The aim of the course is to familiarise students with the fundamental principles of marketing, one of the important components of business. Students are expected to learn how marketing professionals create and deliver value to satisfy customer wants and needs. They also learn how marketers decide upon the target markets their company can best serve, and determine appropriate products and services to serve these markets. A variety of topics including product development, branding, pricing strategies, supply chain management, promotion is covered.
Prerequisite(s)
Corequisite(s)
Special Requisite(s)
Instructor(s)
Course Assistant(s)
Schedule
Office Hour(s)
Teaching Methods and Techniques
Principle Sources
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
What is marketing? Key concepts and themes.
- Eclectic, lecturing, discussion
2. Week
What is marketing? Key concepts and themes.
- Eclectic, lecturing, discussion
3. Week
The Role of Marketing in Economic Systems. Marketing’s Value to Consumers, Firms, and Society.
- Eclectic, lecturing, discussion
4. Week
The Role of Marketing in Economic Systems. Marketing’s Value to Consumers, Firms, and Society.
- Eclectic, lecturing, discussion
5. Week
Marketing Strategy Planning.
- Eclectic, lecturing, discussion
6. Week
Marketing Strategy Planning.
- Eclectic, lecturing, discussion
7. Week
Evaluating Opportunities in the Changing Market Environment.
- Eclectic, lecturing, discussion
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Mid-Term Exam
Mid-Term Exam
10. Week
Focusing Marketing Strategy with Segmentation, Targeting and Positioning.
- Eclectic, lecturing, discussion
11. Week
Consumer Behaviour: How People Make Buying Decisions.
- Eclectic, lecturing, discussion
12. Week
Business and Organizational Customers and Their Buying Behavior.
- Eclectic, lecturing, discussion
13. Week
Integrated Marketing Communications and the Changing Media.
- Eclectic, lecturing, discussion
14. Week
Ethical Marketing in a Consumer-Oriented World.
- Eclectic, lecturing, discussion
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Quizzes
1
10
Homework / Term Projects / Presentations
1
10
Final Exam
1
40
Program Outcomes
PO-1
Comprehends both theoretical and applied subjects in international trade at the advanced level, and uses his/her knowledge when necessary.
PO-2
Analyses basic concepts and data related to International Trade and Economics by scientific methods, interprets those with analytically, and evaluates those with regard to economic issues.
PO-3
Express his/her thoughts, comments and evaluations related to International Trade discipline both in written and oral forms.
PO-4
Defines current problems, and proposes solutions which are supported by evidence and research based quantitative and qualitative data.
PO-5
Inspects how public and private sector enterprises engaged in trade activities operates in practice, and evaluates the continuities and the dynamism in these sectors.
PO-6
Defines and tracks local, regional (such as European Union or Middle East) and global issues from the point of political economics, and relates these issues to each other.
PO-7
Possesses sufficient knowledge in other disciplines related to International Trade (such as Economics, Finance, International Business and Law), and reports this information.
PO-8
Follows publications and research in International Trade, Globalisation and Financial Systems in the English language, and communicates with his/her colleagues internationally.
PO-9
Uses a second language (Russian, Chinese, etc.) at the intermediate level.
PO-10
Possesses ethical principles and scientific values in collection, interpretation and release of data.
Learning Outcomes
LO-1
Students learn and can explain fundamental marketing concepts and terms.
LO-2
Students acquire an understanding of the marketing mix and how it is used in business.
LO-3
Students understand and appreciate the importance of marketing for commercial companies and non-profit organizations.
LO-4
Students grasp the importance of having a marketing-oriented perspective in the future business world.
LO-5
Students can analyse and evaluate market conditions and consumer wants and needs in creating marketing strategies.
