Summer School Introduction to Marketing 2018
Rationale
The module provides the student with an introduction to marketing and will focus on marketing dynamics in a rapidly changing environment. The main aim is to assist students in understanding the discipline of marketing management from a brand building perspective, as well as the variables that are important when making marketing decisions.
Holistic overview of the module based on prescribed textbook
Chapter 5
Feedback by means of marketing research Chapter 6 Chapter 8 & 9 Marketing Chapter 1, 7, 15 & 16 Target Management Market Chapter 13
Product Market offering Price Place Promotion Chapter 10 Aim: Sacrificing Aim: money Chapter 11, 12 Maximising long- term profitability Chapter 3 Satisfying needs through building a strong brand Chapter 3
Chapter 1 & 14 Environment Objective: Max profitability in long term
Chapter 2 & 4 Prescribed material
Text Book:
Authors : Lamb, Hair, McDaniel, Boshoff, Terblanche, Elliott & Klopper Title : Marketing (5th edition) Publisher : Oxford University Press, 2015
Case studies and extra readings as provided in class.
Assignment
The assignment is an important component of this module and contribute significantly to the final class mark. In this module you will need to do brand evaluation research with recommendations and develop a marketing activation strategy. The assignment is outlined in a separate document and will be handed out and discussed in class. The module will also include a number of brand exposure experiences (during class time) which will form part of the case studies for the assessments.
Evaluation break-down
Examination 65 % Assignment : Conceptualize a 6-month activation strategy to launch a brand from your country 30 % in the South African environment. More details will be provided.
Class exercises 5 %
Total 100%
Lecturers
The following lecturers are responsible for this module:
Schumann Lecturer Telephone E-mail Building
Dr CD Pentz 413 021 808 2224 [email protected]
Ms H Mulholland 411 021 808 3401 [email protected] Provisional module outline
PART 1 Introduction to Marketing Strategy
Chapter 1 An overview of Marketing from a Brand perspective Tuesday Chapter 3 Understanding the empowered Consumer 10/07/18 Chapters 2 and 4 Analysing the evolving Marketing Environment
Chapter 5 Gathering information for insightful Decision-Making Wednesday Chapter 6 Segmenting and Targeting Markets 11/07/18 Chapter 7 Positioning the Firm and its Products
PART 2 Implementing Marketing Mix Strategies – Applying the 4 Ps
Thursday Chapter 8 & 9 Product Decisions and New Product Development 12/07/18 Fieldtrip for ASSIGNMENT (afternoon)
Chapter 10 Marketing Channels and the Role of Intermediaries Friday Chapter 13 Pricing Concepts and Setting the Right Price 13/07/18 Chapter 11&12 The Integrated Marketing Communication Strategy
Monday No Class 16/07/18
Tuesday All the work EXAM (morning) 17/07/18 discussed Fieldtrip (afternoon)