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
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Besjon Zenelaj
Second 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
Classroom and Meeting Time:	N/A
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:	Marketing is one of the most interesting fields of business. Today marketing is very challenging and demanding professionally. It requires not only a good grasp of marketing principles and understanding of the global environment, but also how the environment impacts the applicability of the marketing principles. The basic objective of this course is to investigate the marketing issues in a market perspective. Theories or issues related to marketing or global marketing will be presented and discussed. This course is intended to provide students with an understanding of marketing concepts. Emphasis will also be directed toward implications.

COURSE OUTLINE

Week	Topics
1	Overview and Introduction to the Corse
2	Introduction to Marketing
3	Marketing and Micro Environment
4	Marketing and Macro Environment
5	Information and Marketing Research
6	Building and Maintaining Profitable Relations & Case Study
7	General Overview and Question & Answer section
8	MIDTERM
9	Consumer Behavior & Consumer Markets
10	Business Markets
11	Market Segmentation
12	Consumer targeting and Brand Positioning
13	Global Marketplace & Case Study
14	General Overview of the semester and Question & Answer section

Prerequisite(s):	-
Textbook:	- KOTLER, Philip and KELLER, Kevin Lane (2011). Marketing Management. (14th Edition). New Jersey: Pearson Education. - KOTLER, Philip and ARMSTRONG, Gary (2016). Principles of Marketing (16th Edition). Harlow: Pearson Education.
Other References:	Articles: THE CONCEPT OF THE MARKETING MIX- Neil H . Borden THE GENERAL THEORY OF MARKETING - Robert Bartels MARKETING IN AN AGE OF DIVERSITY - Regis Mckenna THE MARKETING CONCEPT: WHAT IT IS AND WHAT IT IS NOT - Franklin S. Houston THE MARKETING REVOLUTION - Robert J. Keith MARKETING AS EXCHANGE - Richard P. Bagozzi THE GLOBALIZATION OF MARKETS - Theodore Levitt MARKETING MYOPIA - Theodore Levitt WHY BUSINESS ALWAYS LOSES- Theodore Levitt MARKETING AND ECONOMIC DEVELOPMENT - Peter F. Drucker
Laboratory Work:	N/A
Computer Usage:	N/A
Others:	No

COURSE LEARNING OUTCOMES

1	The students are 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 International Marketing and Logistics Management (3 years) Program
1	Identify activities, tasks, and skills in management, marketing, accounting, finance, and economics.	5
2	Apply key theories to practical problems within the global business context.	5
3	Demonstrate ethical, social, and legal responsibilities in organizations.	5
4	Develop an open minded-attitude through continuous learning and team-work.	5
5	Use technology to enable business growth and sustainability.	5
6	Synthesize creativity needed for marketing notion with scientific method and numerical skills, for achieving business sustainability.	5
7	Apply the concepts and structures of modern marketing in global context at private and public sectors.	5
8	Integrate the management of logistics, supply chain and in total operations with corporate goals and strategies.	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	35
Presentation	1	10
Project	1	15
Final Exam	1	40
Other	1
	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	3	48
Mid-terms	1	3	3
Assignments
Final examination	1	3	3
Other	23	1	23
Total Work Load:			125
Total Work Load/25(h):			5
ECTS Credit of the Course:			5