MKTG16303 Marketing Management Unit Plan & Week 1

Following is the unit plan for MKTG16303 Marketing Management by Dr. Sia Bee Chuan.

W01 - Marketing
W02 - Opportunities (Org. / strategy)
W03 - Consumer Behavior / Business Buying Behavior
W04 - Measuring - Market Research
W05 - Segmentation, Targeting, Positioning                        I1
W06 - Strategies - 4 Ps - Marketing mix                              I2
W07 - Products & Services                                                  I3
W08 - Price                                                                        I4 & I5 (Dr. on leave) 
W09 - Place (Distribution)                                                   I6 (Dr. on leave)
W10 - Promotion                                                                G1
W11 - Digital                                                                     G2
W12 - New / Growth Market / Mature / Declining (PLC)       G3 & G4
W13 - Implementation / Control                                         G5 & G6 
W14 - Revision

Week 1 lecture highlights:

01. Why are Marketing Decisions Important?
02. Marketing-definition
03. a) Ultimate customers
      b) Organizational customers
04. Needs and Wants
05. Products and Services
06. a) Lifetime customer value
      b) Brand equity
07. a) Market
      b) Market segment
08. 4 Cs
     - Company Resources
     - Context-Macroenviromental
     - Customers
     - Competitors
09. a) Corporate strategy
      b) Business-level strategy
      c) Marketing strategy
10. a) 4 Ps
     - Product
     - Place
     - Price
     - Promotion
      b) Marketing mix
11. Marketing Plan
12. a) Vertical integration
      b) Marketing channels
13. a) Possession utility
      b) Place utility
      c) Time utility
14. Room for improvement
15. Recent development