Introduction of course and course objectives, review of syllabus and schedule. Let us start by looking at the underlying reasons what marketing does and why it exists. We’ll cover the evolution of marketing, the marketing concept, the marketing process and further evolution of the marketing concept. Reading: Chapter 1: Marketing - creating customer value and engagement

An overview of the Marketing Strategy concept and its importance. This week will also be dedicated to understanding the marketing environment, the role of research, how firms grow, exploring different possible growth strategies, uncovering the laws of brand growth, understanding strategic planning and marketing’s role and revealing the essentials to business strategy and the marketing plan. Reading: Chapter 2: Company and Marketing Strategy - partnering to build customer engagement, value and relationships

Dedicated to looking at the story of Starbucks. From its origins, strategic marketing, original positioning and framing to exploring the growth of the Starbucks Experience which combines both offline and online. We will uncover the causes of Starbucks’ current problems and discuss how the brand might change its fortunes. Today: Quiz on Assigned Readings (45-50 min) Reading: Chapter 2: Company and Marketing Strategy, especially the Starbucks: delivering the Starbucks Experience article

Understanding consumers is challenging. We will delve into what drives decision making, with the help of psychology, neuroscience and behavioural science. We will uncover the factors affecting behaviour, explore different behaviour theories, discuss the link between brands and buyer behaviour and see how this can be applied to brands and marketing communication. Reading: Chapter 5: Consumer Markets and Buyer Behavior

Segmentation, Targeting, Positioning (STP) is one of the fundamentals of strategic marketing. What is it exactly? Why is so important? We will explore market segmentation, targeting, the six key elements of positioning, as well as look at the role of differentiation in detail with supporting examples. Assignments/deadlines: A1 DRAFTS to be brought to class for review Reading: Chapter 4: Managing Marketing Information Chapter 7: Creating Value for Target Customers

The 4 Ps is one of marketing’s most well-known models invented back in the 1960s which is still widely used today. We will explore each of the Ps separately – starting with product, price and then place - as well as look at the role of differentiation in detail with supporting examples. Assignments/deadlines: A1: STARBUCKS ASSIGNMENT due Friday. Reading (to be done after the exam and over spring break): Chapter 8: Products, Services and Brands Chapter 9: New Product Development and Product Life-Cycle Strategies Chapter 10 Pricing: Understanding and Capturing Customer Value Chapter 11 Pricing Strategies: Additional Considerations

We’ll discuss the final P – promotion – probably the most (over)used P, favored by most marketers. And we’ll also explore the development and growing importance of integrated marketing communications. We will look at the marcoms process, key marcoms tasks, its evolution, development, influences and key marcoms tools and media. Assignments/deadlines: Review: Study Workshop for the Mid-term Exam next week - weighting 25% of Grade, the test will consist of: ● True/False, ● Short Answer, ● Short Essay and ● Case Studies Reading: Chapter 14: Engaging consumers and communicating customer value – integrated marketing communications strategy

Mid-Term exam

Advertising was once one of the most power levers marketers had at their disposal. Advertising has evolved from its mass media TV days and has fragmented into a variety of different types. We’ll attempt to understand how advertising works, hear two current viewpoints, look at how we can classify advertising, explore the development of digital advertising and debate the rise of synthetic advertising. Plus, we’ll explore the growing world of public relations. Group Project A2 Assignment Introduced Reading: Chapter 15: Advertising and Public Relations

Brands are probably the most powerful commercial and cultural force on the planet today. But what is a brand? How does branding work? We’ll explore what makes brands successful, the rise of platform brands, debate the role of brand purpose and highlight the latest brand design trends. Reading: Chapter 8: Products, services and brands – building customer value

Marketing is still operating in very similar ways as it did back in the 1960s. One thing that is unchanged is the relentless grip of consumerism and materialism around us. Marketing is shaping almost every part of our lives. This is having profound, detrimental effects on our health and our planet. People are demanding change. More companies are realizing that doing good socially and environmentally can also be good for business too. Can marketing change to become part of the solution and not just part of the problem? Let's make sure your group is ready for the presentations NEXT WEEK Reading: Chapter 20: Sustainable marketing – social responsibility and ethics

A2 Group Project Presentations Assignments/deadlines: begin to review the Study Guide for the Final Exam.

A2 Group Project Presentations Assignments/deadlines: continue to review the Study Guide for the Final Exam.

Final Exam. Remember - impossible is nothing.