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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
-
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;
-
Homework assignments
and case-studies will be given to the students and
they have to present orally their conclusions and
recommendations in the classroom.
-
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)
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