Learning outcomes:
LO1: Explain the role of marketing and how it interrelates with other functional units of an organisation.
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.
LO3: Develop and evaluate a basic marketing plan.
Definitions of marketing and the nature of marketing.
The development of the marketing concept, including current and future trends. How the external environment influences and impacts upon marketing activity.
The structure and operations of marketing departments.
Overview of marketing processes that include analysis, strategic planning and the marketing mix.
The different roles of marketing within both a B2C and B2B context.
Marketing as a business function.
The different roles of business units and the interrelationships between these functional units and marketing.
explains the different roles of business units and the interrelationships between these functional units and marketing.
Class discussion - What is the importance of the marketing function in an organisation? Providing assignment brief
Product: Differences between products and services, importance of brands, product development and product lifestyle.
Price: Pricing context, pricing strategies and tactics.
Place: Channel management, supply chain management and logistics.
Promotion: Integrated communication mix and promotional tools.
Group exercise on the use of the marketing mix to achieve overall business objectives
People: The different roles of ‘people' in marketing, including customer interfacing and support personnel. The different skills, attitudes and behaviour of people delivering the product or service to customers.
Physical evidence: The tangible aspects of service delivery - visual, aural and olfactory elements.
Process: Systems and processes involved in delivering a consistent service. Different types of processes used to expedite the marketing function
Group activity - Discussion of the importance of the additional 3Ps in achieving overall business objectives
The shift from the 4Ps to the 7Ps and the significance of the extended marketing mix.
An overview of the marketing planning process (Analysis, Planning, Implementation and Control) and marketing strategy
Group work - Discussion of the importance of a marketing planning
The importance and value of marketing plans.
The links between marketing plans, marketing objectives and marketing strategies.
Activities:
Question and answer activity - what are the strengths weaknesses of marketing plan?
Discussion on the importance of marketing plans, marketing objectives and marketing strategies
Evaluating and monitoring marketing plans using appropriate control and evaluation techniques such as sales analysis, market-share analysis, efficiency ratios and cost-profitability analysis.
- What are the advantages and disadvantages of the evaluation techniques such as sales analysis, market-share analysis, efficiency ratios and cost-profitability analysis
Activity
Different types of marketing concepts
Different roles of marketing within both a B2C and B2B context.
Write a Simple Marketing Plan