15 Explain the Principles of market segmentation Students choose a 2014Q3A principles of Importance of segmentation good/service to 2011Q4B,C market Niche, target, mass marketing market to segments 2010Q4 segmentation Bases of segmentation: demographic, geographic, behavioural 30JUNE2008Q4B,C Consumer buying behavior: the buying process, factors Consumer buying 2006Q3 influencing buying behaviour behavior illustrated while purchasing a new PC TERM 2 Explain the Product Management 2014Q3B 1 principles of the concept of product: core, formal/actual, augmented Students create a 2005Q4 product dimensions of the product mix: product line and product product to illustrate 2002Q3B management extension concept, dimension Boston matrix new product development process Videos product life cycle Group presentations branding and packaging characteristics of services compared to goods Case study 2 Evaluate various Pricing decision Discussion pricing Introduction to pricing: definition, role and importance strategies Factors influencing pricing decisions (elasticity of demand, Presentation by demand, income, consumer preference) Economics students Pricing strategies: cost plus, competition, perceived value, going rate, penetration pricing and price skimming 3 Discuss the Distribution management Discussion 2014Q4A major principles Role of distribution in an organisation 2012Q4 of distribution Factors influencing distribution decisions 2009Q4 Types of distribution channels (direct, indirect) 2004Q4 Introduction to logistics strategy Types of distribution strategies (intensive, selective, exclusive) 4 Examine the Promotion strategy Students role play 2014Q4B major tools of Objectives of promotion tools of promotion 2013Q3 promotion and Tools of promotion and their relative advantages: advertising, 2012Q3 their personal selling, sales promotion, publicity 2009Q3 implications 2JUNE2008Q3 2007Q3 2005Q3
15 Explain the principles of market segmentation Principles of market segmentation Importance of segmentation Niche, target, mass marketing Bases of segmentation: demographic, geographic, behavioural Consumer buying behavior: the buying process, factors influencing buying behaviour Students choose a good/service to market to segments Consumer buying behavior illustrated while purchasing a new PC 2014Q3A 2011Q4B,C 2010Q4 30JUNE2008Q4B,C 2006Q3 TERM 2 1 Explain the principles of product management Product Management the concept of product: core, formal/actual, augmented dimensions of the product mix: product line and product extension Boston matrix new product development process product life cycle branding and packaging characteristics of services compared to goods Students create a product to illustrate concept, dimension Videos Group presentations Case study 2014Q3B 2005Q4 2002Q3B 2 Evaluate various pricing strategies Pricing decision Introduction to pricing: definition, role and importance Factors influencing pricing decisions (elasticity of demand, demand, income, consumer preference) Pricing strategies: cost plus, competition, perceived value, going rate, penetration pricing and price skimming Discussion Presentation by Economics students 3 Discuss the major principles of distribution Distribution management Role of distribution in an organisation Factors influencing distribution decisions Types of distribution channels (direct, indirect) Introduction to logistics strategy Types of distribution strategies (intensive, selective, exclusive) Discussion 2014Q4A 2012Q4 2009Q4 2004Q4 4 Examine the major tools of promotion and their implications Promotion strategy Objectives of promotion Tools of promotion and their relative advantages: advertising, personal selling, sales promotion, publicity Students role play tools of promotion 2014Q4B 2013Q3 2012Q3 2009Q3 2JUNE2008Q3 2007Q3 2005Q3
unit_2_mob_scheme_of_work.docx