Marketing Syllabus Instructor Abdel Fatah Afifi MA&T, MBA, PCT, ACPA 2 nd Semester 09/10

Afifi, UP, Marketing, 2nd 09/10 2 Introduction The aim of the syllabus is to introduce the basic concepts of Marketing to students who intend to specialize in this area of study

Afifi, UP, Marketing, 2nd 09/10 3 Nature of Marketing 1.The meaning of the marketing concept. 2.The idea that marketing consists of a range of activities, including pricing, promotion, distribution and product design. Understanding the needs of the consumer and seeing if these can be profitably met. The difference between 'selling' and 'marketing'. 3.Producer and market-oriented firms.

Afifi, UP, Marketing, 2nd 09/10 4 Nature of Marketing (C0nt.) 4.Distinction between 'seller' and 'buyer' markets. Producer (supply) and market (demand) oriented firms. Production, Product, Sales and Consumer orientations. The societal marketing concept. 5.Marketing and the not-for- profit organizations.

Afifi, UP, Marketing, 2nd 09/10 5 Nature of Marketing (C0nt.) 6.The application of marketing to not-for-profit organizations. 7.The functions of the Marketing Department. 8.The role of the marketing department. 'Marketing' as a corporate business philosophy.

Afifi, UP, Marketing, 2nd 09/10 6 Marketing Environment The Company's Micro and Macro environments and their components.

Afifi, UP, Marketing, 2nd 09/10 7 Types of Markets 1.Differentiation between Consumer, Reseller, Business, Government and International Markets. 2.Consumer and organizational markets. 3.Differentiation between consumer and organizational markets. Reasons why people and organizations buy products and services. The decision- making process of these two types of buyers.

Afifi, UP, Marketing, 2nd 09/10 8 Marketing research tools 1.Objectives and purposes of marketing research. 2.Marketing research as a basis for management decision-making. Establishing a gap in the market, establishing level of demand for pricing policy, investigating consumer reaction to a new product, or to an advertising campaign. Assessing the effectiveness of distribution.

Afifi, UP, Marketing, 2nd 09/10 9 Marketing research tools (Cont.) 3.Qualitative and quantitative research. 4.Distinction between subjective and objective data. The basic distinction between a sample and a census. 5.Primary and secondary research. 6.Primary research representing original research into consumer preferences, and secondary, using existing data e.g. government statistics on consumer patterns etc.

Afifi, UP, Marketing, 2nd 09/10 10 Marketing research tools (cont.) 7.Methods of conducting primary market research. 8.Face-to-face interviews, postal questionnaires, telephone interviews, group and individual interviewing, observations and experimentations. 9.The marketing research process.

Afifi, UP, Marketing, 2nd 09/10 11 Marketing research tools (cont.) 10. An outline of the marketing research process. 11. Limitations of Marketing Research. 12. Limitations: cost, accuracy, time and security.

Afifi, UP, Marketing, 2nd 09/10 12 Market Segmentation 1.The purpose of segmentation. 2.Accurate targeting of the product to find the correct niche. Enabling the company to provide variation in the product to ensure maximum sales and to design and target advertising accurately and do this efficiently. Market targeting and product positioning.

Afifi, UP, Marketing, 2nd 09/10 13 Market Segmentation (Cont.) 1.Methods of segmentation of consumer markets. 2.Considerations of various factors: demographic, geographic, lifestyle, geo-demographic, socioeconomic, benefits sought, etc. 3.The target marketing and product positioning process. 4.The essential steps in the market segmentation, target marketing and product positioning process.

Afifi, UP, Marketing, 2nd 09/10 14 The Marketing Mix 1.Marketing Mix. 2.The importance of achieving the correct balance between the 'seven Ps' (Product, Price, Place, Promotion, People, Process and Physical Evidence).

Afifi, UP, Marketing, 2nd 09/10 15 The Product 1.Goods and Services. 2.Distinction between goods and services and their characteristics. 3.Product classification. 4.For Consumer goods/services: convenience; shopping; specialty; unsought; and consumer services.

Afifi, UP, Marketing, 2nd 09/10 16 The Product (Cont.) 5.The process of product development. 6.An outline of the process of development from the generation of new ideas to full commercial launch. 7.The product life-cycle. 8.Description of the stages of the product life cycle. 9.Branding.

Afifi, UP, Marketing, 2nd 09/10 17 The Product (Cont.) 10.The importance and benefits of branding. 11.Packaging. 12.Packaging as a marketing tool. Six essentials of packaging: distinction, protection, convenience, transportation costs, immediate association, characteristic.

Afifi, UP, Marketing, 2nd 09/10 18 Pricing 1.Pricing objectives. 2.Short- and long-run profit maximization, minimization of losses, counter competitive strategies, enter and control market niches/or the total market, market growth, helping the brand to become a leading brand. Internal and External influences on pricing. 3.Pricing methods.

Afifi, UP, Marketing, 2nd 09/10 19 Pricing (Cont.) 4.Different methods considered, including cost-plus, penetration, skimming, promotion and price discrimination. 5.Definition of price elasticity of demand.

Afifi, UP, Marketing, 2nd 09/10 20 Marketing Communications 1.The aims of marketing communications (promotion). 2.Persuading, reminding, informing and reinforcing a message. The AIDA model. 3.Different types and tools of marketing communications. 4.Advertising, sales promotion, public relations, direct marketing and personal selling. Definitions and the advantages and disadvantages of using these five tools.

Afifi, UP, Marketing, 2nd 09/10 21 Marketing Communications 5.The personal selling process. 6.The seven steps of the personal selling process: the opening, need identification and stimulation, presentation, dealing with objections, negotiation, closing the sale and the follow up.

Afifi, UP, Marketing, 2nd 09/10 22 Distribution (Place) 1.Different 'chains' or 'channels' of distribution. 2.The functions and types of intermediaries between the manufacturer and consumer. Criteria for choosing the appropriate channel.

Afifi, UP, Marketing, 2nd 09/10 23 The Marketing Plan 1.The benefits of planning. 2.An outline and contents of a marketing plan. 3.Taking account of the existing situation, drawing together the understanding of the competition

Afifi, UP, Marketing, 2nd 09/10 24 The Marketing Plan (Cont.) 4.and state of the market, e.g. SWOT analysis. The outline and content of a marketing plan: 5.Statement of marketing objectives, strategies and tactics, an operating plan, details of resources and financial budgets.

Afifi, UP, Marketing, 2nd 09/10 25 International Marketing 1.Reasons for entering an export market. 2.The global village. Reasons for selling overseas such as profit opportunities, maturity of the domestic market, economies of scale and risk spreading.

Afifi, UP, Marketing, 2nd 09/10 26 International Marketing (Cont.) 3.The major trading blocs. 4.Advantages and disadvantages of joining a trading bloc. Malta and its trading partners.

Afifi, UP, Marketing, 2nd 09/10 27 Consumerism and Customer Relationship Marketing 1.Consumerism. 2.An introduction to consumerism and its meaning, consumer rights to safety, information, choice and to be heard. 3.Relationship marketing, customer value and customer satisfaction.

Afifi, UP, Marketing, 2nd 09/10 28 Consumerism and Customer Relationship Marketing (Cont.) 4.Defining relationship marketing and distinguishing between 'customer value' and 'customer satisfaction'. The importance of relationship marketing in building customer relationship and customer retention. 5.Environmentalism, green issues and marketing. Waste Management. – the 3 R ’ s. 6.Ethical consideration notably the motivation/manipulation area of promotion.