Bachelor 2019/2020

Principles of Marketing

Type: Elective course (HSE and Kyung Hee University Double Degree Programme in Economics and Politics in Asia)

Area of studies: Foreign Regional Studies

Delivered by: Faculty of World Economy and International Affairs

Where: Faculty of World Economy and International Affairs

When: 2 year, 2-4 module

Mode of studies: offline

Language: English

ECTS credits: 5

Contact hours: 58

Course Syllabus

Abstract

This course is designed to introduce you to the essentials of marketing: the creation of value for customers and firms and the strategies and methods marketers use. The course provides a foundation for applying the concepts, theories, and tools of marketing. Marketing decisions involve which customers to serve, with which products or services, at what price, through which channels. These decisions are influenced by the market environment, current and potential competitors, and the organization’s own resource constraints. Upon satisfactory completion of this course, a student should have the ability to analyze, discuss, describe, and demonstrate the marketing processes and strategies that firms utilize when marketing their products.

Learning Objectives

• To define the strategic role of marketing in the firm
• To introduce the key elements of marketing in developing a marketing strategy and planning a marketing program
• To provide a sound conceptual and theoretical tool-kit for analyzing marketing problems
• To advance your understanding of the marketing process as a framework
• To offer an opportunity to refine your oral and written communication skills and to improve your ability to work collaboratively in a team

Expected Learning Outcomes

• Students will receive classes on the basic concepts of market and marketing and how to apply them correctly.
• Students will learn the basic marketing strategies, and their implementation on the example of real cases
• Students will gain knowledge on the basic methods of creating a customer base and its preservation
• Students will receive classes on how to analyze business and consumer markets, what are the differences in methods and what are they similar
• Students will learn the basic ways of market segmentation and how to correctly distinguish and define these segments
• Students will gain knowledge on the topic of branding, how to create a brand, develop it and promote it in the markets
• Students will gain knowledge on how to promote the brand and how to overcome external competition in the markets.
• Students will gain knowledge on the topic of the product life cycle and how to build strategies for promoting this product depending on it
• Students will gain knowledge on the service market, how to get on it and the basic promotion strategies
• Students will gain knowledge of the basic value strategies in various markets, then how to choose the right strategy and use it
• Students will learn about integrated marketing channels, how to design, create and manage them
• Students will learn about integrated marketing сommunications, how to design, create and manage them
• Students will receive knowledge on how to correctly define mass and personal communications and how to manage them correctly

Course Contents

• Defining Marketing; Understanding Markets, Market Demand, and the Marketing
  The topic will focus on the concepts of marketing and the market and their relationship
• Developing and Implementing Marketing Strategies and Plans
  The topic will focus on the main marketing strategies and their advancements in real life
• Creating Customer Value, Satisfaction, and Loyalty
  The topic focuses on how to attract a client, gain his loyalty and keep him
• Analyzing Consumer Markets & Business Market
  The topic will focus on ways to analyze consumer and business markets
• Identifying Market Segments and Targets
  The topic will focus on the topic of market segmentation and how to identify segments correctly
• Creating Brand Equity
  The theme focuses on the theme of "brand", how to create and how to promote it
• Crafting the Brand Positioning and Dealing with Competition
  The topic will focus on the theme of brand promotion in foreign markets and how to deal with market competition
• Designing and Managing Services
  The topic will focus on the basics of creating and managing a services market
• Developing Pricing Strategies and Programs
  The topic will focus on the basics of developing a pricing strategy for promoting a product
• Designing and Managing Integrated Marketing Channels
  The topic will focus on integrated marketing channels, their design and management
• Designing and Managing Integrated Marketing Communications
  The topic will focus on integrated marketing сommunications, their design and management
• Managing Mass & Personal Communications
  The topic will focus on the principles of managing personal and mass communications
• Setting Product Strategy and Marketing Through the Life Cycle
  The topic will focus on the main strategies for promoting products and the dependence of the strategy on the product life cycle

Assessment Elements

• Group project
  Exam is conducted in oral form. Exam is conducted using Zoom, https://kcc.zoom.us/j/96047093767?pwd=SWhaTitSb3FRQWU4MEE0Y2VFTFAwUT09. Students must connect 15 minutes before the exam start. It’s critical to check connectivity, that a microphone and a camera are operating and supporting materials could be presented. Student’s computer must have a microphone & an audio speakers (internal or external), a camera (internal or external), PO sufficient to present the group’s presentation. To take part in the exam a student must turn on a microphone and a camera. During presentation of the group project presenting group must keep cameras and microphones on. Students are allowed to temporarily disconnect during presentations of other groups. Disconnection for less than 2 minutes during the presentation of own group is accepted as a short-term break in connection. Long-term disconnection is a disconnection for more than 5 minutes during the presentation of own group. If a long-term disconnection happens a student will not be able to continue participation in the exam. Reexamination will be under the same process as examination.
• Class Attendance
• Class Participation

Interim Assessment

• Interim assessment (4 module)
  0.2 * Class Attendance + 0.2 * Class Participation + 0.6 * Group project

Bibliography

Recommended Core Bibliography

• Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management, Global Edition (Vol. Sixth edition). Boston: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419605
• O’Kane, B. (2011). Marketing Basics. Cork: NuBooks. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1010415

Recommended Additional Bibliography

• Keller, K. L. (2016). Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program? Journal of Advertising, 45(3), 286–301. https://doi.org/10.1080/00913367.2016.1204967
• Saykiewicz, J. N., & Valotta, J. (2010). Applying Basic Marketing Principles to Create a Sustainable Global Business. Master of Business Administration, (5), 13. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbaz&AN=edsbaz.169143057
• Schwepker, C. H. (2019). Strengthening Customer Value Development and Ethical Intent in the Salesforce: The Influence of Ethical Values Person–Organization Fit and Trust in Manager. Journal of Business Ethics, 159(3), 913–925. https://doi.org/10.1007/s10551-018-3851-0