Week Activity Type Scheduled Contact Hours Activity Details Core Reading + Additional Reading + Practice Material Learning Outcomes Student Preparation for Tutorial Week 01 Monday 05 March Lecture 2hr Marketing: Managing Profitable Customer Relationships Chapter 1 Able to define marketing & steps in the marketing process Explain importance of customers, and markets Identify elements of customer-driven marketing strategy directed reading from chapter (for all tutorial sessions Tutorial 1 hr Marketing: Managing Profitable Customer Relationships Tuesday 06 March Lecture 2 hr Company and Marketing Strategy: Partnering to Build Customer Relationships Chapter 2 Able to describe elements of marketing mix Able to discuss how to design business portfolios and develop growth strategies Understand importance of unique selling point directed reading from chapter (for all tutorial sessions Tutorial 1 hr Company and Marketing Strategy: Partnering to Build Customer Relationships Wednesday 07 March Lecture 2 hr The Marketing Environment Chapter 3 Describe major trends and forces shaping marketing landscape Describe the environmental forces that affect a company’s ability to serve its customers Discuss how companies can react to the marketing environment directed reading from chapter (for all tutorial sessions Tutorial 1 hr The Marketing Environment Thursday 08 March Lecture 2 hr Managing Marketing Information Chapter 4 Explain the importance of information about customers, markets and directed reading from chapter (for all tutorial sessions
companies Define a marketing information system Outline the steps and methods in the marketing research process Tutorial 1 hr Managing Marketing Information Friday 09 March Lecture 2 hr Review of first 4 lectures Chapter 1- 4 directed reading from chapter (for all tutorial sessions Tutorial 1 hr Review of first 4 lectures Week 02 Monday 12 March Lecture 2 hr Consumer Markets and Consumer Buyer Behavior Business Markets and Business Buyer Behavior Chapter 5 - 6 Able to define business markets & explain how defer from consumer markets Identify major factors that influence consumer & business buyer Behavior List and identify steps in business buying process directed reading from chapter (for all tutorial sessions Tutorial 1 hr Consumer Markets and Consumer Buyer Behavior Business Markets and Business Buyer Behavior Tuesday 13 March Lecture 2 hr Customer-Driven Marketing Strategy: Creating Value for Target Customers Chapter 7 Define market segmentation, targeting, differentiation and positioning Understand major bases for segmenting markets Able to discuss how firms position products for competitive advantage directed reading from chapter (for all tutorial sessions Tutorial 1 hr Customer-Driven Marketing Strategy: Creating Value for Target Customers
Wednesday 14 March Lecture 2 hr Customer-Driven Marketing Strategy: Creating Value for Target Customers Chapter 7 Define market segmentation, targeting, differentiation and positioning Understand major bases for segmenting markets Able to discuss how firms position products for competitive advantage directed reading from chapter (for all tutorial sessions Tutorial 1 hr Customer-Driven Marketing Strategy: Creating Value for Target Customers Thursday 15 March Lecture 2 hr Revision for Mid Module Exam Chapter 1 - 7 directed reading from chapter (for all tutorial sessions Tutorial 1 hr Revision for Mid Module Exam Friday 16 March Lecture 2 hr Tutorial 1 hr Midterm Exam Week 03 Monday 19 March Lecture 2 hr Product, Services and Branding Strategy Chapter 8 Able to define product and major classifications Describe decisions companies make regarding products, lines and mixes Identify 4 characteristics that affect marketing of services and additional considerations services require directed reading from chapter (for all tutorial sessions Tutorial 1 hr Product, Services and Branding Strategy
Tuesday 20 March Lecture 2 hr Product, Services and Branding Strategy Chapter 8 Able to define product and major classifications Describe decisions companies make regarding products, lines and mixes Identify 4 characteristics that affect marketing of services and additional considerations services require directed reading from chapter (for all tutorial sessions Tutorial 1 hr Product, Services and Branding Strategy Wednesday 21 March Lecture 2 hr New Product Development and Product Life-Cycle Strategies Chapter 9 Explain how companies develop new product ideas List and define steps in NPD process Describe innovation adoption process List and define steps in NPD process Describe innovation adoption process directed reading from chapter (for all tutorial sessions Tutorial 1 hr New Product Development and Product Life-Cycle Strategies Thursday 22 March Lecture 2 hr Pricing Products: Understanding and Capturing Customer Value Pricing Products: Pricing Strategies Chapter 10 - 11 Be able to describe major pricing strategies Explain how companies set prices Discuss key issues in companies initiating and responding to price changes directed reading from chapter (for all tutorial sessions Tutorial 1 hr Pricing Products: Understanding and Capturing Customer Value Pricing Products: Pricing Strategies Friday 23 March Lecture 2 hr Review of week 3 lectures Chapter 8 - 11 directed reading from chapter (for all tutorial sessions
Tutorial 1 hr Review of week 3 lectures Week 04 Monday 26 March Lecture 2 hr Marketing Channels and Supply Chain Management Retailing and Wholesaling Chapter 12 - 13 Marketing Channels and Supply Chain Management Explain the role of retailers and wholesalers Understand the changing retail landscape directed reading from chapter (for all tutorial sessions Tutorial 1 hr Marketing Channels and Supply Chain Management Retailing and Wholesaling Tuesday 27 March Lecture 2 hr Communicating Customer Value: Integrating Marketing Communications Strategy Chapter 14 Define the elements of the promotion mix Discuss factors affecting selection of mix Outline steps in developing effective marketing communications directed reading from chapter (for all tutorial sessions Tutorial 1 hr Communicating Customer Value: Integrating Marketing Communications Strategy Wednesday 28 March Lecture 2 hr Direct and Online Marketing: Building Direct Customer Relationships Chapter 14 Define direct and on-line marketing and the benefits for customers and companies Discuss the major forms of direct marketing Explain how companies have responded to the internet Discuss how companies conduct on-line marketing directed reading from chapter (for all tutorial sessions Tutorial 1 hr Direct and Online Marketing: Building Direct Customer Relationships Thursday 29 March Lecture 2 hr Revision for Final Module Exam Chapter 8 – 14, 17 directed reading from chapter (for all tutorial sessions Tutorial 1 hr Revision for Final Module Exam