(G) Lesson Plan

LESSON PLAN

Week

Topics and Readings

1.

Defining Marketing for the 21st Century: The Value of Marketing, The Scope of Marketing

2.

Defining Marketing for the 21st Century: Core Marketing Concepts, The New Marketing Realities, Marketing Management Tasks

3.

Developing Marketing Strategies and Plan: Marketing and Customer Value, Corporate and Division Strategic Planning, Business Unit Strategic Planning, The Nature and Contents of a Marketing Plan

4.

Collecting Information and Forecasting Demand: Components of a Modern Marketing Information System, Analyzing the Macroenvironment

5.

Conducting Marketing Research: Conducting Marketing Research and Forecasting Demand, Marketing Research Process

6.

Analyzing Consumer Markets: Factors influence Consumer Behavior, The

Buying Decision Process, Key Psychological Processes

7.

Analyzing Business Markets: Introduction to Organizational Buying, Participants in the Business Buying Process, Stages in the Buying Process,

Developing Effective Business-to-Business Marketing Programs

 

8.

Identifying Market Segments and Targets: Bases for Segmenting Consumer Markets, Segmentation of Business Markets, Market Targeting,

Effective Segmentation Criteria

MIDTERM EXAMINATION

9.

Creating Brand Equity

 

10.

Crafting the Brand Positioning

 

11.

Designing and Managing Services: The Nature of Services, Achieving Excellence In Services Marketing, Managing Service Quality, Managing

Product-Support Services,

 

12.

Setting Product Strategy: Role of Product Development: Product Characteristics and Classifications, Differentiation, Product Design, Luxury Products, Product and Brand Relationships, Packaging, Labeling, Warranties

and Guarantees

 

13.

Developing Pricing Strategies and Programs: Understanding Pricing, Setting the Price, Initiating and Responding to Price Changes

14.

Designing and Managing Integrated Marketing Channels: Marketing Channels and Value Networks, The Role of Marketing Channels, Channel-

Management Decisions

 

15.

Designing and Managing Integrated Marketing Channels: Channel Integration and    Systems,    E-Commerce    Marketing    Practices,    M-

Commerce Marketing Practices

 

16.

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

FINAL TERM EXAMINATION

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