Study Guide, Principles of Marketing

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Module Study Guide Taylor’s University Undergraduate Business Programs BUS2304 Principles of Marketing August Semester 2012

BUS2304 PRINCIPLES OF MARKETING

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TUTORIAL 1: INTRODUCTION TO MARKETING
CLASS ACTIVITIES:    Module Information Booklet will be discussed and explained in detail Form Groups Tutorial exercises – Introducing the basics concepts of marketing

LEARNING OUTCOMES    Understand key marketing concepts and marketing management philosophies used in marketing planning Understand the importance of marketing in business practices Understand the concept of the marketing experience

Discussion questions 1. What is the most amazing marketing experience you have ever had?  Was it an individual employee or a business processes?  Describe a situation in which you became a “lost customer”. Was it because of poor product quality, poor service quality or both?

Using the concept of “consumer need” to identify markets: What is National Express’s ‘product’? What market (need) does it serve? Who are their direct competitors? What are the potential substitutes?

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What is their ‘product’? What markets do they serve? Who are their competitors? What new markets might they exploit?

Journal Article: Theodore Levitt’s Marketing Myopia (1960) Students to understand the concept of ‘marketing myopia’ and the dangers that defining their products and markets too narrowly might pose for an organization. What is Cellular One selling? What marketing management philosophy do you see in evidence?

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Is there anything that can't -- or shouldn't -- be marketed?

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TUTORIAL 2: MARKETING ENVIRONMENT
CLASS ACTIVITIES:   Group activity Discussion questions

LEARNING OUTCOME:    Explain how changes in the marketing environment can effect marketing activities Identify the different micro environmental factors Identify the different macro environmental factors

TUTORIAL ACTIVITIES
Discussion questions 1. What are some of the cultural differences that you have observed when you lived or travelled abroad?  What were some of the similarities/ differences that you observed?  To what extent should cultural differences be considered in international marketing?

2. Imagine a company that is considering changing its product line to become more environmentally friendly, which might increase costs. Use the six major forces of the macroenvironment and list pros and cons that the company should take into consideration before making its final decision. Group Activity In a group – Bring broadsheet newspapers. Mark/highlight articles relating to Macro and Micro environment. Explain.

Refer to examples shown by your tutor.

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TUTORIAL 3: CONSUMER BEHAVIOR 1
CLASS ACTIVITIES:   Discussion Questions Group activity

LEARNING OUTCOME:     Identify the different characteristics that influence consumer behavior Differentiate the different types of buying behavior Identify the different stages in a buyer decisions process and apply different marketing strategies to stimulate interest / purchase in these stages Identify the different macro environmental factors

TUTORIAL ACTIVITIES Discussion questions Could KFC use this ad outside Asia?

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Group Activity Activity 1 Examine Maslow’s 5 stage Hierarchy of needs model. Go through the advertisements in your national and local newspapers, magazines etc to see if you can identify and collect at least one advertisement which focuses on each of those stages, from physiological (biogenic) through to self actualization (psychogenic). Also consider TV channels and websites. Print out examples if you can. Activity 2 Consider two purchases you have made recently e.g. a soft drink (limited problem solving) and a car, holiday, computer or a degree...
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