marketing 1.ppt

Lecture 1 Introduction to Marketing Course Introduction This course provides an introduction to the theory and application of marketing, including marketing concepts, marketing environment, consumer purchasing behavior, market segmentation, product strategy, price strategy, distribution strategy and promotion strategy. The course combines cases, discussions, and readings to provide a mix of integrating concepts and hands-on problem solving. Objectives On the successful completion of this course, you should: understand the core elements of marketing as an approach to business be aware of the factors which determine the composition of the marketing mix comprehend key concepts in marketing – e.g. segmentation, targeting, and positioning be familiar with the processes and limitations of developing an effective marketing strategy be capable of critically evaluating the role and nature of marketing Assessment Teacher Xu Jing (Jenny) office: Room 8102 cell phone no.: (653545) e-mail: Jennyningbo@ Recommended books and journals Books: ⒈ Kotler P., Armstrong, G., Saunders, J., Wong, V., (2005) Principles of Marketing, 4th Edition, Prentice Hall, Europe. ⒉ Jobber, D. (2004) Principles and Practice of Marketing 4th edition., Maidenhead: McGraw-Hill. ⒊ Kumar N. 2004, Marketing as Strategy: the CEO’s agenda for driving growth and innovation, the United States of America: Harvard Business School Journals: Journal of Marketing European Journal of Marketing Journal of Marketing Management Marketing Intelligence and Planning International Journal of Research in Marketing Introduction to Marketing Aim of the lecture: To define marketing Examine the marketing concept To define marketing management To introduce the concept of marketing as an approach to business Introduction to Marketing What is Marketing? Marketing is the management process