Study Guide
MKT 351 Core Topics Overview
The summary below contains a comprehensive though not necessarily exhaustive overview of core topics to be covered in the MKT 351 Core Course. Topics are organized by their related chapters in the MKTG4 textbook, to the extent possible. For concision 0-4 key topics from each chapter are listed first, with additional important topics following.
Please note that some extraneous topics from the text have been omitted, and several critical topics not well-covered by the text have been added. Also please keep in mind that although the topics are organized here to closely correspond to their coverage in the MKTG text, instructors may choose to organize and cover topics in a different manner and chronology as best fits with their teaching approach.
Chapter 1: Overview of Marketing
Key topics
What is Marketing?
Why Study Marketing?
The Marketing Management Philosophies (Details and differences)
Other important topics
What are the 3 C’s
Chapter 2: Strategic Planning for Competitive Advantage
Key topics
Strategic planning
Company Analysis
Analyzing Current Products and/or SBU’s (Boston Consulting Group Matrix)
Product/Market Expansion Grid
SWOT analysis, SW/internal (company analysis)
Competitor Analysis
Competitive Advantage – Different types
SWOT analysis, OT/external (competitor analysis)
Other important topics
Marketing myopia
Marketing plan and elements of the marketing plan
Mission statement
Marketing objectives
What are the 4 P’s (elements of the marketing mix)
Chapter 3: Social Responsibility, and Ethics
Key topics
Deceptive practices (pricing, promotion, packaging)
Corporate Ethics
Public Policy/Consumerism
Consumer Bill of Rights
Sustainability
Chapter 4: The Marketing Environment
Key topics
Types of Markets
Publics
External Marketing environment
Social Factors
Demographic factors
Economic factors
Technological factors
Political and legal factors
Chapter 5: Developing a Global Vision
The summary below contains a comprehensive though not necessarily exhaustive overview of core topics to be covered in the MKT 351 Core Course. Topics are organized by their related chapters in the MKTG4 textbook, to the extent possible. For concision 0-4 key topics from each chapter are listed first, with additional important topics following.
Please note that some extraneous topics from the text have been omitted, and several critical topics not well-covered by the text have been added. Also please keep in mind that although the topics are organized here to closely correspond to their coverage in the MKTG text, instructors may choose to organize and cover topics in a different manner and chronology as best fits with their teaching approach.
Chapter 1: Overview of Marketing
Key topics
What is Marketing?
Why Study Marketing?
The Marketing Management Philosophies (Details and differences)
Other important topics
What are the 3 C’s
Chapter 2: Strategic Planning for Competitive Advantage
Key topics
Strategic planning
Company Analysis
Analyzing Current Products and/or SBU’s (Boston Consulting Group Matrix)
Product/Market Expansion Grid
SWOT analysis, SW/internal (company analysis)
Competitor Analysis
Competitive Advantage – Different types
SWOT analysis, OT/external (competitor analysis)
Other important topics
Marketing myopia
Marketing plan and elements of the marketing plan
Mission statement
Marketing objectives
What are the 4 P’s (elements of the marketing mix)
Chapter 3: Social Responsibility, and Ethics
Key topics
Deceptive practices (pricing, promotion, packaging)
Corporate Ethics
Public Policy/Consumerism
Consumer Bill of Rights
Sustainability
Chapter 4: The Marketing Environment
Key topics
Types of Markets
Publics
External Marketing environment
Social Factors
Demographic factors
Economic factors
Technological factors
Political and legal factors
Chapter 5: Developing a Global Vision