MODULE 2: Fundamentals of Marketing Week Objectives Content Teaching/learning Assessment strategy 11 Define the term The Concept of Marketing Discussion marketing and Definitions of marketing relate it to the Related concepts: markets, value added, exchange transactions concepts of market, exchange and value added 12 Assess the Implications of different marketing concepts Students brainstorm 30JUNE 2008Q3 implications of The product concept and implications and present posters in the marketing The production concept and implications class on each concept concepts The selling concept and implications in groups The societal marketing concept and implications (COMICS) 13 Distinguish The marketing environment SUBWAY: 2003Q3 between the Composition of the marketing environment: micro and macro the micro and macro micro and environment factors that impact macro Forces in the micro environment: company suppliers, the marketing environments in competitors, marketing intermediaries, customers strategy which a firm Forces in the environment: demographic, economic, natural, operates and political, cultural factors their effects on the marketing strategy of the firm 14 Describe the Marketing research Market research 2013Q4 elements of the Role and importance of market research project to conduct in 2011Q3,Q4A marketing Importance of developing a research plan school population 2010Q3 research process Describe the stages of market research: management problem 30JUNE 2008Q4A identification, research objectives, sources of data( primary and PPT 2JUNE2008Q4 secondary), sampling (probability and non-probability), research 2007Q4 techniques (focus groups, surveys, in depth interviews, 2006Q4 observation), analysis and presentation of results 2003Q4 Limitations of market research 2002Q3A
MODULE 2: Fundamentals of Marketing Week Objectives Content Teaching/learning strategy Assessment 11 Define the term marketing and relate it to the concepts of market, exchange and value added The Concept of Marketing Definitions of marketing Related concepts: markets, value added, exchange transactions Discussion 12 Assess the implications of the marketing concepts Implications of different marketing concepts The product concept and implications The production concept and implications The selling concept and implications The societal marketing concept and implications Students brainstorm and present posters in class on each concept in groups (COMICS) 30JUNE 2008Q3 13 Distinguish between the micro and macro environments in which a firm operates and their effects on the marketing strategy of the firm The marketing environment Composition of the marketing environment: micro and macro environment Forces in the micro environment: company suppliers, competitors, marketing intermediaries, customers Forces in the environment: demographic, economic, natural, political, cultural factors SUBWAY: the micro and macro factors that impact the marketing strategy 2003Q3 14 Describe the elements of the marketing research process Marketing research Role and importance of market research Importance of developing a research plan Describe the stages of market research: management problem identification, research objectives, sources of data( primary and secondary), sampling (probability and non-probability), research techniques (focus groups, surveys, in depth interviews, observation), analysis and presentation of results Limitations of market research Market research project to conduct in school population PPT 2013Q4 2011Q3,Q4A 2010Q3 30JUNE 2008Q4A 2JUNE2008Q4 2007Q4 2006Q4 2003Q4 2002Q3A