COURSE TITLE: PRINCIPLES OF MARKETING

COURSE CODE: MKT1013 / BAM2423

CLO 1

Discuss the role and contributions of marketing within the organization.

CLO 2

Recognise the role of marketing in the social and economic structure.

CLO 3

Demonstrate the vital need for a customer orientation on the part of all employees in a firm.

CLO 4

Describe the relationship between marketing and other major business activities such as production and finance

CLO 5

Describe the components of marketing plan and create a marketing plan.

Question 1: Course Learning Outcome (CLO) 1

Customer equity is a result of customer relationship management. Explain how does a firm manage customer equity carefully? Provide a diagram to support your answer.

(10 marks)

Question 2: Course Learning Outcome (CLO) 2

Explain how macro-environment factors affect the company to serve its customers? Give relevant examples to support your answer.

(20 marks)

Question 3: Course Learning Outcome (CLO) 3

Brands are the key elements in a company's relationship with the customers. How a company develops the branding strategies? How does a company manage their brand carefully? Give relevant examples to support your answer.

(20 marks)

Question 4: Course Learning Outcome (CLO) 4:

How does a company adjust the prices to take into account the different types of customers and situations? Give relevant examples to support your answer.

(20 marks)

Question 5: Course Learning Outcome (CLO) 5:

Assume that you are the marketing manager of Starbucks, create a marketing report that is aimed to attract more customers to purchase the products.

(30 marks)