Marketing Foundations (24108) Subject Notes

Description

Full semester of subject notes. Topics: INTRODUCTION TO MARKETING - What is marketing? - The exchange of value - Ethics, corporate social responsibility and sustainable marketing - The marketing mix THE MARKETING ENVIRONMENT AND MARKET ANALYSIS - The marketing environment - Internal environment - Micro environment - Macro environment - Situation analysis and marketing planning MARKET RESEARCH - The role of market research in marketing decisions - Defining a market research problem - Key research design issues - Data collection, analysis and reporting CONSUMER BEHAVIOUR - What is consumer behaviour? - Group factors - Individual factors - Consumer involvement and the decision-making process MARKETS: SEGMENTATION< TARGETING AND POSITIONING - Knowing the market - Target marketing - Market segmentation - Market targeting - Positioning PRODUCT - Products: goods, services and ideas - Product life cycle - Product differentiation - Branding - Packaging - Managing products PRICE - Pricing objectives - Demand Considerations - Cost and revenue analysis - Competition considerations - Pricing for intermediaries - Price management THE LAW OF MARKETING - The law and marketing - Market games and competitions - Product packaging and labelling PROMOTION - What is promotion? - Integrated marketing communications - Advertising - Public relations - Sales promotion - Personal selling - Additional forms of promotion ADVERTISING LAW - Advertising - Advertising self-regulation - Statutory regulation of advertising DISTRIBUTION (PLACE) - Distribution channels - Distribution of goods - Distribution of services - Retailing - Agents and brokers - Wholesaling SERVICES MARKETING - Service-dominant economies - The services marketing mix - Services marketing challenges SOCIAL MARKETING AND NOT-FOR-PROFIT MARKETING - What is social marketing? - Benchmark criteria for social marketing - Three social marketing streams - What is and is not social marketing? - Not-for-profit marketing DIGITAL MARKETING - Digital marketing - Characteristics of digital marketing - Digital marketing methods - Ethical and legal issues - Digital marketing and marketing strategy INTERNATIONAL MARKETING - International marketing fundamentals - The international marketing environment - Why and how organisations go international - The international marketing mix E-COMMERCE - E-commerce and contract law - E-commerce and intellectual property law - Spam - Electronic banking - E-commerce and crime DATA AND ANALYTICS - Data-driven marketing - Big data - Data analytics in marketing - Issues in analytics BUSINESS BUYING BEHAVIOUR - Business markets - Marketing to business customers - Characteristics of business demand - Business buying behaviour