- •1. Definition&meanings of marketing; goals, essence of theory; importance in modern society.
- •2. Different approaches to marketing and concepts: similarities and differences.
- •3. Needs, wants, demands; customer Value and requirements to the creation of this process.
- •4. Relationship marketing theory and practice: customer satisfaction and retention; the basic principles of crm.
- •5. Basic features of consumer and services marketing
- •6. Basic principles of exchange and transaction in marketing
- •7. Holistic marketing concept as an integral approach to modern vend; 4 themes of holistic marketing
- •8. Marketing process and implications of marketing; the steps of target marketing
- •9. Marketing Mix: concept and components. Product and service models.
- •10. The extended marketing mix: extra elements and features of application.
- •13. Marketing strategy and tactics: basic steps of the plan of marketing
- •14. Channels of distribution (affecting factors, advantages, limitations, approaches to policy).
- •Marketing channels.
- •Multichannel distribution.
- •15. The meaning of the augmented product: 5 levels of products and services
- •16. Product decisions based on lifestyle and reasons for product diversification; Boston matrix.
- •17. Decisions on branding and packaging: brand name, equity and repositioning; basic functions of packaging.
- •18. Product-market integration strategies; Ansoff matrix.
- •19. Marketing environment: external factors of influence.
- •20. Pest analysis in marketing.
- •21. Swot analysis for internal and external marketing environment.
- •22. Competitive environment, analysis and strategies, Porter’s 5 Forces tool.
- •24. Marketing segmentation: methods, benefits and basic requirements for efficient segmentation
- •25. The basic of consumer decision-making process: factors, influencing consumer’s behavior.
- •26. Marketing information system and marketing research
- •27. Promotional mix: basic reasons, tools, purposes and features.
- •28. The meaning and objective of advertising, decision areas, media, methods of budgeting, and effectiveness of evaluation.
- •29. Public relations: definition and functions of pr, major tools, effectiveness evaluation
- •30. Sales promotion: methods, tools, influencing factors, and effectiveness evaluation
- •31. Personal selling: meaning, steps involved and the basics of sales personnel management.
- •32. Principles of communications in marketing: the meaning of marketing message
- •33. Communications pipeline in marketing: process essentials and the aida communicative model
- •34. The concept of Integral marketing communications
- •35. The major bases of marketing performance evaluation
- •37. Digital marketing as a tool of marketing communication
- •38. The new communicative environment: new tools and issues of marketing
- •39. The basics of international and global marketing
- •40. Role of marketing in national projects and public administration
37. Digital marketing as a tool of marketing communication
Digital marketing communications are essentially the digital marketing equivalent of the traditional marketing communications mix. Traditionally marketing communications mix includes public relations, advertising, sponsorship, personal selling, direct marketing, and sales promotion.
Digital marketing communications will employ some or all of these tools which are adapted to the online marketing challenge. Digital marketing communications tools will include display ads, pay per click advertising, search engine optimisation, and affiliate marketing amongst others.
Types of digital marketing:
Social media marketing.
Opt-in e-mail marketing. Visitors or clients are encouraged to sign up for an e-mail newsletter. This is also known as permission marketing.
Display advertising. The adverts that you see when you visit any website. Examples could include banner adverts which run across the top of Page, or far more rich and complex adverts such as video adverts.
Online PR or Digital PR. Online public relations, or Digital Public Relations (DPR), tend to be digital marketing communications which encourage a positive perception or profile of your business or organisation.
Search engine marketing. Search Engine Marketing employ marketing tools which attempt to gain the best position possible for your business in search engines.
38. The new communicative environment: new tools and issues of marketing
Marketing communications uses different marketing channels and tools. Marketing communication channels focuses on any way a business communicates a message to its market, or the market in general. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, promotion and public relations.
Traditional media include broadcast channels (television, radio and cinema), print (newspaper, magazine, books, directories) and public advertising such as billboards, posters and public transport. TV, radio and print remain the largest media to advertise in, accounting for approximately 70% of all media expenditure. These are known as traditional media as they have existed effectively for the longest. The effectiveness of traditional media is its ability to reach large numbers of people. For this reason, it is also referred to mass media.
Emerging trends which impact on marketing are globalization, customer behavior, communication, interactive environment, capital flow, fragmentation of traditional media, emergence of new media.
There are push and pull marketing.
Push marketing is a promotional strategy in which business tries to get their message to the customers who do not have a desire to buy or learn about the product. (Direct marketing, online marketing, sponsorships).
Pull marketing is a strategy which tells customers about the product through search engine optimization and other non-intrusive methods.