PRINCIPLES OF MARKETING

Objectives:• To build awareness of, and an understanding of, the basic concepts involved in

marketing

• To create awareness of marketing terminology with precise definition

• To introduce students to the principles of marketing

• To give insights and provide examples to who the values of practical application of

marketing philosophy and principles

• To provide an adequate base for students to move on to practical application of

marketing – through objective analysis and development of appropriate strategies

and marketing plans

Content:• Basic concepts and Marketing planning

• Finding Target Market Opportunities with Market Segmentation

• Importance of understanding external environments and use of marketing research

• A closer look at customers

• Developing a marketing mix out of the 4 P’s

• Product planning and product management

• Distribution and place

• Promotion

• Price

• Implementing and controlling market plans and ethical marketing

• Managing marketing’s link with other functional areas

The copyright of all IMM Graduate School of Marketing material is held by the IMM GSM. No publications may be reproduced without its prior written permission.

February 2008