SYLLABUS. Academic year

Transcription

1 SYLLABUS Academic year Information regarding the programme 1.1. Higher education institution Universitatea Babeş-Bolyai 1.2. Faculty Faculty of Business 1.3. Department Business 1.4. Field of study Business Administration 1.5. Study cycle Bachelor 1.6. Study programme / Qualification Business Administration (English) 2. Information regarding the course 2.1. Name of the course Principiile marketingului/marketing Principles 2.2. Code ILE Course coordinator Prof. Smaranda COSMA, PhD 2.4. Seminar coordinator Asist. Cristina FLEȘERIU, PhD 2.5. Year of study Semester II 2.7. Type of evaluation E 2.8. Type of course compulsory 3. Total estimated time (hours/semester of didactic activities) 3.1. Hours per week 4 Of which: 3.2. lecture seminar/laboratory Total hours in the curriculum 56 Of which: 3.5. lecture seminar/laboratory 28 Time allotment: ore Learning using manual, course support, bibliography, course notes 56 Additional documentation (in libraries, on electronic platforms, field documentation) 28 Preparation for seminars/labs, homework, papers, portfolios and essays 28 Tutorship 2 Evaluations 2 Other activities: Total individual study hours Total hours per semester Number of ECTS credits 7 4. Prerequisites (if necessary) 4.1. curriculum Not the case 4.2. competencies Not the case 5. Conditions (if necessary) 5.1. for the course classroom with computer and projector; 5.2. for the seminar /lab activities classroom with computer and projector;

2 Transversal competencies Professional competencies 6. Specific competencies acquired gathering, processing, and analysing data regarding the interaction between a / an organisation and the external environment providing assistance for running a / an organisation as a whole running a subdivision of a / an organisation using databases specific to business management identifying the roles and responsibilities in a multispecialty team and implementing various relational techniques and efficient teamwork identifying various opportunities for continuing education and efficiently using learning resources and techniques for their development 7. Objectives of the course (outcome of the acquired competencies) 7.1. General objective of the course The students must assume the Marketing concept and the fundamental elements about the Marketing theory and practice To analyze the marketing micro- and macro-environment and to identify the s possibilities to adapt to those 7.2. Specific objective of the course Assumption of marketing techniques and how the companies should operate with each variable from the marketing mix Establish the organization, implementation and control procedures of marketing 8. Content 8.1 Course Teaching methods Remarks 1. Marketing context and problems what is Marketing? Discipline presentation and the requirements for the students from course and seminar activities 2. Marketing context and problems - what is Marketing? Marketing appearance and development 3. Marketing context and problems Fundamental concepts of marketing 4. Marketing environment The s marketing micro-environment, Supply, Marketing definition The premises of Marketing appearance Evolution presentation of Marketing orientation Fundamental concepts of Marketing Setting the role of marketing for any micro-environment

3 Intermediaries, Customers, Competitors, Publics, Company 5. Marketing environment The s marketing macro-environment 6. Marketing - mix Product, The product concept, Product classification, The offer verity for products and services compared with the competition 7. Marketing -mix The process of creating new products, Product life cycle 8. Marketing -mix Price Price a marketing - mix component, Objectives of price policy, Factors that determine the price 9. Marketing mix Price Methods to set the prices for the products, Methods to calculate the price, Setting the end price, Price strategies, Changing the prices and the reactions to this price changes marketing microenvironment s possibilities to adapt to the marketing micro-environment macro-environment marketing macroenvironment s possibilities to adapt to the marketing macro-environment Defining the marketing mix concept Defining the product concept Product classification Setting the differentiating and positioning possibilities in the case of the product offer steps used to create new products Defining the Product life cycle concept Setting the price role in the marketing mix context objectives of price policy Reviewing the factors, that determine the price Setting the methods to determine the prices for the products Setting the price strategies

4 10. Marketing mix Distribution Defining the concept, The distribution role, Distribution channels 11. Marketing mix Distribution Distribution channel management, Extent of distribution, Intermediaries selection and evaluation, Establishing the conditions for the cooperation, Trade mix, Distribution channel control, Organization of distribution channel 12. Marketing mix Promotion Communication process, Creating the promotion actions, The target for the promotion actions, Objectives of promotion actions, Communication media, Setting the promotional budget 13. Marketing mix Promotion Analyzing the efficiency of promotion actions 14. Organizing the marketing activity Organizing the marketing department, Ethics and social responsibility Defining the distribution concept Setting the distribution role Specifying the distribution channel dimension Setting the way how to establish the distribution channels Defining the promotion concept Defining the communication process for the promotional mix Analyzing the efficiency of promotion actions factors which are influencing the marketing activity into a Setting the functions for the marketing department most important types to organize the marketing department Ethics aspects and the social responsibility which are influencing the marketing activities into a Bibliography: Required Literature: 1. Armstrong, G., Harker, M., Kotler, Ph, Brennan, R., Marketing: An Introduction, Pearson Education Limited, Edinburgh Gate, (google books) 2. Baker M.J., Saren, M., Marketing Theory: A Student Case, Sage Publications Inc., London, (google books) 3. Cosma, S., Bota, M., Bazele marketingului, Editura Alma Mater, Cluj-Napoca, Kotler, Ph., Armstrong, G., Wong, V., Saunders, J. A., Principles of marketing, Pearson Education Limited, Edinburgh Gate, (google books)

5 Facultative literature: 5. Ph. Kotler, Managementul marketingului, ediţia a 4-a, Editura Teora, Bucureşti, Ph. Kotler, J. Saunders, G. Armstrong,Y. Wong, ediţia a 3-a, Editura Teora, Bucureşti, N. Paina s.a, Bazele marketingului, Editura Presa Universitara Clujeana, Cluj-Napoca, Seminar / laboratory Teaching methods Remarks 1. Discipline presentation and the requirements for the students from seminar activities 2. Video case debate 3. Levi Strauss, Marketing and education societal marketing or just promotion, Morgan cars 4. Marketing online, Cola wars, Precooked products 5. Market share, Relative market share, Identifying the competitors 6. Analyzing the internal environment, Ecologic product 7. Market beer from Romania, Choosing the best marketing mix, Project P&G 8. Study about the product life cycle Discussion of case study: Setting the product policy Discussion of case studies Discussion of case studies Practical applications Discussion of case studies, Practical applications Responsibilities during the semester Using the marketing concept The premises of Marketing appearance Marketing orientation evolution Fundamental concepts of marketing Marketing role into a micro-environment marketing microenvironment Company adaptation to the marketing microenvironment macro-environment marketing macroenvironment Company adaptation to the marketing macroenvironment Marketing mix Differentiating and positioning the product offer Product life cycle Process of creating new products

6 9. Price policy, Optimizing the price policy 10. Psychological price 11. Price diversification 12. Selecting the distribution, Choosing the distribution type, Choosing the right distribution alternative 13. Setting the right sales force Interdependence price the other marketing mix elements Price policy objectives Factors which determine the price Methods used to set the prices Price types Distribution role Distribution channel dimension, Distribution channel management Promotion mix Analyzing the efficiency of promotion actions 14. Analyze cost-audience regarding the Practical applications commercials into the magazines Bibliography Required Literature: 1. Armstrong, G., Harker, M., Kotler, Ph, Brennan, R., Marketing: An Introduction, Pearson Education Limited, Edinburgh Gate, (google books) 2. Baker M.J., Saren, M., Marketing Theory: A Student Case, Sage Publications Inc., London, (google books) 3. Cosma, S., Bota, M., Bazele marketingului, Editura Alma Mater, Cluj-Napoca, Kotler, Ph., Armstrong, G., Wong, V., Saunders, J. A., Principles of marketing, Pearson Education Limited, Edinburgh Gate, (google books) Facultative literature: 5. Ph. Kotler, Managementul marketingului, ediţia a 4-a, Editura Teora, Bucureşti, Ph. Kotler, J. Saunders, G. Armstrong,Y. Wong, ediţia a 3-a, Editura Teora, Bucureşti, N. Paina s.a, Bazele marketingului, Editura Presa Universitara Clujeana, Cluj-Napoca, Corroborating the content of the course with the expectations of the epistemic community, professional associations and representative employers within the field of the program The topics covered are similar to those addressed in other prestigious universities at home and abroad. In order to adapt the content the discipline to the labor, meetings were held with representatives from the business community. 10. Evaluation Type of activity 10.1 Evaluation criteria 10.2 Evaluation methods 10.3 Share in the grade (%) 10.4 Course Understanding and leaning the specialized concepts; Correct use of specialized knowledge; Final exam written 60%

7 Consistency logical thinking Seminar/lab activities Ability to apply the learned specialized concepts; Creativity; Project 25% Ability to work in team. Consulting the latest books and materials in Essay presented during the this field; semester Acquiring the 15% terminology. 1.6 Minimum performance standards knowing the fundamental concepts who were taught; appropriate use and application of specialized concepts Date Course coordinator Seminar coordinator Smaranda COSMA, PhD Cristina FLEȘERIU, PhD Date of approval Head of department Adina NEGRUȘA, PhD