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Marketing Principles Course Overview

This syllabus outlines a Principles of Marketing course that will cover key concepts over 15 classes. It will introduce marketing and explore customer value, company strategy, the marketing environment, consumer behavior, business markets, marketing strategy, products and brands, new product development, pricing, marketing channels, engaging consumers, and communications. Students will complete readings each week along with case studies and a group project. They will be assessed on class contribution, a midterm exam, and a final exam testing their understanding of marketing principles and ability to apply concepts to case studies.

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45 views2 pages

Marketing Principles Course Overview

This syllabus outlines a Principles of Marketing course that will cover key concepts over 15 classes. It will introduce marketing and explore customer value, company strategy, the marketing environment, consumer behavior, business markets, marketing strategy, products and brands, new product development, pricing, marketing channels, engaging consumers, and communications. Students will complete readings each week along with case studies and a group project. They will be assessed on class contribution, a midterm exam, and a final exam testing their understanding of marketing principles and ability to apply concepts to case studies.

Uploaded by

225952233
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Principles of Marketing

Syllabus
Class Content Reading
assgnment
1 Introduction of Marketing
2 Chapter 1: Creating Customer value and
Engagement
3 Review Chapter 1 and discussion Chapter 1
Chapter 2: Company and Marketing Strategy: Case study AC
Partnering to build customer engagement, Nielson
value, and relationships
4 Review Chapter 2 Chapter 2
5 Chapter 3: Analyzing the Marketing Chapter 3 & case
Environment study
Technology 4.0
6 Chapter 4: Managing Marketing Information to Chapter 4
gain customer insight
Review: Marketing research
7 Chapter 5: Consumer market and buyer Chapter 5
behaviour
Analyse study AC Nielson
Midterm exam: 25 minutes
8 Chapter 6: Business markets and business buyer Chapter 6 & case
behaviour study
9 Chapter 7: Customer value – Driven Marketing Chapter 7& case
Strategy: Creating value for target customers study

10 Chapter 7 & Case study (conti.) Chapter 8


11 Chapter 8: Products, Services, and Brands: Chapter 8 & case
Building Customer Value study
Group project
Presentation 1,2
12 Chapter 9: Developing new products and Chapter 9
managing the product life cycle Group project
presetnation 3,4
13 Chapter 10: Pricing: Understanding and Chapter 10
capturing customer value Presentation 5,6
14 Chapter 12,13: Marketing channel: Delivering Chapter 12,13
customer value; Retail & Wholesale Presentation 7,8
15 Chapter 14: Engaging Consumers and Chapter 14
Communicating Customer value Presentation 9,10
Course Summary Case study: Chiến
dịch “Con đường
tôi”
https://
www.brandsvietnam.
com/campaign/349-
OWEN-Con-duong-
toi

Grading: 3 components
1. Contribution 10% : Attendance 5%; class discussion 5%
2. Midterm 30%: Multiple choice midterm exam (15%); Group project
(15%)
3. Final Exam (60%): Multiple choice + Short essay/Case study

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