Week |
Subject |
Related Preparation |
1) |
• Syllabus.
• Describe the marketing communication.
• Explain parts of marketing communication.
• Describe e-business.
• Explain parts of e-business.
• Analyze the differences between business and not-for-profit organizations.
• Identify and describe the factors of production.
• Explain how today’s business workforce and the nature of work itself is changing.
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Review the Syllabus.
Read the chapter 1 and 2. Read the case study at the end of the chapters and be prepared to discuss in class.
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2) |
• Explain the content of marketing communication mix.
• Identify marketing communication plan.
• Identify communication theory.
• Discuss Final Class Project and Presentation.
• Explain marketing communication mix.
• Explain marketing communication plan.
• Identify SOSTAC. (situation, objectives, strategy, actions, control)
• Identify 3Ms.(men, money, minutes/time)
• Explain communication theory.
• Explain one, two and multi-step communication theories.
• Identify adoption model.
• Define template to be used for final project (a strategic business plan developed by Republic of Turkey, Small and Medium Enterprises Development Organization-KOSGEB).
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Homework: Select a product and a company to present at the final exam.
Review the strategic business plan.
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3) |
• Identify buying behavior.
• Explain markets.
• Explain market research.
• Explain agencies.
• Analyze right strategy for buying behavior and market research.Analyze the target market and their buying behaviour.
• Classify the types of buying situation.
• Discuss industrial and consumer buyers.
• Explain roles at the buying process.
• Explain buying process.
• Discuss motivation and Maslow’s hierarchy of needs.
• Identify market research.
• List the types of research. (primary, secondary, quantitative, qualitative)
• Explain the market research process.
• Identify marketing Intelligence and Information System (MIIS).
• Identify agencies.
• Analyze agency selection process.
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Continue final project. |
4) |
• Classify media types.
• Explain changing communication environment.
• Explain the aspects of international marketing communications.
• Discuss to manage media types
• Discuss to manage international marketing communications.List the media types.
• Describe media vocabulary.
• Explain choosing media.
• Classify stages of media planning.
• Analyze changing communication environment.
• Describe PESTLE analysis.
• Describe globalization of markets.
• Explain global difficulties.
• List strategic global options.
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Continue research and work on final project. |
5) |
• Explain the role and importance of corporate identity.
• Discuss different applications of corporate identity.
• Explain selling and sales management.
• Explain the role of advertising.Define corporate identity.
• Define corporate image.
• Define corporate identity mix.
• Explain selling.
• List types of sales people and organization.
• Define management of salesforce.
• Analyze developing sales skills.
• Explain managing an ad campaign.
• Discuss the strategy of an ad campaign.
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Visit the company. |
6) |
• EXAM I.
• Explain sales promotion.
• Explain direct marketing.
• Describe publicity and public relations.Describe sales promotions.
• Classify categories of sales promotions.
• List factors driving the use of promotions.
• Analyze sales promotions objectives.
• Explain direct marketing.
• Explain database marketing.
• Illustrate planning a direct mail campaign..
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none. |
7) |
• Identify the role and importance of sponsorship.
• Explain how to manage trade fairs/exhibitions.
• Explain the role and importance of exhibitions.
• Explain the role and importance of packaging in marketing communications.
• Illustrate final project preparations.Explain sponsorship.
• Discuss range and types of sponsorship.
• List advantages of sponsorship.
• Explain how to run a sponsorship program.
• Identify how to plan an exhibition.
• List exhibition objectives.
• Illustrate checklist of exhibitions.
• Identify measurable criteria.
• Explain the importance of packaging.
• List the functions of a pack.
• Explain communication functions of packaging.
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Continue research and work on final project. |
8) |
• Explain merchandising.
• Identify word of mouth.
• Explain e-marketing.
• Explain the importance of using these tools in the most appropriate ways.Explain merchandising.
• List merchandising tools.
• Classify merchandising techniques.
• Discuss devices that drive word of mouth.
• Analyze 10 stages of developing a customer-care programme.
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Submit first drafts of final project. |
9) |
• Explain e-commerce and describe how it differs from e-business.
• Identify and describe the unique features of e-commerce technology and discuss their business significance.
• Explain Web 2.0 applications.
• List the major types of e-commerce.
• Discuss the origins and growth of e-commerce.
• Explain the evolution of e-commerce from its early years to today.
• Identify the factors that will define the future of e-commerce.
• Discuss the major themes underlying the study of e-commerce.
• Classify the major academic disciplines contributing to e-commerce.
|
Search internet and find an export company, evaluate web site and submit thoughts. |
10) |
• Discuss the questions must be asked and answered, and the steps should be taken, in developing an e-commerce presence.
• Explain the process that should be followed in building an e-commerce presence.
• List the major issues surrounding the decision to outsource site development and/or hosting.
• Identify and express the major considerations in choosing Web server and e-commerce merchant server software.Explain the issues involved in choosing the most appropriate hardware for an e-commerce site.
• Discuss additional tools that can improve Web site performance.
• Explain the important considerations involved in developing a mobile Web site and building mobile applications.
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Continue research and work on final project. |
11) |
• Explain the features of traditional payment systems.
• Identify the major e-commerce payment systems in use today.
• Describe the features and functionality of electronic billing presentment and payment systems.
• Identify the key components of e-commerce business models.
• Describe the major B2C business models.
• Describe the major B2B business models.
• Explain the key business concepts and strategies applicable to e-commerce.
• Analyze the difference between traditional online marketing and the new social-mobile-local marketing platforms.
• Describe the size and growth of social, local, and mobile marketing.
• Discuss the relationships between social, mobile, and local marketing.Explain E-commerce Business Models.
• List major Business-to-Consumer (B2C) Business Models.
• List major Business-to-Business (B2B) Business Models.
• Analyze how E-commerce Changes Business: Strategy, Structure, and Process.
• Discuss the difference between traditional online marketing and the new social-mobile-local marketing platforms.
• Explain the relationships between social, mobile, and local marketing.
• Discuss the marketing capabilities of social marketing platforms such as Facebook, Twitter, and Pinterest.
• Identify the key elements of a mobile marketing campaign including app and in-app marketing.
|
Due: Second Draft of Final Project. |
12) |
• Describe the environment in which the online retail sector operates today.
• Analyze the economic viability of an online firm.
• Identify the challenges faced by the different types of online retailers.
• Describe the major features of the online service sector.
• Discuss the trends taking place in the online financial services industry.
• Describe the major trends in the online travel services industry today.
• Identify current trends in the online career services industry.Explain the Online Retail Sector.
• Analyze the Viability of Online Firms.
• Classify E-tailing Business Models.
• Define B2B commerce and explain its scope and history.
• Explain the procurement process, the supply chain, and collaborative commerce.
• Identify the main types of B2B commerce: Net marketplaces and private industrial networks.
• Explain E-commerce and Supply Chain Management.
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Home assignment: “Disney XD TV: Marketing to Boys”, pg. 370. Read the case and answer the questions to be discussed in the next class session. |
13) |
• Explain e-mail marketing.
• Identify how to use internet to find potential business partners in international trade.
• Explain how to search internet to find buyer/seller information.
• Explain how to write effective business e-mails.Identify e-mail marketing.
• List components of effective e-mail marketing.
• Analyze design and content.
• Explain writing.
• Explain how to prepare landing pages.
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Search international trade web sites and submit next week. |
14) |
• Explain search Engine Marketing.
• Explain Search Engine Optimization.
• Identify web site design and content for SEO.
• Identify how to create effective links.Explain the role and importance of search engines in marketing (SEM).
• Identify Search Engine Optimization.
• Identify Search Engine Marketing.
• Explain Web site design for SEO and SEM.
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Editing & Revision of Final Project. |
15) |
• Final Project.
• Final Presentation.Explain how to develop a web site for a real or fictional company.
|
none. |