BBIT 2015 TOPIC 1 PRINCIPLES OF MARKETING LESSON 1 - INTRODUCTION TO MARKETING APRIL TO JULY 2020

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PRINCIPLES OF
MARKETING
BBIT 2105
INTRODUCTION TO MARKETING
[email protected]

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Introduction to
Principles of
Marketing
Instructor: Sarah Awinyo
E-mail: [email protected]
Staff Room: Tumaini – MSB Basement Floor
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INTRODUCTIONS - Instructor
Instructor: Sarah Awinyo (Ms)
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Master in Business Administration –
Marketing
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DipM, MCIM Chartered Marketer-CIM
UK
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PhD Candidate (University of Nairobi)
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Consultant/Trainer – Strategic
Marketing
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Hobbies – Cooking, reading, travelling
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INTRODUCTION - Students
Get together in pairs and share:
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Your name
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In view of the emerging trends in the
marketing environment, what are the new
marketing skills that will be required for the
survival of organizations?
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What do you expect from this course?
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What do you love or hate about marketing?
And why?
Students to introduce each other to class
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INTRODUCTION - Students
Skills for new marketers
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Experts in new media and digital marketing
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Strategic planners
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Strong personal communications
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Expert information gatherers
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Better networkers
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Financial literacy
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Innovation and creativity
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Lesson Objectives
Objectives of this topic
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To understand the meaning of Marketing
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Understand the key terms used in Marketing
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To learn about the implications of the meaning of
Marketing
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To know the importance of Marketing
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To be able to trace the history of marketing.
•
To understand the role of Marketing in organizations
and society
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What is …?
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What is Marketing??
On a piece of paper write the following:
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Your name
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Your Student ID#
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Briefly answer the above question
(in one paragraph or less)
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Give your neighbour the paper to read out to class
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What is …?
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Marketing involves giving up and simultaneously receiving
something of value
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It excludes robbing, stealing, begging and production for
own consumption
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Contrary to the popular conception, marketing is not just
about promotion - it can be divided into four sections, often
known as the ‘’four Ps’’.
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The Four Ps
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They are product, price, promotion and place
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Product - deals with the specifications of the actual good or
service, and how it relates to the end-user’s needs and wants.
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Pricing - refers to the process of setting a price for a product,
including discounts
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Promotion – includes advertising, publicity, word of mouth
and personal selling
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Are the various methods of promoting the product, a brand or
company.
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Place or distribution refers to how the product gets to the
customers
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Four Ps
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These four Ps (elements) are often referred to as the
marketing mix.
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A marketer will use these elements to craft a marketing
plan.
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For a marketing plan to be successful, the mix of the four
"p's" must reflect the wants and desires of the consumers
in the target market.