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Foundation Marketing BABA II 2012/2013

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Dr Valria Pavluska Associate professor

Foundation Marketing - BABA II


Foundation Marketing short description a basic course: introductory study, cross-section of marketing an overview of the principles and core concepts of modern marketing, basics to consumer behavior, marketing information, marketing management 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

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Foundation Marketing - BABA II Lecturer Dr. Valria Pavluska PhD title: associate professor at the Marketing Department e-mail: valeria.pavluska@ktk.pte.hu or pavluska@ktk.pte.hu office: B228 (second floor) office hours: Wednesday 12.30 -13.30

How about you?

Who are you? Where are you from? (country, school) What are you interested in your university studies? Have you decided a theme for your thesis? What do you expect from the course?

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Course objectives
To develop an integrated view and a complex understanding of modern marketing: a mixture of principles, practices and tools in an increasingly unpredictable environment To understand the marketing concepts and the basic steps of marketing management To consider the importance of predicting and analyzing consumer's responses to marketing activities To become familiar with the basic marketing research techniques 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 career
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Learning outcomes
What will students have upon completing the course? Knowledge
will possess basic knowledge in marketing theory, marketing management activities, methods and tools used in the marketing process

Skills
will gain the understanding and the ability to apply fundamental theoretical frameworks in daily business-life will be able to recognize and solve basic marketing problems through 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

Attitudes
flexible way of thinking, openness, creativity and conformity
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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 (STPprinciple)

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
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Teaching and Learning Strategies


Combination of lectures, seminars and student-run field research 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 class exercises and homework, case studies, online and offline resource analysis, field research students will have to prepare for the following class by reading the assigned text and/or completing other assignments and be ready for critical thinking
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Teaching and Learning Strategies


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 critically analyze a marketing issue, a specific marketing activity or a 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 or closing a distributional unit, launching a promotional tool, 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 costumer expectation and satisfaction, competition, performance results etc.

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 one session (topic 8) Week 11-13: two sessions per week (topic 9-11) Week 14: presentations of projects; deadline of submitting field research papers Reschedule:
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Learning material
Core material
Textbook Armstrong, Gary - Kotler, Philip Harker, Michael Brennan, Ross (2009): Marketing: An Introduction. Pearson EducationPrentice-Hall. 648 pp ISBN: 978-0-273-71395-1 Supporting online resources http://www.pearsoned.co.uk/armstrong - Companion Website for students Others Ppt presentations of lectures, handouts etc. (downloadable from Coospace site)

Optional materials

other textbooks (e.g. Kotler, Ph. Armstrong, G. (2006): Principles of Marketing 11th Intl. Ed. Prentice Hall.) business periodicals internet
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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

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Assessment
Active class participation: 10% (full attendance required) Midterm exam: 15% Research presentation (including submitted material): 15% Final exam: 60%
Final grade: 0-50 % fail 50,1-60 pass 60,1-75 fair 75,1-88 good 88,1- excellent

Thank you for your attention!

Questions?

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