Learning Outcomes
After attending this course you are expected to Develop a sound understanding of the fundamental marketing concepts. Comprehend the marketing function in an organizational context for accomplishing its purpose. Relate with marketing function in a creative way Design marketing related value enhancers for the organization Bring about a fresh perspective on marketing issues and challenges facing a profit, not for profit and public policy related organization.
Assessment component Assignment one Assignment two Quizzes Mid term exam
Description Environmental scanning Review of STP and marketing mix Combination of questions Conceptual questions, situation specific questions and cases
Due date 2nd November 2012 1st December 2012 unannounced As per the exam schedule
30% (end term) In-class, topics and groups to be finalized in the next lecture 10%
Presentation
Rules of conduct
Extension of deadlines in not negotiable. Please observe the time-lines your mobile phone and mine shall be switched off for the duration of the lecture You will have to work on three of your assessment items in group of 5-6 students, make sure you select a functional team. Any issues of contribution from different members should be resolved early and deadlines should not suffer on account of malfunctioning team .
Make sure you work on your assignments in a staggered manner and not put everything off closer to the deadlines.
Show respect to the lecturer and your fellow learners, hear us out and bear us out.
Why Marketing?
It earns me my revenue It connects me to my customers What do you think ?????????????? What will become of me if there was no Marketing? THINK !!!!!
What is Marketing?
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others. societal process Individuals and groups Need Want Exchanging Products Services Values
Societal process
Individuals & groups
Yes
Yes
Developing marketing strategies and plans Assessing marketing opportunities and customer value Choosing value
Designing value
Delivering value Communicating value Sustaining growth and value
Suppliers
Let us discuss !!!!
Questions you will need to answer tomorrow from Marketing Excellence: Nike (page 27-28 of the text book)
1. 2. 3. 4. How How How How is Nike creating value for its customers? many types of products and services does Nike offer? is Nike communicating value to its customers? is Nike sustaining its growth?
Go through your course outline carefully to get familiar with assessment items, session plan and readings etc. Form groups of not more than five-six members today, I will ask you to intimate the group members tomorrow take part in a lottery draw of presentation topics tomorrow . Ten topics are to be selected read marketing excellence and think about answers read the news items on Kingfisher Airlines and answer the questions asked review chapter 1 of your text