Marketing

WEEK 1
Agenda for Today

Week 1. What is marketing?

• Introduction
• Course Policies
• Outline of the Course
• What is marketing?
• Class discussion of marketing questions
• Assessment/Evaluation/Rubrics/Score card/Grade
Introduction

About Me: Dr Hema Kumaran

Introduce Yourself
-Name, Hobbies, Why do you want
study Marketing? Career goals,
aspirations….
Course Policies

The Undergraduate Studies Catalog contains academic policies that apply to

all undergraduate students. The academic policies and information section of
the catalog contains important information related to attendance,
conduct, academic honesty, grades, and more. If you are an
undergraduate student, please review the catalog each academic year in the
Webster page.

Academic policies provide students with important rights and responsibilities.

Students are expected to familiarize themselves with all academic policies
that apply to them. Academic policies for undergraduate students can be
found in the Undergraduate
Studies Catalog.
Outline of the Course

Week 1- Week 16

Week 1. What is marketing

Introduction
Course Policies
Outline of the Course
What is marketing?
Class discussion of marketing questions
Preparation for this session:
Pre-read: Chapters 1
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction 15th Edition. Pearson

Week 2. Marketing strategy

Strategy
STP
Marketing mix
Strategic Planning Process
Preparation for this session:
Pre-read: Chapters 2 and 6
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction 15th Edition. Pearson
MCQ 1. Lecture 1 and 2 questions. Assessed and weights 2%
 Outline of the Course

Week 3. Marketing Environment

Micro environment analysis
Macro environment analysis
SWOT / TOWS analysis
PESTLE analysis.
Preparation for this session:
Pre-read: Chapters 3
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction
15th Edition. Pearson
MCQ 2. Lecture 2 and 3 questions. Assessed and weights 2%
Outline of the Course

Week 4. Marketing Research

Marketing Information Systems, Customer insights
Marketing Research process
Types of Research
Preparation for this session:
Pre-read: Chapters 4
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction 15th Edition.
Pearson
MCQ 3. Lecture 3 and 4 questions. Assessed and weights 2%
This week a group assignment will be provided.

Week 5. Consumer Behaviour

Model of consumer Behaviour
Factors influencing consumer behaviour
Maslow’s Hierarchy of Needs
Buyer Decision process
Preparation for this session:
Pre-read: Chapters 5
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction 15th Edition.
Outline of the Course

Week 6. Products, Services and Brands

Product levels
Product classification
Product decision
Branding
Service characteristics
Preparation for this session:
Pre-read: Chapters 7 and 8
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction 15th Edition. Pearson
MCQ 5. Lecture 5 and 6 questions. Assessed and weights 2%

Week 7. Pricing
Pricing definition
Different pricing methods
Elasticity
Breakeven point
Preparation for this session:
Pre-read: Chapters 9, Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction
15th Edition. Pearson
MCQ 6. Lecture 6 and 7 questions. Assessed and weights 2%
Outline of the Course

Week 8. Midterm week. Test – online/plagiarism – original content

Week 9. Marketing channels.

Channels definition.
Types of marketing channels
Vertical marketing systems
Preparation for this session:
Pre-read: Chapters 10
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction 15th Edition. Pearson
MCQ 7. Lecture 7 and 8 questions. Assessed and weights 2%

Week 10. Advertising and PR

Advertising definition
Types of advertising
Messages
Difference between PR and Advertising
Preparation for this session:
Pre-read: Chapters 12
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction 15th Edition. Pearson
MCQ 8. Lecture 8 and 9 questions. Assessed and weights 2%
Outline of the Course

Week 11. Sales Promotion and Personal selling

Sales promotion tactics
Sales promotion methods
Personal selling
Preparation for this session:
Pre-read: Chapters 13
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction 15th
Edition. Pearson
MCQ 9. Lecture 9 and 10 questions. Assessed and weights 2%

Week 12. Digital and Interactive Marketing.

Definition of digital marketing
Digital persona
Omni-channel marketing
Preparation for this session:
Pre-read: Chapters 14
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction 15th
Edition. Pearson
Outline of the Course

Week 13. Global Marketplace.

International marketing
Influence of culture and other factors in global marketing
FDI and Franchising
Preparation for this session:
Pre-read: Chapters 15
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction 15th
Edition. Pearson
MCQ 11. Lecture 11 and 12 questions. Assessed and weights 2%

Week 14. Sustainable marketing. / Revision

Societal marketing
Corporate social responsibility
Preparation for this session:
Pre-read: Chapters 16
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An Introduction 15th
Edition. Pearson
MCQ 12. Lecture 12 and 13 questions. Assessed and weights 2%
Outline of the Course

Week 15. Revision week

Revise the main points
Instruct the exam policies
Give hints and guidelines
Preparation for this session:
Bring your questions for final exam preparation

Week 16. Final Exam week

No classes are conducted. Final exams will be held.
Part 1 – MCQs/One Word/Short
Part 2 – Essay type question (10 marks each) – more points, cover all details

Mid term also similar:

Part 1 – MCQs/One Word/Short
Part 2 – Essay type question (5 marks each)
 Advertisements
- understand Promoting
customer Selling
needs Engage
- Convey to Customer focus
the research Recreating logos
team/design Social media
- meet selling
customer Promoting
needs Category/brand
Innovation What comes to your mind Analysizg
Improve an when you think of customer
existing Marketing? preference
product Target audience
What is Marketing?

• Marketing is identifying and meeting customer needs.

• "the science and art of exploring, creating, and delivering value to satisfy the needs of a
target market at a profit".
• Marketing is the process by which companies create value for customers & build strong
customer relationships in order to capture value from customers in return.
• Marketing identifies unfulfilled customer needs and desires, defines, measures, and
quantifies the size of the identified market and the profit potential.
• 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 is a process which aims at ________

A. Production

B. Profit-making.

C. The satisfaction of customer needs

D. Selling products
10 mins break

Marketing is a process which aims at ________

A. Production

B. Profit-making.

C. The satisfaction of customer needs

D. Selling products
Difference between Market and Marketing?
Q

Difference between Market and

Marketing?
Difference between Market and
Marketing?

• Market is a place where buyers and sellers meet

• Marketing is an activity or set of activities to
promote a product or service
Need for Marketing

• Making a great product is never sufficient

• You need to create awareness about it everywhere.
• How would you know about the Apple if they hadn’t spread the word in
the market?
• You need to market anything you want to sell.
Benefits of Marketing

• Create awareness about the existence of a product and generate interest

• Increase sales or revenue by promoting the product

• Understand customer needs through market research

• Target the selected group of customers

• Stay competitive in the market through innovation / improve on the product

MCQ

A place where goods are bought and sold against the price consideration between
the buyers and the sellers is called ______.

A. Exchange

B. Market

C. E-commerce

D. Transaction
A place where goods are bought and sold against the price consideration between
the buyers and the sellers is called ______.

A. Exchange

B. Market

C. E-commerce

D. Transaction
 Stages in Marketing Evolution

Pre-Industrial Revolution: Before the Industrial Revolution, marketing primarily consisted of local
bartering and trade. People produced goods primarily for their own consumption or for trade
within their immediate community. There was limited specialization and formal marketing
practices.

Industrial Revolution: The Industrial Revolution marked the transition to mass production and
mass consumption. With the rise of factories and improved transportation, goods could be
produced on a larger scale and distributed more widely. Marketing during this time focused on
mass advertising and brand building to reach broad consumer markets.

Mass Marketing Era: The mass marketing era emerged in the mid-20th century, characterized
by the proliferation of mass media such as radio, television, and print advertising. Companies
focused on creating standardized products and messages to appeal to a mass audience.
Marketing efforts were largely one-way communication from companies to consumers.
 Stages (Cont…)
Relationship Marketing Era: In response to increased competition and a more discerning consumer base,
the relationship marketing era emerged. This era emphasized building long-term relationships and loyalty
with customers through personalized communication, customer service, and targeted marketing
campaigns. Companies shifted from a transactional approach to a focus on customer satisfaction and
retention.

Digital Marketing Era: The digital marketing era began with the rise of the internet and digital
technologies. This era transformed marketing practices by enabling real-time communication,
personalized targeting, and data-driven decision-making. Companies leveraged digital channels such as
websites, social media, and email marketing to engage with consumers on a more individualized level.

Experience Marketing Era (Current Stage): The current stage of marketing can be characterized as the
experience marketing era. In this era, consumers are increasingly seeking personalized and immersive
brand experiences rather than just products or services. Marketing efforts focus on creating memorable
and meaningful experiences that resonate with consumers on an emotional level. This includes
experiential marketing events, interactive content, and community engagement initiatives. Moreover, with
the rise of social media and user-generated content, consumers play a more active role in shaping brand
perceptions and influencing purchasing decisions. As a result, companies are shifting towards co-creation
and collaboration with consumers to deliver authentic and impactful experiences
American Marketing Association

Marketing is defined by the American Marketing Association as “the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large1.”

Four activities, or components, of marketing:

1. Creating. The process of collaborating with suppliers and customers to create offerings that have value.

2. Communicating. Broadly, describing those offerings, as well as learning from customers.

3. Delivering. Getting those offerings to the consumer in a way that optimizes value.

4. Exchanging. Trading value for those offerings.

Marketing is the activity, set of ___________ & processes for creating,
communicating, delivering & exchanging offerings that have value for
customers, clients, partners & society.

A. Institutions

B. Organizations

C. Companies

D. Enterprises
Marketing is the activity, set of ___________ & processes for creating,
communicating, delivering & exchanging offerings that have value for
customers, clients, partners & society.

A. Institutions

B. Organizations

C. Companies

D. Enterprises
Value is at the center of everything in marketing.
What does value mean?
 Value means

• Benefits buyers receive that meet their needs.

• Value is what the customer gets by purchasing and consuming a company’s offering.
Although the product or service offering is created by the company, the value is
determined by the customer.
• The goal of marketers is to create a profitable exchange for consumers. By profitable,
we mean that the consumer’s personal value equation is positive. The personal value
equation is
• value = benefits received – [price + hassle]
4Ps of Marketing

The traditional way of viewing the components of marketing is

four Ps:
1.Product. Goods and services (creating offerings).
2.Promotion. Communication.
3.Place. Getting the product to a point at which the customer can
purchase it (delivering).
4.Price. The monetary amount charged for the product
(exchanging).
4Ps of Marketing includes:

A. Product
B. Promotion
C. Place
D. Price
E. All of the Above
4Ps of Marketing includes:

A. Product
B. Promotion
C. Place
D. Price
E. All of the Above
If the four Ps are the same as creating, communicating,
delivering, and exchanging, you might be thinking why there
was a change.
Capturing all activities of Marketing

1. 4Ps: Introduced in the early 1950s, the four Ps were called the marketing
mix, meaning that a marketing plan is a mix of these four components.
2. If the four Ps are the same as creating, communicating, delivering, and
exchanging, you might be thinking why there was a change.
3. The answer is that they are not exactly the same. Product, price, place, and
promotion – they do not capture all the activities of marketing.
4. For example, exchanging requires mechanisms for a transaction, which
consist of more than simply a price or place. Exchanging requires, among
other things, the transfer of ownership.
5. For example, when you buy a car, you sign documents that transfer the
car’s title from the seller to you. That’s part of the exchange process.
6. Activities of marketing: Creating, communicating, delivering, exchanging
 Creating Offering - Product

• Marketing creates goods and services that the company offers at a price to its customers or clients.
• That entire bundle consisting of the tangible good, the intangible service, and the price is the
company’s offering.
• When you compare one car to another, for example, you can evaluate each of these dimensions—the
tangible, the intangible, and the price—separately.
• However, you can’t buy one brand car, another brand service, and a third manufacturer’s price when
you actually make a choice. Together, the three make up a single company offer.
 Communicating Offering - Promotion

• Communicating is a broad term in marketing that means describing the offering and its value to your
potential and current customers as well as learning from customers what it is they want and like.
• Educating potential customers about the value of an offering, and sometimes it means simply making
customers aware of where they can find a product.
• Feedback - Communicating also means that customers get a chance to tell the company what they think.
Today companies are finding that to be successful, they need a more interactive dialogue with their
customers.
• Example: Facebook, Social media apps, Emails, Websites, Instagram, YouTube, market research
• Two-way (Informing/Awareness, Understand)
Why do we need to communicate the offerings to customers?

A. Create awareness about the product

B. Understand customers

C. Obtain feedback from customers

D. All of the above

Why do we need to communicate the offerings to customers?

A. Create awareness about the product

B. Understand customers

C. Obtain feedback from customers

D. All of the above

 Delivering offerings – Place (4Ps)

• Much more than simply getting the product into the hands of the user, it is also making sure that the
user understands how to use the product or avail service.
• For example, demo, installation assistance.
• The supply chain includes a number of organizations and functions that mine, make, assemble, or
deliver materials and products from a manufacturer to consumers. For example, courier.
• Logistics, or the actual transportation and storage of materials and products, is the primary component
of supply chain management.
Exchanging Offerings – Price (4Ps)

• In addition to creating an offering, communicating its benefits to consumers, and delivering

the offering, there is the actual transaction, or exchange, that has to occur.
• We consider the exchange to be cash for products and services. However, if you were to fly
to a place, you could “pay” for your airline tickets using frequent-flier miles.
• Exchange product for points. You could also use earned points to “pay” for your hotel, and
cash back points on your card to pay for meals. None of these transactions would actually
require cash.
Exchanging Offerings

• In addition to creating an offering, communicating its benefits to consumers, and delivering

the offering, there is the actual transaction, or exchange, that has to occur.
• We consider the exchange to be cash for products and services. However, if you were to fly
to a place, you could “pay” for your airline tickets using frequent-flier miles.
• Exchange product for points. You could also use earned points to “pay” for your hotel, and
cash back points on your card to pay for meals. None of these transactions would actually
require cash.

What are the other exchange options you

know other than cash?
_______ is the act of obtaining a desired object from someone by offering
something in return.

A. Marketing Myopia

B. Selling

C. Exchange

D. Delivery
_______ is the act of obtaining a desired object from someone by offering
something in return.

A. Marketing Myopia

B. Selling

C. Exchange

D. Delivery
MCQ: Marketing definition

The four activities in the American Marketing Association’s definition of

marketing is:

A. Creating, Communicating, Delivering, Exchanging

B. Communicating, Selling, delivering, exchanging

C. Delivering, communicating, transferring, exchanging

D. Exchanging, Selling, Promoting, Communicating

The four components in the American Marketing Association’s definition of
marketing is:

A. Creating, Communicating, Delivering, Exchanging

B. Communicating, Selling, delivering, exchanging

C. Delivering, communicating, transferring, exchanging

D. Exchanging, Selling, Promoting, Communicating

The key term in the American Marketing
Association’s definition of marketing is:

A. Activity

B. Sales

C. Products

D. Value
The key term in the American Marketing
Association’s definition of marketing is:

A. Activity

B. Sales

C. Products

D. Value
 Identify the 4Ps

• Product- special features of your offering/quality/branding/packaging/warranty

• Price – pricing strategy/discounts/allowances/payment terms
• Place – channels/online/offline/delivery options/
• Promotion – ads/tv/social media/Sales promotion/free samples/direct marketing
 Key Takeaway

• From 4Ps, the focus of marketing has changed from emphasizing the product, price, place, and promotion
mix to one that emphasizes creating, communicating, delivering, and exchanging value.

• Value is the actual benefits an individual receives and consists of the price the consumer paid and the time
and effort the person expended making the purchase.
Class Exercise

Think of a product/brand you want to market. Identify the 4Ps for the
product.
• 20 mins
• Select a product like Apple,
Sephora, Zara, Luxury car, laptop,
cosmetics, etc
• Identify the 4Ps
• Present individually your products

• Prepare in a Notepad/Word/ PPT

presentation/ Chat
• 1-2 mins for each to present
 Plan for next class

Week 2. Marketing strategy

Strategy
STP
Marketing mix
Strategic Planning Process
 Acknowledgement

Market segmentation – Wikipedia

What Is Market Segmentation? Definition and Examples – The

Street
Book: Gary Armstrong & Philip Kotler (2023) Marketing: An
Introduction 15th Edition. Pearson
 Assessment

• - Participation & Discussions – 25% - Attempt all-

submit on time – late submission will impact -
• - Written Assignments – 25% - Attempt all
assignments – Because it will impact the grades
• - Marketing Microsimulations – 15%
• - Exam (Quiz, Mid Term, Final exam)- 35%
- Attendance & participation - Roll
Rubrics – Scoring Guide example
 Revision Week

Fill Feedback Form – Canvas Course Feedback

Submit assignments by this week
Raise hand to discuss any assignment queries
Syllabus – Class Files Uploaded
Exam pattern
 Part 1 – MCQ/T/F/one liners, choose the best – 35 questions 2 pts each 3 hours
 Part 2 – 5 questions 10 pts each 3-4 hours

Tips to answer question

10 mins break
How to Improve Grades?

• Submit assignments on time

• Focus on Final Exam – 35% weightage
10 pts 9/10

Overview

Stage 1:
Stage 2
Stage 3
Stage 4
Stage 5
Stage 6

Conclusion
10 pts
Thank You