducing New Market Offerings
Challenges in New Product development
Managing the Development Process
The Consumer Adoption Process
(Source-Ch 20 PK)
Session 44
Session 45
Entering Global Markets
(Source-Ch 21 PK)
Reference Material
www.google.com
www.emaraldinsight.com
Research Articles
Books