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 Promotion and digital marketing/ Unconventional Marketing Strategies
Topic 11 Distribution
Topic 12 Marketing Plan case & wrap up
The learning experience is based on a range of teaching methods that seek to foster your understanding of the marketing function. The classes will be dynamic only if students come to class prepared and willing to contribute to class discussion.
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%
Periodic tests/exercises as determined by the teacher: 10%
Assignments: 25 %
Midterm exam: 15%
Final Exam: 35%
Principles of Marketing 16ed, Kotler & Armstrong. Prentice Hall Publishing.
You will be provided with an access code to the MyMarketingLab platform that includes the full e-text for this book plus a multitude of additional resources (video lectures, video cases, tests etc)