The core of marketing is attracting and keeping customers in order to make a profit. Let's start off by looking at the underlying reasons for why marketing exists.

An overview of the marketing strategy concept. Also, analysis of the marketing environment through tools such as PESTLE, SWOT, and BGC Matrix to further understand the forces that affect marketing.

Discussion of current strategic marketing, which combines both traditional and digital. Also, analysis of the marketers use of social media and mobile marketing. Thursday: Quiz covering the topics of the first three weeks of the course.

Marketers use qualitative and quantitative tools to generate insights about consumers’ needs and wants, competitors, and market trends. Also, marketers need to define research problem and objectives, develop a research plan, collect and analyze data, and report findings.

Analysis of consumer behavior and characteristics affecting consumer behavior such as cultural, social, personal and psychological factors. Also, marketers need to understand the consumer decision process, types of consumer behavior, and consumer journey.

Marketers need to divide the markets into specific groups of consumers (segmentation) and create products and services for these consumers. Also, marketers need to communicate with a specific message (targeting) to create value for these consumers. Assignments/deadlines: A1 DRAFTS to be brought to class for review

An overview of the marketing mix or 4Ps. Also, an analysis of the first marketing mix element: Product. The product is the heart of an organization's marketing program, and is usually the starting point in creating a marketing mix.

Mid-Term exam

This week we examine PRICING strategies, price wars, understanding value, and what Added Value means. Next we take a look at the third P-Place in the form of Distribution Group Project Assignment Introduced, First Group Meeting (in class)

P- PROMOTION and Integrated Marketing Communication (IMC) concept is the 4th P we are covering in depth this semester PROMTION encompasses a myriad of communication techniques. We delve into this topic this week

One of the areas most affected by the paradigm shift to digital marketing is advertising and PR. Reasons why, current trends and future trends and their importance to marketers will be covered. Segmentation, Targeting, Differentiation, and Positioning will covered and specifically related to Assignment 2. Let's make sure our group is ready for the presentations NEXT WEEK

Presentations, Presentations, Presentations, Presentations, Presentations, Presentations, Presentations, Presentations, Presentations, Presentations, Presentations, Presentations, ....

Topics: Competitive Advantage, Global Marketing, Social Responsibility. Each of these topics has been addressed in many different ways throughout this semester. Today we will revise the main points of each topic and add some insight all in preparation for next week's FINAL EXAM (worth 25% of final grade)

Final Exam. You got this!