Azerbaijan University School of Business
MKT 3010: BACIS MARKETING Semester II, 2010
(Saturday, 9:00-12:00 AM)
Assistant Professor: V. Ahmadov Bachelor of Business Adminstration Azerbaijan University AZ 1102, Baku, R.Safarov 17 Telephone: 050 355 87 70 E: mail: [email protected]
Office hour: by appointment
Class hour: Saturday 15:00-18:00
1. Course General Description
Marketing is the key business function that identifies customer needs and wants, determines which target markets the institutions can serve best, and designs appropriate products, services, and programs to serve these markets. It guides the entire organization how to be successful in a dynamically competitive environment. The goal of marketing is to create customer satisfaction by building value-based relationships with customers, in conjunction with other internal and external business units.
The course provides the student with a comprehensive and innovative, managerial and practical introduction to marketing. Finally, the instructor will demonstrate practical examples and applications of marketing concepts in a real- life.
2. Credit hours: 3.0 credits
3. Course Pre-requisites: MATH 1070 Elementary Statistics
1 4. Required Computer Skills Prerequisites: Microsoft Windows, Microsoft Office (Word, Excel and Power Point 2003)
5. Books:
Required text book:
1. “Principles of Marketing” Authors: Philip Kotler and Gary Armstrong, 2008. Publisher: Prentice Hall. ISBN 0-13-712827-4
6. Dates for course:
Month Date Course Material Key deadlines February 6 Chapter 1: Marketing: Managing Class starts Profitable Relationships; February 13 Chapter 2: Company and Marketing Strategy: Partnering to build customer relationships; Chapter 3: The Marketing Environment; February 20 Chapter 4: Managing Marketing Essay 1 due Information; Chapter 5: Consumer Markets and Consumer Buyer Behavior; February 27 Chapter 6: Business Markets and Business Buyer Behavior; Project Development March 6 Chapter 7: Customer-Driven Essay 2 due Marketing Strategy: Creating Value for Target Customers; Chapter 8: Product Services, and Branding Strategy; March 13 Mid-term* March 20 Presentations Team Project 1 due March 27 Chapter 9: New-Product Essay 3 due Development and Product Life- Cycle Strategies;
2 Chapter 10: Pricing Products: Understanding and Capturing Customer Value; April 3 Chapter 11: Pricing Products: Pricing Strategies; Chapter 12: Marketing Channels and Supply Chain Management April 10 Chapter 13: Retailing and Wholesaling; Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy; April 17 Chapter 15: Advertising and Public Essay 4 due Relations; Chapter 16: Personal Selling and Sales Promotion; April 24 Chapter 17: Direct and Online Marketing: Building Direct Customer Relationships; Chapter 18: Creating Competitive Advantage May 1 Presentations Team Project 2 due May 8 Chapter 19: The Global Marketplace; Chapter 20: Marketing Ethics and Social Responsibility; May 15 Final Exam*
Note: * Mid-term and final test date and time will be determined by Dean Office and the provided date will possibly change.
7. Instruction Evaluation
You are required to complete an Instructor Evaluation Form for this course (you may also choose not to complete the evaluation, but you must indicate so.)
If you need to discuss grade-related issues after the final exam/test, please contact me only after AU has published your course grades (timing when the evaluation is still in the progress).
3 8. Grading Policy and Evaluation
Essays 10 points Team Project 1 15 points Team Project 2 15 points Mid-term exam 20 points Final exam 30 points Attendance 10 points Course total: 100 points
9. Letter Grade Policy
Letter grade Total points A+ 97-100 A 93-96.9 A- 90-92.9 B+ 87-89.9 B 83-86.9 B- 80-82.9 C+ 77-79.9 C 73-76.9 C- 70-72.9 D 60-69.9 F Below 60
10. Exams (mid-term and final):
The tests will be based on the assigned readings as well as the contented presented by me and discussed with students during classes. If need for review sessions before both of exams is identified, I will organize a half class session to review the material involving students. In general, review questions help students to clarify issues that they could not completely clarify during classes or own their own.
11. Method of Instruction:
4 Various method of teaching will be employed to encourage proactive involvement of students and make learning process successful. Mostly employed methods and techniques to expect are discussions, lectures, written and video case-studies. I also expect students to actively ask questions and discuss the class materials with their other student colleagues.
12. Team Projects:
Team Projects are to be completed by students to demonstrate their competency and understanding of key marketing concepts and buyers’ behaviors using real life data and presenting its findings in the class. Students are encouraged to work in a group of two to three students. I am always available to discuss the topics that a group of students chooses for their projects. It is important that students approach me before brief project statement is due.
I expect students to present their own work and students will be penalized for copying other’s works without properly citing them.
13. Essays:
Instructor will assign four home-essays covering topics assigned by instructor related to the class material. Each of those essays must be completed independently by students. Students are encouraged to form group discussions to analyze home-essays but are expected to honestly turn in their individual home-essays. Home-essays are expected to be turned in as hard copies, no faxes and emails are accepted.
14. E-mail:
Students can contact me for arranging meetings and asking urgent questions by e-mail. But I encourage them to contact me in person to discuss substantive matters such as a class absence, exams, or grade assignments.
15. Office hours:
5 My office hours are Saturday at 1:00 – 2:00 P.M. (Other times: yes, but by appointment only)
16. Policy on Class Attendance
1. Students are expected to attend all scheduled classes and take all tests. I will also grade attendance to ensure the discipline in the class.
2. If the student misses a class, the student is still responsible for catching up on the material covered in the absence of that student before coming to the next class session. Therefore, it is responsibility of the student to arrange with student colleagues to obtain notes if he or she misses a class or classes.
3. Excessive absence: Four or more classes. Depending on the circumstances, the instructor may initiate some kind of penalty with dean’s office.
17. Policy on Make-Ups
Mid-term and final: do not miss them. There are no exceptions for those.
Home-essays and project presentations are due on the dates announced and late submission means no grade for that home-essays and presentations.
Requests for make-ups may be granted only under exceptional circumstances.
Avoid requests for reasons of personal convenience;
Any make-up exams, if granted, must be taken prior to the next meeting of the class.
If you miss a test without prior notice or arrangement, no grade (zero grades) is automatically assigned to the missed test.
18. Class discipline
6 1. Please arrive on time to the class. Being late to class without a reason is no respect to the instructor and student colleagues as it interprets the session.
2. Do not eat food in class: please use lounge or other related areas.
3. Cell phones, e-mails, and any possible other electronic devices must be turned OFF while in class and during the test.
4. Students are expected to talk about class topics and no other topics are expected to be discussed.
19. Academic dishonesty
Azerbaijan University has no tolerance for acts of academic dishonesty. The responsibilities of both students and faculty with regard to academic dishonesty are defined by education policy of Azerbaijan University. By teaching this course, I have agreed to observe the entire faculty responsibilities described in that document. By enrolling in this class, you have agreed to observe all of the student responsibilities described in that document. Academic dishonesty in this course includes copying or collaborating during an exam, discussing or divulging the contents of an exam with another student who will take the test, and use of homework solutions from another students.
COURSE DETAILS
My course is designed to help students to gain knowledge and skills upon successful graduation:
1. Definitions of marketing and the marketing process, Development of marketing strategy for company, and the marketing environment
o To define marketing and outline the steps in the marketing process;
o To explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts;
o To identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy;
7 o Discuss customer relationship management, and identify strategies for creating value from customers in return;
o To explain companywide strategic planning and its four steps;
o To discuss how to design business portfolios and develop growth strategies;
o To explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value;
o To describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it;
o To list the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment;
o To describe the environmental forces that affect the company’s ability to serve its customers;
o To explain how changes in the demographic and environments affect marketing decisions;
o To identify the major trends in the firm’s natural and technological environments;
o To explain the key changes in the political and cultural environments;
o To discuss how companies can react to the marketing environment;
2. Collection of market information through identifying business and consumer markets, business and consumer buyer behavior.
o To explain the importance of information to the company and its understanding of the marketplace;
o To define the marketing information system and discuss its parts;
o To outline the steps in the marketing research process;
o To explain how companies analyze and distribute marketing information;
o To discuss the special issues some marketing researcher face, including public policy and ethics issues;
8 o To define the consumer market and construct a simple model of consumer buyer behavior, name the four major factors that influence consumer buyer behavior;
o To list and define the major types of buying decision behavior and the stages in the buyer decision process;
o To describe the adoption and diffusion process for new products;
o To define the business market and explain how business markets;
o To identify the major factors that influence business buyer behavior;
o To list and define the steps in the business buying decision process;
o To compare the institutional and government markets and explain how institutional and government buyers make their buying decisions;
3. Development of customer-driven marketing, new product, services, and branding strategy, product-life cycle strategy.
o To define the four major steps in designing a customer-driven market strategy: market segmentation, market targeting, differentiation, and positioning;
o To list and discuss the major and business markets;
o To explain how companies identify attractive market segments and choose a market targeting strategy;
o To define product and the major classifications of products and services;
o To describe the decisions companies make regarding their individual products and services, product lines, and product mixes;
o To discuss branding strategy – the decisions companies make in building and managing their brands;
o To identify the four characteristics that affects the marketing of a service and the additional marketing considerations that service require;
o To explain how companies find and develop new-product ideas;
o To list and define the steps in the new-product development process and the major considerations in managing this process;
o To describe how marketing strategies change during the product’s life cycle;
9 o To discuss two additional product and services issues: socially responsible product decisions and international product and services marketing;
4. Identifying pricing for products, managing marketing channels and supply chains and organizing retails and wholesales
o To answer the question “what is price?” and discuss the importance of pricing in today’s fast-changing environment;
o To discuss the importance of understanding customer value perceptions when setting prices;
o To discuss the importance of company and product costs in setting prices;
o To identify and define the other important internal and external factors affecting a firm’s pricing decisions;
o To describe the major strategies for pricing imitative and new products;
o To explain why companies use marketing channels and discuss the functions these channels perform;
o To discuss how channel members interact and how they organize to perform the work of the channel;
o To identify the major channel alternatives open to a company;
o To explain how companies select, motivate, and evaluate channel members;
o To discuss the nature and importance of marketing logistics and integrated supply chain management;
o To explain the roles of retailers and wholesalers in the distribution channel;
o To describe the major types of retailers and give examples of each;
o To describe the major types of wholesalers and give examples of each;
o To explain the marketing decisions facing retailers and wholesalers;
5. Communication of customer value and personal selling and sales promotion through advertising and public relations, direct and online marketing
10 o To discuss the process and advantages of integrated marketing communications in communicating customer value;
o To define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix;
o To outline the steps in developing effective marketing communications;
o To explain the methods for setting the promotion budget and factors that affect the design of the promotion mix;
o To define the roles of advertising in the promotion mix;
o To describe the major decisions involved in developing an advertising program;
o To define the role of public relations in the promotion mix;
o To explain how companies use public relations to communicate with and influence important publics;
o To discuss the role of a company’s sales people in creating value for customers and building customer relationships;
o To identify and explain the six major sales force management steps;
o To discuss the personal selling process, distinguishing between transaction-oriented marketed and relationship marketing;
o To explain how sales promotion campaigns are developed and implemented;
o To define direct marketing and discuss its benefits to customers and companies;
o To identify and discuss the major forms of direct marketing;
o To explain how companies have responded to the Internet and other powerful new technologies with outline marketing strategies;
o To discuss how companies go about conducting online marketing to profitably deliver more value to customers;
o To overview the public policy and ethical issues presented by direct marketing;
6. Creation of Comparative Advantage in Global Marketplace
11 o To discuss the need to understand competitors as well as customer through competitor analysis;
o To explain the fundamentals of competitive marketing strategies based on creating value for customers;
o To illustrate the need for balancing customer and competitor orientations in becoming a truly market-oriented organization;
o To discuss how the international trade system and the economic, political-legal, and cultural environments affect a company’s international marketing decisions;
o To describe three key approaches to entering international markets;
o To explain how companies adapt their marketing mixes for international markets;
o To identify the three major forms of international marketing organization;
7. Marketing Ethics and Social Responsibility
o To identify the major social criticisms of marketing;
o To define consumerism and environmentalism and explain how they affect marketing strategies;
o To describe the principles of socially responsible marketing;
o To explain the role of ethics in marketing;
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