Topic outline

  • General

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  • Identification Card

    Dr. Abdellaoui zohra .

    Communicate through : zohraabdellaoui13@gmail.com

     University of Ziane Achour Djelfa .

    Faculty of economics, Commers and Managment sciences.

    Department : Commercial Sciences .

    Group : third grade marketing  .

    Identify the scientific method: Rate 1, Number of balances 1.

    Weekly Courier Size :  1 Hour 30 minutes .

    Time : Wednesday,  from 8:00  to 11:00 .

    Groups   : 1, 2 , 3 .

    Office Communication Times : Monday , Wednesday,  from 8:00  to 12 .

      - Assessment methods :

    Presence .

     TD exam .

     Participate .

     collective works .



  • Objectives

    1.     Understand  and analyse any document dealing with the fields of study.

    2.     Develop critical thinking skills related to analysis and decision making.

    3.     Develop written skills  in business contexts.

    4.     Acquire a high level of knowledge of business concepts by using correct vocabulray and phrases for their specific tasks.

    5.     Develop greater verbal fluency for face-to-face business situations


  • Topic 3

  • Required advance knowledge

    • Students must have successfully completed the lessons of S1, S2. They should have developed a strong understanding of the basic concepts related to their fields of expertise, namely, Economics, Trade, Accounting, Management, and Finance as well as improved their verbal communication skills.


  • Content of educational material

    1.      Marketing Concepts

    2.      Marketing Environment

    3.      Marketing and Market Orientation

    4.      Marketing Mix (1)

    5.      Marketing Mix (2)

    6.      SWOT Analysis

    7.      Customer behavior

     


  • Marketing Concepts

    Objectives :

    - Marketing refers to all activities a company does to promote and sell products or services to consumers.

    - Marketing makes use of the "marketing mix," also known as the four Ps—product, price, place, and promotion.

    - Marketing used to be centered around traditional marketing techniques including television, radio, mail, and word-of-mouth strategies.

    - Though traditional marketing is still prevalent, digital marketing now allows companies to engage in newsletter, social media, affiliate, and content marketing strategies.

    - At its core, marketing seeks to take a product or service, identify its ideal customers, and draw the customers' attention to the product or service available.



  • Marketing Environment

    Objectives :

    - Assisting you in understanding the company's competitors and the market

    - Supporting you in identifying your current and potential customers

    - Helping you determine future marketing plans

    - Aiding you in assessing current trends



  • Marketing and Market Orientation

    Objectives :

    - Market orientation is a strategic focus on identifying consumer needs and desires in order to define new products to be developed.

    - Established businesses like Amazon and Coca-Cola use market orientation principles to improve or expand their products or services.

    - Even consumer demands that are impractical today can inform long-range decision-making.


  • Marketing Mix (1)

    Objectives :

    - A marketing mix refers to a framework that uses the four Ps of product, price, placement, and promotion.

    - This concept traces back to 1960, when marketing professor E. Jerome McCarthy first published it in a book entitled Basic Marketing: A Managerial Approach.

    - The different elements of a marketing mix work in conjunction with one another with the ultimate purpose of generating higher sales.

    - In addition to the 4 Ps, three approaches can also be integrated that include people, process, and physical evidence to reinforce a consumer-centric type of marketing strategy.

    - This type of strategy extends beyond a product-focused marketing approach.




  • Marketing Mix (2)

    Objectives :

    - The service marketing mix offers a comprehensive framework for businesses to consider all aspects of marketing their services.

    - Services are inherently customer-centric, involving direct interactions between service providers and customers.

    - Effectively utilizing the service marketing mix allows businesses to differentiate their offerings and create a competitive advantage in the marketplace.




  • SWOT Analysis

    Objectives :

    - SWOT stands for Strengths, Weaknesses, Opportunities, and Threats.

    - A "SWOT analysis" involves carefully assessing these four factors in order to make clear and effective plans.

    - A SWOT analysis can help you to challenge risky assumptions, uncover dangerous blindspots, and reveal important new insights.

    - The SWOT analysis process is most effective when done collaboratively.


  • Customer behavior

    Objectives :

    - Consumer behavior observes how people choose, use, and discard products and services, encompassing their emotional, cognitive, and behavioral reactions.

    - Understanding consumer behavior is key for businesses trying to orchestrate impactful marketing tactics that shape consumer decision-making pathways.





  • Bibliography