EPOKA UNIVERSITY
FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES
DEPARTMENT OF BUSINESS ADMINISTRATION
COURSE SYLLABUS
2024-2025 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) | Prof.Dr. Osman Köroğlu okoroglu@epoka.edu.al |
| Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours: | Prof.Dr. Osman Köroğlu okoroglu@epoka.edu.al , Appointment link: https://shorturl.at/p8zGX |
| Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) 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: | - |
| Teaching Assistant(s) and Office Hours: | NA |
| Code of Ethics: |
Code of Ethics of EPOKA University Regulation of EPOKA University "On Student Discipline" |
| Attendance Requirement: | 75% is mandatory. |
| 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: | Marketing is engaging customers and managing profitable customer relationships. This course has five major themes: 1. Creating value for customers to capture value from customers in return. 2. Customer engagement and today’s digital and social media. 3. Building and managing strong, value-creating brands. 4. Measuring and managing return on marketing. 5. Sustainable marketing around the globe. This course will focus on five steps in the marketing process –understanding customer needs, designing customer value-driven marketing strategies, integrated marketing programmes, building customer relationships, capturing value for the firm. |
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BASIC CONCEPTS OF THE COURSE
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| 1 | Marketing and Customer Value: Understanding what marketing is and how it creates value for customers. |
| 2 | Strategic Planning: Developing long-term strategies to achieve marketing goals. |
| 3 | Consumer Behavior: Studying how individuals make purchasing decisions. |
| 4 | Market Segmentation, Targeting, and Positioning: Identifying and targeting specific groups of consumers and positioning products to meet their needs. |
| 5 | Marketing Research and Market Intelligence: Gathering and analyzing data to inform marketing decisions. |
| 6 | Product Development and Management: Creating and managing products to meet customer needs. |
| 7 | Pricing Strategies: Setting prices to maximize profitability while providing value to customers. |
| 8 | Distribution Channels: Ensuring products are available to customers through various channels. |
| 9 | Integrated Marketing Communications: Coordinating promotional efforts to ensure a consistent message across all channels. |
| 10 | Ethics and Social Responsibility: Ensuring marketing practices are ethical and socially responsible. |
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COURSE OUTLINE
|
| Week | Topics |
| 1 | 1. Ch. 1 Marketing: Creating Customer Value and Engagement p24 [1-1 Define marketing and outline the steps in the marketing process. 1-2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. 1-3 Identify the key elements of a customer value–driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. 1-4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. 1-5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.] |
| 2 | 2. Ch. 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships p58 [2-1 Explain company-wide strategic planning and its four steps. 2-2 Discuss how to design business portfolios and develop growth strategies. 2-3 Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value. 2-4 Describe the elements of a customer value–driven marketing strategy and mix and the forces that influence them. 2-5 Explore the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing marketing return on investment.] |
| 3 | 3. Ch. 3 Analyzing the Marketing Environment p86 [3-1 Describe the environmental forces that affect the company’s ability to serve its customers. 3-2 Explain how changes in the demographic and economic environments affect marketing decisions. 3-3 Identify the major trends in the firm’s natural and technological environments. 3-4 Explain the key changes in the political and cultural environments. 3-5 Discuss how companies can react to the marketing environment.] |
| 4 | 4. Ch. 4 Managing Marketing Information to Gain Customer Insights p120 [4-1 Explain the importance of information in gaining insights about the marketplace and customers. 4-2 Define the marketing information ecosystem and discuss its parts. 4-3 Outline the role of marketing research and the steps in the marketing research process. 4-4 Explain how companies analyze and use marketing information. 4-5 Discuss the special issues some marketing researchers face, including public policy and ethics issues.] |
| 5 | 5. Ch. 5 Consumer Markets and Buyer Behavior p160 [5-1 Define the consumer market and construct a simple model of consumer buyer behavior. 5-2 Explore the four major factors that influence consumer buyer behavior. 5-3 Understand the stages in the buyer decision process and the major types of buying decision behavior. 5-4 Describe the adoption and diffusion process for new products.] |
| 6 | 6. Ch. 6 Business Markets and Business Buyer Behavior p192 [6-1 Define the business market and explain how business markets differ from consumer markets. 6-2 Identify the major factors that influence business buyer behavior. 6-3 List and define the steps in the business buying decision process. 6-4 Discuss how online, mobile, and social media have changed business-to-business marketing. 6-5 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions.] |
| 7 | 7. Ch. 7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers p214 [7-1 Define the major steps in designing a customer value–driven marketing strategy: market segmentation, targeting, differentiation, and positioning. 7-2 Discuss the major bases for segmenting consumer and business markets. 7-3 Explain how companies identify attractive market segments and choose a market-targeting strategy. 7-4 Discuss how companies differentiate and position their products for maximum competitive advantage.] |
| 8 | 8. Ch. 8 Products, Services, and Brands: Building Customer Value p246 [8-1 Define product and describe the major classifications of products and services. 8-2 Describe the decisions companies make regarding their individual products and services, product lines, and product mixes. 8-3 Explore the four characteristics that affect the marketing of services and the additional marketing considerations that services require. 8-4 Discuss branding strategy—the decisions companies make in building and managing their brands.] |
| 9 | 9. Ch. 9 Developing New Products and Managing the Product Life Cycle p282 [9-1 Explore how companies find and develop new product ideas. 9-2 Define the steps in the new product development process and the major considerations in managing this process. 9-3 Describe the stages of the product life cycle and how marketing strategies change during a product’s life cycle. 9-4 Discuss two additional product issues: socially responsible product decisions and international product and services marketing.] |
| 10 | 10. Ch. 10 Pricing: Understanding and Capturing Customer Value p310. Ch. 11 Pricing Strategies: Advanced Topics p334. Ch. 12 Marketing Channels: Delivering Customer Value p362 [10-1 Answer the question “What is price?” and discuss the importance of pricing in today’s fast- changing environment. 10-2 Define price, identify the major pricing strategies, and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices. 10-3 Identify and discuss the other important external and internal factors affecting a firm’s pricing decisions.] |
| 11 | 11. Ch. 13 Retailing and Wholesaling p398. Ch. 14 Engaging Consumers and Communicating Customer Value p434 [13-1 Explain the role of retailers in the distribution channel and describe the major types of retailers. 13-2 Discuss how retailers are using omni-channel marketing to meet the cross-channel shopping behavior of today’s digitally connected consumers. 13-3 Describe the major marketing decisions that retailers make. 13-4 Discuss the major trends and developments in retailing. 13-5 Explain the major types of wholesalers and their marketing decisions.] |
| 12 | 12. Ch. 15 Advertising and Public Relations p458. Ch. 16 Personal Selling and Sales Promotion p484 [15-1 Define the role of advertising in the promotion mix. 15-2 Describe the major decisions involved in developing an advertising program. 15-3 Define the role of public relations in the promotion mix. 15-4 Explain how companies use PR to communicate with relevant publics.] |
| 13 | 13. Ch. 17 Digital Marketing p514. Ch. 18 Creating Competitive Advantage p548 [17-1 Define digital marketing and discuss its rapid growth and benefits to customers and companies. 17-2 Discuss the consumer and market research required to design an effective digital marketing campaign. 17-3 Discuss the different digital channels and media and explain how companies employ them to create an omni-channel marketing strategy. 17-4 Identify and discuss the public policy issues presented by digital marketing.] |
| 14 | 14. Ch. 19 The Global Marketplace p572. Ch. 20 Sustainable Marketing: Social Responsibility and Ethics p604 [19-1 Define global marketing and the questions companies must ask in deciding whether and how to go global. 19-2 Understand how global political, economic, sociocultural, technological, legal, and environmental factors affect a company’s global marketing decisions. 19-3 Discuss how companies decide whether to go global and, if so, which markets to enter. 19-4 Describe three key approaches to entering global markets. 19-5 Explain how companies adapt their marketing strategies and marketing mixes for global markets. 19-6 Identify the three major forms of global marketing organization.] |
| Prerequisite(s): | This syllabus serves as a binding contract between you and the lecturer. By receiving it, you confirm your understanding of the included policies and rules. This syllabus may be modified by the instructor. Prerequisite: Read the chapters. Class format: Video for discussion. > Chapter presentation by lecturer. > Case discussions (multimedia). > Student groups (4-5) answer some questions on the cases. > Video for closing. To excel in this class, come prepared and ask insightful questions. I wish you a successful semester! |
| Textbook(s): | Kotler, Armstrong & Balasubramanian. (2023). Principles of marketing (19th ed.). Pearson. |
| Additional Literature: | Perreault,et.al. Essentials of Marketing. McGraw Hill. Lamb, et.al. Essentials of marketing. Cengage Learning. Jobber & Ellis-Chadwick. Principles and Practice of Marketing. McGraw Hill. |
| Laboratory Work: | - |
| Computer Usage: | - |
| Others: | No |
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COURSE LEARNING OUTCOMES
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| 1 | Understand Core Marketing Concepts: Demonstrate knowledge of key marketing principles and concepts through multiple-choice and short-answer questions in the final exam. |
| 2 | Critical Thinking and Application: Apply marketing theories and concepts to real-world scenarios, as evidenced by the ability to analyze and discuss case studies and textbook chapters during the final exam. |
| 3 | Attention and Focus: Develop the ability to maintain focus and minimize distractions, as demonstrated by consistently placing personal devices on the instructor's desk during class sessions. |
| 4 | Integration of Knowledge: Integrate insights from selected books into personal or professional contexts, as shown by the comprehensive book summary project, including answering specific questions about the book's arguments, key concepts, strengths, and weaknesses. |
| 5 | Analytical and Reflective Skills: Critically analyze and reflect on the content of a chosen book or an online certificate program, providing thoughtful responses to questions about the book or a detailed reflection essay on the certificate program. |
| 6 | Practical Application: Demonstrate the ability to apply marketing knowledge to practical situations, either through summarizing a book's insights or completing an online certificate program and reflecting on its application to the field of marketing. |
| 7 | Effective Communication: Communicate ideas clearly and effectively in written form, as evidenced by the submission of electronic and handwritten copies of the book summary or reflection essay. |
| 8 | - |
| 9 | - |
| 10 | - |
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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 |
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COURSE EVALUATION METHOD
|
| Method | Quantity | Percentage |
| Project |
1
|
35
|
| Final Exam |
1
|
35
|
| Other |
1
|
30
|
| Total Percent: | 100% |
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ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)
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| 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 | 0 | ||
| Assignments | 1 | 9 | 9 |
| Final examination | 1 | 4 | 4 |
| Other | 0 | ||
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Total Work Load:
|
125 | ||
|
Total Work Load/25(h):
|
5 | ||
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ECTS Credit of the Course:
|
5 | ||
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CONCLUDING REMARKS BY THE COURSE LECTURER
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Throughout the academic year, this course has provided a comprehensive exploration. The students have demonstrated commendable engagement and progress in understanding the core concepts and applications. Opinions and Recommendations: - The course structure and content have been well-received, with students showing particular interest in attention grading over the attendance grading. - It is recommended to incorporate more guest lectures through the department organization from the sector to enhance the learning experience. Observations: - Students have shown significant improvement in skills and knowledge areas. - The interactive sessions and group activities have fostered a collaborative learning environment, which has been beneficial for student engagement. Limitations and Reservations: - Due to time limitations or certain topics could not be covered in as much depth as desired. Code of Ethics: - The course has adhered to the highest standards of academic integrity and ethical conduct. - Students have been encouraged to uphold these values in their work and interactions. Overall, the course has been a rewarding experience, and I look forward to further refining and enhancing the curriculum in future academic years. |