BABEŞ-BOLYAI UNIVERSITY CLUJ-NAPOCA FACULTY OF ECONOMICS AND BUSINESS MANAGEMENT DOCTORAL SCHOOL ACADEMIC YEAR 2010/ ST SEMESTER

Transcription

1 BABEŞ-BOLYAI UNIVERSITY CLUJ-NAPOCA FACULTY OF ECONOMICS AND BUSINESS MANAGEMENT DOCTORAL SCHOOL ACADEMIC YEAR 2010/ ST SEMESTER I. General information about the course, seminar, practical or laboratory work The discipline title: Marketing/ Marketing strategies Deployment: Faculty of Economics and Business Management Scheduled activities: Course (2 hours/week) + Seminar (1 hour/week) according to the schedule posted at the faculty headquarters. II. Information regarding the course, seminar, practical or laboratory work holder Name, scientific title: Prof. Dr. Ioan PLĂIAŞ Contact: ioan.plaias@econ.ubbcluj.ro int Audience: according to the schedule posted at room 203 Name, scientific title: Prof. Dr. Marius D. POP Contact: marius.pop@econ.ubbcluj.ro int Audience: according to the schedule posted at room 311 III. The Discipline s description: The course/discipline objectives: The course proposes an in-depth study using knowledge gained from several marketing disciplines. Therefore, the conclusion imposed by the marketing literature places this discipline as a combination between the different components of all the marketing domains. The discipline s content: The discipline s content is based on a series of defining aspects of the marketing approach to the organization s activity: the analysis of the consumer s behavior, the analysis of the marketing environment in general and especially the market through specific methods, the marketing research and on this basis the steps used during the marketing strategic planning process, the main forms a marketing strategy can take, etc. More so, in order to help the doctoral candidates with their chosen themes, the course hopes to introduce a series of modern strategic marketing concepts and an international view of the marketing concept, methods and techniques as well. Methods used while teaching the course: Theoretical presentation, using audio and visual means Practical examples to support the theoretical concepts Answers to the candidates inquiries Methods used while teaching the seminar: 1. Involving the candidates in realizing practical studies according to the obligatory theme

2 2. Discussions based on the presentations that were carried out. 3. Practical application in concordance to the course weekly subject. IV. Obligatory bibliography: 1. Bradley, F., Marketing internaţional, Ed. Teora, Bucureşti, Cătoiu, I., - coord. - Cercetări de marketing, Biblioteca de marketing, Ed. Uranus, Bucureşti, 2002; 3. Curry, J., E., - Elemente de marketing internaţional, Ed. Teora, Bucureşti, Florescu, C., Mâlcomete, P., POP, N. Al., coord, Marketing dicţionar 5. Godin S., Permission Marketing, Simon & Schuster, New York, Hill E., O Sullivan T., Marketing, Antet, Bucureşti, Kotler Ph., Managementul marketingului, Ediţia a doua, Teora, Bucureşti, 8. Kotler Ph., Ten Deadly Marketing Sins, John Wiley & Sons Inc., Hoboken, New Jersey, USA, Kotler Ph., Marketing Moves, Harvard Business School Press, New York, 10. Morden A.R., Elements of Marketing, 3 rd Edition, D.P. Publications, London, Paina N., Pop M.D., Politici de marketing, Presa Universitară Clujeană, Cluj-Napoca, Plăiaş I., Comportamentul consumatorului, Editura Intelcredo, deva, Plăiaş I.(cordonator), Cercetări de marketing, Editura Risoprint, Cluj- Npoca, Pop, C., M., Implicaţiile pieţei asupra planificării strategice de marketing, Risoprint, Cluj-Napoca, Pop, M., D., Cercetări de marketing, colecţia marketing expressus, Ed. 16. Pop, M., D., Marketing internaţional, colecţia marketing expressus, Ed. Alma Mater, Cluj-Napoca, Pop M., D., Pocol, G., A., Băcilă, M., F., Moisescu, O.I., Cercetări de marketing teste, aplicaţii, studii de caz, colecţia marketing expressus, Ed. 18. Pop N.Al. (coord.), Marketing strategic, Economică, Bucureşti, 19. Prutianu, S., Munteanu, C., Caluschi, C., - Inteligenţa Marketing Plus, Ed. Polirom, Iaşi, 1998; 20. Rotariu, T., coord. - Metode statistice aplicate în ştiinţele sociale, Ed. 21. Prahalad C.K., Ramaswamy V., The Future of Competition, Harvard Business School Press, New York, SASU, C., Marketing internaţional, Ed. Polirom, Iaşi, Zabin J., Brebach G., Precision Marketing, John Wiley & Sons Inc., Hoboken, New Jersey, USA, 2004.

3 V. Materials used while teaching the discipline Video projector (from the faculty) Laptop, A network of computers connected to the Internet, Specific programs for the marketing research Sphinx, SPSS, Multimedia equipments. VI. The planning / schedule of the meetings and intermediate testing/examinations Week 1 Course and seminar theme: The market values sought by the consumers Basic concepts/ keywords: the payer s values, the user s values, etc; To choose a research theme. 1. Cătoiu, I., - coord. - Comportamentul consumatorului, Biblioteca de 2. Plăiaş I., Comportamentul consumatorului, Editura Intelcredo, Deva, Schiffman L. G., Kanuk L. L.., Consumer Behavior Prentice Hall, NY, Week 2 Course and seminar theme: Individual factors that influence consumer s behavior. Basic concepts/ keywords: personality, needs, attitudes, knowledge, resources. Discussions based on the subject of individual factors. 1. Cătoiu, I., - coord. - Comportamentul consumatorului, Biblioteca de 2. Plăiaş I., Comportamentul consumatorului, Editura Intelcredo, Deva, Schiffman L. G., Kanuk L. L.., Consumer Behavior Prentice Hall, NY, Week 3 Course and seminar theme: The environment influence on consumer s behavior. Basic concepts/ keywords: culture, social class, reference groups, family, circumstances, etc. Discussions, case studies. 1. Cătoiu, I., - coord. - Comportamentul consumatorului, Biblioteca de 2. Dobre C., Comportamentul consumatorului, U. V. Timişoara, Plăiaş I., Comportamentul consumatorului, Editura Intelcredo, Deva, Schiffman L. G., Kanuk L. L.., Consumer Behavior Prentice Hall, NY, Week 4 Course and seminar theme: The decision making process of the final consumer Basic concepts/ keywords: acknowledging the need, research, evaluating the alternatives, buying, post-buying evaluation; Discussions case study.

4 1. Cătoiu, I., - coord. - Comportamentul consumatorului, Biblioteca de 2. Plăiaş I., Comportamentul consumatorului, Editura Intelcredo, Deva, Schiffman L. G., Kanuk L. L.., Consumer Behavior Prentice Hall, NY, Week 5 Course and seminar theme: The decision making process of the organizational consumer Basic concepts/ keywords: concerted decision, selecting the suppliers, etc. Discussions case study. 1 Cătoiu, I., - coord. - Comportamentul consumatorului, Biblioteca de 2 Plăiaş I., Comportamentul consumatorului, Editura Intelcredo, Deva, Plăiaş I., Marketingul achiziţiilor, Editura risoprint, Cluj-Napoca, Schiffman L. G., Kanuk L. L.., Consumer Behavior Prentice Hall, NY, Week 6 Course and seminar theme: The marketing informational system. Basic concepts/ keywords: informational system, internal informational system, environment surveillance system, marketing decisions support system, marketing research system. To choose a research theme. 1. Cătoiu, I., - coord. - Cercetări de marketing, Biblioteca de marketing, Ed. Uranus, Bucureşti, 2. Florescu, C., Mâlcomete, P., POP, N. Al., coord, Marketing dicţionar 3. Kotler Ph., Managementul marketingului, Ediţia a doua, Teora, Bucureşti, 4. Kotler Ph., Marketing Moves, Harvard Business School Press, New York, 5. Pop, M., D., Cercetări de marketing, colecţia marketing expressus, Ed. Alma Mater, Cluj-Napoca, Pop M., D., Pocol, G., A., Băcilă, M., F., Moisescu, O.I., Cercetări de marketing teste, aplicaţii, studii de caz, colecţia marketing expressus, Ed. 7. Prutianu, S., Munteanu, C., Caluschi, C., - Inteligenţa Marketing Plus, Ed. Polirom, Iaşi, Rotariu, T., coord. - Metode statistice aplicate în ştiinţele sociale, Ed. Week 7 Course and seminar theme: The marketing research system. Documentary research. Basic concepts/ keywords: marketing research objectives, marketing research typology, marketing research domain, documentary research, quantitative research, qualitative research.

5 To accomplish a documentary research for the chosen research theme. 1. Cătoiu, I., - coord. - Cercetări de marketing, Biblioteca de marketing, Ed. Uranus, Bucureşti, 2. Florescu, C., Mâlcomete, P., POP, N. Al., coord, Marketing dicţionar 3. Kotler Ph., Managementul marketingului, Ediţia a doua, Teora, Bucureşti, 4. Kotler Ph., Marketing Moves, Harvard Business School Press, New York, 5. Pop, M., D., Cercetări de marketing, colecţia marketing expressus, Ed. Alma Mater, Cluj-Napoca, Pop M., D., Pocol, G., A., Băcilă, M., F., Moisescu, O.I., Cercetări de marketing teste, aplicaţii, studii de caz, colecţia marketing expressus, Ed. 7. Prutianu, S., Munteanu, C., Caluschi, C., - Inteligenţa Marketing Plus, Ed. Polirom, Iaşi, Rotariu, T., coord. - Metode statistice aplicate în ştiinţele sociale, Ed. Week 8 Course and seminar theme: The marketing research system. Quantitative research. Basic concepts/ keywords: research problem, research plan, investigation s universe, survey basis, probabilistic methods, empirical methods, test sample, sampling, calendar, research methods, investigation, observing, experiment, research instruments, contact means, data analysis, research report. To accomplish a field research for the chosen research theme. 1. Cătoiu, I., - coord. - Cercetări de marketing, Biblioteca de marketing, Ed. Uranus, Bucureşti, 2. Florescu, C., Mâlcomete, P., POP, N. Al., coord, Marketing dicţionar 3. Kotler Ph., Managementul marketingului, Ediţia a doua, Teora, Bucureşti, 4. Kotler Ph., Marketing Moves, Harvard Business School Press, New York, 5. Pop, M., D., Cercetări de marketing, colecţia marketing expressus, Ed. Alma Mater, Cluj-Napoca, Pop M., D., Pocol, G., A., Băcilă, M., F., Moisescu, O.I., Cercetări de marketing teste, aplicaţii, studii de caz, colecţia marketing expressus, Ed. 7. Prutianu, S., Munteanu, C., Caluschi, C., - Inteligenţa Marketing Plus, Ed. Polirom, Iaşi, Rotariu, T., coord. - Metode statistice aplicate în ştiinţele sociale, Ed. Week 9 Course and seminar theme: The marketing research system. Qualitative research. Basic concepts/ keywords: individual free interview, focus group, nominal group. Delphi group, projective methods, free association tests, free words association tests, the Chinese

6 Portrait method, controlled word association tests, controlled image association tests, expression tests or incomplete phrases, third person technique, frustration test, T.A.T. test (Thematic Apperception Test), role playing (psychodrama). To accomplish a qualitative research for the chosen research theme. 1. Cătoiu, I., - coord. - Cercetări de marketing, Biblioteca de marketing, Ed. Uranus, Bucureşti, 2. Florescu, C., Mâlcomete, P., POP, N. Al., coord, Marketing dicţionar 3. Kotler Ph., Managementul marketingului, Ediţia a doua, Teora, Bucureşti, 4. Kotler Ph., Marketing Moves, Harvard Business School Press, New York, 5. Pop, M., D., Cercetări de marketing, colecţia marketing expressus, Ed. Alma Mater, Cluj-Napoca, Pop M., D., Pocol, G., A., Băcilă, M., F., Moisescu, O.I., Cercetări de marketing teste, aplicaţii, studii de caz, colecţia marketing expressus, Ed. 7. Prutianu, S., Munteanu, C., Caluschi, C., - Inteligenţa Marketing Plus, Ed. Polirom, Iaşi, Rotariu, T., coord. - Metode statistice aplicate în ştiinţele sociale, Ed. Week 10 Course and seminar theme: Strategic planning inside the firm. Basic concepts/ keywords: defining the firm s mission, identifying the activity strategic units, resource allotment to each activity strategic unit, planning the new activities. 1. Kotler Ph., Managementul marketingului, Ediţia a doua, Teora, Bucureşti, 2. Kotler Ph., Marketing Moves, Harvard Business School Press, New York, 3. Morden A.R., Elements of Marketing, 3 rd Edition, D.P. Publications, London, Paina N., Pop M.D., Politici de marketing, Presa Universitară Clujeană, Cluj- Napoca, Pop, C., M., Implicaţiile pieţei asupra planificării strategice de marketing, Risoprint, Cluj-Napoca, Pop N.Al. (coord.), Marketing strategic, Economică, Bucureşti, Week 11 Course and seminar theme: The marketing strategy for the activity strategic units. Basic concepts/ keywords: marketing status analysis, defining strategic objectives, identifying target segments in the market, creating the marketing strategy, elaborating, implementing, evaluating and controlling the marketing plan 1. Kotler Ph., Managementul marketingului, Ediţia a doua, Teora, Bucureşti,

7 2. Kotler Ph., Marketing Moves, Harvard Business School Press, New York, 3. Morden A.R., Elements of Marketing, 3 rd Edition, D.P. Publications, London, Paina N., Pop M.D., Politici de marketing, Presa Universitară Clujeană, Cluj- Napoca, Pop, C., M., Implicaţiile pieţei asupra planificării strategice de marketing, Risoprint, Cluj-Napoca, Pop N.Al. (coord.), Marketing strategic, Economică, Bucureşti, Week 12 Course and seminar theme: Marketing strategies typology. Basic concepts/ keywords: generic marketing strategies, strategies defined according to a degree of control or subordination, strategies influenced by the market evolution, strategies according to the company s role. 1. Kotler Ph., Managementul marketingului, Ediţia a doua, Teora, Bucureşti, 2. Kotler Ph., Marketing Moves, Harvard Business School Press, New York, 3. Morden A.R., Elements of Marketing, 3 rd Edition, D.P. Publications, London, Paina N., Pop M.D., Politici de marketing, Presa Universitară Clujeană, Cluj- Napoca, Pop, C., M., Implicaţiile pieţei asupra planificării strategice de marketing, Risoprint, Cluj-Napoca, Pop N.Al. (coord.), Marketing strategic, Economică, Bucureşti, Week 13 Course and seminar theme: New concepts in Strategic Marketing Basic concepts/ keywords: Permission Marketing, Precision Marketing, Relational Marketing, Lateral Marketing. 1. Godin S., Permission Marketing, Simon & Schuster, New York, Kotler Ph., Managementul marketingului, Ediţia a doua, Teora, Bucureşti, 3. Kotler Ph., Marketing Moves, Harvard Business School Press, New York, 4. Morden A.R., Elements of Marketing, 3 rd Edition, D.P. Publications, London, Pop N.Al. (coord.), Marketing strategic, Economică, Bucureşti, 6. Prahalad C.K., Ramaswamy V., The Future of Competition, Harvard Business School Press, New York, Zabin J., Brebach G., Precision Marketing, John Wiley & Sons Inc., Hoboken, New Jersey, USA, 2004.

8 Week 14 Course and seminar theme: International Marketing elements. Basic concepts/ keywords: International Marketing, the international marketing environment, international marketing strategies, ways of penetrating foreign markets, international marketing mix, choosing the foreign markets. 1. Bradley, F., Marketing internaţional, Ed. Teora, Bucureşti, Curry, J., E., - Elemente de marketing internaţional, Ed. Teora, Bucureşti, Florescu, C., Mâlcomete, P., POP, N. Al., coord, Marketing dicţionar 4. Pop, M., D., Marketing internaţional, colecţia marketing expressus, Ed. Alma Mater, Cluj-Napoca, SASU, C., Marketing internaţional, Ed. Polirom, Iaşi, VII. Evaluation: The evaluation will take place as follows: Oral exam in the exam session 70% of the final grade; An evaluation of the activity based on the projects made during the semester 30% VIII. Organizational details, managing exceptional situations: The organizational details will be communicated to the candidates during the first course and seminar. Any misunderstanding will be cleared during consultation hours or through IX. Optional bibliography: 1. Baker M.J., Marketing, Ştiinţă & Tehnică, Bucureşti, Balaure V. (coord.), Marketing, Uranus, Bucureşti, 3. Bruhn M., Marketing noţiuni de bază pentru studiu şi practică, Economică, Bucureşti, Deysine, A., Dunoin, J. - S internationaliser Stratégies et techniques, Ed. Dalloz, Paris, Gauthey, F., Xardel, D. - Le management interculturel, ediţia a 2-a, Ed. Presses Universitaires de France, Paris, Maricourt, R., et. al. - Marketing européen Stratégies et actions, Ed. Publi- Union, Paris, Plăiaş I., Marketingul achiziţiilor, Editura Risoprint, Cluj-Napoca, Vorzsak Á. (coord.), Marketing partea a II-a. Politici de marketing, Risoprint, Cluj-Napoca, Head of Department, Prof. Dr. Ioan PLĂIAŞ Responsible for teaching, Prof. Dr. Ioan PLĂIAŞ Prof. Dr. Marius D. POP