foundation marketing intro

7/31/2019 Foundation Marketing Intro

1/14

Orientation

Dr Valria Pavluska

Associate professor

Foundation Marketing

BABA II 2012/2013


2/14

Foundation Marketing - BABA II

Foundation Marketing short description

a basic course: introductory study, cross-sectionof marketing

an overview of the principles and core concepts

of modern marketing, basics to consumerbehavior, marketing information, marketingmanagement process and marketing tools

an integrated view of theory and practice

(problems, activities, methods, tools etc.)

a blend of lectures, seminars and off-class work

Orientation


3/14

Lecturer

Dr. Valria Pavluska PhD

title: associate professor at the MarketingDepartment

e-mail: [email protected] [email protected]

office: B228 (second floor)

office hours: Wednesday 12.30 -13.30

Foundation Marketing - BABA II
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


4/14

How about you?

Who are you?

Where are you from? (country, school)

What are you interested in your universitystudies? Have you decided a theme foryour thesis?

What do you expect from the course?

Orientation


5/14

Course objectives

To develop an integrated view and a complexunderstanding of modern marketing: a mixture of

principles, practices and tools in an increasinglyunpredictable environment

To understand the marketing concepts and the basic stepsof marketing management

To consider the importance of predicting and analyzingconsumer's responses to marketing activities

To become familiar with the basic marketing researchtechniques and the fundamental marketing tools (marketing

mix) To consider moral and social aspects of marketing activities

To take part in group discussions and field research(projects)

To promote students interest in marketing as a careerOrientation


6/14

Learning outcomes

What will students have upon completing the course?

Knowledge

will possess basic knowledge in marketing theory, marketingmanagement activities, methods and tools used in the marketingprocess

Skills

will gain the understanding and the ability to applyfundamental theoretical frameworks in daily business-life

will be able to recognize and solve basic marketing problemsthrough creative thinking

will demonstrate skills in field research and will be able to

write reports and develop presentation will be able to develop team building skills and to work in

group

Attitudesflexible way of thinking, openness, creativity and conformity

Orientation


7/14

Main topics

Defining marketing and the marketing process Core concept of marketing Company and marketing strategy

Understanding the marketplace and consumers Marketing environment Consumer and buying behavior Managing marketing information and marketing research

Designing a customer-driven marketing strategy Market segmentation, targeting and positioning (STP-

principle)

Designing the marketing mix

Creating Value: Products, services and branding strategies New product development and product life-cycle strategies Pricing approaches and strategies Delivering Value: Designing marketing channels Communicating value - integrated marketing communication

Orientation


8/14

Teaching and Learning Strategies

Combination of lectures, seminars and student-run fieldresearch

Lectures presentations of the textbook material supported by

ppt slides, internet links etc.

students are free to raise questions

Seminars discussions of the actual themes

individual and/or group work: completion of classexercises and homework, case studies, online andoffline resource analysis, field research

students will have to prepare for the following class byreading the assigned text and/or completing otherassignments and be ready for critical thinking

Orientation


9/14

Field research

completed in a group of max. 3 members by visiting a local commercial unit, a service provider or a

web store to observe, students are required to criticallyanalyze a marketing issue, a specific marketing activity ora marketing tool (e.g. introduction of a new product,developing or cutting back a brand or a brand range,adding or diminishing consumer services, starting orclosing a distributional unit, launching a promotionaltool, managing competition, brands etc.)

main questions to be answered: who, what, to whom,when, where, why, how, for how much

findings should be evaluated according to costumerexpectation and satisfaction, competition, performance

results etc.

Teaching and Learning Strategies


10/14

Semester schedule

Week 1-6: two sessions per week (topic 1-6) Week 7-8: Fall break (15 23 Oct) and one

session (topic 7)

Week 9: sessions (topic 7-8)

Week 10: midterm exam (08 Nov) and onesession (topic 8)

Week 11-13: two sessions per week (topic 9-11)

Week 14: presentations of projects; deadline ofsubmitting field research papers

Reschedule:

Orientation


11/14

Learning material

Core material

Textbook

Armstrong, Gary - Kotler, Philip Harker, Michael Brennan,Ross (2009): Marketing: An Introduction. Pearson Education-Prentice-Hall. 648 pp ISBN: 978-0-273-71395-1

Supporting online resources

http://www.pearsoned.co.uk/armstrong - CompanionWebsite for students

OthersPpt presentations of lectures, handouts etc. (downloadablefrom Coospace site)

Optional materials other textbooks (e.g. Kotler, Ph. Armstrong, G. (2006):

Principles of Marketing 11th Intl. Ed. Prentice Hall.)

business periodicals

internetOrientation
http://www.pearsoned.co.uk/armstronghttp://www.pearsoned.co.uk/armstronghttp://www.pearsoned.co.uk/armstrong


12/14

Requirements Participation

class participation is an administrative requirement students can miss classes maximum 30% of the sessions without

notification official certificate (e.g. medical) can be accepted

In-class workload active participation completing exercises, case studies short presentations

Off-class workload short individual researches (e.g. internet) field research in groups field research materials (ppt and text)

Exams midterm final

Orientation


13/14

Assessment

Active class participation: 10% (full

attendance required) Midterm exam: 15%

Research presentation (including submittedmaterial): 15%

Final exam: 60%

Final grade:0-50 % fail

50,1-60 pass60,1-75 fair75,1-88 good88,1- excellent


14/14

Thank you for your attention!

Questions?

Orientation

foundation marketing intro

Documents