Study guide........................................................................................................................................................3

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Marketing Management for IBA Table of Content Study guide........................................................................................................................................................3 Lecture Notes.....................................................................................................................................................4 Session 1..............................................................................................................................................................4 Session 2..............................................................................................................................................................6 Session 3..............................................................................................................................................................8 Session 4............................................................................................................................................................10 Session 5............................................................................................................................................................12 Session 6............................................................................................................................................................14 Session 7............................................................................................................................................................15 Session 8............................................................................................................................................................18 Session 9............................................................................................................................................................19 Session 10..........................................................................................................................................................21 Book summaries...............................................................................................................................................22 Chapter 1 – Marketing: Creating Customer Value and Engagement.................................................................22 Chapter 2 - Company and Marketing Strategy - Partnering to Build Customer Engagement Value, and Relationships.....................................................................................................................................................28 Chapter 3 - Analysing the Marketing Environment............................................................................................33 Chapter 6 - Customer Value-Driven Marketing Strategy - Creating Value for Target Customers......................35 Chapter 7 - Products, Services, and Brands - Building Customer Value.............................................................38 Chapter 8 - Developing New Products - and Managing the Product Life Cycle..................................................43 Chapter 9 - Pricing - Understanding and Capturing Customer Value.................................................................46 Chapter 10 - Marketing Channels - Delivering Customer Value.........................................................................51 Chapter 12 - Engaging Consumers and Communicating Customer Value - Advertising and Public Relations....56 Chapter 14 - Direct, Online, Social Media, and Mobile Marketing.....................................................................59 Chapter 15 - The Global Marketplace................................................................................................................62 Chapter 16 – Sustainable Marketing – Social Responsibility and Ethics............................................................66

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Marketing Management for IBA Study guide Course learning objectives & assessment goals

Upon successful completion of the course, you will be able to:

1.)Explain key marketing concepts and theories in your own words; 2.)Apply key marketing concepts and theories to international business practices; 3.)Explain what marketing science is and explain the most important research techniques used in marketing; 4.)Collect data from different sources (including business press, academic research, and course material) to address a marketing problem; 5.)Critically reflect on the functioning of marketing professionals.Exam lay-out The final exam for Marketing Management consist of 30 multiple choice questions and 10-12 open questions based on 2 or 3 cases. It weights for 75% of the final grade.Graded summative assessments Weight Date Minimal pass grade Final exam75% June 3 rd 5.5 Personal opinion As exam layouts have changed drastically as a result of the virus, so has the way to study most efficiently. Emphasis has been laid upon understanding and applying theory and key concepts rather than memorizing as can be seen by the fact that open questions have been introduced to the exam curriculum. For this reason its recommend to not focus on elements such as definitions as much as before. I personally recommend learning from the ‘Book Summaries’ section as these provide more in-depth explanations of each concepts as opposed to lecture notes. The lecture notes offer some extra insight in the topics but not as much as the book chapters.

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Marketing Management for IBA Lecture Notes Session 1 Marketing defined Marketing is engaging customers and managing profitable customer relationships. Its core activities are to attract new customers by promising superior value, and tk keep and grow customers by delivering satisfaction. It is bringing demand and supply together in the most suitable (profitable) way.-A need is a state of deprivation -A want is shaped by culture and circumstances -A demand is a want backed by buying power.A marketing myopia occurs when a firm focuses on their product over the actual consumer needs, causing these firms to be damaged in the long-run.Marketing philosophies Marketing knows five separate concepts that each focuses on a different aspect of marketing: 1.)Production concept . The production concept is based on the approach that a company can increase supply as it decreases its costs. By producing more, the firm would be more profitable.

2.)Product concept . The idea that consumers will favor products that offer the most quality, performance. Better products will lead to more turnover.

3.)Sales concept . The selling concept highlights that customers would buy a company’s products only if the company were to sell these products aggressively.

4.)Marketing concept . The marketing concept is focused on fulfilling consumer needs. All activities are aimed at the consumer. The marketing concept emphasizes on a pull strategy.

5.)Societal marketing concept . The societal marketing concept emphasizes on the well-being of the customer, the firm, and societal as a whole all together.

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