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  • Marketing Syllabus

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    Julian Oscar
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    This document discusses the core concepts of marketing management including defining marketing, the importance and scope of marketing, core marketing concepts like needs and wants, target markets, offerings and brands, marketing channels, competition and the marketing environment. It also covers new marketing realities with societal forces, company capabilities and marketing in practice. Different company orientations toward the marketplace are examined, from production to marketing concepts. Key tasks of marketing management are developing marketing strategies and plans and capturing marketing insights.

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    This document discusses the core concepts of marketing management including defining marketing, the importance and scope of marketing, core marketing concepts like needs and wants, target markets, offerings and brands, marketing channels, competition and the marketing environment. It also covers new marketing realities with societal forces, company capabilities and marketing in practice. Different company orientations toward the marketplace are examined, from production to marketing concepts. Key tasks of marketing management are developing marketing strategies and plans and capturing marketing insights.

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    Download as docx, pdf, or txt
    4 views1 page

    Marketing Syllabus

    Uploaded by

    Julian Oscar
    This document discusses the core concepts of marketing management including defining marketing, the importance and scope of marketing, core marketing concepts like needs and wants, target markets, offerings and brands, marketing channels, competition and the marketing environment. It also covers new marketing realities with societal forces, company capabilities and marketing in practice. Different company orientations toward the marketplace are examined, from production to marketing concepts. Key tasks of marketing management are developing marketing strategies and plans and capturing marketing insights.

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    1. PART I: UNDERSTANDING MARKETING MANAGEMENT 1.1.

    Defining Marketing For The 21st Century


    1.1.1. 1.1.2. The Importance of Marketing The Scope of Marketing 1.1.2.1. What Is Marketing? 1.1.2.2. What Is Marketed? 1.1.2.3. Who Markets? 1.1.3. Core Marketing Concepts 1.1.3.1. Needs, Wants, and Demands 1.1.3.2. Target Markets, Positioning, and Segmentation 1.1.3.3. Offerings and Brands 1.1.3.4. Value and Satisfaction 1.1.3.5. Marketing Channels 1.1.3.6. Supply Chain 1.1.3.7. Competition 1.1.3.8. Marketing Environment 1.1.4. The New Marketing Realities 1.1.4.1. Major Societal Forces 1.1.4.2. New Company Capabilities 1.1.4.3. Marketing in Practice 1.1.5. MARKETING INSIGHT Marketing in an Age of Turbulence 1.1.6. Company Orientation toward the Marketplace 1.1.6.1. The Production Concept 1.1.6.2. The Product Concept 1.1.6.3. The Selling Concept 1.1.6.4. The Marketing Concept 1.1.6.5. The Holistic Marketing Concept 1.1.7. MARKETING MEMO Marketing Right and Wrong 1.1.7.1. Relationship Marketing 1.1.7.2. Integrated Marketing 1.1.7.3. Internal Marketing 1.1.7.4. Performance Marketing 1.1.8. The New Four Ps 1.1.9. Marketing Management Tasks 1.1.9.1. Developing Marketing Strategies and Plans 1.1.9.2. Capturing Marketing Insights 1.1.10. MARKETING MEMO Marketers Frequently Asked Questions 1.1.10.1. Connecting with Customers 1.1.10.2. Building Strong Brands 1.1.10.3. Shaping the Market Offerings 1.1.10.4. Delivering Value 1.1.10.5. Communicating Value 1.1.10.6. Creating Successful Long-Term Growth 1.2. Developing Marketing Strategies & Plans

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