EXPANDED COURSE DESCRIPTION: This course covers the fundamentals of marketing theory, concepts and management as applied to marketing's strategic role in meeting customer needs, products/service, price, promotion, distribution, consumer behaviour, market, positioning, ethics and research. The course utilizes lecture, oral and written work, case studies and a marketing plan. COURSE LEARNING OBJECTIVES: This course is designed to provide students with basic marketing concepts and help students to build foundational marketing skills. More specifically, students will be introduced to the elements of marketing analysis, including customer analysis, competitor analysis, and company analysis. Students will learn how to develop a solid analytical framework within which they use strategic thinking to create a sophisticated awareness of the cutting edge developments in the marketing field. Students are required to apply basic marketing concepts in the context of real life situations. ORGANIZATION OF THE COURSE: Week Topic Chapters Case 1 Introduction – Marketing Basics – What is Marketing 1 (in class) Formation of Groups 2 Strategic Planning 2 The big Cheese (in class) of Mousetraps 3 Strategic Planning 2, Grocery Gateway (in class) 4 Marketing Information /Environment/ 5, 4, 13 Coca-Cola (online) 5 Buying behavior/Market Segmentation/ 7 Procter & (in class) Targeting/Positioning Gamble Review for mid term 6 Potential Mid-Term Date (in class) 7 Product/New product development/ 8,9 Gillette (online) 8 Branding / Product Life Cycle 8,9 An apple a day (online) keeps the MP3 in play 9 Pricing 10 (online) 10 Marketing Channels 2, 11 (in class) International marketing Group presentation 11 Communication 12, 3 (in class) Group Presentations 12 Review (in class) Group Presentations
EXPANDED COURSE DESCRIPTION: This course covers the fundamentals of marketing theory, concepts and management as applied to marketing's strategic role in meeting customer needs, products/service, price, promotion, distribution, consumer behaviour, market, positioning, ethics and research. The course utilizes lecture, oral and written work, case studies and a marketing plan. COURSE LEARNING OBJECTIVES: This course is designed to provide students with basic marketing concepts and help students to build foundational marketing skills. More specifically, students will be introduced to the elements of marketing analysis, including customer analysis, competitor analysis, and company analysis. Students will learn how to develop a solid analytical framework within which they use strategic thinking to create a sophisticated awareness of the cutting edge developments in the marketing field. Students are required to apply basic marketing concepts in the context of real life situations. ORGANIZATION OF THE COURSE: Week Topic Chapters Case 1 (in class) Introduction – Marketing Basics – What is Marketing Formation of Groups 1 2 (in class) Strategic Planning 2 The big Cheese of Mousetraps 3 (in class) Strategic Planning 2, Grocery Gateway 4 (online) Marketing Information /Environment/ 5, 4, 13 Coca-Cola 5 (in class) Buying behavior/Market Segmentation/ Targeting/Positioning Review for mid term 7 Procter & Gamble 6 (in class) Potential Mid-Term Date 7 (online) Product/New product development/ 8,9 Gillette 8 (online) Branding / Product Life Cycle 8,9 An apple a day keeps the MP3 in play 9 (online) Pricing 10 10 (in class) Marketing Channels International marketing Group presentation 2, 11 11 (in class) Communication Group Presentations 12, 3 12 (in class) Review Group Presentations
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