Introduction to Marketing (EM1004), 5 op

Basic information

Prerequisites

NA

Course contents (core content level)

1- Marketing & Marketing Planning
- The Nature of Marketing
- Business-Level Planning
- Marketing Planning & Strategy Formulation
2- Customers, Markets & Competition
- Why People Buy, How They Choose & What Influences Them
- Markets & Segmentation & Positioning
- Competitive/Rival Oriented Strategies
3- Marketing Intelligence the Marketing Manager
4- Marketing Mix Elements
- Product Management, Product Strategies & Product Development
- Persuasive Communication (Advertising, Sales Promotion, Personal Selling, Publicity, PR, along with Budgeting, Evaluation, Sales Management, Value-Added Selling, and CRM)
- Pricing (Role, Objectives, Factors, & Variables, Strategies & Methods)
- Placement (Distribution Strategies & Channel Management);
5- Strategies for Change
6- The Organization, Strategy & Marketing

Course contents (additional)

1- Group project (teams form to create a marketing strategy, and basic parts of a plan applying tools learned in core content level); 2- a coordinated team presentation (video-taped for analysis in Business Communication class next semester) applying well-developed PP slides; 3- issues of decision-making, management, leadership and teams (management cases are analyzed for understanding options); 4- presentation technique in brief (positions, stance, introductions, transitions, contact, descriptions, organization, closing, etc.); 5- search-and-find missions using all sources (library and online options) for information applied in project and to supplement above core content; 6- a critique on modern advertising; and 7- Úniversal Laws of Marketing

Core content level learning outcomes (knowledge and understanding)

Upon course completion, the student will know the scope, focus, objectives, elements (terminology, theory and tools), activities and functions of marketing; will know how to develop a marketing strategy and plan; will understand corporate and business-level planning, what strategic planning entails as well as implementation strategies and issues; will know methods for determining investment objectives and the growth options; will understand about consumers, markets, segments, positioning, why and how people buy and what influences them; will know competitive strategies and the Marketing Mix Elements (PPPP), their strategies and issues; will know about selling philosophies, approaches, techniques etc.; and will be familiar with management, team and leadership theory and issues.

Core content level learning outcomes (skills)

Upon course completion, the student will be able to communicate competently in the field of marketing; will be able to think strategically and develop a plan of action applying tools for creating options and assessing the environment, competition, own assets, etc. especially in the field of marketing; and additionally related will have experience in a team project as well as a team presentation under high scrutiny and will have increased ability to carry out a project and presentation; will have further development of personal transferable skills in terms of communication and group work; will be more effective in use of (virtual) learning environments and IT.

Recommended reading

Principles of Marketing: (Any Edition), Kotler, et al (Prentice Hall) or similar!
Competitive Marketing: A Strategic Approach, O?Shaughnessy

Teaching and learning strategies

Lectures
Assignments
Exams
Group project

Teaching methods and student workload

Individual research, reading
Assignments and project
Take-home exam
Tests
Lectures and presentations

Assessment weighting and grading

Project and Assignments 50%
Exam and Tests 50%

Related competences of the degree programme

Product development and project skills
International and intercultural skills
International competencies
Communication and social competence
Personal development
Communication and interpersonal skills
Information acquisition skills and adaptation of new knowledge
Development competencies
Methodological competencies in business