Marketing II: Marketing topics such as consumer, industrial, national, international marketing, relationship of law and marketing, sales management, separate factors of marketing mix in detail, a complete marketing plan, and various special topics like relationship marketing or related topics out of marketing area like NLP are covered. The focus is on marketing strategies and understanding markets. Self learning, decision making is motivated with the coaching of the instructor. They first learn and then discuss in the classroom environment in the form of question-answer-feedback style. The overall aim is to lead the student to question-analyze and interpret and to grab the meaning of scientific thinking, plus give the ability of self performance appraisal.
Marketing II is a second part of whole marketing topics. In this semester students gain skills and learn all details in the main marketing tools such as pricing, product, promotion and place. Also, upon completion of this course, students will have a better understanding of which marketing applications are good, great or bad.
| Week | Topics |
|---|---|
| 1 | Review of Previous and current Semester / The review on the past semester is taking place because Marketing 2 is a continuous part of Marketing 1. The marketing course of this semester refers to specifics on tactical marketing whereas in the Fall semester it has been discussed the strategic part of marketing. While making this review we refer to the content from the Chapter 1-7 of the textbook. |
| 2 | Consumer and Business Markets-Extended / You’ve studied how marketers obtain, analyze and use information to develop customer insights and assess marketing programs. In this chapter, we take a closer look at the most important element of the marketplace– customers. In the previous chapter, you studied final consumer buying behavior and factors that influence it. In this chapter, we’ll do the same for business customers – those that buy goods and services for use in producing their own products and services or for resale to others. As when selling to final buyers, firms marketing to businesses must engage business customers and build profitable relationships with them by creating superior customer value. (Page 170-229) |
| 3 | Product / After examining customer value-driven marketing strategy, we now take a deeper look at the marketing mix: the tactical tools that marketers use to implement their strategies, engage customers and deliver superior customer value. In this and the next chapter, we will study how companies develop and manage products, services and brands. Then, in the chapters that follow, we look at pricing, distribution and marketing communication tools. The product and brand are usually the first and most basic marketing consideration. We start with a seemingly simple question: What is a product? (Page 230-267) |
| 4 | Product-2 / In this chapter, we examine two additional product topics: developing new products and managing products through their life cycles. New products are the lifeblood of an organization. However, new product development is risky, and many new products fail. So, the first part of this chapter lays out a process for finding and growing successful new products. Once introduced, marketers then want their products to enjoy long and happy lives. In the second part of this chapter, you’ll see that every product passes through several life-cycle stages, and each stage poses new challenges requiring different marketing strategies and tactics. Finally, we wrap up our product discussion by looking at two additional considerations: social responsibility in product decisions and international product and services marketing. (Page 268-299) |
| 5 | Price / In this chapter, we look at the second major marketing mix tool – pricing. If effective product development, promotion and distribution sow the seeds of business success, effective pricing is the harvest. Firms successful at creating customer value with the other marketing mix activities must still capture some of this value in the prices they earn. In this chapter, we discuss the importance of pricing, dig into three major pricing strategies, and look at internal and external considerations that affect pricing decisions. In the next chapter, we examine some additional pricing considerations and approaches. (Page 300-321) |
| 6 | Price-2 / In the previous chapter, you learned that price is an important marketing mix tool for both creating and capturing customer value. You explored the three main pricing strategies – customer value-based, cost-based and competition-based pricing – and the many internal and external factors that affect a firm’s pricing decisions. In this chapter, we’ll look at some additional pricing considerations: new product pricing, product mix pricing, price adjustments, and initiating and reacting to price changes. We close the chapter with a discussion of public policy and pricing. (Page 322-347) |
| 7 | Midterm |
| 8 | Placement / We now look at the third marketing mix tool – distribution. Companies rarely work alone in engaging customers, creating customer value and building profitable customer relationships. Instead, most are only a single link in a larger supply chain and marketing channel. As such, a firm’s success depends not only on how well it performs but also on how well its entire marketing channel competes with competitors’ channels. The first part of this chapter explores the nature of marketing channels and the marketer’s channel design and management decisions. We then examine physical distribution – or logistics – an area that has grown dramatically in importance and sophistication. In the next chapter, we’ll look more closely at two major channel intermediaries: retailers and wholesalers. (Page 348-383) |
| 9 | Placement-2 / We now look more deeply into the two major intermediary marketing channel functions: retailing and wholesaling. You already know something about retailing – retailers of all shapes and sizes serve you every day, both in stores and online. However, you probably know much less about the hoard of wholesalers working behind the scenes. In this chapter, we examine the characteristics of different kinds of retailers and wholesalers, the marketing decisions they make and trends for the future. (Page 384-417) |
| 10 | Promotion / In this and the next three chapters, we’ll examine the last of the marketing mix tools – promotion. Companies must do more than just create customer value. They must also clearly and persuasively communicate that value. Promotion is not a single tool but rather a mix of several tools. Ideally, under the concept of integrated marketing communications, a company will carefully coordinate these promotion elements to engage customers and build a clear, consistent and compelling message about an organization and its products. We’ll begin by introducing the various promotion mix tools. Next, we’ll examine the rapidly changing communications environment – especially the addition of digital, mobile and social media – and the need for integrated marketing communications. Finally, we discuss the steps in developing marketing communications and the promotion budgeting process (Page 418-479) |
| 11 | Promotion-2 / After an analysis of overall integrated marketing communications (IMC) planning, we dig more deeply into the specific marketing communication tools. In this chapter, we explore advertising and public relations (PR). Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade and remind consumers. PR involves building good relations with various company publics – from consumers and the general public to the media, investor, donor and government publics. (Page 480-549) |
| 12 | Extended marketing mix, ethics and social responsibility / In previous chapters, you explored the basics of marketing. You learned that the aim of marketing is to engage customers and to create value for them in order to capture value from them in return. Good marketing companies win, keep and grow customers by understanding customer needs, designing customer-driven marketing strategies, constructing value-delivering marketing programs, engaging customers, and building customer and marketing partner relationships. In the final three chapters, we’ll extend this concept to three special areas: creating competitive advantage, global marketing, and social and environmental marketing sustainability. (Page 550-636) |
| 13 | Project Presentation /During this week a part of the previous established groups are going to present and after their presentation |
| 14 | Project Presentation and Review During this week a part of the previous established groups are going to present and after their presentation |
| Method | Qty | % Each |
|---|---|---|
| Project | 1 | 40 |
| Lab/Practical Exams(s) | 1 | 20 |
| Final Exam | 1 | 30 |
| Attendance | 10 |
Tuten, Tracy L. "Principles of marketing for a digital age." (2022): 1-100. Kotler, P., Pfoertsch, W., & Sponholz, U. (2021). H2H Marketing. Cham: Springer International Publishing.