Topic outline

  • Welcome to the course "Principles of Marketing"

                                 

             "Business has only two functions-' Marketing and Innovation"- Milan Kundera



    Course Teacher: Md. Adnan Rahman

    Faculty Member at the Department of Business Administration

    Faculty of Business and Entrepreneurship

    Daffodil International University (DIU)

    Email: rahman.ba0184.c@diu.edu.bd



    Welcome Speech!

    Dear students, a very warm Welcome to my course. Welcome to the amazing journey of learning. It is always my pleasure to walk with you. It will be a two way journey. I will try to share my experiences with you and also I will learn new things from you. As I always believe that my students are always too many steps ahead of me and I feel proud of that. So, let’s start............. :)

                                                                                         

  • Introduction

                                                                  


    Why do we study "Marketing"????

    Marketing is more than a concentration within a business major. More accurately, it describes a collection of skills that are useful in any career. As a professional discipline, marketing is a vital function of any business’ operation. It explores customer perceptions and journeys as primary sources of profit. It also utilizes various data to make smart and insightful business decisions.On a broader scale, marketing skills transcend the business world and are used in many careers. Even outside of a traditional marketing role, people benefit from knowing the fundamental values that connect people, brands, and businesses.


    Course Objectives: 

    Marketing is one of the most dynamic fields within the management arena. So continuous improvement is required for business students regarding this field. The purpose of this course is to help students to understand the basic nature of  marketing, market situation and identification of marketing strength & weakness


    Course Contents:

    Part 1 : Understanding Marketing and the Marketing Process.


    A. Marketing in a changing world.[Chapter 1] 

    B. Strategic Planning and the Marketing process.[Chapter 2] 

    C. Marketing Environment.(Chap 3)


    Part 2: Developing Marketing Opportunities and Strategies.
    A. Marketing research and Information system. [Chapter 4]. 

    B. Consumer Market and Consumer Buyer Behavior.

    C.Market Segmentation ,Targeting and Positioning.[Chapter 8]


     Part 3: Developing the Marketing Management
     A. Product, Service and Branding Strategy. [Chapter 9].

    B.  New Product Development and PLC Strategies. [Chapter 10].

    C. Pricing Approaches and Strategies.[Chapter 11 &12].

    D.  Distribution Channel [Chapter 13].

    E. Integrated Marketing Communications strategies. [Chapter 16 & 17].

    F. Advertising, Sales promotion and Public relation.
     


     




  • Lecture and communication tools


    • Guidelines for the Online Learners

      Made with Padlet


      • Announcement





        • Attendance Matters


          Dear Students, 

          Yes, attendance matters. It proves your punctuality, your engagement with the class. Also it shows your positive attitude toward learning. Moreover, if you attend all the classes of a semester, you will get 7 marks. And last not the least, your presence in the class always give me utmost satisfaction and encouragement. Thank you.


          • This topic

            Marketing:Creating Customer value and Engagement



            Learning Objectives:

            To know the steps in the marketing process.
            To explain the importance of understanding the marketplace and customers.
            To identify the key elements of a customer value driven marketing strategy.
            To describe customer relationship management.

            Learning Outcomes:
            Able to know the steps in the marketing process.
            Able to explain the importance of understanding the marketplace and customers.
            Able to identify the key elements of a customer value driven marketing strategy.
            Able to describe customer relationship management.

            Learning Contents:
            What is Marketing?
            Marketing Process
            Core concepts of marketing
            Customer value driven marketing strategy
            Managing customer relationship
            Building right relationship with right customer.


          • Analyzing the Marketing environment

            Analyzing the Marketing Environment (Chapter-03)





            Learning Objectives:
            To describe the Environmental forces.
            To explain how changes in the demographic and economic environments affect marketing decision.
            To discuss how companies can react to the marketing environment.


            Learning Outcomes:
            Able to describe the Environmental forces.
            Able to explain how changes in the demographic and economic environments affect marketing decision.
            Able to discuss how companies can react to the marketing environment.


            Course contents:
            Marketing Environment
            Micro Environment
            Macro environment
            Responding to the Marketing Environment.


          • Customer markets and customer buyer behavior

            Consumer Markets and Consumer Buyer Behavior

            Learning objectives:

            After studying this chapter, the students should be able to:
            - Define the consumer market and construct a simple model of consumer buyer behavior
            - Name the four major factors that influence consumer buyer behavior
            - List and define the major types of buying decision behavior and the stages in the buyer decision process
            - Describe the adoption and diffusion process for new products


            Learning Outcomes:
            1.Able to understand the behavior of consumers.
            2.Able to make some strategies to realize the purchasing tendencies of consumers.
            3. Able to have some ideas to build profitable relationship with the customers.


            Learning Contents:
            Definition of consumer behavior
            Factors influence buying behavior
            Buying decision behavior and stages
            Adoption Process for new products.


          • 2nd Quiz



            Syllabus:

            • Chapter 03- Analyzing The Marketing Environment
            • Chapter 05- Consumer Market and Consumer Buyer Behavior (Up to which We have completed in the last class)


            Total Marks: 15

            Time Limit: 25 minutes

            Date: 26.02.2022

            Time: 8:00 pm

            i) Do not copy from others

            ii) Try to submit within the time limit

            iii) Make sure that your answer is different from others (In case of descriptive questions)


            • Mid-term Examination


              Syllabus:

              • Chapter-01
              • Chapter-02
              • Chapter-03
              • Chapter-05

              Time and other instructions:

              Total marks: 25

              Please note:


              • Customer driven marketing strategy

                Learning Objectives:
                After studying this chapter, the students should be able to:
                - Define the major steps in designing a customer driven marketing strategy
                - Define market segmentation, targeting, differentiation and positioning
                - List and discuss the major bases for segmenting consumer and business markets
                - Explain how companies identify attractive market segments and choose a market targeting strategy
                - Discuss hoe companies differentiate and position their products for maximum competitive advantages


                Learning Outcomes:
                1. Able to understand the importance of applying customer value driven Strategies.
                2. Able to know how to to divide markets into meaningful customer group.
                3.Able to evaluate which consumer group can we serve.
                4.Able to have some understanding regarding creating customer offerings.
                5.Able to recognize the how to position the offerings in the minds of consumers.


                Learning Content:
                1. Bases of Segmentation.
                2. Ways of Targeting.
                3.Strategies of Positioning.


                 


              • Products, Services and brands: Building customer value



                Learning Objectives:

                After studying this chapter, the students should be able to:
                - Define product and the major classifications of products and services
                - Describe the decisions companies make regarding their individual products and services, product lines, and product mixes
                - Discuss branding strategy
                - Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require 


                Learning Outcomes:
                1.To apprehend how to deliver superior customer value.
                2. To study how companies develop and manage products,service and brands.
                3. To have some initial understanding of Branding.


                Learning Contents:
                1.Types of Products.
                2. Characteristics of Service.
                3.Branding strategies.



              • New-product development and product life cycle strategies



                Learning Objectives:

                After studying this chapter, the students should be able to:
                - Explain how companies find and develop new product ideas
                - List and define the steps in the new product development process and the major considerations in managing this process
                - Describe the stages of the product life cycle and how marketing strategies change during the products life cycle.
                - Discuss two additional product issues


                Learning Outcomes:
                1. Able to know how companies find and develop new product ideas.
                2.Able to understand the steps in the new product development process.
                3. Able to describe the stages of the product life cycle and how marketing strategies change during a product life cycle.


                Learning Contents:
                1. Steps in the new product development process.
                2. stages of the product life cycle


              • Pricing: Understanding and capturing customer value



                Learning Objectives:
                1.To know about the meaning of price.
                2. To understand the major pricing strategies.
                3. To gain some ideas about new product pricing strategies.
                4.To recognize product mix pricing strategies.
                5. To know the techniques of Price adjustment strategies.


                Learning Outcomes:
                1.To know about the meaning of price.
                2. To understand the major pricing strategies.
                3. To gain some ideas about new product pricing strategies.
                4.To recognize product mix pricing strategies.
                5. To know the techniques of Price adjustment strategies.


                Learning Contents:
                1. Meaning of price.
                2. Major pricing strategies.
                3.New product pricing strategies.
                4. Product mix pricing strategies.
                5. Price adjustment strategies.

              • Marketing channels: Delivering customer value




                Learning Objectives:
                After studying this chapter, the students should be able to:
                - Explain why companies use marketing channels and discuss the functions these channel perform
                - Discuss how channel members interact and how they organize to perform the work of the channel
                - Identify the major channel alternatives open to a company
                - Explain how companies select, motivate and evaluate channels members

                Learning Outcomes:
                1.Able to understand supply chain and value delivery network
                2. Able to know about channel Behavior and Organization.
                3. Able to have some idea about channel Behavior and Organization.

                Learning contents:
                1.Supply chain and value delivery network
                2. Channel Behavior and Organization.
                3. Channel Behavior and Organization.


              • Engaging Consumers and Communicating customer value


                Learning Objectives:
                After studying this chapter, the students should be able to:
                - Define the five promotion mix tools for communicating customer value
                - Discuss the changing communications landscape and the need for integrated marketing communications
                - Outline the communications process and the steps in developing effective marketing communications.

                Learning Outcomes:
                1. Able to have ideas about Promotion Mix.
                2. Able to know the ways of developing effective Marketing Communication.
                3. Able to understand how to apply the promotional strategies.

                Learning Contents:
                1.Promotion Mix.
                2.Developing effective Marketing Communication.
                3.Promotional strategies.


              • 4th Quiz


                Syllabus:

                All the topics we have covered after mid-term examination.

                Instructions:

                i) Do not copy from others

                ii) Try to submit within the time limit

                Date: 15.12.2020

                Quiz will start at 6:00 pm.

                Time: 15 minutes


                • Final Examination



                  Final: Total Marks 40 (Please read all the instructions very carefully)

                   

                  Syllabus:


                  Only chapter-1, chapter-3 and chapter -5 will be excluded from the syllabus. The students have to cover rest of the chapters according to the syllabus.
                   

                  Time and other instructions: