Principles of Marketing (5cr)

Evaluation scale

0 - 5

Objective

The course will provide participants with a fundamental understanding of marketing, its role in business and the strategies available to achieve its objectives. It examines the origins of marketing and its development into a business philosophy in an international context. It also presents a decision-making course. Students will be expected to apply the concepts of marketing and planning to real-world situations. The course will cover identifying markets, buying behavior, product planning, pricing, distribution and communication strategies. The focus of the course will be on developing a marketing plan. The module is essential for further marketing studies.

Accomplishment methods

Participation and Attendance, Quizzes, Group projects, Article Assignments and Learning Reports

Content

Marketing environment, Marketing/Corporate strategy,
Consumers behavior,
Segmentation, targeting and positioning, Market research, Marketing mix strategies, Services marketing, Customer relationship marketing.

Location and time

According to schedule, twice per week.

Materials

Theory taught is based on Kotler's Principles of Marketing 17th edition material. Book is available both in PDF form on the course's REPPU module, as well as available in KAMK's library.

Teaching methods

Face to face lectures, which include group work, independent studying, and in-class tasks. Course contains also a final assignment, and final exam, with more information communicated throughout the course's implementation.

Assessment criteria, satisfactory (1)

Student demonstrates basic understanding of concepts introduced in the course and ability to apply and implement the concepts learned in the course.

Assessment criteria, good (3)

The student uses the right basic concept consistently and provides the terminology and key elements in the concepts taught. The student has an ability to justify and reason the choice and application of specific concepts.

Assessment criteria, excellent (5)

Student uses the right basic concept in a versatile and broad manner as well as provides excellent description of key elements of the key concepts taught in the course. Student demonstrates clearly the ability to apply concepts in practice independently, confidently and pro-actively.