Study Guide

Objective

Student knows basic terms and definitions of marketing. He/she knows the purpose and content of strategic and operational marketing planning. Student is able to analyze marketing environment of a company. He/she knows how to create value for target customers and is able to create a strategic and operational marketing plan for a company. Student knows how to use competitive marketing tools. Student is able to create a marketing campaign and marketing materials according to the marketing plan.

Content

- Marketing terms and definitions
- Marketing planning: Strategic and operational plan.
- Analyzing marketing environment
- Creating value for the customer
- Segmenting and targeting
- Competitive situation and positioning
- Competition and competitive intelligent
- Marketing channels
- Pricing decision and pricing strategy
- Understanding Customer Needs & Segmentation
- Competitive tools of marketing
- Preparing and presenting a marketing plan
- Creating a marketing campaign and materials according to the marketing plan

Materials

• Textbook: Kotler, P & Armstrong, G. (2016). Marketing: An Introduction (16th ed.). Upper Saddle River, NJ: Prentice-Hall. ISBN: 978-0-13-379502-8

• Any Marketing Management by Philip Kotler Millennium Edition

• Materials from the lecturer and will be in Moodle

Teaching methods

Lecturing
Class activities
Group or teamwork
Presentation

Student workload

There will be total of 81 hours.

- 20 hours for lecturing and in-class activities
- 53 hours for Individual or teams activities
- 8 hours for presentations

Content scheduling

Introduction to marketing
Definition of marketing, markets, and marketplace orientation
Understanding the marketing environments (Micro & Macro)
Applying the 4P’s of the marketing mix
Pricing strategy and pricing decisions
Managing products & services
Selecting & managing marketing channels
Strategies to achieve marketing objectives using the 4P’s
Listening to the voice of the customer
Segmentation and targeting
Managing relationships
Techniques for hearing the customer's voice
Customer needs & satisfaction

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

Student participates teaching and marketing events occasionally. A marketing presentation, trade fair materials and the exam are done in passable level and they have some link to the marketing plan.

Assessment criteria, good (3)

Student participates teaching and marketing events on a regular basis. A Marketing presentation, trade fair materials and the exam are done in good level and they are in line with the marketing plan

Assessment criteria, excellent (5)

Student participates teaching and marketing events actively. A Marketing presentation, trade fair materials and the exam are done in excellent level and they are in line with the marketing plan.

Assessment methods and criteria

% Grade
51 - 59 = 1
69 - 60 = 2
79 - 70 = 3
89 - 80 = 4
100 - 90 = 5

Qualifications

No prerequisites