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  3. London South Bank University (LSBU)
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  5. Business Management With Marketing (N239)

Lecture notes

Principles of Marketing
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Lecture Week 1 - Consists of the basic elements when endeavouring into marketing such as: Knowledge, Skills, Consumer Behaviours, Marketing as a Profession, Customer Satisfaction, Marketing Process, and Marketing Management Orientation

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  • October 8, 2023
  • 5
  • 2023/2024
  • Lecture notes
  • Mika khanh
  • All classes

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Principles of Marketing

Week 1;


Knowledge
Sales and Marketing (Organisational Performance – Delivering long-term purpose)
Know how to create marketing and sales strategies.
Know how to segment and target relevant markets and customers (global and
local), analysis of opportunities and ways to market.
Segmentation, targeting and application of sales funnel, path to purchase, and
customer attribution.
Understand the need for innovation in product and service design.



Skills
Develop and critically apply the concepts, principles and theories of marketing relevant
to the interdisciplinary topics of digital marketing



Behaviors

Take Responsibility
Drive to achieve in all aspects of work.
Demonstrates resilience and determination when managing difficult situations.
Seeks new opportunities underpinned by commercial acumen and sound judgement.


Agile
Flexible to the needs of the organisation.
Is creative, innovative and enterprising when seeking solutions to business
needs Positive and adaptable, responding well to feedback and need for
change.
Open to new ways of working and new management theories.




Marketing as a profession

, The Many Types of Marketer

Market Research
Brand Manager
Logistics
Sales
Agency
Consultancy
In House




What is Marketing?

What does Marketing

Cover? Consumer

Behavior
Marketing Environment
Segmentation
Branding
Logistics and
Distribution Product
Management
Advertising




Marketing Defined

The management process responsible for identifying, anticipating and satisfying customer
requirements profitably.

-The Chartered Institute of Marketing, 2015




Customer

The actual or prospective purchaser of products or services


Consumer

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