Principles of Marketing Syllabus
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
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