MARKETING1
LECTURE AND SEMINAR PROGRAMME
LEVEL 1 / SEMESTER 2
Topic 1 INTRODUCTION TO THE COURSE
Lecture
Reading L& M Chapter 1
Seminar
Theme Course rationale, staff expectations, basic
definitions
Topic 2 THE MARKETING ENVIRONMENT
Lecture
Reading L& M Chapter 2
Seminar
Theme Suzuki Samurai Copes with Safety Contraversy, Dibb
Case 2.1 p60
Topic 3 CONSUMER BUYING BEHAVIOUR
Lecture
Reading L& M Chapter 3
Seminar
Theme L and M, Ch.3., Q 1,2 and 4
Topic 4 MARKETING INFORMATION
Lecture
Reading L& M Chapter 5
Seminar
Theme L and M, Ch.3. Q.2 and 5.
Nielsen’s People Meter, Dibb Case 6.2 p201
Topic 5 MARKETING SEGMENTATION, TARGETING AND
POSITIONING
Lecture
Reading L& M Chapter
Seminar
Theme L and M, Ch. 7, Q 1-5
Topic 6 PRODUCT CONCEPTS
Lecture
Reading L& M Chapter 8
Seminar
Theme Kodak’s Disposable Cameras, Dibb Case 7.1, p237
Topic 7 PRICE, QUALITY AND VALUE
Lecture
Reading L& M Chapter 9
Seminar
Theme The Coke and Pepsi Price War, Dibb Case 16.2 , Q1
and 2, p514
Topic 8 MAKING PRODUCTS AVAILABLE
Lecture
Reading L& M Chapter 10
Seminar
Theme Marketing Channels for California Cooler, Dibb
Case 9.1, p295
Topic 9 MARKETING COMMUNICATIONS
Lecture
Reading L& M Chapter 11
Seminar
Theme L and M Ch.11. Q 1 and 5
Varta’s Green Battery, Dibb Case 13.1 p411
Topic 10 PLANNING
Lecture
Reading L& M Chapter 4
Seminar
Theme L and M Ch. 4. Q 1-5
Topic 11 SELECTED APPLICATIONS OF MARKETING
Lecture
Reading L& M Chapter 14
Seminar
Theme L and M Ch.14. Q 1-5
Topic 12 MARKETING AND SOCIETY
Lecture
Reading L& M Chapter 15
