Y1 - Marketing I

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1. Week 2.1: Marketing environment (CH.3)
2. L1: Describe the environmental forces that affect the company’s ability to serve its customers
3. L2: Explain how changes in the demographic, economic environment affect marketing decisions
4. L3: Identify the major trends in the firm’s natural and technological environments
5. L4: Explain the key changes in the political and cultural environments
6. L5: Discuss how companies can react to the marketing environment
7. Week 2.2: Customer analysis (CH.4)
8. L1: Explain the importance of information in gaining insights about the marketplace and customers
9. L2: Outline the steps in the marketing research process
10. L3: Explain how companies analyze and use marketing information
11. L4: Discuss the special issues some marketing researchers face, including public policy and ethics issues
12. Week 2.2: Consumer behavior (CH.5)
13. L1: Define the consumer market and construct a simple model of consumer buyer behavior
14. L2: Name the four major factors that influence consumer buyer behavior
15. L3: List and define the major types of buying decision behavior and the stages in the buyer decision progress.
16. L4: Describe the adoption and diffusion process for new products