week 1 notes

Topics: Marketing, Strategic management, Strategic planning Pages: 25 (5584 words) Published: October 23, 2014
Course Name: Strategic Marketing and Research
Course Code: MG525

Session 1
Session Name: Basics of Strategic Marketing

Session 1: Basics of Strategic Marketing
SESSION 1: OBJECTIVES:
Identify the differences between strategic marketing and conventional marketing. Define marketing and comprehend its scope.
Review some core marketing concepts.
Identify how companies orient themselves for marketing.
Define vision, mission, and goals in the organizational context. Apply strategic tools for company analysis.

SESSION 1: COURSE OBJECTIVES COVERED
Identify the differences between strategic marketing and conventional marketing.

Session 1 Mind Map
Module/Topic name

Session Name: Basics of Strategic Marketing
Sub topic name
Marketing: Definition, Scope, and Core Concepts

Introduction to Marketing

Marketing Mix -The Four Ps of Marketing
Marketing Orientations
Framework for Strategic Marketing

Strategic Marketing and Planning

Strategic Marketing vs Conventional Marketing
Processes Involved in Strategic Planning
Introduction to Company Analysis

Company Analysis

Formulating Organizational Mission, Goals, and Objectives
Strategic Tools for Company Analysis
Program Formulation, Implementation, Feedback, and Control

1 of 25

Course Name: Strategic Marketing and Research
Course Code: MG525
Session Content

Session 1
Session Name: Basics of Strategic Marketing

#

Main-Content Text
1

(Level 1)
After studying this session, students will be able to:

2

Identify the differences between strategic marketing
and conventional marketing.
Define marketing and comprehend its scope.
Review some core marketing concepts.
Identify how companies orient themselves for
marketing.
Define vision, mission, and goals in the organizational
context.
Apply strategic tools for company analysis.
Basics of Strategic Marketing

1st Branch
(Level 2)

Marketing is a discipline that has direct practical applications. A lot of it is common sense, but you will be surprised how
often this sense eludes large companies that are operating in complex market environments, leading them to lose business.
Then there is the other side, where time and again marketers have displayed phenomenal creative resources and created
success stories that inspire and serve as roadmaps to others in the industry.
A combination of these successes and failures makes the
study of marketing absolutely necessary.

3

This session introduces the concept of marketing, discusses
its scope and core concepts, then leads the way to
amalgamating strategic thinking with marketing, and finally
takes on the first of the three analyses we will do in this course - Company Analysis.
INTRODUCTION TO MARKETING
Marketing: Definition, Scope, and Core Concepts

Goods
Goods such as cars, refrigerators, soaps, steel, and
food items are called physical goods.

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Sub branch
(Level 3)

Course Name: Strategic Marketing and Research
Course Code: MG525
The following are the different definitions of marketing:
Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas,
goods, and services to create exchanges that satisfy individual and organizational objectives.
Marketing can be seen as a task of creating, promoting, and
delivering goods and services to consumers and businesses.

Session 1
Session Name: Basics of Strategic Marketing
Services
Services include the work rendered by repair and
maintenance companies, airline companies, hotels,
car rental firms, retail stores consultants, lawyers,
medical practitioners, and other professionals. As an
economy develops, an increasing proportion of the
gross national product is generated by the service
industry. 70 percent of the United States economy is
service-based.

Marketing is not just about offering goods and services, it also includes experiences, events, persons, places, properties,...
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