This course will give students a solid understanding of the fundamentals of marketing including methods and tools of market assessment, customer segmentation analysis, development of the value proposition, positioning and planning, evaluating gaps in the market, brand building, marketing communication and advertising analysis.  Emphasis is placed on the need to align marketing principles and theories with the management-thinking skills needed for strategic marketing planning. 

In this course, students will learn frameworks for competitive analysis, the analysis of environmental trends, with a focus on specific market sectors to gain analytical abilities related to the practice of marketing in different product categories.  

This course requires both understanding of, as well as the ability to apply marketing principles and theories for managerial decision-making and to think creatively and innovatively about market-development opportunities. Class discussions, written works, oral presentations and exams, will help students to develop and improve their ability to work on an individual basis as well as on a team basis. Students needing assistance in organizing their arguments (quantitatively and qualitatively) are invited to make good use of the University’s writing and math labs.

The basic purpose of this course is to provide students with an 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.

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.

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.

Introduction:  What is Marketing  

The product and its life cycle

Segmentation, Targeting and Positioning (positioning maps)

The 4Ps and the Marketing Mix

Branding and Brand Identity  

Marketing and Sustainability  

Creativity and innovation in market led new product development

Marketing Test (20% of final grade)

Marketing Information Research 

Consumer Behavior 

Retail Marketing and Marketing Channels  

Advertising and Promotion

Pricing and Positioning

Market Segmentation and Luxury

Product Marketing and Packaging         

Marketing Examination (30% of final grade)

Marketing Plan  

Work on your final project

 Final Project Presentation (50% of final grade)

The Final Presentation

A Presentation to be prepeared on Powerpoint (o alternatiove presenation software)and delivered to the class and course lecturer.

Presentaion requirements.

Consider an existing brand in a prodcut category or your choice.

Develop a plan to extend a brand.

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