Study Guide, Principles of Marketing

Module Study Guide Taylor’s University Undergraduate Business Programs BUS2304 Principles of Marketing August Semester 2012

BUS2304 PRINCIPLES OF MARKETING

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TUTORIAL 1: INTRODUCTION TO MARKETING
CLASS ACTIVITIES:    Module Information Booklet will be discussed and explained in detail Form Groups Tutorial exercises – Introducing the basics concepts of marketing

LEARNING OUTCOMES    Understand key marketing concepts and marketing management philosophies used in marketing planning Understand the importance of marketing in business practices Understand the concept of the marketing experience

Discussion questions 1. What is the most amazing marketing experience you have ever had?  Was it an individual employee or a business processes?  Describe a situation in which you became a “lost customer”. Was it because of poor product quality, poor service quality or both?

Using the concept of “consumer need” to identify markets: What is National Express’s ‘product’? What market (need) does it serve? Who are their direct competitors? What are the potential substitutes?

BUS2304 PRINCIPLES OF MARKETING

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What is their ‘product’? What markets do they serve? Who are their competitors? What new markets might they exploit?

Journal Article: Theodore Levitt’s Marketing Myopia (1960) Students to understand the concept of ‘marketing myopia’ and the dangers that defining their products and markets too narrowly might pose for an organization. What is Cellular One selling? What marketing management philosophy do you see in evidence?

BUS2304 PRINCIPLES OF MARKETING

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Is there anything that can't -- or shouldn't -- be marketed?

BUS2304 PRINCIPLES OF MARKETING

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TUTORIAL 2: MARKETING ENVIRONMENT
CLASS ACTIVITIES:   Group activity Discussion questions

LEARNING OUTCOME:    Explain how changes in the marketing environment can effect marketing activities Identify the different micro environmental factors