University of Jordan Jordan University Business School (JUBS)

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1 1. Department Name: Marketing Department 2. Program Name: Bachelor of Marketing 3. Program Code Course Code and Title: Principles of Marketing 5. Course credits: 3 Hours 6. Pre-requisites: - 7. Course Instructor/ Dr. Dana Kakeesh Coordinator Name and dana.kakeesh@ju.edu.jo 8. Course web-page: - 9. Academic year: 2017/ Semester: First Second 1 st Summer 2 nd Summer 11. Textbook(s) -Marketing 17 th Ed. Hult, G., Ferrell, O., and Pride, W. (2014). South-Western Cengage Learning. 12. References: - Principles of Marketing 16 th Ed. Kotler, P., and Armstrong, G. (2015). global edition. Pearson. - Marketing 14 th Ed. Etzel, M., Walker, B., and Stanton, W. (2007). McGraw-Hill. - Principles and practice of marketing 7 th Ed. Jobber, D., and Ellis-Chadwick, F. (2012). McGraw-Hill. 13. Other resources - YouTube Videos. 14. Course description This course seeks to introduce and develop a general understanding of the key concepts, tools and theories of relevance to marketers today. Marketing has become recognized as a vital ingredient of business in many different sectors. The contexts in which marketing will be considered in this module will range from consumer marketing through to services marketing, business-to-business, social marketing and not-for-profit marketing. The module will start by examining the history and philosophy of the marketing concept and the basic principles of marketing management and strategy. It will consider aspects of buyer behaviour, marketing research and the marketing mix, extending to the services marketing mix. 1 JUBS-March 2017

2 15. Course Intended Learning Outcomes: Mapping to PILOs CILOs Acquire the needed intellectual skills and cognitive and analytical tools to design and develop marketing mix elements. 2. Understand the marketing environment and the environmental forces. 3. Understanding the targeting strategies and use the market segmentation variables usefully in the marketing context. 4. Understanding the differences between consumer market and business market and some of the effective marketing strategies that should be applied to each one of them. 5. Identifying the stages of the consumer buying decision process and understanding the types of consumer decision making and the level of involvement 6. Employ the 4Ps effectively according to the consumer needs and wants. 16. Course evaluation: Assessment Details/ Explanation Type of Assessment in relation to CILOs First Exam The midterm exam examines the CILOs #1 and #2 Midterms The midterm exam examines the CILOs Participatio n Projects/ Case Studies Final #1 and #2 asking questions, or contributing to discussions Frequency Weight Date(s) 1 25% TBC 1 30% TBC n/a 5% - n/a The final should measure all the CILOs as follows: - 10 Multiple choice questions = % TBC 2 JUBS-March 2017

3 marks - 4 Essay questions = 35 Marks Total 100% 17. Description of Topics Covered Topic Title Strategic Marketing The Global Marketing Environment Selecting Target Markets Consumer Behavior Description After working through each chapter we expect student: To be able to define marketing as focused on customers To identify some important marketing terms, including target market, marketing mix, marketing exchanges, and marketing environment To understand the relationship between marketing and value To become aware of the marketing concept and market orientation To understand the importance of building customer relationships To recognize the role of marketing in our society To recognize the importance of environmental scanning and analysis To understand how competitive and economic factors affect an organization s ability to compete and a customer s ability and willingness to buy products To identify the types of political forces in the marketing environment To understand how laws, government regulations, and selfregulatory agencies affect marketing activities To explore the effects of new technology on society and on marketing activities To analyze sociocultural issues marketers must deal with as they make decisions To learn about markets To understand the differences among general targeting strategies To become familiar with the major segmentation variables To know what segment profiles are and how they are used To understand how to evaluate market segments To identify the factors that influence the selection of specific market segments for use as target markets To become familiar with sales forecasting methods To recognize the stages of the consumer buying decision process To understand the types of consumer decision making and the level of involvement 3 JUBS-March 2017

4 Product Decisions Strategic Product Supply-Chain and Marketing Channels Integrated Marketing Communications To explore how situational influences may affect the consumer buying decision process To understand the psychological influences that may affect the consumer buying decision process To examine the social influences that may affect the consumer buying decision process To examine consumer misbehavior To understand the concept of a product To explain how to classify products To examine the concepts of product item, product line, and product mix, and understand how they are connected To understand the product life cycle and its impact on marketing strategies To describe the product adoption process To understand why some products fail and some succeed To understand how companies manage existing products through line extensions and product modifications To describe how businesses develop a product idea into a commercial product To understand the importance of product differentiation and the elements that differentiate one product from another To understand how businesses position their products To examine how product deletion is used to improve product mixes To describe organizational structures used for managing products To describe the foundations of supply-chain management To explore the role and significance of marketing channels and supply chains To identify types of marketing channels To understand factors that influence marketing channel selection To identify the intensity of market coverage To examine strategic issues in marketing channels, including leadership, cooperation, and conflict To examine physical distribution as a part of supply-chain management To explore legal issues in channel management To describe the nature of integrated marketing communications To examine the process of communication To understand the role and objectives of promotion To explore the elements of the promotion mix To examine the selection of promotion mix elements To understand word-of-mouth communication and how it 4 JUBS-March 2017

5 Strategic Pricing affects promotion To understand product placement promotions To examine criticisms and defenses of promotion To understand the role of price To identify the characteristics of price and nonprice competition To explore demand curves and price elasticity of demand To examine the relationships among demand, costs and profits To describe key factors that may influence marketers pricing decisions To consider issues affecting the pricing of products for business markets 18. Course Weekly Breakdown: Week Date Topics covered CILOs Teaching Method Feb Strategic Marketing No Feb The Global Marketing Environment Feb The Global Marketing Environment 4 25 Feb 1 March Selecting Target Markets March Selecting Target Markets March March No. 2 No. 2 No. 3 No.3 Consumer Behavior No. 4 + Consumer Behavior No. 4 + Assessment 5 JUBS-March 2017

6 March Product Decisions + No April Strategic Product April Supply-Chain and Marketing Channels April April 19. Others: Integrated Marketing Communications Strategic Pricing Description Attendance policies: Absences from exams and handing in assignments on time: Health and safety procedures: Students are not allowed to miss more than 15% of the classes during the semester. Failing to meet this requirement will be dealt with according to the university disciplinary rules. - The exams are paper-based and exams time will be assigned in advance of exams time. - A project is required for this course. - Students will be required to submit 3 assignments. - No make-up exam could be held if they student failed in providing approved absence form signed by the dean or the Assistant Dean for Students affairs. N/A Honesty policy regarding cheating, plagiarism, - Any inappropriate behaviour will not be tolerated and student will face 6 JUBS-March 2017

7 misbehavior: consequences based on the University disciplinary rules. - Students are kindly requested to keep their mobiles on silent mood during the lecture. Any disturbance caused by mobile phones will not be tolerated and mobile owner will be requested to leave the class. Course Coordinator: Head of Department: Head of curriculum committee: Dean: Approved by the Program Coordinator on: Dr. Dana Kakeesh Dr. Zaid Obidat Dr. Samer Dahiyat Prof. Rifat Shannak 1 February Copy to: Head of Department Assistant dean for Development and Quality Assurance Course Portfolio 7 JUBS-March 2017