4.1
Introduction to marketing
Market orientation, Product orientation, Market share, Market growth, Market leadership
4.2
Marketing planning
Marketing plans, Segmentation, Target markets, Position maps, Niche and mass markets, USP, Differentiation
4.3
Sales forecastingHL
Forecasts, Time series, Moving averages, Variations, Planning under uncertainty
4.4
Market research
Primary and secondary research, qualitative and quantitative data, sampling, ethics
4.5
The seven Ps of the marketing mix
Product life cycle, Branding, Pricing methods, Promotion, Distribution, Services marketing, Coherent marketing mixes
4.6
International marketingHL
Entry modes, Global adaptation, Opportunities, Threats, Changing customer preferences
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