Chương trình học

♦ Unit 1: The role of marketing

Section A: What is marketing?

Part 1 : Some definitions  of  marketing

Part 2 : Some conflicting  management philosophies

Section B:   Marketing  planning

Part 1 : Strategic planning

Part 2 : Portfolio analysis

♦ Unit 2 : Analysis of market opportunities

Section A: What is marketing?

Part 1 : An overview of the market research process

Part 2 : Contact methods used in market research

Section B: The Market environment

Part 1 :  Competitors

Part 2 :  Publics

♦ Unit 3 : Buyer behaviour and market segmentation

Section  A: Buyer behaviour

Part 1 : Consumer behaviour

Part 2 : Organisational buyer behaviour

 Section  B: Market segmentation  :

Part 1 : Targeting of segments

Part 2 : Positioning in a segment

♦ Unit 4 : Products

Section A: Product type and mix decisions

Part 1 : Branding decisions

Part 2 : Product line decisions

Section  B: Product development decisions

Part 1 : New product development

Part 2 : Product life cycle

♦ Unit 5 : Pricing

Section A: Factors to consider when setting prices

Part 1 : Analysis of price – demand relationship

Part 2 : Pricing decisions

Section  B:    Pricing strategies

Part 1 :  Price  wars

Part 2 :  Price adjustment  strategies

♦ Unit 6 : Placing

Section p A: Distribution channels

Part 1 : Distribution channels : types and organisation

Part 2 : Managing channels

Section B: Wholesaling and retailing

Part 1 : Wholesaler marketing decisions

Part 2 : Order processing

♦ Unit 7 : Promotion

Section A: Communication and advertising

Part 1 : Choosing the message

Part 2 : Choosing the media

Section B: Personal selling

Part 1 : Selling styles

Part 2 : Selling tactics

♦ Unit 8 : International Marketing

Section A: Entering foreign markets

Part 1 : Ways of entering a foreign market

Part 2 : Learning from mistakes in foreign markets

Section B: Global versus local marketing

Part 1 : The world’s champion marketers: the Japanese ?

Part 2 : Corporate versus subsidiary strategy