As a core business module and in the light of the prime importance of marketing in successful organisations, the product design student needs to have a clear understanding of the basic philosophy, principles and concepts of marketing in order to maximise the likelihood of successful commercialisation of product development.
MC1 Locating Marketing
Customer delivered value, Historical development of marketing. The marketing concept. Environmental scanning.
MC2 Focusing Marketing
Defining markets. Segmentation, targeting and positioning.
MC3 Marketing and Buyer behaviour
Consumer buying process. Organisational buying process. Diffusion of innovations.
MC4 Marketing Information and Market Research
Marketing information systems. The market research process. Measuring market demand. Forecasting future market demand
MC5 The Product Dimension
Classifying products. Product attribute decisions. Branding. Packaging. Product support decisions. Product Life cycle. New Product Development process
MC6 The Distribution Dimension
Role, function and selection of intermediaries. Retailing and wholesaling. Trade marketing. Physical logistics and supply chain management.
MC7 The Promotion Dimension
Role of promotion. The communications process. Personal selling. Sales promotion. Advertising. Sponsorship. Public relations. Direct marketing
MC8 The Pricing Dimension
Role of pricing. Methods of setting prices. Factors affecting pricing decisions.
MC9 Introduction to Business Models.
Introduction to the LEAP Business Model Canvas Game and Business Model Canvas
