Y1 - International Marketing for IB

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1. Week 1
2. Chapter 1 - Defining Marketing and the Marketing Process
3. What is marketing?
4. Understanding the Marketplace and Customers
5. Designing a Customer Value-Driven Marketing Strategy and Plan
6. Managing Customer Relationships and Capturing Customer Value
7. The changing marketing landscape
8. Chapter 2 - Company and Marketing Strategy
9. Company-wide strategic planning: defining marketing’s role
10. Designing the Business Portfolio
11. Developing strategies for growth and downsizing
12. Planning marketing: partnering to build customer relationships
13. Marketing strategy and the marketing mix
14. Managing the marketing effort and return on investment Managing the marketing effort:
15. Week 2
16. Chapter 3 - Analyzing the marketing environment
17. Microenvironment and macroenvironment
18. Natural and technological environments
19. Political-social and cultural environments
20. Chapter 5 - Consumer markets and buyer behavior
21. Characteristics affecting consumer behavior
22. Buying decision behavior and the buyer decision process
23. Buying decision process for new products
24. Week 3
25. Chapter 7 - Customer value-driven marketing strategy: creating value for target customers
26. Chapter 18 - Creating competitive advantage
27. Chapter 19 - The Global Marketplace
28. Elements of the global marketing environment