Summer School Introduction to 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 from a 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 Chapter 6 Chapter 8 & 9 Marketing Chapter 1, 7, 15 & 16 Target Management Market Chapter 13

 Product Market offering  Price  Place  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

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 the Firm and its Products

PART 2 Implementing 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 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)