Introduction to Marketing (TUOLD0087), 4 op

Basic information

Prerequisites

Course contents (core content level)

Communications skills, both oral and written, are required of successful business people. The purposes of the course are to sensitize you to the importance of good communication skills. As part of the course, therefore, you will do a variety of written (and one oral) communication exercises, which are discussed in more detail below.
A final goal is to begin to prepare you for careers beyond graduation -- and have you learn how valuable marketing skills are in relation to a job-search.

Course contents (additional)

- Development of marketing
- Selling vs. Marketing
- Identifying Market Opportunities
- 4 Key elements develop total Value Proposition
- Developing a Marketing Strategy
- Understanding and designing the Marketing Mix
- Customer Perspective

Core content level learning outcomes (knowledge and understanding)

The concept of marketing, marketing objectives and practical marketing methods has changed. The concept of customer ?centered marketing or value creation marketing has become more important for successful companies to focus on. Marketing must help the company deliver more value to the customer. The operating environment of companies has changed significantly during recent years.

The course introduces the basics of marketing concepts and focuses on the strategic role market plays in the company. Assignments will be given to establish a basic understanding and appreciation of the theories and practices of marketing, and how marketing interacts with the entire business process. The ethics and social responsibility of marketing will also be considered.

Core content level learning outcomes (skills)

Recommended reading

Kotler and Armstrong: Principles of Marketing, 11th Edition, Prentice Hall, 2006

In an effort to better follow marketing trends, it is required that you read Fortune Magazine or some other instructor-approved business publication, to get a practical feel of some of the marketing problems.

Kotler: On Marketing and Marketing in the ?new? Europe
David Jobber and John Fahy: Foundations of marketing
Marketing in the New Europe
The Customer Differential
Product Creation

Teaching and learning strategies

Lectures
Assignments
Student individual workload
Exam
Total 80 h

Study methods: Lectures, case studies and given assignments, project work, plus self-directed learning. Projects will be set up during the 1st or 2nd lesson.

Teaching methods and student workload

Assessment weighting and grading

Examination, self-directed exercises, final project assignment on practical issues and active participation.

Related competences of the degree programme

Product development and project skills
Communication and interpersonal skills
Entrepreneurial, business and leadership skills