Week 1:
Chapter 10, Identifying market segments and selecting target markets
In this class, I will address the following questions:
1. How can a company identify the segments that make up a market?
2. What criteria can a company use to choose the most attractive target markets?
Students will learn the followings:
1. Levels and patterns of market segmentation
2. Bases for segmenting consumer markets
3. How to evaluate and select the target segments

Week 2:
Chapter 11, Positioning and differentiating the market offering
In this class, I will address the following questions:
1. How can a firm choose and communicate an effective positioning in the market?
2. What are the major differentiating attributes available to firms?
3. What marketing strategies are appropriate at each stage of the product life cycle?
4. What marketing strategies are appropriate at each stage of the market’s evolution?
Students will learn the followings:
1. How to develop and communicate a positioning strategy
2. Differentiation tools
3. Product life cycle marketing strategies
4. Market evolution

Week 3:
Chapter 12, Developing new market offerings
In this class, I will address the following questions:
1. What challenges does a company face in developing new products?
2. What are the main stages in developing new products, and how they can be managed better?
3. What factors affect the rate of diffusion and consumer adoption of newly launched products?
Students will learn the followings:
1. Challenges in new product development
2. How to manage the development process
3. The consumer adoption process

Week 4:
Chapter 13, Designing global market offerings
In this class, I will address the following questions:
1. What factors should a company review before deciding to go abroad?
2. How can companies evaluate and select specific foreign markets to enter?
3. What are the major ways of entering a foreign market?
4. How should the company manage and organize its international activities?
Students will learn the followings:
1. Major decisions in international marketing
2. Deciding which markets to enter
3. Deciding how to enter the market
4. Deciding on the marketing programs
5. Deciding on the marketing organizations

Week 5:
Chapter 14, Setting the product and branding strategy
In this class, I will address the following questions:
1. What are the characteristics of products?
2. How can a company build and manage its product mix and product lines?
3. How can a company make better brand decisions?
4. How can packaging and labeling be used as marketing tools?
Students will learn the followings:
1. Definition of products
2. Decisions on product-line
3. Decisions on brands
4. Packaging and labeling

Week 6:
Chapter 15, Designing and managing services
In this class, I will address the following questions:
1. How are services defined and classified?
2. How do services differ from goods?
3. How can service firms improve their differentiation, quality, and productivity?
4. How can companies improve their customer support services?
Students will learn the followings:
1. The nature if services
2. Marketing strategies for service firms; three additional Ps, managing differentiation, service quality, productivity
3. How to manage product support services

Week 7:
Chapter 16, Developing price strategies and programs
In this class, I will address the following questions:
1. How should a price be set on a product or service for the first time?
2. How should the prices be adapted to meet varying circumstances and opportunities?
3. When should the company initiate a price change, and how should it respond to a competitor’s price change?
Students will learn the followings:
1. How to set the price
2. How to adapt the price
3. How to initiate and respond to price changes

Week 8:
Mid-Term Examination

Week 9:
Chapter 17, Designing and managing marketing channels
In this class, I will address the following questions:
1. What is a marketing channel system?
2. What work is performed by marketing channels?
3. What decisions do companies face in designing, managing, evaluating, and modifying their channels?
4. What trends are taking place in channel dynamics?
Students will learn the followings:
1. The definition of a marketing channel system
2. The works performed by marketing channels
3. Decisions on channel design
4. Decisions on channel management
5. The issues of channel dynamics

Week 10:
Chapter 18, Managing retailing, wholesaling, and market logistics
In this class, I will address the following questions:
1. What major types of organizations occupy this sector?
2. What marketing decisions do organizations in this sector make?
3. What are the major trends in this sector?
Students will learn the followings:
1. The definition, types, marketing decisions, and trends of retailing
2. The definition, types, and marketing decisions of wholesaling
3. The objectives and marketing decisions of market logistics

Week 11:
Chapter 19, Managing integrated marketing communications
In this class, I will address the following questions:
1. How does communication work?
2. What are the major steps in developing an integrated marketing communications program?
3. Who should be responsible for marketing communication planning?
Students will learn the followings:
1. The communication process
2. How to develop effective communications
3. How to decide on the marketing communications mix
4. Managing the integrated marketing communications process

Week 12:
Chapter 20, Managing advertising, sales promotion, public relations, and direct marketing
In this class, I will address the following questions:
1. What steps are involved in developing an advertising program?
2. What explains the growing use of sales promotion, and how are sales promotion decisions made?
3. How can companies exploit the potential of public relations and publicity?
4. How can companies use integrated direct marketing for competitive advantage?
Students will learn the followings:
1. How to develop and manage an advertising program
2. How to decide on media and measure effectiveness
3. The objectives and major decisions of sales promotion
4. The objectives and major decisions of public relations
5. The benefits and major channels of public relations

Week 13:
Chapter 21, Managing the sales force
In this class, I will address the following questions:
1. What decisions do companies face in designing a sales force?
2. How do companies recruit, select, train, supervise, motivate, and evaluate a sales force?
3. How can salespeople improve their skills in selling, negotiating, and carrying on relationship marketing?
Students will learn the followings:
1. How to design the sales force
2. Managing the sales force
3. The three major aspects of personal selling
4. Major steps in effective selling

Week 14:
Chapter 22, managing the total marketing efforts
In this class, I will address the following questions:
1. How are marketing organized in companies?
2. What steps can a company take to build a stronger customer focused culture?
3. How can a company improve its marketing implementation skills?
4. What tools are available to help companies monitor and improve their marketing activities?
Students will learn the followings:
1. Trends in marketing organization
2. Marketing implementation
3. Types of marketing control
4. The control process
5. The components of marketing audit

Week 15:
Marketing plan project presentations by students
Evaluation final-term papers

Week 16:
Marketing plan project presentations by students
Evaluation final-term papers

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