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Abhi Biswas - UT Dallas School of Management
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Marketing Systems Analysis

This course is designed to provide an adequate overview of the field of Marketing from a managerial standpoint, along with the fundamental concepts which will be systematically presented and related to their real life applications.  Examples, cases and caselets will be liberally used to highlight the most relevant issues.
            The basic objective is to help executives and managers develop relevant marketing skills and philosophies and to examine the trends and applicable techniques in the area of marketing management. This course should enhance a better understanding of marketing problems, the setting in which marketing decisions are made, the tools available to facilitate these decisions, and the impact of the decisions for the firm and the “larger marketplace.”
            The primary mode of teaching will be lecture sessions interspersed with case discussions and real life examples with practical applications.  A healthy discussion-cum-dialogue is not only welcome - but is highly recommended. With this in mind, students are encouraged to actively participate in constructive class discussions.

Topics Covered
  • Introduction
    The Marketing Function
     The Scope of Marketing
     Fundamental Marketing Concepts
     A Simple Marketing System
     Marketing Mix and the Customer
     Factors Influencing Marketing Strategy
  • Strategic Planning
      SWOT Analysis
      Boston Consulting Group Portfolio Analysis
      GE Multifactor Matrix
  • Strategic Planning
       SWOT Analysis
       Boston Consulting Group Portfolio Analysis
       GE Multifactor Matrix
  • Market Segmentation, Targeting & Positioning
        Bases for Segmenting Markets
        Criteria for Effective Segmentation
       The Challenges of Positioning using POPs and PODs
       Perceptual Mapping
  • Conducting Marketing Research
       Challenges of Marketing Research
      The Marketing Research Process
      Market Research Plan and Research Approaches
      Research Instruments
  • Consumer Behavior & Buying Decision Process
       Major Influencers of Consumer Behavior
      Model of Consumer Behavior: The Five-Stage Model
      Types of Consumer Buying Decisions and Consumer Problem Solving
      Compensatory and Non-Compensatory Models of Attitude Formation
  • Product Development and Product Management
       Product Classifications
      New-Product Development Decision Process
      Product Life Cycle
      Conjoint Analysis
      Genericide
  • Developing Pricing Strategies & Programs
      Consumer Psychology of Pricing
      Reference Pricing
      Steps in Price Setting
      Price Elasticity
      Selecting a Pricing Method
      Price Adaptation Strategies
      Promotional Pricing Tactics
      Product-Mix Pricing
  • Distribution and Retailing
      Channels and Channel Decisions
      Channel Member Functions
     Designing a Marketing Channel System
     Major Retailer Types
     Retail Management Decisions
     The Retailing Mix
     Shifting Trends in Retailing
  • Integrated Marketing Communications
     Elements of the Communications Mix
     Advertising
     Sales Promotion
     Steps in Developing Effective Communications
     Creative Strategy
     Message Source
     5 M’s of Advertising
     Sales Promotion Tools

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