Y1 - Marketing I

Inhoud

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1. Week 1.1: Introduction (CH.1)
2. L1: Define marketing and outline the steps in the marketing process
3. L2: Explain the importance of understanding the customers and the market place and identify the five core marketplace co
4. L3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations
5. L4: Discuss customer relationship management and identify strategies for creating value for customers and capturing valu
6. Week 1.2: Company and marketing strategy (CH.2)
7. L1: Explain company-wide strategic planning and its four steps
8. L2: Discuss how to design business portfolios and develop growth strategies
9. L3: Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver custo
10. L4: Describe the elements of a customer value-driven marketing strategy and mix, and the forces that influence it
11. L5: List the marketing management functions, including the elements of a marketing plan, and discuss the importance of m