Weekly class description:

Week 1:
Chapter 1, The changing role of marketing
In this class, I will address the followings:
1. Definition of marketing and marketing management
2. What is the role of marketing in an organization/
3. The multi-layered marketing environment
4. Evolution of marketing concept
5. The marketing mix
6. What are the changes in marketing mix approaches?
7. Customer satisfaction

Week 2:
Chapter 3, Strategic marketing plan
In this class, I will address the followings:
1. Definitions of strategy and tactics
2. The strategic planning process
3. External environmental analysis
4. Internal organizational analysis
5. Five-factor model of profitability
6. What are the basic strategies for sustainable competitive advantages?
7. Strategic planning and the challenge of change
8. Strategic decision making process
9. What is the marketing value chain?

Week 3:
Chapter 4, marketing intelligence and creative problem solving
In this class, I will address the followings:
1. Organizational level and information for marketing decisions
2. Creative problem solving process stages
3. Steps in marketing research process
4. Sources of market intelligence information
5. The information pyramid
6. Types and uses of databases
7. Management challenges in marketing research

Week 4:
Chapter 5, Understanding consumer buying behavior
In this class, I will address the followings:
1. Four types of consumer buying behavior: Level of involvement and brands differences
2. Consumer buying process
3. External information sources for consumers
4. Postpurchase evaluation of consumers
5. Values that vary across cultures
6. The factors influence on consumer behavior: cultural/social status, group influences, individual influences
7. Four steps in managing customer portfolios

Week 5:
Chapter 7, Market segmentation, target marketing, and positioning
In this class, I will address the followings:
1. Target marketing strategies
2. The market segmentation process
3. Criteria for effective segmentation
4. Bases for segmenting consumer markets
5. Perceptual mapping and positioning decisions
6. What is positioning versus product differentiation?
7. Steps in the positioning process
8. What are the key variables for positioning?

Week 6:
Chapter 8, Product strategy
In this class, I will address the followings:
1. What is a product?
2. Classification of goods
3. What are the product strategy issues?
4. Definition of product, product line, and product mix
5. Product life cycle stage characteristics
6. Product life cycle stage and marketing strategies
7. What is the consumer adoption process?
8. What is new product development process?
9. What is brand?
10. What are the elements of brand equity?

Week 7:
Chapter 9, Service marketing strategy
In this class, I will address the followings:
1. What are the unique service characteristics?
2. What are the service marketing issues?
3. Purchase decision process and service marketing
4. What are the dimensions of service quality?
5. What are the gaps in service quality?
6. The cost of losing one customer

Week 8:
Chapter 10, Distribution strategy
In this class, I will address the followings:
1. Definition of distribution channel
2. The role of channel intermediaries
3. Theories of market coverage
4. Vertical marketing systems
5. What are the managerial issues for distribution channel managers?

Week 9:
Mid-term examination and breaks

Week 10:
Chapter 11, Integrated marketing communications strategy
In this class, I will address the followings:
1. Elements of marketing communication
2. Three types of communication
3. What is the communication mix?
4. What are the integrated marketing communication objectives?
5. What is the hierarchy of effects model?
6. Push-pull communications and customer response
7. What is customer response index (CRI)?
8. What is communications elasticity?
9. What is communication carryover effect?

Chapter 12, Integrated marketing communications tools
1. What are the sales tasks?
2. How does the salesforce size estimate in workload approach?
3. What is the process of developing an advertising program?
4. What are the conditions to use advertising?
5. What are the integrated marketing communications media?
6. What are the measurements for evaluating media effectiveness?
7. Definitions of publicity, direct marketing, and sales promotion

Week 11:
Chapter 13, Direct marketing
In this class, I will address the followings:
1. What are the four key elements of direct marketing?
2. What is the two perspectives of direct marketing?
3. What are the direct marketing tools?
4. What is the direct marketing process?
5. What are the components of a direct marketing system?
6. Issues and trends in direct marketing

Week 12:
Chapter 14, Pricing strategy
In this class, I will address the followings:
1. Product lifecycle pricing
2. Market-based pricing model
3. Cost-plus pricing model
4. Value-based pricing model
5. Break-even analysis: calculations
6. Discounts and price adjustments

Week 13:
Chapter 15, Control and measurement of marketing performance
In this class, I will address the followings:
1. Control and managerial process
2. Approaches to improving marketing productivity
3. Key ratios to evaluate marketing performance: profitability, activity, liquidity, and productivity ratios
4. Primary data sources for evaluating marketing performance

Week 14:
Chapter 16, The marketing oriented organization
In this class, I will address the followings:
1. Organizational levels and the marketing tasks
2. Key elements of an integrated management system
3. Total quality management and marketing management
4. Definition of the virtual marketing organization

Week 15:
Final-term project presentations

Week 16:
Final-term project presentations

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