This course presents and analyzes the fundamental principles, methods and procedures in modern marketing: planning, pricing, distribution, and promotion. Topics include creating customer value and satisfaction, strategic planning, marketing process and environment, research and information systems, consumer markets and consumer buyer behavior, business markets and business buyer behavior, segmentation, product and services strategy, new product development and product life cycle strategies, pricing, communications, direct and online marketing, and social responsibility and marketing ethics. We view these topics through the emerging business trends of globalization, social responsibility, environmental sustainability, and managerial ethics.
Upon completion of this course, students will be able to:
• Discuss the fundamentals of marketing and its importance to all organizations, public and private
• Write comprehensive Marketing Plans and Marketing Strategies
• Formulate and execute strategies businesses employ to both attract new customers and keep existing ones, and
• Identify, conceptualize, and develop solutions for the complex and critical decisions management must face before a product or service is advertised or sold.
The class will consist of lectures, business cases, class discussions, and group workshops. Students are encouraged to ask questions and actively participate in class. Students will frequently work in teams to give deeper meaning to the reading material. The PowerPoint slides, course hand-outs, and study notes can be found on the course portal provided by your instructor.
Enrolment is now open for January, April, July, or October. Please contact us for more information.
Course Name: Principles of Marketing
Course Code: CMKT 101
Pre-requisite: None
Course Fees: $775
Delivery: Virtual Instructor-Led
Platform: Zoom, Microsoft Teams, or similar
Duration: 11 weeks / 42 hours / 11 weekly sessions / 4 hours per session
This course is one of the eight required courses to obtain the International Marketing Management Diploma. more
Course Outline
| Session | Topic | Learning Outcomes |
| 1 | Marketing: Creating and Capturing Consumer Value | * Define marketing and outline the steps in the marketing process. * Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts. * Identify the key elements of a customer-drive marketing strategy and discuss the marketing management orientations that guide marketing strategy. * Discuss customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return. * Describe the major trends and forces that are changing the marketing landscape in this age of relationships. |
| 2 | Company and Marketing Strategy: Partnering to Build Customer Relationships | * Explain companywide strategic planning and its four steps. * Discuss how to design business portfolios and develop growth strategies. * Explain marketing’s role under strategic planning and how marketing works with its partners to create and deliver customer value. * Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it. |
| 3 | The Marketing Environment | * Describe the environmental forces that affect the company’s ability to serve its customers. * Explain how changes in the demographic and economic environments affect marketing decisions. * Identify the major trends in the firm’s natural and technological environments. * Explain the key changes in the political and cultural environments. * Discuss how companies can react to the marketing environment |
| 4 | Consumer Markets and Consumer Buyer Behavior | * Define the consumer market and construct a simple model of consumer buyer behavior. * Name the four major factors that influence consumer buyer behavior. * List and define the major types of buying decision behavior and stages in the buyer decision process. * Describe the adoption and diffusion process for new products. |
| 5-6 | Customer-Driven Marketing Strategy: Creating Value for Target Customers | * Define the four major steps in designing a customer-driven marketing strategy: market segmentation, market targeting, differentiation, and positioning * List and discuss the major bases for segmenting consumer and business markets * Explain how companies identify attractive market segments and choose a market targeting strategy * Discuss how companies differentiate and position their products for maximum competitive advantage in the marketplace |
| Midterm | ||
| 7 | Product, Services, and Branding Strategies | * Define product and the major classifications of products and services * Describe the decisions companies make regarding their individual products and services, product lines, and product mixes * Discuss branding strategy * Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require. |
| 8 | New-Product Development and Life-Cycle Strategies | * Describe the stages of the product life cycle and how marketing strategies change during the product’s life cycle. * Discuss two additional product and services issues: socially responsible product decisions and international product and services marketing. |
| 9 | Pricing Products: Pricing Strategies | * Describe the major strategies for pricing imitative and new products. * Explain how companies find a set of prices that maximize the profits from the total product mix. * Discuss how companies adjust their prices to take into account different types of customers and situations. * Discuss the key issues related to initiating and responding to price changes. |
| 10 | Communicating Customer Value: Integrated Marketing Communication Strategy | * Define the five promotion mix tools for communicating customer value. * Discuss the changing communications landscape and the need for integrated marketing communications |
| 11 | Marketing Channels and Supply Chain Management | * Explain why companies use marketing channels and discuss the functions these channels perform * Discuss how channel members interact and how they organize to perform the work of the channel * Identify the major channel alternatives open to a company |
| Final |