MARKETING (MKTG-291)

SPRING 2016

Prof. Ioanna Papasolomou (PhD)

(Head, Department of Marketing)

Course Code	Course Title	Credits / ECTS
MKTG-291	Marketing	3 / 6
Department	Semester	Prerequisites
Marketing	Fall, Spring	Sophomore Standing
Type of Course	Field	Language of Instruction
Required	Marketing	English
Level of Course	Year of Study	Lecturer
Undergraduate	2	Dr Ioanna Papasolomou
Course Days/Times	Course Venue	Student Consultation Hours Monday: 08:30-10:30
Monday 18:00-21:00	EU210	Tuesday: 08:30-10:30 Wednesday: 12:00-13:00
Telephone: 22-841631	Email: [e-mail]	Office: EU209a

Course description:

The Marketing Course aims to introduce students to the fundamental ideas of the marketing philosophy and marketing management process. It analyzes the key marketing concepts with an emphasis on the need to create customer value and to build long lasting relationships with customers.

Objective of the Course:

To provide the students with a comprehensive knowledge and understanding of the Marketing Discipline, the Marketing Management Philosophies, the key Marketing Concepts, the Marketing Mix Strategy and various Marketing Processes.

Learning Outcomes:

After completion of the course students are expected to be able: To understand the fascinating world of modern marketing (students will learn that marketing is part of their everyday life and that most of the time in most of the social activities of the individual the concept of marketing is directly or indirectly applied) To understand that Marketing is about creating value and building profitable customer relationships. (students will comprehend the relationship between quality and value as well as the relationship between customer expectations and value in building long lasting relationships with customers) To describe the Marketing Environment. (students will be abler to identify the environmental and social problems in today's world and the elements of the macro and micro environments that make up the marketing environment) To explore ways of understanding Consumer Markets and Behavior. (students will be able to identify the factors affecting consumer behavior and the stages in the decision-making process. They will also analyze the elements of models of consumer behavior) To describe how the Marketing Information Systems and Marketing Research support marketing decision making ( students will understand the factors that affect the use of MIS and Marketing Research as well as to identify the advantages and disadvantage or each element of the system and of each research approach) To analyze in-depth the four elements of the Marketing Mix Strategy (Students will gain knowledge and understanding in relation to the nature and key decisions that will have to be taken in relation to the Product, Price Place and Promotion elements of the Marketing Mix.

Course Contents:

Core Marketing Concepts and Philosophies The course focuses on (a) defining the term “marketing”, (b) identifying and explaining the core marketing concepts such as needs, wants and demands, (c) presenting the steps in the marketing process and (d) explaining the marketing management orientations. The Marketing Environment The course explains the marketing environment and focuses on describing the environmental forces and factors that affect a company's ability to serve its customers. The micro and macro environments are defined and explained. Consumer Markets The course discusses the models of consumer behavior, the characteristics affecting consumer behavior, and the types of buying decision process. Marketing Research The course focuses on explaining the processes for assessing marketing information needs, developing marketing information, constructing a Marketing Information System, and the process of Marketing Research. Product and Branding Strategy The course aims at defining the term “product”, discussing the key product decisions that have to be taken, such as individual product decisions, product line and product mix decisions. The chapter also concentrates on analyzing branding and packaging decisions. The product life-cycle strategies The course explains in detail the key decisions that have to be taken in each stage of the product-life cycle and the marketing strategies that marketers will have to implement in dealing with the various challenges that occur in the product's life cycle. Pricing The course defines the term “price” and explains the factors affecting pricing decisions. Emphasis is also placed on explaining the various pricing strategies that can be adopted by marketers. Integrated Marketing Communications Strategy The course provides an insight into the “promotion mix” and defines the term “integrated marketing communications”. It also explains the communication process and the steps in developing effective communication. The elements of the Promotion Mix The course explains the promotional tools: advertising, sales promotion, personal selling, public relations and direct marketing. Managing Marketing Channels and Integrated Logistics Management The course analyzes the nature and importance of Marketing Channels and provides an insight into channel behavior. The course also explains the nature and elements of Integrated Logistics Management.

Teaching Methods:

Lectures, In-Class and Homework Exercises, Class Discussions

Assessment Methods:

Homework Exercises, Mid-Term Test (first four topics), 2^nd Test (on one topic), Final Exam

Required Textbooks:

Authors	Title	Publisher	Year	ISBN
Philip Kotler,Gary Armstrong, Lloyd Harris, Nigel Piercy Philip Kotler,Gary Armstrong, Lloyd Harris, Nigel Piercy	Principles of Marketing, Fifth, Sixth European Edition Principles of Marketing, Fifth, Sixth European Edition	Pearson Education Pearson Education	2013 6^th Ed. 2013	978-0-273-74297-5 (print) 978-0-273-78111-0 (eText)

Recommended Textbooks/Reading:

Authors	Title	Publisher	Year	ISBN
Perreault, W. Cannon, J. and McCarthy, J. Jobber, D. Kerin, R.A., Hartley, S.W. and Rudelius, W.	Essentials of Marketing (13^th Edition) Foundations of Marketing (4^th Edition) Marketing (10^th Edition)	McGraw Hill McGraw Hill McGraw Hill	2011 2012 2010	9780071317023 9780077137014 9780073529936

Grading Policy:

Mid-Term Test: 30% Final Exam: 40% 2^nd Test: 20% Homework and Class Participation/ 10% Attendance

Course regulations and policies:

• You are advised to study the Internal Regulation carefully, as it contains the rules that apply to all courses. The course outline does not replace the Internal Regulation, but provides clarification specific to the course.

• For all announced examinations missed, the faculty teaching the course may or may not give a make-up test. If a make-up test is given, the student must pay a make-up examination fee. When no make-up test is given, the student's grade will be based on the remaining tests. A make-up test may be granted in cases where a serious and documented excuse exists.

• Cheating and plagiarism under any circumstances is a serious offence which leads to severe punishment. If you are caught, disciplinary action will be taken and may receive a zero grade for your work/test/exam and/or fail the course.

• Though the lectures do cover the whole spectrum of the material on which the students will be examined on, the degree of detail to which they will be presented in class is not always enough for examination purposes. Students are required to use their textbooks and/or other sources to study the material during their own time.

• All material to be included in the examinations is included in the required textbook. The slides used in the lectures are available in the student intranet.

• If you are absent or late for whatever reason, you are still responsible for the course material, exercises etc covered during your absence(s).

• Students are encouraged to attend all classes.

• Punctuality is very important and late arrival or early departure will count as half absence. It is the duty of the student to inform the lecturer that he/she has arrived after attendance was taken. In the opposite case the student will remain on record as absent.

• Substantive and constructive class participation is encouraged and rewarded through the “class participation” grade.

• Homework assignments that are handed in late will not be accepted.

GRADING POLICY
Letter Grade	Meaning	Numerical Grade	Grade Points
A A-	Excellent	93-100 90-92	4.0 3.7
B+ B B-	Very Good	87-89 83-86 80-82	3.3 3.0 2.7
C+ C C-	Good	77-79 73-76 70-72	2.3 2.0 1.7
D+ D D-	Poor but Acceptable	67-69 63-66 60-62	1.3 1.0 0.7
F	Failure	0-59	0.0

Week	Topic	Reading (5^th European Edition)
Week 1 (01/02)	Introduction to the Course Course description, regulations etc Marketing in nature, marketing at a personal-social level, marketing in business General discussion on marketing Basic terms & expressions Core marketing concepts & marketing management philosophies	Course Outline & Book Chapter 1 (Edition 5 & 6)
Weeks 1/2 (07/02)	Marketing: Creating and Capturing value from customers Core marketing concepts & marketing management philosophies	Book Chapter 1: Marketing (Ed 5 & 6)
Week 3 (15/02)	The Marketing Environment Micro-environment Macro-environment	Book Chapter 3: The Marketing Environment (Ed 6) and Chapter 4 (Ed 5)
Week 4 (22/02)	Consumer Buyer Behaviour Models of consumer behaviour Factors affecting consumer behaviour Types of buying decisions behaviour	Book Chapter 5: Consumer Markets (Ed 5 & 6)
Week 5 (29/02)	Managing Marketing Information to gain customer insights The concept of marketing information & research The marketing information system The science of marketing research Marketing research methods, tools, sampling and design Revision for Mid-Term Test	Book Chapter 7: Marketing Research - Ed 5 and Chapter 4 Ed 6
Week 6 (07/03)	Mid-Term Test: Chapters 1, 3, 4, 5
Week 7 (14/03)	Bank Holiday (Green Monday)
Week 8 (21/03)	The Marketing Mix - Product Product definition, levels and classifications Product decisions	Book Chapter 8-9: Product and Branding Strategy, PLC (Ed 6) and Chapter 11 and 12 (Ed 5)
Week 9 (28/03)	The Marketing Mix - Product Branding Product Life Cycle Model (PLC)	Book Chapter 8-9: Product and Branding Strategy, PLC (Ed 6) and Chapter 11 and 12 (Ed 5)
Week 10 (04/04)	The Marketing Mix - Price Factors to consider when setting prices General pricing approaches New-product pricing strategies Product-mix pricing strategies	Book Chapter 10: Price (Ed 6) and Chapter14 (Ed 5)
Week 11 (11/04)	The Marketing Mix - Promotion The communication process Developing effective communication Integrated marketing communications' strategy The promotion mix 2^nd Test	Book Chapter 14 (Communicating Customer Value: Integrated Marketing Ed 6 Communication Strategy) and Chapter 15 (Ed 5)
Week 12 (18/04)	The Marketing Mix - Place Managing marketing channels Nature of distribution channels Channel behaviour & organisation Channel design Channel management decisions Physical distribution & logistics management	Book Chapter 12: Marketing Channels (Ed 6) and chapter 19 (Ed 5)

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SCHEDULE OF LECTURES & ASSESSMENT

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