2025-2026 ENGLISH SUMMARY
MARKETING
MANAGEMENT
Textbook mandatory for class: Principles and Practice of Marketing, 10th edition by Davide Jobber, Fiona
Ellis-Chadwick
,2025-2026 MARKETING MANAGEMENT
TABLE OF CONTENTS
chapter 1: marketing and the organization 4-11
chapter 2: the marketing environment 12-17
chapter 17: marketing strategy and planning 18-31
chapter 18: analysing competitors and creating competitive advantage 32-40
chapter 4: consumer behaviour 41-56
chapter 6: digital marketing analytics and customer insights 57-73
chapter 7: market segmentation and positioning 74-91
chapter 8: value through brands 92-106
chapter 19: product strategy: lifecycle portfolio and growth 107-110
chapter 11: value through service 111-114
chapter 12: introduction to marketing communication 115-124
chapter 14: digital marketing and media 125-130
chapter 9: value through pricing 131-143
chapter: 16 distribution, channel management and retailing 144-159
Self-study chapters
chapter 13: the marketing communications mix: mass communication 161-174
chapter 15: direct marketing, social media 175-188
,2025-2026 MARKETING MANAGEMENT
EVALUATION
1. FINAL EXAM - 30%
SELF-STUDY: CHAPTERS 13 AND 15 FROM THE BOOK, THESE CHAPTERS ARE NOT
COVERED DURING CLASSES
2. GROUP ASSIGNMENT - 60%
YOU MUST USE AT LEAST ONE SCIENTIFIC ARTICLE FOR THE MARKETING MIX IN
THE THIRD DELIVERABLE
3. CHAPTER QUIZZES - 10%
WEEKLY QUIZZES ARE HELD, BUT THE FINAL SCORE IS CALCULATED BEFORE THE
START OF THE EXAM
EXTRA NOTE FROM THE AUTHOR
SUMMARY INCLUDES:
1. ALL THEORY COVERED DURING CLASSES
2. MARKED TOPICS THAT ARE IMPORTANT
3. TWO SELF-STUDY CHAPTERS NOT DISCUSSED IN CLASS
LEARNING OUTCOMES
1. THE STUDENT SEGMENTS THE MARKET, SELECTS A TARGET GROUP AND
POSITIONS AN ORGANIZATIONS EFFORT
2. THE STUDENT ANALYSES AND UNDERSTAND REALISTIC MARKETING SITUATIONS
3. THE STUDENT EXPLAINS AND ILLUSTRATES THE MOST IMPORTANT MARKETING
CONCEPTS
4. THE STUDENT UNDERSTANDS NEWER STRATEGIC MARKETING PRACTICES
5. THE STUDENT UNDERSTANDS THE BUYING PROCESS OF CONSUMERS AND
ORGANISATIONS AND INFLUENCES IT
6. THE STUDENT APPLIES THEORETICAL CONCEPTS TO PRACTICAL CASES
7. THE STUDENT REPORTS (ORALLY AND WRITTEN) IN A BRIEF AND STRUCTURED
MANNER ABOUT A REALISTIC MARKETING SITUATION
, 2025-2026 MARKETING MANAGEMENT
CHAPTER 1: MARKETING AND THE ORGANISATION
NOT TO STUDY
1. SECTION MARKETING PERFORMANCE
2. SECTION DOES MARKETING HAVE ALL THE ANSWERS?
3. MARKETING IN ACTION (GOOD EXAMPLES)
4. MINI-CASE
5. END OF CHAPTER CASES
CHAPTER 1 QUESTIONS
1. WHAT IS MARKETING?
2. WHAT IS MARKETING MANAGEMENT
3. WHY IS MARKETING IMPORTANT
4. WHAT IS THE SCOPE OF MARKETING
5. WHAT ARE SOME OF THE FUNDAMENTAL MARKETING CONCEPTS
6. HOW HAS MARKETING MANAGEMENT CHANGED
7. WHAT ARE THE TASKS NECESSARY FOR SUCCESSFUL MARKETING MANAGEMENT
1 DEFINING MARKETING
“MARKETING IS THE PROCESS BY WHICH COMPANIES CREATE VALUE FOR
CUSTOMERS AND BUILD STRONG CUSTOMER RELATIONSHIPS IN ORDER TO
CAPTURE VALUE FROM CUSTOMERS IN RETURN” (KOTLER & ARMSTRONG, 2010)
*MARKETING IS A PROCESS, MEANING IT’S CONTINUOUS, NOT A ONE-TIME ACTION
*THE CORE CONCEPT IS VALUE, ESPECIALLY FOR CUSTOMERS, COMPANIES AIM TO CREATE VALUE, AND IN
RETURN, CAPTURE VALUE (LIKE PROFIT, LOYALTY, REPUTATION)
*CUSTOMER RELATIONSHIPS ARE CENTRAL BECAUSE MARKETING ISN’T JUST ABOUT SELLING; IT’S ABOUT
BUILDING LONG-TERM TRUST AND SATISFACTION
ANOTHER DEFINITION: “MARKETING IS THE ACTIVITY, SET OF INSTITUTIONS, AND
PROCESSES FOR CREATING, COMMUNICATING, DELIVERING, AND EXCHANGING
OFFERINGS THAT HAVE VALUE FOR CUSTOMERS, CLIENTS, PARTNERS, AND
SOCIETY AT LARGE”
*IT INVOLVES CREATING PRODUCTS OR SERVICES
*COMMUNICATING MEANS PROMOTING OR ADVERTISING THEM
*DELIVERING REFERS TO HOW THE PRODUCT REACHES THE CUSTOMER (ONLINE, IN-STORE, ETC.)
*EXCHANGING OFFERINGS COVERS PRICING AND THE MUTUAL VALUE EXCHANGE BETWEEN COMPANY AND
CUSTOMERS
*IT ALSO EMPHASIZES THAT ORGANIZATIONS HAVE A BROADER RESPONSIBILITY, NOT JUST FINANCIAL BUT
ALSO SOCIETAL VALUE (ETHICAL PRACTICES, SUSTAINABILITY ETC.)
KNOW ‘WHAT IS MARKETING?’
MARKETING
MANAGEMENT
Textbook mandatory for class: Principles and Practice of Marketing, 10th edition by Davide Jobber, Fiona
Ellis-Chadwick
,2025-2026 MARKETING MANAGEMENT
TABLE OF CONTENTS
chapter 1: marketing and the organization 4-11
chapter 2: the marketing environment 12-17
chapter 17: marketing strategy and planning 18-31
chapter 18: analysing competitors and creating competitive advantage 32-40
chapter 4: consumer behaviour 41-56
chapter 6: digital marketing analytics and customer insights 57-73
chapter 7: market segmentation and positioning 74-91
chapter 8: value through brands 92-106
chapter 19: product strategy: lifecycle portfolio and growth 107-110
chapter 11: value through service 111-114
chapter 12: introduction to marketing communication 115-124
chapter 14: digital marketing and media 125-130
chapter 9: value through pricing 131-143
chapter: 16 distribution, channel management and retailing 144-159
Self-study chapters
chapter 13: the marketing communications mix: mass communication 161-174
chapter 15: direct marketing, social media 175-188
,2025-2026 MARKETING MANAGEMENT
EVALUATION
1. FINAL EXAM - 30%
SELF-STUDY: CHAPTERS 13 AND 15 FROM THE BOOK, THESE CHAPTERS ARE NOT
COVERED DURING CLASSES
2. GROUP ASSIGNMENT - 60%
YOU MUST USE AT LEAST ONE SCIENTIFIC ARTICLE FOR THE MARKETING MIX IN
THE THIRD DELIVERABLE
3. CHAPTER QUIZZES - 10%
WEEKLY QUIZZES ARE HELD, BUT THE FINAL SCORE IS CALCULATED BEFORE THE
START OF THE EXAM
EXTRA NOTE FROM THE AUTHOR
SUMMARY INCLUDES:
1. ALL THEORY COVERED DURING CLASSES
2. MARKED TOPICS THAT ARE IMPORTANT
3. TWO SELF-STUDY CHAPTERS NOT DISCUSSED IN CLASS
LEARNING OUTCOMES
1. THE STUDENT SEGMENTS THE MARKET, SELECTS A TARGET GROUP AND
POSITIONS AN ORGANIZATIONS EFFORT
2. THE STUDENT ANALYSES AND UNDERSTAND REALISTIC MARKETING SITUATIONS
3. THE STUDENT EXPLAINS AND ILLUSTRATES THE MOST IMPORTANT MARKETING
CONCEPTS
4. THE STUDENT UNDERSTANDS NEWER STRATEGIC MARKETING PRACTICES
5. THE STUDENT UNDERSTANDS THE BUYING PROCESS OF CONSUMERS AND
ORGANISATIONS AND INFLUENCES IT
6. THE STUDENT APPLIES THEORETICAL CONCEPTS TO PRACTICAL CASES
7. THE STUDENT REPORTS (ORALLY AND WRITTEN) IN A BRIEF AND STRUCTURED
MANNER ABOUT A REALISTIC MARKETING SITUATION
, 2025-2026 MARKETING MANAGEMENT
CHAPTER 1: MARKETING AND THE ORGANISATION
NOT TO STUDY
1. SECTION MARKETING PERFORMANCE
2. SECTION DOES MARKETING HAVE ALL THE ANSWERS?
3. MARKETING IN ACTION (GOOD EXAMPLES)
4. MINI-CASE
5. END OF CHAPTER CASES
CHAPTER 1 QUESTIONS
1. WHAT IS MARKETING?
2. WHAT IS MARKETING MANAGEMENT
3. WHY IS MARKETING IMPORTANT
4. WHAT IS THE SCOPE OF MARKETING
5. WHAT ARE SOME OF THE FUNDAMENTAL MARKETING CONCEPTS
6. HOW HAS MARKETING MANAGEMENT CHANGED
7. WHAT ARE THE TASKS NECESSARY FOR SUCCESSFUL MARKETING MANAGEMENT
1 DEFINING MARKETING
“MARKETING IS THE PROCESS BY WHICH COMPANIES CREATE VALUE FOR
CUSTOMERS AND BUILD STRONG CUSTOMER RELATIONSHIPS IN ORDER TO
CAPTURE VALUE FROM CUSTOMERS IN RETURN” (KOTLER & ARMSTRONG, 2010)
*MARKETING IS A PROCESS, MEANING IT’S CONTINUOUS, NOT A ONE-TIME ACTION
*THE CORE CONCEPT IS VALUE, ESPECIALLY FOR CUSTOMERS, COMPANIES AIM TO CREATE VALUE, AND IN
RETURN, CAPTURE VALUE (LIKE PROFIT, LOYALTY, REPUTATION)
*CUSTOMER RELATIONSHIPS ARE CENTRAL BECAUSE MARKETING ISN’T JUST ABOUT SELLING; IT’S ABOUT
BUILDING LONG-TERM TRUST AND SATISFACTION
ANOTHER DEFINITION: “MARKETING IS THE ACTIVITY, SET OF INSTITUTIONS, AND
PROCESSES FOR CREATING, COMMUNICATING, DELIVERING, AND EXCHANGING
OFFERINGS THAT HAVE VALUE FOR CUSTOMERS, CLIENTS, PARTNERS, AND
SOCIETY AT LARGE”
*IT INVOLVES CREATING PRODUCTS OR SERVICES
*COMMUNICATING MEANS PROMOTING OR ADVERTISING THEM
*DELIVERING REFERS TO HOW THE PRODUCT REACHES THE CUSTOMER (ONLINE, IN-STORE, ETC.)
*EXCHANGING OFFERINGS COVERS PRICING AND THE MUTUAL VALUE EXCHANGE BETWEEN COMPANY AND
CUSTOMERS
*IT ALSO EMPHASIZES THAT ORGANIZATIONS HAVE A BROADER RESPONSIBILITY, NOT JUST FINANCIAL BUT
ALSO SOCIETAL VALUE (ETHICAL PRACTICES, SUSTAINABILITY ETC.)
KNOW ‘WHAT IS MARKETING?’
