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Process

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1. Introduction

2. The Customer

4 Topics

Customer Decision Process

The Exchange Process

Evolution of Customer-Centered Marketing

3. Marketing Mix (4P)

5 Topics

Example: Starbucks Marketing Mix

4. New Models: 7P, 4C, SIVA

4 Topics

The Extended 7P’s

Example: Starbucks Marketing Mix II

5. Marketing Environment

3 Topics

Communication to Stakeholders

Micro and Macro Environment

B2B and B2C Marketing

6. Marketing Strategies

4 Topics

Creating a Strategy

Three Main Marketing Strategies

Tool: Ansoff Opportunity Matrix

Implementing Global Strategies

7. Segmentation & Positioning

4 Topics

Perceptual Mapping

Customer Value Analysis

8. Marketing Performance

2 Topics

Marketing Effectiveness

Performance Measurement

9. Digital Marketing

2 Topics

Digital Marketing Channels

Digital Marketing Roles & KPIs

10. Case Study & Conclusion

2 Topics

Case Study: Mercedes-Benz

Marketing and Communications – Exam

Marketing and Communications

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