MT102: Principles of Marketing Todays Schedule

Introductions/setting the tone Module Lectures & Seminars Weekly schedule Video introducing the Marketing Concept

Introductions
Emmanuel Ohohe Programme Leader BA Single & Combined (Hons) degree in Marketing e.ohohe@londonmet.ac.uk -Room. SH120 Ext 3014 -Office Hours Monday 12-1.00pm Thursday 1112noon Michael Kourtoubelides mgkiba@fsmail.net -Room SH412C

Tone of the programme

Interactive Handouts

on the web: http//learning.unl.ac.uk/mt102 Attendance compulsory Reading

Module Aims

Together with MT101 Marketing fundamentals, these modules aim to provide the basic underlying principles, concepts and techniques that are essential to an understanding of marketing

Learning outcomes
Demonstrate an understanding of the key economic and behavioural principles which underpin marketing Critically analyse a range of elementary marketing concepts and techniques and assess their applicability to practical situations Draft outline marketing mixes for given organisations Developing oral and written communication skills

Teaching/Learning Format
Lectures - will focus on introducing key marketing theories, concepts, techniques and tools in so far as they affect business organisations Seminars - Application of the above based on case study analysis, group work and presentational skills. Attendance to Lectures & Seminars Compulsory

Reading
Brassington, F and Pettitt, S (2003), Principles of Marketing, 3rd edition Prentice Hall Kotler, P et al (2001) principles of Marketing 3rd European edition See p3-4 module booklet -Texts -Journals -Websites

Assessment
Small group presentation 10% (p5 module booklet) Individual Marketing Analysis Report 30% (p6 module booklet) Multiple-choice examination 60% (based on entire syllabus) Marking scheme of individual report and presentation (p7-8 module booklet) To pass the module must complete all three assessment above and achieve satisfactory registered attendance

Weekly Schedule/Learning outcomes

Weekly schedule of lecture and seminar (p2 module booklet) Weekly learning outcome (website)

Case Study Analysis

The aim of case study analysis is to demonstrate that you have understood the material and that you can examine it in detail. Analytical tools enable you to perform a close examination of the case study and assist you in uncovering explanations of key facts and causes of problems

Tips for case study analysis

Analysis is: Examining the material contained in the case study in minute detail Breaking down/dissecting the materials into parts Identification of components of the case study The identification of parts and the relationships between parts of the case study and the recognition of the principles involved Recognition of hidden meanings Scrutinising the cause and effect of the information contained in the case study Probing and understanding the causes and effect of the information contained in the case study.

Tips for case study analysis

What analysing a case is not! Merely repeating facts from the case is not analysis. Doing so falls into the category of being descriptive and only demonstrate your English comprehension skills. YOU HAVE NOT ANALYSED THE CASE STUDY IF: .You summarise or retell the story of the case .List facts .Outline the case study Learning outcomes in analysis represent a higher intellectual level than comprehension and application. This is so because they require understanding of both content and structure of material

How to analyse the case studies

Marketing case

studies usually refer to a company or a group of companies that have experience some sort of problem. -Can you identify the problem(s)? -Why have these problems occurred? -What has the company done to rectify the problem(s)? -What was the outcome of this? -How do you answer the above points?

How to analyse the case studies

Use theoretical concepts as your tools for analysis You can only do this if you fully understand the concepts and theory Examine the case study thoroughly and highlight key points Identify the concepts, which explain or underpin the sequence of events. These concepts and theories should help you answer the WHY and WHAT questions.

The Marketing Concept

Learning outcomes

Explore the definition of marketing Understand the philosophy of the marketing concept Evaluate the alternative marketing philosophies understand the impact of implementing the marketing concept within a variety of organisations

The Marketing Environment including the Global Marketing Place

Learning outcomes

Explore the different environment in which an organisation operates Understand how the different environments influence the activity of an organisation Understand the impact and potential impact in the different environment Know the means by which organisations can deal with the different elements in the environment

Consumer Behaviour & Business Behaviour

Learning outcomes
Understand the factors that influence the consumer decision process recognise the difference between consumer and organisational buying behaviour Explore the different stages in the buying decision process and understand how the process relates to different types of buying decisions Understand why it is important for marketers to attempt to understand buyer behaviour

Marketing Information & Marketing Research

Learning outcomes

Understand the importance of accurate and timely information to any organisation Explore the differences between marketing and market research Understand the importance of marketing information system and its parts Explore marketing research and its process Know the limitation of market research and how to conduct good research

Marketing Segmentation, Targeting and Positioning

Learning outcomes
Explore the difference between strategic and tactical marketing Understand segmentation and how markets are segmented Know Targeting and different targeting strategies Positioning and its impact on the marketing mix

Product/Services

Learning outcomes

Explore how marketers define products Understand product classification, concept of product item, product line, product mix and how they connect Examine the product life cycle concept, its influence on marketing strategies and its limitations Understand the role of physical evidence, people and processes in services marketing

Pricing

Learning outcomes
The importance of price to marketer and different expressions of price Explore price and non-price based competition Evaluate different influences on pricing Understand the two generic pricing strategies Understand three methods of pricing

Place

Learning outcomes
Understand the importance & nature of marketing channels and intermediaries to marketers Understand channel strategies their selection and management Factors influencing channel strategies Explore the effect of technology on traditional notion of place in marketing

Promotions1

Learning outcomes
Understand the importance of planned, integrated communications in a marketing context Appreciate the variety and scope of marketing communications objectives

Promotion2

Learning outcomes
Explain the use of promotional tools in the communications process Identify the factors and constraints influencing the mix of communications tools an organisation uses Define the major methods by which communications budgets are set