Principles of Marketing Syllabus

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COURSE SYLLABUS

COURSE TITLE: PRINCIPALS OF MARKETING

INSTRUCTOR: Professor - Mark Runge

OFFICE HOURS: By Appointment Only

EMAIL: markrunge.rmit@gmail.com

TEXTBOOK(S) AND REQUIRED TOOLS OR SUPPLIES
1. Marketing text

COURSE DESCRIPTION
This course is designed to provide students a clearer understanding of promoting, marketing and selling products and services. Information will be provided on various aspects of doing business including cultural, economic and legal issues. Market research and entry strategies will also be discussed. Additional consideration will be given to creating a branding and promotional strategy and using ecommerce and emarketing to support the marketing campaign. A variety of case studies will be provided to enhance key concepts.

METHOD OF INSTRUCTION
The subject matter will be presented through class lectures, case studies, discussions, presentations and an exam. Students will be expected to read assigned chapters.

COURSE OBJECTIVES
1. To introduce the student to the business environment and the challenges facing businesses when marketing products or services 2. To introduce the terms and concepts used in marketing
3. To recognize the different types of approaches and market entry strategies for companies 4. To explain how culture and economics affect consumer behavior 5. To explain the steps of marketing your product and service

UNIT OVERVIEW
Week 1:
Introduction to Marketing

Week 2:
Planning and the Marketing Process

Week 3:
Market Segmentation & Targeting

Week 4:
Consumer and business-to-business market buyer behaviour

Week 5:
Managing marketing information

Week 6:
Loyalty and Relationships

Week 7:
Product, Services and Branding Strategy

Week 8: Mid-term Exam
March 26, 2013 for Tuesday’s class & March 27, 2013 for Wednesday’s class

Week 9:
Price and Value

Week 10:
Distribution strategies

Week 11:
Advertising, Sales Promotion, and Public Relations

Weeks 12, 13 & 14: Final Group Presentations
April 16, 23 & May 7, 2013 for Tuesday’s class & April 17, 24 & May 8, 2013 for Wednesday’s class

ASSESSMENT

MIDTERM EXAM: 40% Will consist of multi-choice or short answer questions. FINAL GROUP PRESENTATION PROJECT: 60%

ATTENDANCE POLICY
Students are expected to regularly attend all class sessions in which they are enrolled. Class participation and attendance are considered an indicator of responsible academic progress.

CLASSROOM RULES OF CONDUCT
A student may be dropped from the course for behavior that could be considered “inappropriate.”

CELL PHONE USE
Cell phones may not be used in class at all for any reason. You may have them on silent mode.

|Principals of Marketing |

Assignment
This assignment is worth 60% of unit assessment

Project
You are required to work in a group of 6 – 8 people. Each group needs to choose one of the Global/International companies (e.g. Philips, McDonald’s, Apple etc.), you are required to study and analyze the impact of adaptation strategies to external environments, the global marketing strategies and pricing strategies of the selected company.

Please send the names and student id of all group members to me in an email along with the company you choose. Soft copies or your slides must be sent to my email address before the date of your presentation.

Each group will perform a presentation (60% of your total mark) on the subject.

Please print out 1 copy of your presentation slides as I will need these during your presentation to make comments.

Your work must include the following tasks under separate headings:

Introduction
1. Purpose of the presentation.
2. What are the business scope, geographic establishments, and background information of the selected company?

Global/Regional...
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