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Week 1: Introduction: - 1 Ubtm/Uktm1013 Principles of Marketing

This document outlines the topics and questions that will be covered for a 14-week Principles of Marketing course. The course will introduce fundamental marketing concepts and strategies. It will cover topics such as marketing definitions, strategic planning, market segmentation, product development, pricing models, distribution channels, integrated marketing communications, and direct marketing techniques. Students will complete group assignments, presentations, and exams to assess their understanding of the material.

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celiom
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62 views4 pages

Week 1: Introduction: - 1 Ubtm/Uktm1013 Principles of Marketing

This document outlines the topics and questions that will be covered for a 14-week Principles of Marketing course. The course will introduce fundamental marketing concepts and strategies. It will cover topics such as marketing definitions, strategic planning, market segmentation, product development, pricing models, distribution channels, integrated marketing communications, and direct marketing techniques. Students will complete group assignments, presentations, and exams to assess their understanding of the material.

Uploaded by

celiom
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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UBTM/UKTM1013 PRINCIPLES OF MARKETING

TUTORIAL QUESTIONS

Week 1: Introduction
To discuss administrative issues and general discussion about marketing concepts, study
method, group assignment, presentation, exams, and career with students.
1) Briefing on the course plan and coursework specification.
2) Group formation for assignment and briefing on group assignment to students.

Week 2: Topic 1
1) Define marketing and the two-fold goal of marketing.

2) Explain perceived value and satisfaction in customers’ perception.

3) Discuss the importance of marketing.

4) Describe the five different competing marketing management orientations that


organizations can adopt.

Week 3: Topic 2
1) Explain the company-wide strategic planning and its four steps.

2) Explain the tool to analyze the current business portfolio.

3) What are the weaknesses of the BCG growth-share matrix?

4) Define SWOT analysis. Why would an organization undertake a SWOT analysis of


itself?

Week 4: Topic 3
1) What are marketing intermediaries and what are the various types?

2) Why is the technological environment such a dramatic force in today's market?

3) Why is government regulation necessary to protect consumers from unfair business


practices?

4) What is cause-related marketing?

MAY 2021 Trimester


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UBTM/UKTM1013 PRINCIPLES OF MARKETING

Week 5: Topic 4
1) A consumer's behavior is influenced by social factors, such as the consumer's small
groups, family, and social roles and status. Explain the differences among these social
factors.

2) Explain four types of buying decision behavior exhibited by consumers.

3) Describe the adoption process for new products? Discuss the adoption process.

4) Describe each stage in the buyer decision process.

Week 6: Topic 5
1) Explain the four major steps in designing a customer-driven marketing strategy.

2) Explain the different segmentation variables used in segmenting consumer markets.

3) What are the key criteria used for market segmentation?

4) There are many differentiating possibilities that a brand could use for brand
differentiation and positioning. Identify those possibilities/choices with explanations.

Week 7: Topic 6
1) Briefly explain four types of consumer products and provide an example for each of
the categories.

2) Discuss the principal decisions companies make regarding their individual products
and services.

3) Define interactive marketing. Why is it considered an important skill for service


marketers?

4) A company has four choices when it comes to developing brands. Describe them.

Week 8: Topic 7
1) Explain common reasons for the failure of new products. What methods can a
company adopt to improve its odds of new product success?

2) To be successful over time companies must develop a steady stream of new products
and services. Briefly explain the common ways of accomplishing this.

3) Briefly describe the steps in the new product development process.

4) What is test marketing? What are some challenges with test marketing new products?

MAY 2021 Trimester


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UBTM/UKTM1013 PRINCIPLES OF MARKETING

Week 9: Topic 8 & 9


1) Describe the two parties in commercial exchange and what is given and received by
each party.

2) Describe the differences between dynamic and fixed pricing.

3) What are the differences between cost-based and value-based pricing?

4) Give examples of each of the FIVE (5) product mix pricing strategies below:
a. Product line pricing.
b. Optional product pricing.
c. Captive product pricing.
d. By-product pricing.
e. Product bundle pricing.

Week 10: Topic 10


1) Briefly explain the supply chain and the value delivery network.

2) There are three distribution intensity strategies that a company could consider
determining the number of channel members to use in its channel design strategies.
Explain the following distribution strategies. Support your explanation with relevant
products or product types.

3) How do intermediaries add value to a marketing system?

4) What are the advantages of multichannel distribution systems?

Week 11: Topic 11


1) Discuss the role that integrated marketing communications (IMC) plays in the
development of a promotional mix.

2) List and define the five promotional mix.

3) Describe the three types of appeals that marketers use.

4) In setting communication objectives, the marketers need to first understand buyer-


readiness stages. Discuss how the different stages of buyer readiness influence
communication objectives setting?

MAY 2021 Trimester


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UBTM/UKTM1013 PRINCIPLES OF MARKETING

Week 12: Topic 12


1) What are the three primary types of advertising objectives?

2) Describe the four major steps in media selection.

3) List any four major media types and identify some of the strengths and weaknesses of
each of them.

4) Explain why a public relations campaign can be a more cost-effective option for
corporations than an advertising campaign.

Week 13: Topic 13


1) Briefly explain personal selling and its role.

2) Distinguish between an outside sales force and an inside sales force.

3) What is the goal of training salespeople?

4) Briefly describe the different types of consumer promotions.

Week 14: Topic 14


1) Provide the major advantage of each form of direct marketing.

2) Discuss the advantages and challenges of social media marketing.

3) Explain the concept of viral marketing.

4) What is a brick-and-mortar firm?

MAY 2021 Trimester

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