MarketingPrinciplesandPractice(Lecture1)-MarketingIntroduction_0.pptVIP

Next week We will be looking at Company and Marketing strategy (Chapter two). Specifically looks at marketing’s role in strategic planning and how marketing works with partners in order to create and deliver customer value. * Marketing Principles and Practice Lecture 1 – What is Marketing and other key concepts? Module Leader: Jeremy Taylor Agenda Some important points (please take note) Learning objectives Basic marketing concepts Review of the key concepts Case study Next week Introduction Pattern of delivery: Two 45mins lectures per week (always will put up in advance on the student website). One 45mins tutorial per week (your chance to speak). Learning outcomes: Demonstrate knowledge and understanding of the established concepts and practice of the marketing function. Communicate information and arguments effectively, principally in written form. Introduction Module Structure: Please see your module handbook. (Will hand out now) (Will discuss this further in tutorial one) Methods of assessment End – of – semester examination (100%) A one hour written examination at the end of the module to assess both of the learning outcomes. Tutorial Tests Two tutorial tests in week 5 and week 10 based on the key ideas in your textbook, so you will need to keep up with your readings. These dates could changed due to holidays (but I will keep you informed). Mock Exam There will likely be a mock exam at the end of the semester Recommended text: Armstrong, G. Kotler, P. (2006) Marketing: An Introduction (Seventh Edition) Beijing People’s University Press, Beijing. Refer to the back for the glossary – all important terms here!!! Lot’s of new words here. Learning Objectives At the end of week 1 students must be able to: Define marketing. Explain the importance of customers and the five core marketplace concepts. Identify the key elements of a customer-driven marketing strategy and the orientations that guide marketing strategy. Di