| 1 | Defining Marketing and the Marketing Process
Marketing: Creating and Capturing Customer Value |
| 2 | Analyzing the Marketing Environment |
| 3 | Consumer Markets and Consumer Buyer Behavior |
| 4 | Customer-Driven Marketing Strategy: Creating Value for Target Customers |
| 5 | Product, Services, and Brands: Building Customer Value |
| 6 | New-Product Development and Product Life-Cycle Strategies |
| 7 | Pricing: Understanding and Capturing Customer Value |
| 8 | Pricing Strategies |
| 9 | Mid-Term Exam |
| 10 | Marketing Channels: Delivering Customer Value |
| 11 | Communicating Customer Value: Integrated Marketing Communications Strategy |
| 12 | Advertising and Public Relations |
| 13 | Personal Selling and Sales Promotion
Direct and Online Marketing: Building Direct Customer Relationships |
| 14 | Project Presentations |
