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INTERNATIONAL UNIVERSITY COLLEGE CARDIFF METROPOLITAN UNIVERSITY

MBA 7003: Marketin


M!"#$e %an"&!!k
A''!() Pr!*) Ve''e$in B$a !e+, P%D -.!"#$e $ea"er/ A''!() Pr!*) Stani'$a+ I+an!+, P%D

2013-2014

Internati!na$ Uni+er'it0 C!$$e e Car"i** Metr!1!$itan Uni+er'it0


Programme: MBA Module: MBA 7003 Marketing Lecturers: Vesselin Blagoev, Stanislav Ivanov M!"#$e a''e''.ent: Assignment 50% Written exam 50% Assignment rie! included at t"e end o! t"is !ile# Literat#re: Aa$er% &#% '2010(% Marketing Research, 10th Ed International Student Version% Wile) Aa$er% &#% '2010(% Strategic Marketing Management !lo"al #ers$ectives% Wile) Armstrong% *#% +otler% P#% ,ar$er% M#% -rennan% .#% '2012(% Marketing An Introduction %&E% Pearson -l)t"e% /#% '2000(% #rinci$les and #ractice o' Marketing% 1engage Learning -l)t"e% /#% '2012(% Essentials o' Marketing% Pearson -radle)% 2#% '2010(% Marketing Research tools ( techni)ues% 3x!ord 4ni5ersit) Press 1"a!!e)% &#% 6llis-1"ad7ic$% 8#%'2012(% *igital Marketing Strateg+, Im$lementation ( #ractice, ,&E% Pearson &ePelsema$er% P#% +en"o5e% P#% /anssens% W#% Wi9nen% +#% '200:(% Marketing research -ith S#SS% 8; Prentice ,all &oole% <#% Lo7e% .#% '2012(% International Marketing Strateg+% 1engage Learning%+eegan ,ollensen% =# 6ssentials o! *lo al Mar$eting% 8inancial ;imes Press% London 'current edition( ,ollensen% =# *lo al Mar$eting% 8inancial ;imes Press% London 'current edition( ,oole)% *#% Pierc)% 2#8#% 2icolaud% -#% '2012(% Marketing Strateg+ ( .om$etitive #ositioning ,th Ed% 8; Prentice ,all Lam % 1#W#% ,air% /#8#% Mc&aniel% 1#% '2012(% Essentials o' Marketing% 1engage Learning Lee% +#% > 1arter% =#% '2012(% !lo"al Marketing Management% 3x!ord Mc&aniel% 1# /#r#% *ates% .#% '2012(% Marketing Research /th Ed International Student Version% Wile) Mc&onald% M#% '2011(% Marketing #lans0 1o- 2o #re$are 2hem, 1o- 2o 3se 2hem, Wile) =olomon% M#% '2012(% .onsumer Behavior !lo"al Edition, 10&E% Pearson Wilson% M#=#% *illigan% 1#% '2005(% Strategic Marketing Management% 1<M?6lse5ier Wood% M#-#% '2010(% Essential !uide to Marketing #lanning% 8; Prentice ,all /ournals: 4ournal o' Marketing% 4ournal o' .onsumer Research % 4ournal o' Marketing Research, 4ournal o' International Marketing, etc5 T!1i(': 1# ;"e mar$eting conce@t: t"eories and conce@ts% @lanning% organisational context 2# &)namics o! t"e mar$et@lace: su@@l)?demand% t)@es o! mar$et% com@etiti5eness 3# 1onsumer e"a5iour: @urc"asing models?!actors% decision ma$ing unit% @urc"asing 4# Mar$et segmentation?=;P: met"ods o! segmentation% targeting strategies% @ositioning 5# Mar$eting researc" tec"niAues: @rimar)?secondar)% Auantitati5e?Aualitati5e B# Anal)sing o! researc" data to in!orm mar$eting strategies and @lans C# <nternal audits: organisational?mar$eting ca@a ilities- strengt"s?7ea$nesses :# 6n5ironmental audits: micro?macro?glo al% mar$et o@@ortunities?t"reats 0# &e5elo@ing mar$eting strateg): =W3;?;3W= anal)sis 10# =trategic decisions: mar$et selection% @ositioning% com@etiti5e stance% gro7t" 11# 3@erationalising t"e mar$eting mix !or a target segment '4P?41?:P( o Product: categories% goods?ser5ices% li!ec)cle% 4=P?8A-% @ort!olio% ne7 @roduct de5elo@ment o Price: role o! @rice% rea$-e5en?contri ution% strategic?tactical @ricing strategies% o Place: role o! distri ution% c"annels% emergence o! retail?e-tail c"annels% logistics o Promotions: aims o! @romotion% @romotional mix% @us"?@ull?@ro!ile% <M1 o CPs: goods 5s ser5ices% @")sical e5idence% @eo@le% @rocesses

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Internati!na$ Uni+er'it0 C!$$e e Car"i** Metr!1!$itan Uni+er'it0


Programme: MBA Module: MBA 7003 Marketing Lecturers: Vesselin Blagoev, Stanislav Ivanov

2ACS S#&3e(t C!"e-'/ an" 4 !* ea(% ASC Cate !r0-ie'/ M!"#$e Tit$e M!"#$e N#.&er '#&3e(t Mar$eting M-AC003 2550 C Le+e$ -356/ Cre"it' ECTS M!"#$e Va$#e 4 Ta# %t in 7e$'% M!"#$e T01e C 20 10 1#0 0 ;aug"t Tea(%in Peri!" Pre5re8#i'ite' =emester 3ne 2one Module Leader =c"ool's( Ca.1#' Desselin -lagoe5 'module leader( <nternational 4ni5ersit) 1ollege =o!ia and Darna =tanisla5 <5ano5 A''e''.ent Met%!"' A''e''.ent T01e D#rati!n9Len t% !* 7ei %tin !* A''e''.ent A11r!:i.ate Date !* A''e''.ent T01e S#&.i''i!n <ntegrated Assignment ? 3%000 7ords 50% Mid-semester 1ourse7or$ <ntegrated Assessment ? 3%000 7ords 50% 6nd o! semester 6xamination Ai.-'/ ;o @ro5ide students 7it" a @ractical understanding o! "o7 t"e d)namics o! t"e mar$et% t"e usiness en5ironment% customer trends and e"a5iour and t"e organisationEs o7n ca@a ilities im@act u@on its a ilit) to de5elo@ and deli5er @ro!ita le customer @ro@ositions# ;o a@@l) $e) t"eories% conce@ts and tec"niAues to de5elo@ an in-de@t" understanding o! a mar$et ;o de5elo@ a@@ro@riate mar$eting strategies and @lans Learnin O#t(!.e' At t"e end o! t"is module% students s"ould e a le to: &emonstrate a critical understanding o! t"e role and !unction o! mar$eting in a 5ariet) or mar$et and organisational contexts# 1riticall) e5aluate and utilise mar$eting researc" data and met"ods to a gi5en mar$eting situation# A@@l) and e5aluate t"e @rinci@les o! organisational and en5ironmental audits to in!orm mar$eting strategies% decisions and o 9ecti5es# &e5elo@ and 9usti!) a mar$eting @lan and mix !or a gi5en target mar$et# Learnin an" Tea(%in De$i+er0 Met%!"' Lectures 7ill e used to @resent asic conce@ts and @rinci@les# =eminars 7ill e used to discuss and ex@lain s@eci!ic @ro lem areas# =tudents 7ill also e ex@ected to com@lement t"is stud) 7it" sel!-directed learning# In"i(ati+e C!ntent ;"e mar$eting conce@t: t"eories and conce@ts% @lanning% organisational context '-21?-2-?2!P( &)namics o! t"e mar$et@lace: su@@l)?demand% t)@es o! mar$et% com@etiti5eness 1onsumer e"a5iour: @urc"asing models?!actors% decision ma$ing unit% @urc"asing Mar$et segmentation?=;P: met"ods o! segmentation% targeting strategies% @ositioning Mar$eting researc" tec"niAues: @rimar)?secondar)% Auantitati5e?Aualitati5e Anal)sing o! researc" data to in!orm mar$eting strategies and @lans <nternal audits: organisational?mar$eting ca@a ilities- strengt"s?7ea$nesses 6n5ironmental audits:micro?macro?glo al% mar$et o@@ortunities?t"reats &e5elo@ing mar$eting strateg): =W3;?;3W= anal)sis =trategic decisions: mar$et selection% @ositioning% com@etiti5e stance% gro7t" 3@erationalising t"e mar$eting mix !or a target segment '4P?41?CP( o Product: categories% goods?ser5ices% li!ec)cle% 4=P?8A-% @ort!olio% ne7 @roduct de5Et o Price: role o! @rice% rea$-e5en?contri ution% strategic?tactical @ricing strategies% o Place: role o! distri ution% c"annels% emergence o! retail?e-tail c"annels% logistics o Promotions: aims o! @romotion% @romotional mix% @us"?@ull?@ro!ile% <M1 o CPs: goods 5s ser5ices% @")sical e5idence% @eo@le% @rocesses 3

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Internati!na$ Uni+er'it0 C!$$e e Car"i** Metr!1!$itan Uni+er'it0


Programme: MBA Module: MBA 7003 Marketing Lecturers: Vesselin Blagoev, Stanislav Ivanov Re(!..en"e" Rea"in ; Re8#ire" Rea"in Re8#ire" Rea"in : Armstrong% *#% +otler% P#% ,ar$er% M#% -rennan% .#% '2012(% Marketing An Introduction %&E% Pearson -l)t"e% /#% '2000(% #rinci$les and #ractice o' Marketing% 1engage Learning ,oole)% *#% Pierc)% 2#8#% 2icolaud% -#% '2012(% Marketing Strateg+ ( .om$etitive #ositioning ,th Ed% 8; Prentice ,all Lee% +#% > 1arter% =#% '2012(% !lo"al Marketing Management% 3x!ord Mc&aniel% 1# /#r#% *ates% .#% '2012(% Marketing Research /th Ed International Student Version% Wile) Re(!..en"e" Rea"in : Aa$er% &#% '2010(% Strategic Marketing Management !lo"al #ers$ectives % Wile) Aa$er% &#% '2010(% Marketing Research, 10th Ed International Student Version% Wile) -l)t"e% /#% '2012(% Essentials o' Marketing% Pearson -radle)% 2#% '2010(% Marketing Research tools ( techni)ues% 3x!ord 4ni5ersit) Press 1"a!!e)% &#% 6llis-1"ad7ic$% 8#%'2012(% *igital Marketing Strateg+, Im$lementation ( #ractice, ,&E% Pearson &ePelsema$er% P#% +en"o5e% P#% /anssens% W#% Wi9nen% +#% '200:(% Marketing research -ith S#SS% 8; Prentice ,all &oole% <#% Lo7e% .#% '2012(% International Marketing Strateg+% 1engage Learning%+eegan ,ollensen% =#% '2012(% Essentials o' !lo"al Marketing, %&E% Pearson Lam % 1#W#% ,air% /#8#% Mc&aniel% 1#% '2012(% Essentials o' Marketing% 1engage Learning Mc&onald% M#% '2011(% Marketing #lans0 1o- 2o #re$are 2hem, 1o- 2o 3se 2hem, Wile) =olomon% M#% '2012(% .onsumer Behavior !lo"al Edition, 10&E% Pearson Wilson% M#=#% *illigan% 1#% '2005(% Strategic Marketing Management% 1<M?6lse5ier 'e- oo$( Wood% M#-#% '2010(% Essential !uide to Marketing #lanning% 8; Prentice ,all /ournals: Mar$eting /ournal o! 1onsumer .esearc" 6uro@ean /ournal o! Mar$eting /ournal o! Mar$eting .esearc" <ris" Mar$eting .e5ie7 Mar$eting Management /ournal /ournal o! 1onsumer -e"a5iour /ournal o! =trategic Mar$eting /ournal o! Mar$eting /ournal o! <nternational Mar$eting 3t"er =ources: 1"artered <nstitute o! Mar$eting '1<M( 777#cim#co#u$ Mar$eting Wee$ 777#mar$eting7ee$#co#u$ 8inancial ;imes 777#!t#com ;"e ;imes 777#timesonline#co#u$ A((e'' t! S1e(ia$i't Re8#ire.ent' Mintel% +e)2ote and Mintel?&ataMonitor mar$et researc" re@orts

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Internati!na$ Uni+er'it0 C!$$e e Car"i** Metr!1!$itan Uni+er'it0


Programme: MBA Module: MBA 7003 Marketing Lecturers: Vesselin Blagoev, Stanislav Ivanov MASTER OF BUSINESS ADMINISTRATION PROGRAMME MBA 7003 MAR<ETING MODULE -=0>35>?/ ASSIGNMENT: @04 FIRST SIT Fou must 7or$ <2&<D<&4ALLF to de5elo@ an outline mar$eting @lan o! 3000 7ords !or a .arket entr0 9 r!At% !11!rt#nit0 in B#$ aria *!r C!#rt0ar" &0 Marri!tt) Four @lan s"ould include t"e !ollo7ing: Marketing $lan structure a( #ES2E7 anal)sis o! t"e countr) ( 2arget market: a descri@tion o! )our target mar$et segment its c"aracteristics% siGe 'num er o! customers% sales 5olume( and trends c( Microenvironment: discussion o! t"e existing microen5ironment !or )our segment 'current com@etitors and distri utors(# Anal)sis o! t"e segment on t"e asis o! PorterEs 8i5e 1om@etiti5e 8orces# d( 8"9ectives: =MA.; mar$et a7areness o 9ecti5es and sales o 9ecti5es !or t"e !irst t"ree )ears '2014201B( e( 3ni)ue selling $ro$osition and sources o' com$etitiveness de!inition o! com@an)Es 4=P !or )our c"osen target mar$et and t"e sources o! com@an)Es and @roductEs com@etiti5eness !( :e+ marketing strategies: strategies )ou 7ill use in order to enter?gro7 in t"e c"osen mar$et segment entr) mode% Anso!! grid% *eneral 6lectric grid% -1* grid% 5alue @ositioning% -o7man strateg) cloc$% PorterEs generic strategies g( Marketing mi;: detailed de!inition o! a suita le outline !uture mar$eting mix '4Ps?:Ps( )ou 7ill use in order to enter?ac"ie5e gro7t" in t"e c"osen target mar$et segment Additional 10 mar$s 7ill e a7arded !or tec"nical la)out o! t"e assignment# Four @lan s"ould e 7ord-@rocessed% 9usti!ied and contain suita le re!erences !or sources o! in!ormation and rele5ant academic material and t"eories# Fou s"ould aim to $ee@ t"e @lan rie! and succinct# N!te t"at t"eor) 7it"out a@@lication to t"e case stud) and t"e c"osen mar$et 7ill not recei5e a "ig" mar$# &etail and su@@lementar) in!ormation ma) e included 7it"in a@@endices ut t"ese s"ould not e used to su 5ert t"e 7ord limit# INSTRUCTIONS: Fou s"ould rie!l) @resent t"e su@@orting mar$et in!ormation and rationale !or )our mar$eting decisions# T%e APA Bar+ar" 't0$e in re*eren(in -.in =0 '!#r(e'/ i' re8#ire") D#e "ate: S#&.it a 1a1er (!10 t! t%e IUC Ban"5in O**i(e &0 7 1. !n =@ N!+e.&er =0>3 S#&.it a$'! an e$e(tr!ni( (!10 t! %an"inCi#()& &e*!re =?:00 !n t%e 'a.e "ate Fou s"ould su mit to t"e ,and-in o!!ice ) t"e due-date: a MA.+<2* > 866&-A1+ =,66; 'A@@endix 1( earing )our name and student num erH )our outline MA.+6;<2* PLA2 'not an academic essa)( o! 3000 7ords# A''e''.ent (riteria: Mar$s !or eac" assessment criterion 7ill e a7arded 7it" re!erence to t"e standard 1ardi!! Met?<41 mar$ing criteria at le5els A to 8# 6um"er o' marks 10 mar$s 10 mar$s 10 mar$s 10 mar$s 10 mar$s 20 mar$s 20 mar$s

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Internati!na$ Uni+er'it0 C!$$e e Car"i** Metr!1!$itan Uni+er'it0


Programme: MBA Module: MBA 7003 Marketing Lecturers: Vesselin Blagoev, Stanislav Ivanov Actual mar$s 7ill not e disclosedH "o7e5er )ou 7ill e gi5en !eed ac$ and an indication o! t"e o5erall grade 'A to 8(# All mar$s are su 9ect to agreement at t"e M-A 6xamination -oard# 3se at least %0 academic sources5 I' less than %0 academic sources are used the 'inal mark -ill "e ca$$ed at <0=5 *o not 'orget to utilise I3.>s and .ardi'' Met>s li"rar+ and electronic resources5 RESIT: .esit assignment rie! remains t"e same ut )ou "a5e to 7rite a out 1ad ur)# Mar$s on t"e resit 7ill e ca@@ed at 40%# .esit due dates 7ill e ad5ised additionall)#

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Internati!na$ Uni+er'it0 C!$$e e Car"i** Metr!1!$itan Uni+er'it0


Programme: MBA Module: MBA 7003 Marketing Lecturers: Vesselin Blagoev, Stanislav Ivanov

MBA7003 ASSIGNMENT: MAR<ING ; FEEDBAC< SBEET -=0>35>?/


Na.e: ASSESSMENT CRITERIA #ES2E7 2arget market Microenvironment 8"9ectives 3S# and com$etitiveness :e+ strategies Marketing mi; 2echnical la+out Mark' 10 10 10 10 10 20 20 10 40% ca@ A C0I B B0-B0 C 50-50 D 40-40 E 30-35 F 34-0 St#"ent n#.&er: Fee"&a(k 'see also assignment(

SOURCE REFERENCING 1AP '20 minimumH ,ar5ard re!erencing( OVERALL FEEDBAC< 'also see comments on assignment(:

1st mar$ed ): Se(!n" Marker'D (!..ent' -i* re$e+ant/:

=igned:

&ated:

GRADE

2nd mar$ed ): C!n'!$i"ate" .ark an" (!..ent':

=igned:

&ated:

GRADE FINAL MAR<

E:terna$ E:a.iner (!..ent' -i* re$e+ant/:

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Internati!na$ Uni+er'it0 C!$$e e Car"i** Metr!1!$itan Uni+er'it0


Programme: MBA Module: MBA 7003 Marketing Lecturers: Vesselin Blagoev, Stanislav Ivanov Markin (riteria A''i n.ent' a(%ie+in a .ark !* 70 an" a&!+e -'(!re A/ ;"is grade 7ill e assigned to 7or$ 7"ic" is considered to e o! a 5er) "ig" standard and 7"ic" meets e5er) criterion: meeting t"e assessment tas$ com@letel)H eing 7ritten in t"e recommended !ormat and o! an a@@ro@riate lengt"H gi5ing a clear% concise and 7ell-structured anal+sisH a 7ide range o! recent% rele5ant and a@@ro@riate readingH clear and a@@ro@riate relation o! t"eor) to @racticeH exam@les o! anal)sis o! @ractice to su@@ort and?or Auestion esta lis"ed t"eor)H !ull i liogra@") and a@@ro@riate re!erencingH Mar$s a o5e :0 7ill onl) e gi5en to 7or$ considered to e outstanding and original ot" in t"e 7a) it is 7ritten and in its a ilit) to integrate t"eor) and @ractice# A''i n.ent' a(%ie+in a .ark !* E0 5 EF -'(!re B/ ;"is grade 7ill e assigned to 7or$ 7"ic" is considered to e o! a "ig" standard and 7"ic" meets e5er) criterion# ,o7e5er% it ma) not s"o7 t"e de@t" o! understanding nor t"e readt" o! reading as 7or$ graded 7it" an A: meeting t"e rie! o! t"e assessment tas$ com@letel)H eing 7ritten in t"e recommended !ormat and o! an a@@ro@riate lengt"H using rele5ant exam@les% 7"ic" are anal+?edH a range o! recent% rele5ant and a@@ro@riate readingH relation o! t"eor) to @racticeH adeAuate re!erencing and a !ull i liogra@")H A''i n.ent' a(%ie+in a .ark !* @0 5 @F -'(!re C/ Wor$ graded at t"is le5el 7ill e sound and 7ill address t"e assignment rie! and meet t"e ma9orit) o! t"e criteria# =tudents s"ould include 7or$ dra7n !rom t"eir o7n ex@erience 7"ere a@@ro@riate% 7"ic" at @oints 7ill e more t"an @urel) descri@ti5e: meeting t"e rie! o! t"e assessment tas$H eing 7ritten in t"e recommended !ormat and o! an a@@ro@riate lengt"H exam@les !rom @ractice% 7"ic" are o!ten more descri@ti5e t"an e5aluati5eH some reading% @er"a@s not as 7ide% recent or rele5ant as @ossi leH @ro5iding a i liogra@")H A''i n.ent' a(%ie+in a .ark !* ?0 5 ?F -'(!re D/ Wor$ at t"is le5el 7ill e o! a generall) lo7 standard and 7ill arel) meet t"e stated criteria: lac$ing @recision a out t"e rie! o! t"e assignment% ut 9ust meeting t"e necessar) criteriaH arel) meeting t"e reAuirements setH attem@ting to engage criticall) at @ointsH eing descri@ti5e rat"er t"an criticall) e5aluati5e or anal)ticalH ma$ing assertions 7it"out @ro5iding e5idence at @ointsH attem@ting to lin$ t"eor) 7it" @racticeH limited re!erences to readingH

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