The basic purpose of this course is to provide students with a basic understanding of the marketing concepts and theories, the marketing strategy and the marketing process.  Specifically these are:
Develop a framework for market-led thinking.
Develop ability to use Market Audits, Consumer learning models and Product –life cycle theories.
Develop a positioning map, do segment profiles, analyze the micro and macro environments in which firms compete in order to identify demand problems and opportunities that a firms should take into consideration when developing strategies that enable it to effectively adapt to change.
Explore how to acquire data and how to analyze data and use them for effective decision-making.
Develop both written and oral and persuasive communication skills through presentations, case analysis and discussion and competitive presentation of marketing plans.
Develop critical thinking, be prepared to accept criticism and to act on it, develop decision-making skills.
Develop and improve creativity, planning, organizing, problem solving, and team skills.

Attendance and participation grade

• (90-100%): Consistent, high-level involvement in class discussions demonstrated through asking questions, answering questions, offering original comments, and providing evidence of analytical skills and critical thinking.   
•  (80-89%): Consistent contributions to class discussions primarily through asking questions or answering questions. Some questions or comments consolidate the general theme under discussion. 
•  (70-79%): Periodic contributions to class discussion. Answers questions or offers commentary only occasionally. Needs to be called upon to participate.  
• (<70%): Passive member of audience. Very few, and trivial, comments and questions during class. When called on, fails to demonstrate adequate knowledge of the issue raised in the question.

Use of technology in class and Moodle platform

Use of laptops and mobile phones in class is not permitted. You will be notified when you can use your laptop during reviews and group projects. If class is held from remote, students will be required to access Moodle and maintain their webcam on during class. Camera off will reduce the attendance and participation grade.

All written communications, announcements, special assignments, and the like will be posted on or sent through Moodle. Students are required to check Moodle frequently so as not to miss any important items. Ignorance shall not constitute justification.

Students are expected to attend all scheduled class meetings presented in the course outline. Since success in the marketing field requires a high level of interpersonal skills, grading to a greater extent that in other classes will be based on active class participation, interaction with the instructor and with the other students, the major emphasis is on the quality of the contribution made and not the quantity.

The class participation grade will reflect your preparation, attendance, quality and frequency of participation.

More than three absences may result in up to 10 percent being subtracted from your final grade, and you may be asked to withdraw from the class.

Introduction to Principles of Marketing 

Market philosophies.
Exercise 1: value proposition

Sustainable marketing. Stakeholders map.
Stakeholders and environments. Stakeholders’ map. 

Strategic planning
Marketing strategies, cost leadership, differentiation

Marketing strategies Exercise 2: S.W.O.T analysis

Customers’ behavior. 

Segmentation and positioning 

Exercise 3: Segment’s profile and positioning maps

Marketing research

C.R.M. Customer relationship management

Products and services.
Differences between products and services
Product life cycle

Pricing strategies

Integrated Marketing Communication Advertising.
Distribution channels Managing Intermediaries

Competition analysis

The marketing plan

Guest speakers and company representatives will be invited in class