The Principles of Marketing is an introductory course giving to students the fundamental aspects of marketing, such as: Key concepts of Marketing and its historical evolution; its role in society and organization in ever-changing environment; the Marketing mix concept and its tools; the basic aspects of consumer behavior; and an introduction to marketing Strategy.  

PREREQUISITES

Introduction to Microeconomics is considered prerequisite for this course. 

METHODS OF STUDENT’S EVALUATION

1. Students will participate in mid-term and final exams according to the course outline attached; In both exams students have to analyze a case-study and answer to relevant questions testing their knowledge and critical analytical skills; The multiple choice test will be used to secure that the students have understood the theoretical concepts;
2. Homework assignments and case-studies will be given to the students and they have to present orally their conclusions and recommendations in the classroom.
3. At the beginning of the semester students will form small groups or teams of 4-5 students, and they will develop together case-studies and prepare a Marketing Plan for a given product or service based on realistic basis at the end of the course;

STUDENTS’ GRADING SCHEME

            25%     of the final grades is given to Mid-term exam

            25%                 “           “           “           Final Exam

            25%                 “           “           “           Project proposal/ Marketing Plan

            30%     Student’s class participation: Case studies preparation and presentation

                                                                        Homework assignment

                                                                        Student’s class attendance 

TEXT-BOOKS:

REQUIRED TEXT:              Philip Kotler Armstrong, John Saunders, Veronika Wong

                                                “Principles of Marketing”, Prentice Hall, 2003

SUGGESTED BOOKS:        Philip Kotler: “ Marketing Management”, Pretince

                                                Hall, 2002.

Session 1:  Introduction to Marketing and its key concepts (Chapter 1) 

Session 2:  Customer satisfaction and Value (Ph.Kotler “Marketing Management”) 

Session 3:  Strategic marketing Planning (Chapter 3) 

Session 4:  The Marketing Environment and the Global Marketplace (Chapter 4,5) 

Session 5:  Consumer buyer behavior (Chapter 6)

Session 6:  Business-to-Business Marketing (Chapter 7) 

Session 7:   Mid term exam (3 hours) 

Session 8:   Market information and Research (Chapter 8) 

Session 9:   Marketing segmentation, Targeting and Positioning (Chapter 9,10) 

Session 10: The Marketing Mix: Product and Services (Chapter 13, 14, 15) 

Session 11: Marketing Mix: Pricing considerations and strategies (Chapter 16, 17) 

Session 12: Marketing Mix: Promotion and Communication (Chapter 18, 19, 20) 

Session 13: Marketing Mix: Managing marketing channels (Chapter 21) 

Session 14: Direct and on-line Marketing (Chapter 22) 

Session 15: Final Exam (3 hours)

REQUIRED TEXT:  C. R. McConnell S. L., Brue, Economics Principles, Problems, and Policies , New York, McGraw-Hill Publishing Company, 16 th Edition, 2005 .

 GENERAL INFORMATION:

            I. AIM: This course is designed to introduce students to major concepts in microeconomic theory by focusing on mathematical, graphical, and intuitive techniques. Topics to be covered include the economizing problem, an exploration of market mechanisms and forces, the description of different market structures, and the behavior of the consumers and producers under such structures. A second objective is to introduce students to the policy applications and implications of the theoretical fundamentals discussed in class. This is accomplished through supplementing the required readings with a number of articles from academic journals. Furthermore, particular attention will be paid to application chapters such as the one on labour market issues. A final objective is to demonstrate the links between an economy and various global, social, regulatory, demographic, political, environmental, and technological issues.

II. PREREQUISITES:

Given that this course is an introduction to Microeconomics no advanced mathematics is required, however a good understanding of college level algebra will allow for a greater understanding of the materials covered.            

III. Grading and Assessment:

Your assessment in this class is directly related to your ability to meet this course's objectives; that is, you ability to interpret the models presented in class and apply them to actual real life situations. There will be two midterm exams, homework, and a final exam. Homework will be assigned every other week (approximately) so expect about 7 problem sets and will be collected at the beginning of the period. Homework turned in late will not be considered and the student will receive a 0 for that assignment. The first midterm exam is scheduled for the fifth week of and the second for the eleventh week. Both midterms and the final exam will cover reading materials, homework sets, and lecture notes. The final is comprehensive, and it is comprised of problem sets and some multiple choice questions. Absolutely no make-ups will be allowed without prior approval or verifiable medical excuse.
Classroom discussion of topics and current economic events is highly encouraged. Although not directly computed in your grade, students who positively participate in class may have their final grade improved above what the numerical calculation would suggest.

IV.  EVALUATION AND GRADING

Homework                   30%

Midterm Exams             40%

Final Exam                    30%

 

Total:                                                                          100 points 

Grading scales: 

V. COURSE SCHEDULE               

Week One

Course Introduction/Requirements
Introduction to Economics – Chapter 1
Nature and Methods
Appendix to Chapter 1

Week Two

The Economizing Problem – Chapter 2

Week Three

The Market System – Chapter 4

Week Four

Consumer Behavior/Choice, Indifference Curve Analysis – Chapter 21

Week Five

MIDTERM 1
Demand, Supply and Price Determination – Chapter 3

Week Six

Demand, Supply and Price Determination (cont.) – Chapter 3  

Week Seven

Demand, Supply Elasticities and Applications – Chapter 20

Week Eight

Cost of Production – Chapter 22

Week Nine

Pure Competition – Chapter 23

Week Ten

Pure Monopoly – Chapter 24

Week Eleven

MIDTERM 2

Week Twelve

Monopolistic Competition and Oligopoly – Chapter 25

Week Thirteen

The Demand for Resources – Chapter 27
Wage Determination – Chapter 28

Week Fourteen

Rent, Interest and Profit – Chapter 29
Final Review

Week Fifteen

FINAL EXAMINATION