Basics of Marketing (3 cr)

Evaluation scale

1-5

Content scheduling

• Introduction to Marketing
• Analyzing Marketing Environment
• Understanding Customer Needs
• Market Research
• Segmentation, Targeting, and Positioning
• Marketing Mix Element (4 Ps)
• Pricing decision and pricing strategy
• Competitive situation and positioning
• Marketing strategy
• Brand management
• Marketing Ethics and Social Responsibility
• Marketing planning & presentation

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

• Lecture materials will be available in Moodle

Teaching methods

Lecturing
Class activities
Group or teamwork
Presentation

Exam schedules

Exam dates and retake opportunities will announced later during the course. But students are strongly advised to continuously checking the MOODLE for any new information about the course and updates.

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

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.

Qualifications

No prerequisites