This Principles of Marketing course provides students with an introduction to the role of marketing and the principles and challenges involved in developing successful marketing programs. Students will be taken from an introduction to the role of marketing in the organization through the principle tools of marketing and finish the course examining the wider social and ethical implications of marketing. Through a series of cases, examples, and readings, we will examine how important the role of marketing is in the modern day organization and how it permeates most aspects of our lives. Furthermore, we will have the opportunity to analyze how the function of marketing has evolved over time driven by factors such as the changing nature of the consumer, globalization, technology and socio-cultural factors. While this course imparts the traditional concepts of managing the marketing mix with a balanced focus on the consumer and the competitor, it also examines more innovative and often more aggressive promotional strategies that have emerged in the digital era.
Titular 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
Topic 1 Introduction to the Marketing Concept
Topic 2 Marketing Strategy
Topic 3 Consumer Behaviour
Topic 4 Marketing Environment
Topic 5 Marketing Research
Topic 6 Segmentation & Targeting
Topic 7 Value Proposition & Branding
Topic 8 Products and Services
Topic 9 Pricing strategies
Topic 10 Distribution
Topic 11 Promotion
Topic 12 Unconventional Marketing Strategies
Topic 13 Marketing Plan and Marketing Trends
The learning experience is based on a range of teaching methods that seek to foster your understanding of the marketing function.
The classes will concentrate on the principle marketing concepts, readings and case studies that you will be required to do outside class time as well as in-class discussions. We will also draw on a vast array of multimedia sources such as videos, podcasts and blogs to supplement written material.
The course grade will be based on the following 5 points breakdown:
Participation: 15%
Innovation and Inspiration: 5%
Assignments: 30%
Midterm exam: 15%
Final Exam: 35%
Principles of Marketing 16ed - Kotler & Armstrong - Prentice Hall Publishing.
This textbook is used as the basic text for any marketing course.