The starting point for this course is that marketing is not just a noun, but also a verb and an adjective (market-ing). As such, it represents not only an organizational function among other functions (including finance, HR, procurement, etc.), but also a mindset that pervades the entire organization. Our approach is to look into individual elements of the marketing mix (price, place, product, promotion), and also in their interrelationships so that the final approach is coherent: all elements are carefully weighed and adapted for the specific marketing objective. The course is an introductory one, designed specifically for students in general management.
Marketing has three objectives: (1) to give you access to a breadth of marketing tools and topics, (2) to make enough room to develop adequate depth in key areas and (3) to provide the space to exercise your tools in a practical way.
- The breadth objective will be achieved in the main sessions of the course, in which we look into a variety of topics relating to the marketing mix, how individual elements hang together and how coherence between these elements can be ensured given a specific marketing objective.
- The depth objective will be achieved through giving you the opportunity to choose which tools, in particular, to use in the case study examples we discuss in class.
- The practical objective will be achieved through your involvement in the generation of a marketing plan for a product or service. Having had access to a breadth of tools, and having honed your skills in using them in secondary-data cases, the final part of the course is dedicated to the application of these tools to a concrete marketing plan.
Your grade in Marketing depends on how you perform both as an (1) individual, and as a (2) team member.
- The individual performance will be evaluated through
- a voluntary mid-term written exam (10%, exact date TBA)
- an obligatory final, written exam at the end of the semester (70%).
- The performance as a team member (20%) will be assessed through your uploading the group work on the blog (this includes comments on other groups’ work on the blog).
- NB: you need to have a grade ≥6 on your individual performance (final exam) to pass the course. A 5 o 5.5 grade obtained on your individual performance permits you to claim credits for the course (based on article 30 of the Study Regulations 2008/09), but this score will not be put on average with the group work score.
- NB: For those students who do not pass (or choose not to take) the voluntary mid-term exam, the obligatory final exam will include one extra question and will account for an overall of 80% of the final grade.
- NB: For students who do NOT participate in the group work, the overall grade consists only of the final written exam and the mid-term exam (70% + 10% = 80%) or only of the final written exam with one extra question (80%). As such, the maximum grade that can be obtained by students not participating in group work = 8.
P. Kotler and G. Armstrong, Principles of Marketing, 17th global edition, ISBN-13: 978-1292220178