Fundamentals of Marketing Essay

1.0. Course DescriptionThe course is an introduction to the language and issues of merchandising with an emphasis on learning to develop responsive trade strategies that meet node needs. The course foc works on basic selling concepts, the role of merchandising in the organization, and the role of marketing in society. Topics include market segmentation, product development, promotion, distribution, and pricing. Other topics, which ordain be incorporated into the course, be external environment (which allow focus on integrative topics with marketing,such as economics, politics, government, and nature), marketing research, international/global marketing with relevance to cultural diversity, ethics, the impact of technology on marketing, and careers in marketing.1.1 Course PerspectiveWe all bind many experiences with marketing from the viewpoint of the consumer. In this course, we pass on take the perspective of the marketing decision maker. I hope you will learn that there is much more to marketing than you might have expected. From the textbook, lodge assignments/homework, and class discussions, you will learn ab pop the decisions that marketers mustiness make and tools/frameworks that will assist you in do those decisions effectively. By the end of the course, you should understand the complexity and challenges associated with making marketing decisions as well as ways to design effective marketing strategies. On the practical side, this new understanding of marketing should make for each one of you a more knowledge open consumer.1.2 Course Learning Goals and Objectives Accordingly, the course emphasizes the followingTo analyze the role of marketing within the firm and society. To expose you to the two part of a marketing strategy the target market and the marketing commingle. To study the four basic variables in the marketing mix product, promotion, price, and distribution. To exercise analytical, communication, and presentation skills (through single- determined function of technological aids, such as Microsoft Word, PowerPoint, and the Internet)the basic tools of marketing.2.0. TextbooksPrinciples of market, 13th Edition, by Kotler/Armstrong, Pearson Education 2012, ISBN 9787302255743.0. Recommended ReadingA Selective reading packet is prepared for the course, which comprisesHarvard cases, company cases derived from Philip Kotler, Gary Armstrong, Principles of Marketing , 7th edition, articles derived from HBR, SBR, and otherwise significant profession journals, as well as latest developed Chinese cases.Related handouts will be distributed in the class.4.0 mode of InstructionThe course is highly interactive between the class and the instructor. Through case studies/presentations, problems, and specific company client activities, students will have the opportunity to use the concepts, ideas, and strategies presented in class. Problem-solving sessions occur in both individual (primarily) and team (occasionally) setti ngs.This undergraduate course will incorporate a lecture and project-based approach to the principles of marketing. The textbook apply in this course will be use as a reference point for the discussion(s) of the marketing plan project. Students are encouraged to read and enlighten the major principles found in the textbook.Note that occasionally changes in the schedule of the course or in the assignments are announced during class. It is your responsibility to ensure that you have received all of the changes and you will still be responsible for this in formattingion.The University is committed to a policy of honesty in academics. Conduct, which compromises a breach of this policy, may chair in academic and/or disciplinary action. Cheating is a violation of student academic behavior standards. Please note that the sharing of information with other class members or with other sections of the course is considered cheating.5.0. AssignmentsCase compendiumAn effective way to help stu dents learn about the principles of marketing isthe analysis of marketing cases of real-world companies and events.Cases from the textbook will be assigned to provide an opportunity to apply the principles of marketing and to enhance ones analytical ability to assess marketing problems. outline of cases provides for the application of course concepts to real-world situations, and students are expected to have read and analyzed the cases thoroughly prior to class. The objective of the use of cases is to apply the various principles/concepts of marketing to an in-depth analysis of a given company or industry.The class will be divided into groups (six students maximum per group), each group will be formed early on in the semester and given a date to present their analysis of a particular case. A presentation framework/format will be provided for each group.Team ProjectEach group need to develop a marketing project throughout the semester, following the under steps Carefully choose th e topic of the project, each group will decide on a fictional consumer product or service they manage to bring to market, which can be developed to illustrate and identify the marketing ideas. Draft a plan for the project, describing the topic goal, outline, procedure, approach, allotment of work, and possible difficulties. Carry out the plan, continuously discussing and reviewing every process of the project in the group. Referring to the instructor is welcome. Presentation and defence in class are going on in the remnant week As mentioned, all group members will receive the same grade for the work.Format for Marketing PlanExecutive SummaryIntroduction smart set Description (including background)Current marketing situation (situation analysis)Business mission statementExternal environmental factors affecting the personal credit line from Technological factors Socio-cultural factors Economic-Financial factors Natural factors Political-Legal factors Competitive factorsOpportuni ties and Threats in the External EnvironmentBusiness Strengths and Weaknesses in relation to Opportunities and Threats Major Marketing ProblemCompetitive Advantage of the organisationObjectives and GoalsTarget Market SegmentsRecommendations for Product systemRecommendations for Price StrategyRecommendations for Promotion StrategyRecommendations for Place / Distribution StrategyPlease note the followingIf your plan is confidential, please inform the marker on the front cover of your plan.6.0. Examination and EvaluationMid-test 20% Term exams 40% Group Project Marketing Plan 20%Class participation and essay 20%Total 100%The final is close-book. You will be asked conceptual questions which integrate all what they have learned through the course, so the hints of the best dressing for the exam is to attend the class regularly, participate in the discussion proactively and read the course material carefully. One of the questions in the final will be What are the three most important le ssons that you learned about marketing in this course that will help you as a manager, facing the challenge immediately and tomorrow in the globe stage? All of you are encouraged to frequently think about this question since the beginning of the course.The final examination will be of two and a half hours duration. The examination is worth 40 percent of the total available marks. No materials are allowed into the examination room for this unit. You must bring your student identification card to the examination.In order to pass this unit to achieve your DEGREE you must complete and submit each stage of coursework, complete the examination and achieve an overall mark of at least 75 percent of the total available marks.7.0. Course ScheduleThis Schedule is doubtful and very much subject to change.Students are invited to bring in ads, articles, and anecdotes for class discussion.1. Describe the roles of marketing and marketing strategy in business value creation. (This is taken from learning outcome) little ability to suck the constitutional concepts of marketing strategy and marketing mix. Adequate ability to mark the sound concepts of marketing strategy and marketing mix. beneficial ability to describe the first harmonic concepts of marketing strategy and marketing mix and able to give cerebrate examples. Very good ability to describe the unplumbed concepts of marketing strategy and marketing mix, to the extent of connect applications in quotidian business situation.1.1. develop thoroughgoing concepts of marketing strategy and marketing mix used in the project.1.2. Equal participation of all group members.1.3. Ability to elicit and answer questions.1. 2. Use appropriate terminologies in marketing activities and business environment. hapless ability to describe the terminologies used in marketing. Adequate ability to describe the terminologies used in marketing. Good ability to describe the terminologies used in marketing and able to give think examples. Very good ability to describe the terminologies used in marketing, to the extent of related applications in everyday business situation.2.1. beg off the marketing terminologies used in the project.3. Apply marketing concepts into marketing strategies in both local and international contexts. lamentable ability to describe the fundamental frequency concepts used in marketing. Adequate ability to describe the fundamental concepts used in marketing. Good ability to describe the fundamental concepts used in marketing and able to give related examples. Very good ability to describe the fundamental concepts used in marketing, to the extent of related applications in everyday business situation.3.1. Explain marketings roles in companywide strategic planning.4. Identify and explain the effects of marketing practices towards the community and the environment at large. shortsighted ability to describe the fundamental concepts used in marketing. Adequate ability to describe the fun damental concepts used in marketing. Good ability to describe the fundamental concepts used in marketing and able to give related examples. Very good ability to describe the fundamental conceptsused in marketing, to the extent of related applications in everyday business situation.4.1. Explain the marketing plan used in the project.5.Apply marketing mix and marketing strategy concept into a marketing plan.Poor ability to describe the fundamental concepts used in marketing. Adequate ability to describe the fundamental concepts used in marketing. Good ability to describe the fundamental concepts used in marketing and able to give related examples. Very good ability to describe the fundamental concepts used in marketing, to the extent of related applications in everyday business situation.5.1. Explain the marketing plan used in the project.5.2. Fluency of presentation.5.3. Time management.1. Describe the roles of marketing and marketing strategy in business value creation. Poor ability to describe the fundamental concepts of marketing strategy and marketing mix. Adequate ability to describe the fundamental concepts of marketing strategy and marketing mix. Good ability to describe the fundamental concepts of marketing strategy and marketing mix and able to give related examples. Very good ability to describe the fundamental concepts of marketing strategy and marketing mix, to the extent of related applications in everyday business situation.1.1. Executive Summary.1.2. Introduction.2. 2. Use appropriate terminologies in marketing activities and business environment. Poor ability to describe the fundamental concepts used in marketing. Adequate ability to describe the fundamental concepts used in marketing. Good ability to describe the fundamental concepts used in marketing and able to give related examples. Very good ability to describe the fundamental concepts used in marketing, to the extent of related applications in everyday business situation.2.1. Introduction. 2.2. Body2.3Conclusion3. Apply marketing concepts into marketing strategies in both local and international contexts. Poor ability to describe the fundamental concepts used in marketing. Adequate ability to describe the fundamental concepts used in marketing. Good ability to describe the fundamental concepts used in marketing and able to give related examples. Very good ability to describe the fundamental concepts used in marketing, to the extent of related applications in everyday business situation.3.1. Discussion of marketing concepts used in the project.3.2. Application of marketing concepts in findings4. Identify and explain the effects of marketing practices towards the community and the environment at large. Poor ability to describe the fundamental concepts used in marketing. Adequate ability to describe the fundamental concepts used in marketing. Good ability to describe the fundamental concepts used in marketing and able to give related examples. Very good ability to descri be the fundamental concepts used in marketing, to the extent of related applications in everyday business situation.4.1. Discussion of the effects of marketing practices in the project.5.Apply marketing mix and marketing strategy concept into a marketing plan.Poor ability to describe the fundamental concepts used in marketing. Adequate ability to describe the fundamental concepts used in marketing. Good ability to describe the fundamental concepts used in marketing and able to give related examples. Very good ability to describe the fundamental concepts used in marketing, to the extent of related applications in everyday business situation.