We begin with an overview of the marketing concept – this provides a reference point and helps to clarify the purpose. The marketing concept is often described as an axiom of business. We also debunk a number of misconceptions and discuss the importance of marketing as a discipline.

In this module we provide a preview of he philosophy section of the e-book and provide a brief overview of the 3 modules marketing definitions, the evolution of marketing, and the objectives of marketing practitioners. The objective is to outline how marketing practitioners consider the discipline of marketing,  the recurring challenges, and how the performance of marketing practitioners is judged.

To ensure more effective and efficient navigation of themarketingconcept [e-book] we outline the 3X3 structure.This means 3 sections – [1] the philosophy of marketing, [2] the theory of marketing, and [3] the application of the philosophy and theory. With each section is then arranged into 3 modules. However, larger modules are arranged into  chapters.

In this module we define the term ‘market’ to enable us to better define marketing. We explore two definitions of marketing a classic and a contemporary definition of marketing. By exploring two definitions we look at marketing from a consumers’ and an organisations’ perspective.   Then we explain and overarching concept ‘profitable exchange relationships’ and discuss – what is marketing and what is not marketing.

In this module we explore the evolution of marketing. Due to the size of this topic it is broken down into two chapters [1] a societal perspective & [2] a theoretical perspective. The purpose of this module is the notion that there is a constant process of evolution and 4 recurring patterns present 4 quests for marketing practitioners – marketplace vigilance is needed.

In this module we present how different organisations may have different structures, however, there are recognisable marketing objectives. IWe identify and discuss the 9 objectives of marketing practitioners and how these objectives will enable organisations to achieve their financial, strategic, and communication objectives.

In this review we revisit and review section 1 – a marketing philosophy – provide a brief explanation and synthesise the key elements. Note, it is important to self audit your learning and revise where needed.

In this module we explore the key concepts that are central to the language of marketing practitioners. Introduce the 3 mega-marketing concepts [the buyer decision process, the total product, and the circle of satisfaction], and the hierarchy and relationships between the 3 mega-marketing concepts. Some concepts may require students to read and read the e-book as the academic meanings attributed to terms often differs to our day to day use.

In this module we explore the buyer decision process – the first of our mega-marketing concepts; the buyer decision process is about the decisions that people make throughout the buying and consumption process – it is a journey. The process will vary from simple to complex and is influenced by the situational factors – the customer, the organisation, the market, and the product [COMP factors]. As you progress through the 3 mega-marketing concepts it will become apparent that the total product and the circle of satisfaction are, linked to the buyer decision process.

In this module we introduce the 3 chapters of the total product – product considerations, product layers & product components. Whilst the first time zone of the buyer decision process was directed towards a consumer perspective the total product is directed towards the construction of the product from the organisation’s perspective.

In this module we discuss how satisfaction is estimated, assessed, and evaluated and how episodes of satisfaction may lead to cumulative satisfaction, aggregate satisfaction and collective satisfaction and how this may lead to trust, loyal behaviour, a competitive advantage, increased profitability, and ultimately organisational satisfaction. In doing so the circle of satisfaction is an extended view of the marketing concept.

In this review of section 1 & 2 we discuss a marketing philosophy and marketing theory – we provide a brief explanation and synthesise the key elements. Note, it is important to self audit your learning and revise where needed.

In this section we discuss organisational decision-making process; how marketing practitioners conduct a marketing audit, how through the Strategic Business Planning Group the market position and the basis of competition are articulated in a business plan, how through a strategic marketing plan strategies are communicated within an organisation and how through tactical marketing action plans the tactics needed to achieve the strategic objectives of the organisation are implemented and evaluated.

In this module we explore the CADDIE business-marketing planning process, including the 2 main types of research that marketing practitioners employ – as needed and everyday research – and how this research is employed in a marketing audit, is synthesised into a marketing audit report and a summary presentation to the Strategic Business Planning Group for further consideration.

In this module we outline the documentation process for the business plan, and the marketing plan, and how this leads to the tactical marketing action plans.

In this module we outline how the marketing concept and a marketing philosophy are documented in the business plan, the marketing plan and transformed from strategic intentions to tactical actions through the implementation, evaluation of the tactical marketing action plans which are then evaluated and where necessary result in corrective action to meet the stated objectives..

In this review of  section 1,2,& 3 we discuss the application of a marketing philosophy and marketing theory and the business-marketing planning process is provided. Keep in mind for a more thorough exploration consult themarketingconcept [e-book]