PRINCIPLES OF MARKETING
Course Overview:
The course is designed to help you develop marketing related skills as well as knowledge about marketing topics. The assigned readings and lectures will help to familiarise you with critical marketing terminology and concepts.
Course Description：
The foundations of marketing are explored. Lectures and practical exercises introduce students to the marketing concept, marketing environments, marketing strategy, its planning, implementation and control as well as consumer behaviour. The core elements of product, pricing, promotion and distribution are addressed.
Objectives:
At the completion of the course, successful students should be able to:
· Understand and explain the four components of the marketing mix.
· Recognise the role of marketing in the strategic planning process of a firm.
· Link the marketing mix elements to a firm’s marketing strategy.
· Apply marketing concepts to specific business cases and situations.
Assessment:
Assessment in this course is designed to measure the extent to which a student is able to recognise and apply marketing concepts. It is also intended to reward those who:
§ Consistently do the readings and other assignments on schedule,
§ Regularly attend lectures
Weightings and descriptions of the various pieces of assessment are as follows:
Course attendance _____ _(10% )
Middle term Test (20% )
Middle term tests will be two hours long (closed book) and cover the concepts discussed in class. The material for middle term Test will include specific chapters as described in the course outline. Term Tests will be a selection of multiple choice questions.
Final Exam (70%)
The final exam will be three hours long (closed book), and will require students to demonstrate their knowledge of the concepts discussed in class. The final exam covers material found in all assigned chapters during the semester.
Lecture Schedule:
Please do assigned readings prior to the lectures.
Lecture Week | Topic | Reading | Assessment |
Course Introduction | |||
1 | Marketing: Creating Value | Chapter 1 | |
2 | Strategic Marketing Planning | Chapter 2 | |
3 | Identifying Market Opportunities | Chapter 3 | |
4 | Marketing Research | Chapter 4 | |
5 | Market Segmentation | Chapter 5 | |
6 | Understanding Consumer Behaviour Part 1 | Chapter 6 | |
7 | Understanding Consumer Behaviour Part 2 | Chapter 6 | |
8 | Business-to-Business Marketing | Chapter 7 | |
9 | Middle term test | TEST: CH 1-7 | |
10 | Product and service Planning | Chapter 8 | |
11 | Product Management and New Product Development | Chapter 9 | |
12 | Place: Distribution and Logistics | Chapter 10+11 | |
13 | Pricing Strategy | Chapter 12 | |
14 | Pricing and Financial Analysis | Chapter 13 | |
15 | Promotion: Marketing Communications | Chapter 14 | |
16 | Promotion: Communication Mix and Sales Management and e-marketing | Chapter 15+16 | |
17 | Implementation and Control Mechanisms | Chapter 17+18 | |
Final Exam date in Final Exams week, TBA | Exam: CH 118 |
