COURSE INFORMATION
Course Title: MARKETING I
Code Course Type Regular Semester Theory Practice Lab Credits ECTS
BUS 221 B 3 3 0 0 3 5
Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature) NA
Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours: Prof.Dr. Waldemar Adam Pfoertsch wpfoertsch@epoka.edu.al , Thursday 14:00 -15:30
Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours: NA
Teaching Assistant(s) and Office Hours: NA
Language: English
Compulsory/Elective: Compulsory
Study program: (the study for which this course is offered) Bachelor in Economics (3 years)
Classroom and Meeting Time: E-214 ,Wednesday 12:45 - 15:30
Code of Ethics: Code of Ethics of EPOKA University
Regulation of EPOKA University "On Student Discipline"
Attendance Requirement: Hybrid, Mandatory Participation
Course Description: Marketing I: This course covers the concepts and topics related to marketing function and management, the qualitative and quantitative aspects of marketing management. Examples to basic topics covered are: Marketing organizations and organizing marketing activities, sales analysis, understanding marketing strategies, marketing mix, marketing environment, behavioral factors, performance criteria, segmentation, marketing plan, and various marketing subjects. A glossary of marketing is developed by all of the students and small individual research exercise by each student leads to a big project
Course Objectives: This course will equip students with the most modern concepts, tools, and terminology to explore and understand marketing practices in a global environment. Students will also learn to develop a formal analytic framework of decision-making based on recent developments in the field of marketing through case studies. This course is designed to provide students with the latest understanding of marketing issues, disciplines, competitions, and the necessary skills in making strategic decisions based on a global perspective. After attending the classes, the students should be able to:  Understand the conditions and situations companies do marketing.  Understand fundamental principles of marketing.  Understand how marketing principles work.  Understand and apply basic concepts of marketing.  Understand different marketing strategies.  Critically evaluate different marketing strategies.
BASIC CONCEPTS OF THE COURSE
1 Marketing Management Principles
2 Holistic Marketing Concept and H2H Marketing
3 Customer-Perceived Value and Value Delivery Process
4 Customer Behavior in Consumers and Business Markets
5 Buying Decision Process for Consumers and Business Markets
6 Market Segmentation Principles
7 Brand Management Concepts
8 Understanding and Managing Pricing
9 Understanding the Design and Management of Distribution Channels
10 Implementing Marketing Concepts
COURSE OUTLINE
Week Topics
1 Introductory Week, in which the students will be introduced to the textbooks, they must be reading through the fall semester. After the lecture session, the students will have two assignments to deal with: 1. Prepare an introduction video and submit it through Microsoft Teams, 2. Creating groups, for dealing with the further course's assignments and projects. Likewise, they must read Chapter 1: Defining Marketing for the new realities (Page 12-46) on Marketing Management's Book, and Chapter 1: The Current State of Marketing (Page 1-28) on the H2H Marketing's Book, and the first case study "Virgin Atlantic".
2 In the second week, the first chapter will be explained. More precisely: Chapter 1: Defining Marketing for the New Realities (Page 12-46), and Chapter 1: The Current State of Marketing (Page 1-28). The first case study presentation and the tenth Extra Insight's Topic Presentation will be organized. For the following week, the students must read Chapter 3: Developing Marketing Strategies and Plans (Page 86-128) from the Marketing Management's Book, Chapter 2: The New Paradigm: H2H Marketing (Page 29-90) from the H2H Marketing Book, and the second case study "Unilever Sustainability".
3 In the third week, the following chapters will be explained: Chapter 3: Developing Marketing Strategies and Plans (Page 86-128) from the Marketing Management's Book and Chapter 2: The New Paradigm: H2H Marketing (Page 29-90) from the H2H Marketing Book. Then, the second case study group and the ninth extra insight group will present. For the next week, the students must read Chapter 7: Analyzing Consumer Markets (Page 229-274) from the Marketing Management's Book, Chapter 3 (H2H Mindset: The Basis) (Page 91-110), from the H2H Marketing Book, and the third case study "Business Strategy of Starbucks in Vietnam".
4 In the fourth week, the following chapters will be explained: Chapter 7: Analyzing Consumer Markets (Page 229-274) from the Marketing Management's Book, Chapter 3 (H2H Mindset: The Basis) (Page 115-134), from the H2H Marketing Book. The third Case Study's Group and Extra Insight Topic's Group 8 will present. For the following week, Chapter 10: Seeking and Developing Target Marketing Differentiation Strategies (Page 342-391) from the Marketing Management's Book, and Chapter 4: H2H Management: Putting Trust and Brand in Focus (Page 111-155). The students must also read the fourth Case Study "Good Kitchen".
5 In the fifth week, the following chapters will be explained: Chapter 10- Seeking and Developing Target Marketing Differentiation Strategies (Page 342-391) from the Marketing Management's Book, and Chapter 4: H2H Management: Putting Trust and Brand in Focus (Page 111-155). The fourth case study's group and the seventh Extra Insight group will present. For the following week, the students must read Chapter 12- Creating and Managing Brands and Brand Equity (Page 435-471) and Chapter 5: Rethinking Operative Marketing: The H2H Process (Page 157-216). The students must also read the fifth Case Study "Hermes".
6 In the sixth week, the following chapters will be explained: Chapter 12- Creating and Managing Brands and Brand Equity (Page 435-471) from the Marketing Management's Book, and Chapter 5: Rethinking Operative Marketing: The H2H Process (Page 157-216) from the H2H Marketing Book. For the following week, the students must read Chapter 14- Designing, developing, and managing market offerings (Page 509-552) from the Marketing Management's Book, and Chapter 6: Finding Meaning in a Troubled World (Page 217-235) from the H2H Marketing Book. The students must also read the sixth Case Study "Burberry".
7 In the seventh week, Chapter 14- Designing, developing, and managing market offerings (Page 509-552) from the Marketing Management's Book, and Chapter 6: Finding Meaning in a Troubled World (Page 217-235) , from the H2H Marketing Book, will be explained. The sixth case study's group and the fifth Extra Insight's Group will present. For the next week, the students must read Chapter 16-Developing and managing pricing strategies (Page 591-631) from the Marketing Management's Book and the seventh Case Study "San Pellegrino". The students must also make a revision of the main concepts taught from the H2H Marketing Book.
8 In the eighth week, Chapter 16-Developing and managing pricing strategies (Page 591-631) from the Marketing Management's Book will be explained. The Seventh Case Study Group and the fourth Extra Insight's Group will present. For the following week, the students must read Chapter 21-Implementing Marketing Management (Page 800-837) and the eighth case study "Dentsply Sirona". The students must also make a revision of the main concepts taught from the H2H Marketing Book.
9 Midterm
10 In the tenth week, Chapter 21-Implementing Marketing Management (Page 800-837) and the eighth case study group and the third extra insight's group will present. For the eleventh week, the students are required to read the ninth case study "Liva". Also, the students must prepare their projects, because the following week, their presentations will start.
11 In the eleventh week, the ninth case study's Group and the second Extra Insight's Group will present. Likewise, the groups' presentations will start. For the next, following week, the students must read the tenth case study "Elobau" and the remaining students will deal with their groups' presentations.
12 In the twelfth week, the tenth case study's group and the first Extra insights' Group will present. Likewise, the groups' presentations will continue.
13 Preparation for the Final Exam.
14 Final Exam
Prerequisite(s): Students should have started the Foundation Courses related to an organization's management.
Textbook(s): Philip Kotler Kevin Keller, Gary Armstrong, Malcolm Goodman, Mairead Brady, Torben Hansen (2019)- Marketing Management, European edition; Kotler, Philip, Pfoertsch, Waldemar, Sponholz, Uwe (2021)- H2H Marketing: The Genesis of Human-to-Human Marketing.
Additional Literature: Alex Genadinik (2015) Marketing Plan: Template and Example, The 1-Page Marketing Plan, Semantic Valley LLC; 1st edition; Kotler, Philip Pfoertsch, Waldemar (2006)- B2B Brand Management, Springer Publishing, Heidelberg, New York September 2006, 357 pages.
Laboratory Work:
Computer Usage:
Others: No
COURSE LEARNING OUTCOMES
1 The students will be able to define the importance of marketing as a business function.
2 Students get information on the principles of marketing management (marketing environment, consumer behavior, marketing mix).
3 Students are able to understand the importance of marketing function as an essential part of overall strategy of the business (organization, institution).
4 Students gain useful insights on the marketing activities carried out by the firms; activities which they witness every day.
5 Students get more confident and improve their communication skills by sharing their ideas on the topic with their peers.
COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES
(Blank : no contribution, 1: least contribution ... 5: highest contribution)
No Program Competencies Cont.
Bachelor in Economics (3 years) Program
1 Students define the fundamental problems of economics 1
2 Students describe key economic theories 2
3 Students critically discuss current developments in economics 3
4 Students appropriately use software for data analysis 1
5 Students critically contextualize the selection of an economic problem for research within scholarly literature and theory on the topic 1
6 Students apply appropriate analytical methods to address economic problems 1
7 Students use effective communication skills in a variety of academic and professional contexts 5
8 Students effectively contribute to group work 5
9 Students conduct independent research under academic supervision 5
10 Students uphold ethical values in data collection, interpretation, and dissemination 5
11 Students critically engage with interdisciplinary innovations in social sciences 5
12 Student explain how their research has a broader social benefit 5
COURSE EVALUATION METHOD
Method Quantity Percentage
Midterm Exam(s)
1
20
Project
1
20
Case Study
1
20
Final Exam
1
30
Other
1
10
Total Percent: 100%
ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)
Activities Quantity Duration(Hours) Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 4 64
Mid-terms 1 3 3
Assignments 0
Final examination 1 3 3
Other 1 7 7
Total Work Load:
125
Total Work Load/25(h):
5
ECTS Credit of the Course:
5
CONCLUDING REMARKS BY THE COURSE LECTURER

At the end of this course, the students will be familiar with the most modern concepts, tools, and terminology to explore and understand marketing practices in a global environment. Students will also learn how to develop a formal analytic framework of decision-making based on recent developments in the field of marketing through case studies. Through this course, the students will be provided with the latest understanding of marketing issues, disciplines, competitions, and the necessary skills in making strategic decisions based on a global perspective.