INTRODUCTION TO MARKETING - MKT248/1 Spring 2021
Course

Lessons
Here is the course outline:
1. Review of Syllabus, Course Expectations Introduction to Marketing
Feb 07
Introduction of course and course objectives, review of syllabus and schedule. Let's start off by looking at the underlying reasons for why marketing exists. |
2. Marketing Strategy, Marketing Environment
Feb 14
A general overview of the Marketing Strategy concept. This week will also be dedicated to closely analyzing the marketing environment through tools such as PESTLE, SWOT and the BCG Matrix to further understand the forces which affect marketing. |
3. Marketing Mix 4P – PRODUCT
Feb 21
Description of marketing mix 4P with detailed focus on product. |
4. Marketing Mix 4P - PRICE
Feb 23
Description of marketing mix 4P with detailed focus on price. |
5. Marketing mix 4P – PLACE/DISTRIBUTION
Feb 28
Description of marketing mix 4P with detailed focus on place/distribution. |
6. Marketing Mix – PROMOTION, INTEGRATED MARKETING COMMUNICATION
Mar 07
Description of marketing mix 4P with detailed focus on promotion, integrated marketing communication. |
7. Extended Marketing Mix
Mar 28
Description of extended marketing mix – 3P. People, process and physical evidence. |
8. Corporate Social Responsibility
Apr 04
Explanation of Corporate Social Responsibility (CSR) and further discussion about business ethics, values and its principles. |
9. Consumer Buyer Behaviour
Apr 06
Explanation of Consumer Buyer Behaviour and further discussion about the Models of Consumer Behaviour, types of Consumer Buying Behavior and the Buyer Decision Process. |
10. Online Marketing and Social Media Marketing
Apr 11
Identify the benefits of online marketing to consumers and marketers, and the ways in which marketers can conduct online marketing and social media marketing. Discussion about the future of marketing, new and upcoming trends. |
11. Agile Marketing
Apr 25
Introduction of Agile Marketing. Agile marketing manifesto and its value. The 70:20:10 rule. |