Principles of Marketing Essay

 (Separation Learning) Semester Course Leader Office Location Phone Email Meeting 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 then again By Appointment Course Synopsis This course is intended to acquaint understudies with showcasing standards and practices. Accentuation will be put on advertising with regards to the firm and society. The course content incorporates an investigation of the connection among showcasing and society, nature and elements of advertising, promoting the board forms, promoting devices, the business sectors, and the shoppers. Course Objectives The primary objective of the course is to give a review of the essential standards hidden current advertising hypothesis and practice. It will furnish members with a comprehension of the examination that is essential for taking promoting choices, and the wide scope of components (and associations of those elements) that should be considered in the structure of a showcasing program. Understudies should leave away with this course with a comprehension of the showcasing framework and its job inside the Malaysian economy and inside an individual firm by concentrating how items and administrations are arranged, estimated, advanced, and appropriated 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 promoting ideas. ï‚ · clarify how promoting choices are affected by condition, patterns and improvements. ï‚ · talk about the variables impacting customer conduct. ï‚ · examine the manners by which item, estimating, place (dissemination), and advancement influence promoting . ï‚ · compose a basic 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). Basics 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 stay away from unsettling influences and being late for taking an interest in the class conversations. Participation strategy 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 advertising research ventures. It would be ideal if you dress acceptably and properly (as indicated by university’s clothing regulations) when going to classes. ï‚ · Gathering ventures and Assignments There will be bunch ventures 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 required 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 predefined date else you might be punished for late accommodation. In the event that you experience any issue to submit assignments on the particular date, you are required to advise the instructor inside 2 days regarding the predetermined date. For any sort composed assignments given, the arrangement 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 dispersing 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 relegated 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 gained in this course. The inquiry arrangements may comprise of numerous decision, genuine bogus, short articles, and case-based issues. Week Themes Secured Diagram 1 2 3 4 Theme 1: Promoting: Overseeing Gainful Client Relationship Theme 2: The Promoting Condition furthermore, the Promoting Data Theme 3: Shopper Markets and Shopper Purchaser Conduct Themes/Activities Comments/ Cutoff times Presentation. Class exercises: †Getting to know. †Overview obviously plan. Showcasing: Managing Profitable Customer Relationship ï‚ · Definitions of showcasing ï‚ · Basic ideas of showcasing ï‚ · Evolutions of showcasing ï‚ · Relationship showcasing ï‚ · Marketing procedure and the advertising blend ï‚ · Marketing Challenges later on Peruse: ï‚ · Kotler: Chapter 1 ï‚ · Harley-Davidson case. Section 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 groupings 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 review ‘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 advertising 7 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. Class exercises: ï‚ · Discuss perusing materials Topic 5 ï‚ · Discuss ‘Britvic: Creating a brand flavor’ case, p 278. 8 9 MID SEMESTER BREAK Subject 6: Estimating Estimating ï‚ · Objective of Pricing ï‚ · Factors impacting cost ï‚ · Pricing procedures and strategies Discussion 2 ï‚ · Exceptional valuing 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 advertising 11.1 ‘Pricing Dishonesty?’, p 342 10 Subject 7: Spot Class exercises: ï‚ · Discuss perusing materials Topic 6 ï‚ · Exercise Price Spot ï‚ · Marketing channel ï‚ · The significance of middle people ï‚ · Functions and exercises of showcasing 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 Point 8: Advancement Point 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