Marketing

Course goals

Learning objectives
At the end of the course the student is able to:

• Define marketing and explain the different elements within the marketing management process;
• Acknowledge the role and place of marketing in the strategy making of an organisation.
• Describe a product or service based on its product levels and the need it fulfils for customers;
• Determine prices for products or services based on different pricing concepts;
• Choose between several supply chain options based on the value concepts of a product or service;
• Describe the role of communications in the delivery of products and services;
• Collect and analyse basic marketing data;
• Write a marketing report about a consumer product.

Content

When asked, many people would say marketing is “selling and advertising”. We will see that there is more to marketing than that. Marketing has been defined as ““Activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (American Marketing Association) . It is therefore more than mere advertising or being creative. This course gives students an introduction to the field of marketing and will cover subjects as the marketing management process and market research, creating product offerings through product development and pricing strategies, delivering value through supply chain decisions and service strategies, and communicating to markets both through personal and impersonal media.

Academic skills
This course focuses on the following academic skills:
 
Communication skills

• Being able to present the content of an article or the results of an (instructed) research.

Social responsibility

• Being able to work effectively in teams for a specific project with limited intervention or instruction.

Format
The course will consist of lectures and online videos in which the theoretical concepts of marketing management are explained. During the tutorials students work in teams to develop a range of marketing assignments.

Effort requirements
Students are expected to participate in both the lectures (minimum 6 out of the 8) and the weekly tutorials (minimum 6 out of the 8). Students must submit assignments, and present the progress of their assignments. Participation is measured through attendance and the contribution made during the lectures and tutorials. To be eligible for the retake, you need to fulfil these effort requirements.

In addition to this effort requirement, it is required that students are present in weeks 1 and 2 of the course in order to make teams for the marketing project. Students who are not present will not be allowed to enter the course later.

Course repeaters
Have to take the whole course again, including effort requirement, assignments, exam. Course repeaters also need to fulfil the effort requirement. They will have to redo the marketing project too.    

Place of the course within the curriculum
Not compatible with Marketing (LUISS).

In case online access is required for this course and you are not in the position to buy the access code, you are advised to contact the course coordinator for an alternative solution. Please note that access codes are not re-usable meaning that codes from second hand books do not work, as well as access codes from books with a different ISBN. Separate or spare codes are usually not available.