INTRODUCTION TO MARKETING - MKT248/1 Spring 2021

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.

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.

Description of marketing mix 4P with detailed focus on product.

Description of marketing mix 4P with detailed focus on price.

Description of marketing mix 4P with detailed focus on place/distribution.

Description of marketing mix 4P with detailed focus on promotion, integrated marketing communication.

Description of extended marketing mix – 3P. People, process and physical evidence.

Explanation of Corporate Social Responsibility (CSR) and further discussion about business ethics, values and its principles.

Explanation of Consumer Buyer Behaviour and further discussion about the Models of Consumer Behaviour, types of Consumer Buying Behavior and the Buyer Decision Process.

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.

Introduction of Agile Marketing. Agile marketing manifesto and its value. The 70:20:10 rule.