SCHEME OF WORK: ABE Marketing Policy, Planning and Communication

Schedule: January – June 2011

Lecturer: Meena Rambocas

Wee Topic Style

k

20/0 Introduction to Marketing Policy, Lecture and class

1 Planning and Communication. Discussion discussions
of course syllabus, and marketing
concept
03/0 Marketing as a function within the Lecture and class
2 organization. Relationship between other discussions
functions
10/0 Organizational environment: PEST, Lecture and class
2 Steeple, micro and internal discussions

17/0 Marketing and Ethics: Corporate Social Lecture and class

2 responsibility discussions

24/0 Market segmentation Target Marketing Lecture and class

2 and positioning, past paper session discussions

03/0 Corporate strategy, corporate objectives, Lecture and class

3 marketing Strategy, Marketing discussions
objectives- ANSOFF Matrix
10/0 Models in formulating Marketing Lecture and class
3 Strategy: ANSOFF Revisited, PORTER’S, discussions
BCG Matrix, GE Matrix, GAP analysis
17/0 Marketing Planning: contents, process, Lecture and class
3 implementation, control and evaluation discussions

24/0 Research in Marketing: types, methods Lecture and class

3 use of research agency. The role of discussions
information
31/0 Consumer Behaviour: consumer buying Lecture and class
3 process, influences in decision making, discussions
psychology in consumer behavior- Maslow
Hierarchy of needs, theory of cognitive
dissonance, AIDA Business marketing
7/04 Product Management and Development: Lecture and class
nature of product and services, product discussions
management issues, branding labeling
and packaging
14/0 Product life cycle, extending the life cycle Lecture and class
4 new product development discussions

21/0 Pricing: pricing decisions, breakeven Lecture and class

 4 analysis, Price elasticity discussions

28/0 Distribution policy and Management: Lecture and class

4 channels, intermediaries relationship discussions
management and logistics
5/05 The promotion mix, the communication Lecture and class
process, Advertising, sales promotion discussions

12/0 Public relations and personal selling. The Lecture and class
5 role if internal marketing discussions

19/0 International dimension to marketing Lecture and class

5 discussions

26/0 Review Lecture and class

5 discussions