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

Refer to KAMK Autumn 2020 schedule.

Materials

Marketing, An Introduction (or older editions e.g. 11th, 12th, or 13th): Armstrong, G., Kotler, P., & Opresnik, M. (2020). Marketing: An introduction (14th global ed.). Pearson Education.
Selected articles provided in DevMoodle.
Selected video materials provided in DevMoodle.

Teaching methods

This course aims to provide students 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. The module is essential for further marketing studies.

Learning outcomes
• Create customer value and engagement through marketing.
• Understand the role of marketing as part of a company’s strategy.
• Analyze the marketing environment.
• Define consumer and business buyer behavior.
• Manage marketing information.
• Identify market segments and targets.
• Discuss the management of products, services, and brands.
• Formulate pricing strategies for products and services.
• Create strategies for managing marketing channels and supply chains.
• Analyze promotional strategies and activities
• Implement integrated marketing communication and multichannel marketing.
• Explore global marketing strategies
• Discuss ethics and social responsibility in marketing.

Lectures, video lectures, individual and group tasks, case studies, research assignment.

Employer connections

Develop appreciation of fundamental concepts and theories in the field of marketing. The course is supported by a series of tasks developed specifically to help students connect the theories to a real case through secondary research.

Exam schedules

No exams.
There are many tasks to be completed throughout the duration of the course. The deadlines should be strictly adhered to avoid a penalty for late submissions.

Completion alternatives

Video lectures and book exams based on the scope covered in the learning modules (max. a pass grade, no numeric grading)

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.