Marketing Principles – Kotler & Armstrong Text

Course Curriculum

Chapter 1: Defining Marketing and the Marketing Process

Lecture 1: Introduction. How the course works and a suggested text.

Lecture 2: What is Marketing. A description of Marketing and the marketing process.

Lecture 3: Marketing-Strategy-A discussion of the famous Boston Consulting Group model.

Lecture 4: Marketing Strategy – Product/Market Grid-An alternative model for portfolios

Lecture 5: Segmentation, Differentiation and Positioning-Some basic strategic terms.

Chapter 2: Understanding the Marketplace and Consumers

Lecture 1: Marketing Environment-how external forces affect marketing decisions.

Lecture 2: MIS and CRM-the systems side of marketing research.

Lecture 3: Consumer Buying Model – Part One-Why we buy, Key factors affection decisions.

Lecture 4: Marketing Research-The marketing research process and tools.

Lecture 5: Consumer Buying Model – Part Two. The second half of the discussion.

Lecture 6: Consumer Purchase Decisions-Why all consumer decisions are NOT equal.

Lecture 7: Product Adoption Curve-Early adopts vs. Laggards. How people adopt new things.

Chapter 3: Designing a Customer Driven Strategy and Mix

Lecture 1: Segmentation-Dividing the marketing into sub-groups.

Lecture 2: Targeting-Picking which sub group to go after.

Lecture 3: Positioning-finding favorable position in the customer's mind.

Lecture 4: Product and Services-how to create value through product design.

Lecture 5: Product Decisions-key decisions like branding, packaging and customer service.

Lecture 6: Branding-ways to build equity and loyalty through branding.

Lecture 7: New Product Development Process-from brainstroming to commercialization.

Lecture 8: Product Life Cycle-How products are born and when they die.

Lecture 9: Consumer Value Pricing-pricing starting with the customer.

Lecture 10: Cost Based Pricing-pricing to recover costs.

Lecture 11: Other Pricing Considerations

Lecture 12: New Product Pricing-should you be a skimmer or a penetrator?

Lecture 13: Pricing Adjustment Strategies-changing price, either temporarily or permanently.

Lecture 14: Pricing and Public Policy-how pricing policy can land you in jail.

Lecture 15: Channels

Lecture 16: Channel Decisions-deciding on channel length, width, and retail exposure.

Lecture 17: Logistics-shipping, warehousing and inventory issues.

Lecture 18: Retailer Types-understanding your important value chain partners.

Lecture 19: Retailer Marketing Decisions-how to align your strategies with theirs.

Lecture 20: Wholesalers-middlemen and what they do to add value.

Lecture 21: Integrated Promotions-blending the five types of promotion effectively.

Lecture 22: Communications Model-how we communicate and how it breaks down.

Lecture 23: Promotional Budgeting-can you afford advertising? How do you set a budget?

Lecture 24: Advertising – Part One-the sicence and art of advertising strategy.

Lecture 25: Advertising – Part Two-previous discussion continued.

Lecture 26: Public Relations-something for nothing. Publicity and other forms of PR.

Lecture 27: Sales-how the sales term can make or break your marketing.

Lecture 28: Sales Promotion-temporary incentives during key periods.

Lecture 29: Direct Marketing-getting rid of the middlemen. Good idea?

Lecture 30: MV42-Online Marketing – four ways to establish an online presence.

Chapter 4: Extended Marketing

Lecture 1: Competitive Analysis-understand your competitors.

Lecture 2: Competitive Strategies-alternative ways to effectively compete.

Lecture 3: Customer-Company Balance-watching competitors and customers concurrently.

Lecture 4: Global Environment-why marketing is a global game now.

Lecture 5: Entering Global Markets-high and low risk methods of entry.

Lecture 6: Sustainable Marketing-satisfying needs now and in the future.

Lecture 7: VIDEO EXAM ONE (CHAPTERS 1-5) (VIDEOS 0-12)

Lecture 8: VIDEO EXAM TWO (CHAPTERS 6-10) (VIDEOS 13-22)

Chapter 5: EXAMS

Lecture 1: VIDEO EXAM THREE (Chapters 11-14) (VIDEOS 23-35)

Lecture 2: VIDEO EXAM FOUR (Chapters 15-20) (VIDEOS 35-48)

Chapter 6: SUPPLEMENTAL MATERIALS

Lecture 1: WEB MARKETING THEORY – MCKINSEY STUDY

Lecture 2: HOW TO MAKE A TELEVISION AD

Lecture 3: MARKETING PLAN EXAMPLE – PART ONE

Lecture 4: MARKETING PLAN EXAMPLE – PART TWO