Principles of Marketing (5cr)

Evaluation scale

0 - 5

Content scheduling

Part 1: Defining Marketing and the Marketing Environment (3 weeks)
Part 2: Understanding the Marketplace and Sports Consumers (3 weeks)
Part 3: Designing Value for Sports Consumers (3 weeks)
Part 4: Sponsorship (1 week)

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

Spring semester January to May on campus.

Materials

Available in KAMK learning platform.

Teaching methods

Lectures, group tasks, forum discussion, research and presentation

Employer connections

The course is vital for student's professional development especially in the global business environment.

Exam schedules

All tasks given during the course duration are part of the assessments. The final exam is a case study and will take place in the first two weeks of May.

International connections

The course is vital for student's professional development especially in the global business environment.

Completion alternatives

None

Student workload

Physical lessons (refer to KAMK schedule; approx. 55 hours)
Independent individual and group work (approx. 80 hours)

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.

Further information

The course is a prerequisite for other marketing courses in the degree program.