History of marketing
The marketing concept
Marketing orientated strategy
The marketing mix
Marketing as a business function
Marketing management

The modern marketing environment I

Marketing and the business environment
The economic environment
Social and cultural factors
Political and legal aspects

The modern marketing environment II

Technological issues
Ethics and consumerism
The green environment
Green marketing
The quality movements
Quality and customers

Buyer behaviour

Influences on customer behaviours
Features of organisational buyer behaviour
National differences and similarities

Strategy and planning

Marketing strategy
Marketing planning and strategy
Strategy formulation
Market segmentation: introduction
Positioning product sand brands
The marketing plan

Marketing research and market segmentation

Types of marketing research
Marketing research procedure: Secondary data
Marketing research procedure: Primary data
Market segmentation
Marketing information system

Product and services

The product
The product life cycle
Product portfolio planning
New product development
Service marketing
Brands and packaging

Price

The importance of price
Methods of price determination
Pricing policy
Price setting strategy

Promotions

Promotion and communication with customers
Advertising
Successful advertising
Planning and advertising campaign
Branding
Sales promotion
Publicity
Direct marketing
Direct mail
Telemarketing
Personal selling

Place

What are distribution channels?
The choice of distribution channel
International channels
Logistics management
Just in time

Combining the marketing mix

The product life cycle revisited
Marketing mix decisions related to stages of the life cycle
Assumptions and limitations of the product life cycle concept
The mix in different marketplace and internationally