Teaching plan on “Marketing in a digital world” 2021
Teaching plan on “Marketing in a digital world”, 2021 Session Topics Readings/ e-resources 1. Oct. 28 (Thursday) Time: 19-22 [online] Introduction to Marketing in a Digital World Kotler & Keller : Ch. 1: 25-56 Videos: 1a. what is marketing? (also watch nature and scope of marketing ). 1b. Marketing orientations: a brief lecture . (also on market orientation ). 1c: Functions of marketing . 2a. Understanding needs, wants and demand : lecture . 2b. Needs, wants and demand . 2c. Marketing myopia: a briefing . 3. Globalization of production and markets 4. Holistic marketing . 5a 4-Ps of marketing mix (also watch the marketing mix element of pricing ; and the element of promotion ). 5b. The 4As of marketing . 5c. What is internal marketing . (also watch "difference between internal and external marketing" and study the briefing note on "what is internal marketing" ). 5d. The Sales Fu