COURSE DESCRIPTIONThis is an elementary course in marketing which builds the foundation of marketing to students pursuing business programmes. It aimed at exposing students to the theory and practice of marketing discipline as a result develop students who can analyse, plan, implement and control marketing efforts at different situations in the business environment.

THE LEARNING OUTCOMESAt the end of the course, students should be able to:Explain basic concepts and practice of marketing in general.Identify and interpret customer need in terms of goods or services.Describe the idea of what marketing field entails.Articulate the administration of marketing mix.Formulate effective plans for implementation and control of marketing strategies.

DELIVERY MODELecturesSeminarsGroup discussions and presentationsCase Studies/Field VisitsSelf Study

EVALUATION MODE1st Assignment 10%2nd Assignment 10%1st Test 15%2nd Test 15%End of semester Examination 50%Total 100%

THE MAIN READINGSREQUIRED READINGSKotler P. and Keller, K. (2008): Marketing Management, 13th Edition, Prentice Hall-London UK,Baker, M. & Hart, S. (2007): Marketing: An Introductory Text, 6th Edition. McMillan Education Ltd, Hong KongJobber, D. (2006) Principles and Practices of marketing, 5th Edition. Prentice Hall-London-UK

RECOMMENDED READINGS

Cohen, W. A. (2003) The Marketing Plan, John Wiley & Son, Inc. New York.Cunningham, H.C. and I. C. M Cunningham (2005), Marketing Principles and Application, Mc Graw Hill, Ryer Son Ltd.

COURSE CONTENT1. An overview of marketing 2. Marketing management process3. Examination of marketing environment4. Market characteristics and buyer behaviour5. Market measurement and forecasting 6. Market segmentation.7. Understanding marketing mix8. Marketing for non profit organisations

LECTURER: MNZAVA, J.AMy ContactsBox 5151 MorogoroTel: 0659116666; 0777767779E-mail: jamnzava@yahoo.com

My Time Table

BUS 110BECA ILT.3BUS 205BBA II MKTB.108BUS 275BBA II ED(B.108)BUS 5112MBA CMMON18-19TUE17-19 A CR 1117-1811-13MCWED11-13 C B10818-1913-15THR11-13 LT 313-15MCFRD11-13 B 14-16 (A)16-18 (B)Mbeya

YOUR CONTACTSANDREW JAMBIA Phon: 0686664786/0754217600Email: mkunde10112011@gmail.comClass email: becaproffessionals@gmail.comHappy George Phone number 0755245350E MAIL: happygeorge68@yahoo.com

1.0 An Overview of Marketing1.1 Marketing defined1.2 Key concepts/terms of marketing1.3 Micro and Macro Marketing1.4 Marketing evolution or Business Philosophies1.5 Application and significance of Marketing.

1.1 Marketing DefinedMarketing is a social process through which individuals and groups obtain what they need and want through creating and exchange of products and value with others (Kotler)Marketing consists of performance of business activities that direct the flow of goods and services from producers to consumers or users (Committee on Definitions)

Marketing is a total system of business activities designed to plan, price, promote and distribute want satisfying products and services to present and potential customers.(Stanton)Marketing consists of individual and organizational activities aimed at facilitating and expediting exchanges within a set of dynamic environmental factors.(Pride and Ferrel)

1.2 Key ConceptsMarketing as a social processIndividuals and groupsNeeds, Wants and DemandExchange processProducts Marketing ActivitiesMarketing Variables

Marketing and ExchangeDefinition: Exchange is the act of obtaining a desired product from someone by offering something in return.

Conditions: (1.) Participation of two or more parts, (2.) Possession of something of value, (3.) Ability to communicate, (4.) Freedom to accept or reject the offer,(5.) Appropriateness and desirability

1.3 Micro and Macro MarketingThe concept of micro and macro marketing were pioneered by Perreault and Jerome Mac Carthy in their seminar book Basic MarketingMicro marketing is a strategy used to target a small segment of consumers with specific needs for products in the marketMacro marketing is always large in scope. It addresses issues at the nexus of the market and society.

Micro marketing is more concerned with how firms make decisions on what product to make and market, methods of production, brand management, pricing decisions, channels of distribution, the consumer behavior of individuals and packing and promotional decisionsMacro marketing on the other hand is more concerned with marketing and social responsibilities, overall consumer behavior patterns, market regulation laws, efficiency of the marketing systems, socially admirable advertising techniques and social responsibilities.

1.4 Marketing EvolutionGeneral IntroductionMarketing PhilosophiesMarketing ConceptExpanded Marketing Philosophy

1.4.1 General IntroductionMarketing happened for the 1st time when Adam was able to communicate with Eve and there was an exchange of emotion, love, care and passion. Though there was no profit motive there was a substantial exchange for mutual benefit between both the parties.

Whenever there was surplus of possession or outputs people started exchanging them for the products of their choiceIn the subsistence economy marketing was a peripheral activityMarketing developed more after industrial revolution whereby a new class of people called salesmen emerged.

1950s- The decade of advertising1960s- The decade of the pure marketing manager1970s- Marketing evolved from practice to a discipline of learning led by Philip Kotlers seminal text Marketing Management1980s- Strategic Marketing1990s- Service Marketing2000- Internet Marketing

1.4.2 Marketing PhilosophiesProduction ConceptProduct ConceptSales ConceptMarketing ConceptSocietal Marketing Concept

1.4.3 Marketing ConceptDefinition of the marketing conceptBasic Elements of the marketing conceptProblems of Implementing Marketing ConceptDifferences between Selling and Marketing Concepts

Basic Elements of the Marketing ConceptA firm must find what will satisfy customersCreating satisfying productsGet the products into the hands of customersContinue to alter, adapt, and develop products to keep pace with customers changing desires and preferencesConsider long term desires as well.Coordinate all activities

Problems of Implementing the Marketing ConceptNot possible to produce product which satisfy all customer, because differ in desireProduct development, lack of technologySatisfaction of one segment can cause unsatisfication of other segment, eg use of cigallate.Decline of employee morale, due to coordination.

Differences between Marketing and Selling Concepts

SELLING CONCEPTMARKETING CONCEPTOrientationVolumeProfitTime HorizonShort term profitabilityLong term profitabilityMeansHard selling promotionIntegrated marketingFocusNeeds of the sellerNeeds of the buyerStartExisting ProductsTarget CustomersEmphasisAchieving More SalesCustomer Satisfaction

1.4.4 Expanded Marketing PhilosophyExpanded marketing philosophies are well explained by a holistic marketing concept.Holistic concept relates to a study of the whole instead of a separation into parts.The four components that characterize holistic marketing are relationship marketing, internal marketing, integrated marketing and socially responsive marketing.

1.5 Application and Significance of MarketingTo Individuals: Satisfaction, Accessibility, Information and ultimately High standard of livingTo Organizations: Profitability, market share, competitiveness, Sales Revenue, Liquidity, Relationships, Innovativeness, and Information.To the Society: Employment, Economic Growth, High Standard of Living, Political and Economic ties.

REVIEW QUESTIONMicro marketing pits companies at odds with the goals macro marketing. Activities that make sense at the micro level may be hard to justify at the macro level. Discuss.

2.0 Marketing Management Process2.1 Identification of Marketing Opportunities2.2 Researching the Target Markets2.3 Developing the Marketing Strategies2.4 Planning the Marketing Tactics2.5 Implementing and Controlling the Marketing Effort

2.1 Identification of Marketing OpportunitiesIn identification and analyzing marketing opportunities, marketing personnel make careful observations about the changing marketing environment and acquire a deep understanding of how consumer markets and organizational markets arrive at their buying decisions. The elements of the marketing environment to be analyzed are economic, political, legal, cultural, social, technological and demographic factors.

2.2 Researching the target markets Researching and selecting target markets, requires marketing personnel to engage in formal marketing research and data collection, careful measurement of market size and future sales and profits, and careful segmentation of the market so that the most attractive market segments can be selected and proper positions taken by the company in each markets segment.

2.3 Developing the Marketing StrategiesMarketing strategy is the marketing logic by which the business unit expects to achieve its marketing objectives. Developing marketing strategy consists of marketing decisions on the businesss marketing expenditures, marketing mix and marketing allocations in relation to expected environmental and competitive conditions

2.4 Planning the Marketing TacticsPlanning marketing tactics calls for marketing personnel to fine tune the marketing mix elements of product, price, place, and promotion so that they are cost effective in reaching the marketing objectives. In planning marketing tactics marketing managers need to take care of synergism. Synergism is the cooperative action of discrete elements of the marketing system such as that the total effect is greater than the sum of the effects taken independently.

2.5 Implementing and Controlling the Marketing EffortImplementing and controlling the marketing efforts calls for developing a marketing organization, staffing it, assigning responsibilities for implementing all the activities in the plans performance in the market place, and taking corrective action when it is warranted (need).

3.0 Marketing Environment

3.1 Macro Environment3.2 Micro Environment

4.0 Market Definition and Buyer Behavior

4.1 Definition of Markets4.2 Types of Markets and their Characteristics4.3 An Overview of Buying Behaviour4.4 Consumer Buying Behaviour4.4 Organizational Buying Behaviour

5.0 Market Measurements and Forecasting

5.1 Key terms associated with market measurement5.2 Market demand, market forecast, market potential, market share, company demand, sales forecast and sales potential5.3 Estimating Current Demand5.4 Methods of demand Forecasting5.5 Types of market demand and appropriate marketing effort

6.0 Market Segmentation6.1 Market segmentation Meaning.6.2 Conditions for effective segmentation6.3 Bases or criteria for market segmentation6.4 Marketing targeting6.5 Product Positioning

7.0 Understanding the Marketing Mix

7.1 Introduction to marketing mix the concept7.2 Product planning and development7.3 Pricing7.4 Distribution7.5 Promotion

7.1 Product Planning and Development

7.1.1 Definition of Product and Classifications7.1.2 Products Mixes and Product Lines7.1.3 Overview of Branding, Packaging and Labelling7.1.4 New Product Development7.1.5 Product Life Cycle Concept

7. 2 Pricing

7.2.1 Pricing policy objectives7.2.2 Price Determinants7.2.3 Pricing Procedures and Approaches7.2.4 Pricing Strategies

7.3 Distribution7.3.1 Channels of Distribution7.3.2 Physical Distribution7.3.3 Major Components of Physical Distribution.

7.4 Promotion7.4.1 Nature and Importance of Promotion7.4.2 Communication Process and promotion.7.4.3 Promotional mix elements i.e. advertising, personal selling, sales promotion and publicity.

8.0 Marketing for Non Profit Organizations8.1 Application of marketing in non profit activities8.2 Marketing activities in non-profit organizations8.3 4Ps for non-profit organization