Principles of Marketing summary notes

These Principles of Marketing summary notes are compiled from official lectures, PowerPoint slides, and core textbook content at the Amsterdam University of Applied Sciences. Written in clear, academic English, the notes offer an extensive breakdown of the marketing landscape from foundational theories to advanced strategy applications.

The document is ideal for undergraduates, MBA candidates, or self-learners who need an organized and comprehensive revision tool.

Covered Topics & Structure:

The document is structured by lecture and includes textbook summaries, as follows:

Lecture 1

• Chapter 1: Marketing – Creating Customer Value and Engagement

  • Definitions, core concepts, value propositions, the marketing process, customer satisfaction, and loyalty.

Lecture 2

• Chapter 2: Company and Marketing Strategy – Partnering to Build Customer Relationships

  • Mission statements, business portfolios, BCG Matrix, strategic planning.

• Chapter 3: Analyzing the Marketing Environment

  • Micro and macro environments, SWOT, PESTEL, competitor analysis.

Lecture 3

• Chapter 5: Consumer Markets & Buyer Behavior

  • Psychological, social, and cultural influences on buying behavior.

• Chapter 6: Business Markets & Business Buyer Behavior

  • B2B processes, organizational buying, supplier selection.

Lecture 4

• Chapter 7: Customer-Driven Marketing Strategy

  • Market segmentation, targeting, positioning (STP).

• Chapter 8: Products, Services, and Brands

  • Product lifecycle, branding, packaging, product mix strategies.

Lecture 5

• Chapter 9: New Product Development & Product Life Cycle (PLC)

  • Innovation, stages of product development, managing PLC phases.

• Chapter 12: Marketing Channels – Delivering Customer Value

  • Channel design, retailing and wholesaling, logistics.

• Chapter 18: Creating Competitive Advantage

  • Competitive positioning, value disciplines, strategic differentiation.

• Chapter 20: Sustainable Marketing – Social Responsibility and Ethics

  • Ethical issues in marketing, CSR, sustainability, cause-related marketing.

Highlights:

• Synthesized content from both lectures and textbooks.

• Clear subheadings for easy navigation.

• Marketing theory paired with real-world applications.

• Perfect for exam preparation, assignments, or building foundational marketing understanding.

Who Should Use This Resource:

• Undergraduate marketing students

• International business or commerce majors

• Erasmus exchange students in business faculties

• Self-learners pursuing digital or traditional marketing knowledge