Principles of Marketing Essay

 (Separation Learning) Semester Course Leader Office Location Phone Email Conference Hours : February 2014 : Normaziah Che Musa : FBIT, UNITAR International University, Level 12, Wing A, Tierra Crest, Jalan SS3/6, Kelana Jaya, 47301 Petaling Jaya, Selangor DE. : 03-7627 7265 : normaziah@unitar.my : Wednesday: 9.00 am †11.00 am and 3.00 pm †5.00 pm or on the other hand By Appointment Course Synopsis This course is intended to acquaint understudies with showcasing standards and practices. Accentuation will be set on showcasing with regards to the firm and society. The course content incorporates an investigation of the connection among promoting and society, nature and elements of showcasing, advertising the board forms, showcasing devices, the business sectors, and the shoppers. Course Objectives The fundamental objective of the course is to give a diagram of the essential standards basic current promoting hypothesis and practice. It will give members a comprehension of the examination that is vital for taking advertising choices, and the wide scope of variables (and connections of those components) that should be considered in the plan of a showcasing program. Understudies should leave away with this course with a comprehension of the advertising framework and its job inside the Malaysian economy and inside an individual firm by concentrating how items and administrations are arranged, evaluated, advanced, and circulated so as to fulfill consumers’ needs. Learning Outcomes Endless supply of the course, understudies ought to have the option to: ï‚ · characterize and apply information on the key advertising ideas. ï‚ · clarify how promoting choices are affected by condition, patterns and advancements. ï‚ · examine the variables impacting shopper conduct. ï‚ · talk about the manners by which item, estimating, place (circulation), and advancement influence promoting . ï‚ · compose a straightforward advertising plan. Required Materials ï‚ · Kotler, P. and Armstrong, G. (2012), Principles of Marketing, fourteenth Edition, Pearson. Discretionary/Additional Materials ï‚ · ï‚ · Nor Khalidah Abu and Yusniza Kamarulzaman (2013). Oxford Revision Series: Principles of Marketing, (second ed), Oxford University Press, Shah Alam. Sheep, C.W., Hair, J.F. and McDaniel, C. (2012). Fundamentals of Marketing, seventh ed., South-Western CENGAGAE Learning, USA. Course Assessment Coursework (Assignments/Group Project) : 40% Gatherings Last Examination : : 10% half All out 100% Course Requirements and Policies ï‚ · Participation Participation will be taken. Understudies are relied upon to go up to class on time as to keep away from aggravations and being late for taking an interest in the class conversations. Participation arrangement will be founded on strategies expressed in the university’s Academic Regulation. ï‚ · Class Participation Understudies are urged to partake as a significant part of the taking in will originate from conversation during class. It is normal that you switch off your hand telephone! â€Å"SMSing† is completely restricted! During class, you might be required to join as members in showcasing research ventures. Kindly dress sufficiently and suitably (as indicated by university’s clothing regulations) when going to classes. ï‚ · Gathering ventures and Assignments There will be bunch activities and assignments. For bunch venture, work along with your gathering individuals and toward the finish of the venture your gathering individuals will evaluate your commitment to the undertaking. You are relied upon to do a gathering introduction before accommodation of composed duplicate during the semester. Assignments will be transferred in UNIEC. In class assignments must be submitted on the predetermined date else you might be punished for late accommodation. On the off chance that you experience any issue to submit assignments on the particular date, you are required to educate the speaker inside 2 days regarding the predetermined date. For any sort composed assignments given, the organization of the paper ought to be as per the following: ï‚ § A spread page with your subtleties †Name, Student ID and Sections ( as enlisted in CMS) ï‚ § Font: Time New Roman , size 12 with 1.5 dividing ï‚ § Include a reference page for each task that you submitted. ï‚ · Gatherings Understudies are required to take an interest in ALL 3 gatherings posted by the Course Leader and imprints will be allocated dependent on the nature of the conversation. ï‚ · Getting to/Checking UNIEC Virtual It is most extreme significant for understudies to access and check their UNIEC Virtual for any updates and data relating to the course routinely all through the semester. Numbness is NO EXCUSE. Assessment Format Last assessment will be a three hours-assessment. The test will assess your degree of comprehension and information obtained in this course. The inquiry arrangements may comprise of various decision, genuine bogus, short articles, and case-based issues. Week Points Secured Review 1 2 3 4 Point 1: Showcasing: Overseeing Productive Client Relationship Point 2: The Showcasing Condition what's more, the Showcasing Data Point 3: Buyer Markets and Buyer Purchaser Conduct Points/Activities Comments/ Cutoff times Presentation. Class exercises: †Getting to know. †Overview obviously plan. Promoting: Managing Profitable Customer Relationship ï‚ · Definitions of promoting ï‚ · Basic ideas of promoting ï‚ · Evolutions of promoting ï‚ · Relationship promoting ï‚ · Marketing system and the advertising blend ï‚ · Marketing Challenges later on Peruse: ï‚ · Kotler: Chapter 1 ï‚ · Harley-Davidson case. Part see p158. Class exercises: ï‚ · Discuss perusing materials Topic 1 ï‚ · Discuss Harley Davidson work out. The Marketing Environment and Marketing Data ï‚ · Company’s Microenvironments ï‚ · Company’s Macroenvironments ï‚ · Marketing research process Peruse: Gathering 1 ï‚ · Kotler: Chapter 3 and 4 ï‚ · Real Marketing 4.2 ‘Tracking shoppers on the Web: Smart focusing on or a little creepy’. p 151 Class exercises: ï‚ · Discuss perusing materials Topic 2 ï‚ · Discuss ‘Prius: Leading a Wave of Hybrids’ case Shopper Markets and Business Market ï‚ § Consumer Buying Behavior ï‚ § Consumer Decision-production Process ï‚ § Factors Affecting Consumer Buying Behavior ï‚ § The Organizational Market ï‚ § The Organizational Buying Process ï‚ § Factors Affecting Organizational Buying Behavior Peruse: ï‚ · Kotler: Chapter 5 and 6 ï‚ · Real Marketing 5.2 ‘Lexus: Delighting Customers After the Sale to Keep Them Coming Back’, p 180. ï‚ · Real Marketing 6.2 ‘International Marketing Manners: When in Rome, Do as the Romans Do’, p 203. Class exercises: ï‚ · ï‚ · 5 Subject 4: Making Incentive To Target Clients Talk about perusing materials Topic 3 Talk about ‘Arabic Blackberry: Adapting to the language of the market’ Making Value To Target Customers ï‚ · Market Segmentation Bases ï‚ · Market Targeting ï‚ · Differentiation and Positioning Peruse: ï‚ · Kotler: Chapter 7 ï‚ · Real Marketing 7.2 ‘Dunkin’ Donuts: Positioning for the Average Joe’ p 235. Class exercises: ï‚ · Discuss perusing materials Topic 4 Item ï‚ · Levels and characterizations of item ï‚ · New item improvement ï‚ · Product life cycle stages ï‚ · Product and administration choices ï‚ · Service advertising 6 Subject 5: Item and Administrations Peruse: ï‚ · Kotler: Chapter 8 and 9 ï‚ · Chapter see ‘Customer-Driven Marketing Strategy’, p 214. ï‚ · Chapter see ‘New Product Development’, p 280. Industry Linkages: Submit Gathering Task 1 Class exercises: ï‚ · Discuss perusing materials Topic 5 ï‚ · Discuss ‘Britvic: Creating a brand flavor’ case, p 278. Item ï‚ · Levels and orders of item ï‚ · New item advancement ï‚ · Product life cycle stages ï‚ · Product and administration choices ï‚ · Service showcasing 7 Point 5: Item and Administrations Peruse: ï‚ · Kotler: Chapter 8 and 9 ï‚ · Chapter review ‘Customer-Driven Marketing Strategy’, p 214. ï‚ · Chapter review ‘New Product Development’, p 280. Class exercises: ï‚ · Discuss perusing materials Topic 5 ï‚ · Discuss ‘Britvic: Creating a brand flavor’ case, p 278. 8 9 MID SEMESTER BREAK Theme 6: Evaluating Evaluating ï‚ · Objective of Pricing ï‚ · Factors affecting cost ï‚ · Pricing methodologies and strategies Gathering 2 ï‚ · Uncommon estimating issues Peruse: ï‚ · Kotler: Chapter 10 and 11 ï‚ · Real Marketing 10.0 ‘Ryanair: Pricing low and Proud of it’, p 318. ï‚ · Real Marketing 10.2 ‘Pricing high and Proud of it’, p 325. ï‚ · Real promoting 11.1 ‘Pricing Dishonesty?’, p 342 10 Theme 7: Spot Class exercises: ï‚ · Discuss perusing materials Topic 6 ï‚ · Exercise Price Spot ï‚ · Marketing channel ï‚ · The significance of go-betweens ï‚ · Functions and exercises of promoting channel part ï‚ · Channel Design Decisions ï‚ · Marketing Logistics and Supply Chain Management ï‚ · The job of wholesaling ï‚ · Different kinds of distributer ï‚ · The job of retailing ï‚ · Different kinds of retail activities Gathering 3 Peruse: ï‚ · Kotler: Chapter 12 and 13 ï‚ · Chapter review ‘Marketing Channels’, p 360. ï‚ · Real Marketing 12.1 ‘Netflix: Disintermediator or disimtermediated?’ p 372 11 12 Theme 8: Advancement Theme 8: Advancement Class exercises: ï‚ · Discuss perusing materials Topic 7 ï‚ · Discuss ‘Zara: The Technology Giant of the design world†, p 390. Advancement ï‚ · Promotion Mix †Advertising, Public Relations, Personal Selling, Sales Advancement, Direct and Online Marketing ï‚ · Integrated M