How is this course different from most university courses?
This course is based on a scenario-centered curriculum and utilizes a learn-by-doing approach. In this course, you will be playing a real job role and completing tasks similar to those completed by professionals in that role in the real world. You will learn about and practice the skills needed to complete the tasks as you move through the scenario.
What is my role in this course?
In this course you will be playing the role of a marketing professional, working with a marketing team to plan the launch of a new product.
What do you do in this course?
You will be working with your team and following instructions from your supervisors to understand the customers of the new product and to design a product launch that will reach those customers most effectively. How do I get help with my tasks? Each task includes performance support to help you. These include Step-by-Step Guides, readings, websites, and other documents. Classmates and your teacher will also be available to help you.
Professors
This course seeks to assist you in: Developing a broad definition of marketing and the marketing concept Understand the main threats and opportunities in the marketing environment Identifying, and assessing the role of consumer behaviour marketing Developing an awareness of the role of marketing research in making effective marketing decisions Taking strategic and the operational decisions. Identifying the strategic role of segmentation particularly in an environment when the customer is increasingly complex. Understanding the importance of Brands in the strategic proposal. Developing operational activities to set up the strategy proposed. Identifying the ethical challenges associated with the application of the marketing programs Understanding the basic contents and structure of a marketing plan Identify the use of digital marketing in general marketing and its relevance for marketeers today
Below you can find the main topics that will be covered. The order in which they are covered can vary.
• Topic 1: Job descriptions for the members of a Marketing Department (Product Marketing Manager and Marketing Communications Manager). Welcome and Introduction to the Course
• Topic 2: Macroenvironment analysis, PESTEL analysis and Porter’s industry analysis.
• Topic 3: Microenvironment analysis, SWOT analysis. Review of the Marketing Requirements Document (MRD)
• Topic 4: Technology adoption stages. Different stages and barriers to adoption
• Topic 5: Identify customer segments Segmentation, Personas, Targeting, Positioning, Unique Selling Proposition, and Differentiation
• Topic 6: Pre-launch activation: identification and analysis of offline and online influencers to amplify the campaign’s impact.
MidTerm Exam
• Topic 7: Launch Kick-off Plan
• Topic 8: Brand Strategy Plan
• Topic 9: Marketing Communication Plan
• Topic 10: Communication Budget
• Topic 11: Key Performance Indicators (KPI)
Final Presentationsds.
In eStudy you will find the information on the course, and the tasks of that course. For each task, there are typically three sections. Each section contains important materials you’ll need to review to complete your task. The three sections are:
• Your Task: each task will begin with an email from your supervisor or others describing your assignment and directing you to your tasks.
• Step-by-Step Guide: This resource provides detailed, step-by-step instructions for completing your task. This guide will be especially useful in helping you through the challenging parts of your task.
• Resources: This provides information on which parts of our books will help you complete your tasks and links to other print materials and websites that will help you complete your work.
This course follows the Socratic Method as an approach to teaching and learning. The main characteristic of the Socratic method is that it is not ”teaching“ in the conventional sense of the word. The teacher is an observer, a helper, guide but not the purveyor of knowledge. Lectures are replaced with shared dialogues between students and teachers. The Socratic Method of teaching gives students questions and no answers, we simply force students’ reasoning and the logical relationships of their existing knowledge and experience (Delic, Becirovic, 2016).
The main methodologies used for this course are:
MD.1 Classes and exercises oriented to market a product
MD.2 Project-based learning
The course grade will be based on the following 5-point breakdown:
1. Class attendance and participation: 10%. It is an individual grade.
2. Graded Deliverables: These tasks represent 20% of the final grade. Tasks 4, 5, 8, and 10 will be graded (5% each).
3. Class presentations: 10% It is a group grade, however, group members presenting their task in class can be assessed individually based on their personal explanations and answers to the teacher's questions. Each group must deliver a minimum of two presentations throughout the course. All presentations will be assessed, and only the two highest scores will be counted toward the final grade.
4. Midterm exam: 30%. It is an individual grade. Highly important academic activity
5. Final project and presentation: 30% (final project 20% + Presentation 10%). It is a group grade. The group will be evaluated for the content and format of the presentation. Group members presenting their final project can be assessed individually based on their personal explanations and answers to the teacher's questions. Highly important academic activity
It is your responsibility to read all the communication “emails” and instructions from the “bosses”, etc. for this course and do the appropriate work.
NP: Not Presented. NP is awarded at the professor’s discretion only. The “pass” grade for the course is 5 on a 10-point scale.
There is no retake in this course.
Principles of Marketing 16ed Kotler & Armstrong Prentice Hall Publishing. It is easy to use and includes many useful case studies highlighting the main marketing concepts.