Lecture 1 What is Marketing.ppt

BMA1/251 Principles of Marketing Lecture 1: Part A - Unit Overview Part B - What is Marketing Teaching Team Stuart Crispin (Unit Coordinator) A-240 (Launceston) 6324 3140 Stuart.Crispin@.au Jane Zhang (Local Teaching Assistant) Unit Overview This is the foundation unit for the Marketing and International Business Major. Provides an introduction to the study and practice of marketing. Many of the concepts covered will be expanded upon subsequent units. Co-requisite - BMA101 Introduction to Management. Unit Overview Unit Outline: Prescribed text and recommended reading. Assessment. Submission of coursework. Tutorial program. Assessment items. Study schedule. Study Schedule L1 - What is marketing? L2 - Strategic marketing and marketing planning. L3 - Global marketing environment. L4 - Information management and marketing research. L5 - Understanding buyer behaviour. L6 - Market segmentation, target marketing positioning. Study Schedule L7 - Products - goods, services, people, places and ideas. L8 - Price - understanding costs and customer value. L10 - Place - distribution marketing logistics network. L9 - Promotion - integrated marketing communications. L11 - Ethics and social responsibility. L12 - International marketing. Unit Overview WebCT Vista: Unit outline. Lecture slides. Assessment guidelines. Announcements. Communication. Questions and queries about the unit. Our expectations. Lecture One What is Marketing? Learning Outcomes By the end of this lecture you should be able to: Define marketing and its underlying concepts. Identify and discuss the different marketing management tasks. Identify and discuss the different marketing management philosophies. Identify and discuss the major marketing challenges in the 21st Century. What is Marketing? Marketing is often simply viewed as advertising and selling. Marketing is much more than this and includes monitoring market trends, conducting market research, demand forecasting, market segmentation, product development