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Orientation
Dr Valria Pavluska Associate professor
Orientation
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
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
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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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
Questions?
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