- •Marketing Communication Model.
- •The Concept of Integrated Marketing Communications
- •Channels of Distribution. Criteria for channel’s selection.
- •Trade Intermediaries, their role in the marketing channels strategy.
- •5. Personal Selling, its role in the marketing communications
- •6. Process of Advertising Campaign Planning
- •7. Direct Marketing Methods
- •8. Observation method in marketing research
- •9. Experiments in Marketing Research
- •10. Qualitative marketing research, its types and goals
- •11. Quantitative marketing research. Comparative analysis of surveys methods
- •12. The sequence and content of Marketing Planning Stages
- •13. The technique of swot analysis, its implementation
- •14. Marketing budget and control in marketing planning
- •15. The surveys in marketing research. Types and Use
- •16. Questionnaire development. Types of Questions and questions sequence.
- •17. Development and implementation of focus-groups. Peculiarities of qualitative data analysis and interpretation
- •18. Sampling in marketing research. Types of samples procedures. Sample size estimation.
- •19. Panel’s research. Evaluation of market share of products on the basic of panels research results
- •20. Marketing Information System (main blocks). Its importance for the organization
- •21. The Logic of marketing research process
- •22. Factors, influencing consumer behavior. Model “Stimulus – Reaction”
- •23. Couplend’s classification of products.
- •24. Kotler’s Multi-attribute model of Product
- •25. The goals and main tools of Advertising and pr- campaigns. Methods of Advertising campaigns effectiveness evaluation
- •26. Relationship marketing. Consumer loyalty development. Partner relationships
- •27. Branding policy. Methods of Brand equity estimations
- •28. Main stages of New Product Development. Methods of laboratory and natural experiments for product testing
- •29. Marketing strategy and tactics. Linking corporate and functional strategies.
- •30. Marketing mix. The contents and priorities in marketing tools selections
- •31. Marketing pricing policy. Demand-oriented, costs-oriented, competitive-oriented pricing strategies
- •32. Profit and value equations and their role in marketing pricing policy
- •33. Market segmentation. Criteria of target segment selection. Market positioning.
- •34. Demand: level and structure. Methods of demand evaluation.
- •35. Methods of attitudes measurement. Osgud scale, Likert scale.
- •36. Product Life cycle (plc). Different marketing aims and tools on the different stages of plc
- •37. The process of Consumer Purchase decision. Cognitive dissonance, and Marketing strategy for its minimization
- •38. Marketing matrix (bcg, Ansof’s, Porter’s competitive matrix)
- •39. Personal selling. Methods of personal selling effectiveness evaluation
- •40. Sales promotions. Target audience. Main tools of sales promotions. Pro and cons of Sales promotions
- •Pr and their role in the overall marketing strategy.
- •Organization of marketing function within management structure. Marketing specialists job descriptions.
- •International marketing. Main peculiarities of marketing strategies on the international markets
- •Scanning of the international marketing environment
- •Entry modes in the international marketing, comparative analysis
- •Adaptation vs. Standardization strategies for international firms
- •Peculiarities of b2b marketing. Specifics of markets, products and main participants.
- •Peculiarities of marketing of services.
- •Peculiarities of electronic commerce and e-marketing
- •The role of marketing in the financial institutions
- •Information and computer systems and programs and their role in marketing analysis
- •Marketing audit. Main stages and goals
- •Pull and push strategies in marketing channels development.
- •Description of flows in different marketing flows
- •Theory of conflicts in marketing channels.
- •New marketing paradigms and the future of the marketing tools
- •Main indicators of marketing channels effectiveness
- •Market capacity and market share equations.
10. Qualitative marketing research, its types and goals
Qualitative marketing research is a set of research techniques in which data is obtained from a relatively small group of respondents. The goal is to gain a qualitative understanding of the underlying reasons and motivations. Qualitative research procedures can be direct (focus groups and in-depth interviews) and indirect (projective techniques). Projective techniques - unstructured and indirect questioning in order to learn motives and attitudes, habits and behavior of respondents: Associations (verbal, non-verbal), Completion techniques (sentence completion, story completion), Expressive tests (role playing, third-person technique)
11. Quantitative marketing research. Comparative analysis of surveys methods
As a social research method, it typically involves the construction of questionnaires and scales. People who respond (respondents) are asked to complete the survey. Marketers use the information so obtained to understand the needs of individuals in the marketplace, and to create strategies and marketing plans.
Phone Surveys
Best for mostly close-end questioning,
10-12 average interview length is maximum target
Response rate is critical
Low relative cost
Generally, fast implementation
Personal Interviews
Used where a face-to-face environment is desired.
Used for complicated or sensitive issues, B2B market research environments, or where extensive physical or visual display requirements exist along with need for specialized interviewing skills
High cost.
Online Surveys (Web Surveys)
Can employ true random probability sampling
Complicated survey questionnaire formats can be used.
Easy to display visual information
Low relative cost
Generally, fast implementation
Sampling control is critical.
Hybrid Surveys
Hybrid methods combine two or more techniques to optimize response or measurement validity.
Higher cost
More time required for implementation.
Enhances quality through higher response rates, and better response quality or validity.
12. The sequence and content of Marketing Planning Stages
Analysis stage Current marketing situation analysis: the marketing audit the environmental analysis SWOT analysis Planning stage Defining the requirements of the plan: objectives setting strategic outline Strategy is based on the idea of a game plan, as in chess, or in military strategy. Thus, marketing strategy sets down the game plan by which the objectives are to be achieved. Strategic options should be carefully evaluated for each objective and the best possible course(s) of action selected in each case. Implementation stage Putting plans into operation: designing action programmes assigning responsibility for their execution costing the programmes "What needs to be done?" (defining appropriate action) "When will it be done?" (scheduling and timing) "Who will do it?" (designating clear areas of responsibility) "How much will it cost?" (budget planning) Monitoring stage Controlling the plan: establishing required performance targets monitoring performance against targets designing corrective courses of action where required contingency planning