Unit specification > NTIS

Role and scope of marketing:

• introduction
• learning needs assessment
• role of marketing
• management orientation
• brand development
• corporate social responsibility
• ethics and legislation

Brian Monger: pp 133-150

• example plan - Paradise Kitchens
• road map for strategy development
• marketing problem definition
• external analysis
• buyer needs and decision making
• market segments
• competition

Jane Summers:ch 13, 2, 3, 4

Brian Monger: ch 2, 3, 4, 12

• example plan - Paradise kitchens
• road map for strategy development
• problem definition
• external analysis
• buyer needs and decision making
• market segments
• competition

JS: 13, 4

BM: 4, 13, 14

Elements of the marketing mix - 1:

• value proposition
• product and service concepts
• developing and managing products
• channels and logistics

JS: 6, 7, 8

BM: 15, 21

PowerPoint slides for week 4

Elements of the marketing mix - 2:

• value proposition
• integrated marketing communication
• promotion mix
• pricing concepts

JS: 9, 10, 11

BM: 19

Segmentation bases:

• usage
• benefits
• behaviour

BM: 13

PowerPoint slides for week 6

Underpinning knowledge - test 1

Develop marketing strategies:

• map the external and internal analysis
• SWOT analysis
• evaluate key segments
• evaluate alternative strategies
• Break-even analysis spreadsheet
• break-even analysis

Introduction to major project

JS: pp 96-101

BM: 4

Setting SMART objectives:

• sales volume
• break-even sales volume
• market share
• break-even market share
• comparisons with competition
• balanced objectives (Kaplan)

JS: pp 11-13

BM: 9 and p 439

Best: Ch 16

Kaplan paper

holiday break

Customer focused performance measures:

• satisfaction
• dissatisfaction

Best: pp 5-23

Develop marketing strategies:

• research and analysis
• decision variables

Introduction to marketing simulation

JS: 5

BM; 10

Mike's Bikes planning framework.ppt

Player introduction tutorial.ppt

Implement marketing strategies:

• marketing simulation

BM: 8

Implement marketing strategies:

• life cycles
• sustainable profitability

JS: 7

BM: 17

Underpinning knowledge test 2

Project feedback

Course review and completion

Consultation

Final results

Consultation week

Consultation week