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Fundamentals Of Marketing (MGT-210)

Fundamentals Of Marketing (MGT-210). Mr. Abid Saeed (Assistant Professor). Course Objectives. Students understand the basic concepts , theories, processes and terminology of contemporary marketing. Analyze marketing problems and suggest  workable solutions.

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Fundamentals Of Marketing (MGT-210)

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  1. Fundamentals Of Marketing (MGT-210) Mr. Abid Saeed (Assistant Professor)

  2. Course Objectives • Students understand the basic concepts, • theories, processes and terminology of • contemporary marketing. • Analyze marketing problems and suggest  • workable solutions. • Understand the effects of the marketing  • concept on consumers and society.  • Develop a consciousness about the • importance of ethics in the marketing discipline.

  3. Learning Outcomes • Understand the importance of marketing in • business practices. • Understand the various marketing mix tools: • product, pricing, promotion, and distribution. • Recommend and justify an appropriate mix of • such strategies to form a cohesive overall • strategy for a given marketing task or situation.

  4. Recommended Books • Principles of Marketing by Philip Kotler & Gary Armstrong • Fifteenth Edition, Published by Prentice Hall • Marketing Management – A South Asian Perspective • by Philip Kotler, Kevin Lane Keller, Abraham Koshy & • Mithileshwar Jha, 13th Edition, Published by Pearson • Education, Inc. •   Principles and Practices of Marketing by Jobber, D. 4th  • edition, McGraw Hill International. • Principles of Advertising & IMC by Tom Duncan 2nd • Edition, Published by McGraw-Hill Irwin.

  5. Teaching Methodology My basic teaching philosophy for this course is to blend the theory and practice of Marketing in a comfortable, supportive & easy language that promotes active learning.

  6. Assessment Criteria Your assessment & final grades will be based as per University existing rules.

  7. Course Outline • Marketing: Creating and Capturing Customer Value. • Company and Marketing Strategy: Partnering to Build • Customer Relationships. • Analyzing the Marketing Environment. • Managing Marketing Information to Gain Customer • Insights. • Consumer Markets and Consumer Buyer Behavior. • Business Markets and Business Buying Behavior. • Customer-Driven Marketing Strategy: Creating Value for • Target Customers. • Product, Services, and Brands: Building Customer Value. • New-Product Development and Product Life-Cycle • Strategies. • Understanding and Capturing Customer Value.

  8. Course Outline... • Pricing Strategies. • Marketing Channels: Delivering Customer Value. • Retailing and Wholesaling. • Communicating Customer Value: Integrated Marketing • Communications Strategy. • Advertising and Public Relations. • Personal Selling and Sales Promotion. • Direct and Online Marketing: Building Direct Customer • Relationships. • Creating Competitive Advantage. • The Global Marketplace. • Sustainable Marketing Social Responsibility and Ethics.

  9. LECTURE-1 Marketing: Creating and Capturing Customer Value

  10. Topic Outline What Is Marketing? Marketing process Understanding the Marketplace and Customer Needs

  11. What Is Marketing? Marketingis a process by which companies create value for customers and build strong customer relationships to capture value from customers in return.

  12. Marketing Process

  13. Understanding the Marketplaceand Customer Needs Customer Needs, Wants, and Demands

  14. Understanding the Marketplaceand Customer Needs • Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want • Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs

  15. Understanding the Marketplaceand Customer Needs Customer Value and Satisfaction Expectations

  16. Understanding the Marketplaceand Customer Needs Exchange the act of obtaining a desired object from someone by offering something in return Marketing actions try to create, maintain, grow exchange relationships.

  17. Understanding the Marketplaceand Customer Needs Markets are the set of actual and potential buyers of a product

  18. Bibliography • Principles of Marketing by Philip Kotler & Gary Armstrong • Fifteenth Edition, Published by Prentice Hall • Marketing Management – A South Asian Perspective • by Philip Kotler, Kevin Lane Keller, Abraham Koshy & • Mithileshwar Jha, 13th Edition, Published by Pearson • Education, Inc. •   Principles and Practices of Marketing by Jobber, D. 4th  • edition, McGraw Hill International. • Principles of Advertising & IMC by Tom Duncan 2nd • Edition, Published by McGraw-Hill Irwin.

  19. The End "Unless you try to do something beyond what you have already mastered, you will never grow." Ronald E. Osborn

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