Principles of Marketing Essay

   (Distance Learning) Semester Course Leader Office Location Telephone E-mail Consultation Hours : February 2014 : Normaziah Che Musa : FBIT, UNITAR International University, Level 12, Wing A, Tierra Crest, Jalan SS3/6, Kelana Jaya, 47301 Petaling Jaya, Selangor DE. : 03- 7627 7265 : normaziah@unitar.my : Wednesday: 9.00 am – 11.00 am & 3.00 pm – 5.00 pm or By Appointment Course Synopsis This course is designed to introduce students to marketing principles and practices. Emphasis will be placed on marketing in the context of the firm and society. The course content includes a study of the relationship between marketing and society, nature and functions of marketing, marketing management processes, marketing tools, the markets, and the consumers. Course Objectives The main goal of the course is to provide an overview of the basic principles underlying modern marketing theory and practice. It will provide participants with an understanding of the analysis that is necessary for taking marketing decisions, and the wide range of factors (and interactions of those factors) that need to be considered in the design of a marketing program. Students should come away with this course with an understanding of the marketing system and its role within the Malaysian economy and within an individual firm by studying how products and services are planned, priced, promoted, and distributed in order to satisfy consumers’ wants. Learning Outcomes Upon completion of the course, students should be able to: ï‚ · define and apply knowledge of the key marketing concepts. ï‚ · explain how marketing decisions are influenced by environment, trends and developments. ï‚ · discuss the factors influencing consumer behavior. ï‚ · discuss the ways in which product, pricing, place (distribution), and promotion affect marketing . ï‚ · write a simple marketing plan. Required Materials ï‚ · Kotler, P. & Armstrong, G. (2012), Principles of Marketing, 14th Edition, Pearson. Optional/Additional Materials ï‚ · ï‚ · Nor Khalidah Abu and Yusniza Kamarulzaman (2013). Oxford Revision Series: Principles of Marketing, (2nd ed), Oxford University Press, Shah Alam. Lamb, C.W., Hair, J.F. & McDaniel, C. (2012). Essentials of Marketing, 7th ed., South-Western CENGAGAE Learning, USA. Course Assessment Coursework (Assignments/ Group Project) : 40% Forums Final Examination : : 10% 50% Total 100% Course Requirements & Policies ï‚ · Attendance Attendance will be taken. Students are expected to turn up to class on time as to avoid disturbances and being late for participating in the class discussions. Attendance policy will be based on policies stated in the university’s Academic Regulation. ï‚ · Class Participation Students are encouraged to participate as much of the learning will come from discussion during class. It is expected that you switch off your hand phone! â€Å"SMSing† is totally prohibited! During class, you may be required to join as participants in marketing research projects. Please dress decently and appropriately (according to university’s dress codes) when attending classes. ï‚ · Group projects & Assignments There will be group projects and assignments. For group project, work together with your group members and at the end of the project your group members will assess your contribution to the project. You are expected to do a group presentation before submission of written copy during the semester. Assignments will be uploaded in UNIEC. In class assignments must be submitted on the specified date otherwise you may be penalized for late submission. If you encounter any problem to submit assignments on the specific date, you are required to inform the lecturer within 2 days of the specified date. For any type written assignments given, the format of the paper should be as follows: ï‚ § A cover page with your details – Name, Student ID and Sections ( as registered in CMS) ï‚ § Font: Time New Roman , size 12 with 1.5 spacing ï‚ § Include a reference page for every assignment that you submitted. ï‚ · Forums Students are required to participate in ALL 3 forums posted by the Course Leader and marks will be assigned based on the quality of the discussion. ï‚ · Accessing/ Checking UNIEC Virtual It is utmost important for students to access and check their UNIEC Virtual for any updates and information pertaining to the course regularly throughout the semester. Ignorance is NO EXCUSE. Examination Format Final examination will be a three hours-examination. The exam will evaluate your level of understanding and knowledge acquired in this course. The question formats may consist of multiple choice, true-false, short essays, and case-based problems. Week Topics Covered Overview 1 2 3 4 Topic 1: Marketing: Managing Profitable Customer Relationship Topic 2: The Marketing Environment and the Marketing Information Topic 3: Consumer Markets and Consumer Buyer Behavior Topics/Activities Remarks/ Deadlines Introduction. Class activities: – Getting to know. – Overview of course plan. Marketing: Managing Profitable Customer Relationship ï‚ · Definitions of marketing ï‚ · Basic concepts of marketing ï‚ · Evolutions of marketing ï‚ · Relationship marketing ï‚ · Marketing strategy and the marketing mix ï‚ · Marketing Challenges in the future Read: ï‚ · Kotler: Chapter 1 ï‚ · Harley-Davidson case. Chapter preview p158. Class activities: ï‚ · Discuss reading materials Topic 1 ï‚ · Discuss Harley Davidson exercise. The Marketing Environment and Marketing Information ï‚ · Company’s Microenvironments ï‚ · Company’s Macroenvironments ï‚ · Marketing research process Read: Forum 1 ï‚ · Kotler: Chapter 3 & 4 ï‚ · Real Marketing 4.2 ‘Tracking consumers on the Web: Smart targeting or a little creepy’. p 151 Class activities: ï‚ · Discuss reading materials Topic 2 ï‚ · Discuss ‘Prius: Leading a Wave of Hybrids’ case Consumer Markets and Business Market ï‚ § Consumer Buying Behavior ï‚ § Consumer Decision-making Process ï‚ § Factors Affecting Consumer Buying Behavior ï‚ § The Organizational Market ï‚ § The Organizational Buying Process ï‚ § Factors Affecting Organizational Buying Behavior Read: ï‚ · Kotler: Chapter 5 & 6 ï‚ · Real Marketing 5.2 ‘Lexus: Delighting Customers After the Sale to Keep Them Coming Back’, p 180. ï‚ · Real Marketing 6.2 ‘International Marketing Manners: When in Rome, Do as the Romans Do’, p 203. Class activities: ï‚ · ï‚ · 5 Topic 4: Creating Value To Target Customers Discuss reading materials Topic 3 Discuss ‘Arabic Blackberry: Adapting to the language of the market’ Creating Value To Target Customers ï‚ · Market Segmentation Bases ï‚ · Market Targeting ï‚ · Differentiation and Positioning Read: ï‚ · Kotler: Chapter 7 ï‚ · Real Marketing 7.2 ‘Dunkin’ Donuts: Positioning for the Average Joe’ p 235. Class activities: ï‚ · Discuss reading materials Topic 4 Product ï‚ · Levels & classifications of product ï‚ · New product development ï‚ · Product life cycle stages ï‚ · Product & service decisions ï‚ · Service marketing 6 Topic 5: Product & Services Read: ï‚ · Kotler: Chapter 8 & 9 ï‚ · Chapter preview ‘Customer-Driven Marketing Strategy’, p 214. ï‚ · Chapter preview ‘New Product Development’, p 280. Industry Linkages: Submit Group Assignment 1 Class activities: ï‚ · Discuss reading materials Topic 5 ï‚ · Discuss ‘Britvic: Creating a brand flavor’ case, p 278. Product ï‚ · Levels & classifications of product ï‚ · New product development ï‚ · Product life cycle stages ï‚ · Product & service decisions ï‚ · Service marketing 7 Topic 5: Product & Services Read: ï‚ · Kotler: Chapter 8 & 9 ï‚ · Chapter preview ‘Customer-Driven Marketing Strategy’, p 214. ï‚ · Chapter preview ‘New Product Development’, p 280. Class activities: ï‚ · Discuss reading materials Topic 5 ï‚ · Discuss ‘Britvic: Creating a brand flavor’ case, p 278. 8 9 MID SEMESTER BREAK Topic 6: Pricing Pricing ï‚ · Objective of Pricing ï‚ · Factors influencing price ï‚ · Pricing strategies and tactics Forum 2 ï‚ · Special pricing issues Read: ï‚ · Kotler: Chapter 10 & 11 ï‚ · Real Marketing 10.0 ‘Ryanair: Pricing low and Proud of it’, p 318. ï‚ · Real Marketing 10.2 ‘Pricing high and Proud of it’, p 325. ï‚ · Real marketing 11.1 ‘Pricing Dishonesty?’, p 342 10 Topic 7: Place Class activities: ï‚ · Discuss reading materials Topic 6 ï‚ · Exercise Price Place ï‚ · Marketing channel ï‚ · The importance of intermediaries ï‚ · Functions and activities of marketing channel member ï‚ · Channel Design Decisions ï‚ · Marketing Logistics and Supply Chain Management ï‚ · The role of wholesaling ï‚ · Different types of wholesaler ï‚ · The role of retailing ï‚ · Different types of retail operations Forum 3 Read: ï‚ · Kotler: Chapter 12 & 13 ï‚ · Chapter preview ‘Marketing Channels’, p 360. ï‚ · Real Marketing 12.1 ‘Netflix: Disintermediator or disimtermediated?’ p 372 11 12 Topic 8: Promotion Topic 8: Promotion Class activities: ï‚ · Discuss reading materials Topic 7 ï‚ · Discuss ‘Zara: The Technology Giant of the fashion world†, p 390. Promotion ï‚ · Promotion Mix – Advertising, Public Relations, Personal Selling, Sales Promotion, Direct & Online Marketing ï‚ · Integrated Marketing Communications ï‚ · Marketing Communication Process ï‚ · Shaping the Overall Promotion Mix Read: ï‚ · Kotler: Chapter 14 – 17 ï‚ · Real Marketing 15.2 ‘The Super bowl: the Mother of All Advertising Events – But is it worth it?’ p 469. ï‚ · Real Marketing 17.2 ‘Online Social Networks: Targeting Niches of Like-Minded People’, p 538. Class activities: – Discuss reading materials Topic 8 Promotion ï‚ · Promotion Mix Presentation of Group Advertising, Public Relations, Personal Selling, Sales Promotion, Direct & Online Marketing Integrated Marketing Communications Marketing Communication Process Shaping the Overall Promotion Mix – ï‚ · ï‚ · ï‚ · Assignment 2 Read: ï‚ · Kotler: Chapter 14 – 17 ï‚ · Real Marketing 15.2 ‘The Super bowl: the Mother of All Advertising Events – But is it worth it?’ p 469. ï‚ · Real Marketing 17.2 ‘Online Social Networks: Targeting Niches of Like-Minded People’, p 538. Class activities: – Discuss reading materials Topic 8 Global Marketing ï‚ · Global Market Entry Strategies 13 Topic 9: Global Marketing 14 Revision Self study 15 Revision Self study 16 Read: ï‚ · Kotler: Chapter 19 ï‚ · Real Marketing 19.1 ‘Oreos and milk, Chinese Style’, p 594 ï‚ · Real Marketing 19.2 ‘Watch your language’, p 597 FINAL EXAMINATION WEEK Note: Course leader has the right to make amendments to the course plan as deemed necessary.