EPOKA UNIVERSITY
FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES
DEPARTMENT OF BUSINESS ADMINISTRATION
COURSE SYLLABUS
2023-2024 ACADEMIC YEAR
COURSE INFORMATIONCourse Title: PRINCIPLES OF MARKETING |
| Code | Course Type | Regular Semester | Theory | Practice | Lab | Credits | ECTS |
|---|---|---|---|---|---|---|---|
| BUS 205 | 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. Osman Nuri Aras oaras@epoka.edu.al , Thursday 14:30- 17:00 |
| 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 Business Informatics (3 years) |
| Classroom and Meeting Time: | E-213 |
| Code of Ethics: |
Code of Ethics of EPOKA University Regulation of EPOKA University "On Student Discipline" |
| Attendance Requirement: | 75% |
| Course Description: | 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 Objectives: | This course covers the concepts and topics related to marketing function and management. Examples to basic topics covered are: Marketing organizations and organizing marketing activities, sales analysis, marketing mix and marketing environment. A glossary of marketing is developed by all of the students as a final project. |
|
BASIC CONCEPTS OF THE COURSE
|
| 1 | Marketing |
| 2 | Price |
| 3 | Place |
| 4 | Product |
| 5 | Promotion |
| 6 | People, Packaging, Process |
| 7 | Strategy |
| 8 | Marketing Channel |
| 9 | Brand |
| 10 | Advertisement |
|
COURSE OUTLINE
|
| Week | Topics |
| 1 | Course Introduction. Syllabus Review. |
| 2 | Definition of Marketing. This chapter introduces students to the basic concepts of marketing. Explain the importance of understanding customers and the marketplace and identify the five core marketplace concepts. Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. (Principles of Marketing 14-th edition, pages 4-29) |
| 3 | The Marketing Environment This chapter describes the environmental forces that affect the company’s ability to serve its customers. Explain how changes in the demographic and economic environments affect marketing decisions. Identify the major trends in the firm’s natural and technological environment. Discuss how companies can react to the marketing environment. (Principles of Marketing 14-th edition, pages 66-89) |
| 4 | Managing Marketing Information Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning. List and discuss the major bases for segmenting consumer and business markets. Explain how companies identify attractive market segments and choose a market targeting strategy. (Principles of Marketing 14-th edition, pages 98-124) |
| 5 | Consumer Markets and Buyer Behavior Define the consumer market and construct a simple model of consumer buyer behavior. Name the four major factors that influence consumer buyer behavior. List and define the major types of buying decision behavior and the stages in the buyer decision process. Describe the adoption and diffusion process for new products. (Principles of Marketing 14-th edition, pages 134-157) |
| 6 | Marketing Strategy Explain company-wide strategic planning and its four steps. Discuss how to design business portfolios and develop growth strategies. Describe the elements of a customer-driven marketing strategy and mix and the forces that influence it. Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value. (Principles of Marketing 14-th edition, pages 38-57) |
| 7 | Customer driven marketing strategy Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning. List and discuss the major bases for segmenting consumer and business markets. Discuss how companies differentiate and position their products for maximum competitive advantage. (Principles of Marketing 14-th edition, pages 190-215) |
| 8 | Midterm Exam |
| 9 | Products, Services, Brands Define product and the major classifications of products and services. Describe the decisions companies make regarding their individual products and services, product lines, and product mixes. Discuss branding strategy—the decisions companies make in building and managing their brands. (Principles of Marketing 14-th edition, pages 224-244) |
| 10 | Pricing Strategies Describe the major strategies for pricing new products. Explain how companies find a set of prices that maximizes the profits from the total product mix. Discuss the key issues related to initiating and responding to price changes. Overview the social and legal issues that affect pricing decisions. (Principles of Marketing 14-th edition, pages 314-331) |
| 11 | Marketing Channels Explain why companies use marketing channels and discuss the functions these channels perform. Discuss how channel members interact and how they organize to perform the work of the channel. Identify the major channel alternatives open to a company. (Principles of Marketing 14-th edition, pages 340-354) |
| 12 | Integrated Marketing Communications Define the five promotion mix tools for communicating customer value. Discuss the changing communications landscape and the need for integrated marketing communications. Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. (Principles of Marketing 14-th edition, pages 408-428) |
| 13 | Project Presentations / Final Review |
| 14 | Final Exam |
| Prerequisite(s): | N/A |
| Textbook(s): | Philip Kotler & Gary Armstrong, "Principles of Marketing" Pearson Prentice Hill, 16-th Edition. |
| Additional Literature: | |
| Laboratory Work: | N/A |
| Computer Usage: | N/A |
| Others: | No |
|
COURSE LEARNING OUTCOMES
|
| 1 | Understanding Marketing Principles |
| 2 | Explain the importance of understanding customers and the marketplace |
| 3 | Define the major steps in designing a customer-driven marketing strategy |
| 4 | Discuss how to design business portfolios and develop growth strategies |
| 5 | Describe the major strategies for pricing new products |
| 6 | Define the five promotion mix tools for communicating customer value |
|
COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES
(Blank : no contribution, 1: least contribution ... 5: highest contribution) |
| No | Program Competencies | Cont. |
| Bachelor in Business Informatics (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 | Integrate different skills and approaches to be used in decision making and data management. | 5 |
| 6 | Combine computer skills with managerial skills, in the analysis of large amounts of data. | 5 |
| 7 | Provide solutions to complex information technology problems. | 5 |
| 8 | Recognize, analyze, and suggest various types of information-communication systems/services that are encountered in everyday life and in the business world. | 5 |
|
COURSE EVALUATION METHOD
|
| Method | Quantity | Percentage |
| Midterm Exam(s) |
1
|
30
|
| Project |
1
|
20
|
| Quiz |
1
|
10
|
| Final Exam |
1
|
40
|
| 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
|
|
Attendance: Students should attend at least 75% of the classes. However, students should consider possible loss of specific evaluation in a certain day they are missing. Exam content: Content for exam questions will be developed from class sides, discussions, assignments and student presentations. Academic integrity: Cheating, plagiarism or any other type of academic dishonesty is not tolerated. Each student is responsible for understanding the Epoka Unversity Student Discipline Regulation and Exam Rules. Grading: Student grade is not subject to negotiation. In case of perceived human error by the lecturer side, the student should submit their concern in writing and ask for reevaluation of the exam paper/assignment/project. |