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Objective

Knowledge and Understanding:

This course is designed to provide students with a basic understanding of the fundamental principles of marketing.

•The student will gain insights into the understanding marketplace, customer needs, designing value-creating marketing strategies, developing the marketing mix that delivers value, satisfaction, engage and build a strong relationship with the customer. For this, the course includes topics such as environment industry and competitor analysis, consumer behaviour, segmentation, marketing mix elements and finally challenges and the prospect of global and sustainable marketing.

• A particular emphasis has been placed on developing students understanding of how to create customer value and engagement in the digital and social age. For this student will gain knowledge about the changing consumer-marketer relationship in the digital and social age. The student will explore contemporary trends in the marketing landscape such as consumer-generated marketing.

Below are the intended learning outcomes (ILO's) for the course.

IBBUS: Applied Business Skills
Apply disciplinary and interdisciplinary knowledge to analyze business challenges and global trends to propose or put into action practical business solutions based on the findings

IBCOM: Communication Skills
Communicate responsibly and effectively in English through oral, written and digital formats in academic and professional contexts

IBCOL: Intercultural Collaboration Skills
Demonstrate intercultural teamwork, leadership, and conflict resolution skills

IBETH: Ethical Conduct
Embrace ethical conduct in business practices and decision-making. This may be according to the Principles for Responsible Management Education (UNPRME) and Sustainable Development Goals (SDGs) of the United Nations.

Content

In this course, the student will learn how to create customer value and engagement and manage customer relationship with the use of traditional and digital and social technologies. We will start with defining marketing and understanding marketing process. We will learn will learn how to analyses marketing environment, gain consumer insights into consumer and buyer behaviour. Next, we will learn how to design customer-driven market offerings with the use of traditional marketing method and dazzling set of new set of tools such as the internet, smartphones, tablets, online and social media. Last but not least student will be introduced with global marketing and sustainable marketing issue and prospects. Below are the key contents
• Creating and capturing customer value and engagement
• Marketing strategies to build customer engagement, value and relationship
• Marketing environment and consumer insights
• Consumer and business market behaviour
• Value creation using customer-driven marketing strategies
• Market offering: product, brand and service
• Developing and managing new market offerings
• Capturing consumer value: Pricing
• Delivering value to the customer: Retailing and wholesaling
• Communicating with the consumer: Integrated marketing communication and advertising
• Communication with the consumer: Sales promotion, personal selling
• Marketing in digital and social media
• Marketing in the Global Marketplace

Qualifications

None

Assessment criteria, satisfactory (1)

Sufficient (1)

Knowledge and Understanding:
The student attempts to demonstrate his/her theoretical and conceptual knowledge. However, command of the subject area remains unclear.

Practical Skills:
The student fails to show a convincing ability in identifying and analyzing marketing problems and solutions to those problems

Transferable Skills:
Within a team environment, s/he contributes to the content inadequately and fails to be a dependable member. The student attempt to communicate his ideas but his verbal and written communication are somewhat unclear. The student has a weakness in using information technology for preparing reports and presentations.


Satisfactory (2)

Knowledge and Understanding:
The student has demonstrated an adequate command of theoretical and conceptual understanding of modern marketing.

Practical Skills:
The student shows an essential ability to identify and analyzing marketing problems and propose solutions.

Transferable Skills:
The student can present his ideas adequately in his verbal and written communication. A student has a satisfactory skill in using information technology tools for preparing reports and presentations.

Assessment criteria, good (3)

Good (3)
Knowledge and Understanding:
The student has demonstrated a good command of theoretical and conceptual understanding of marketing.

Practical Skills:
The student shows good command identifying and analyzing marketing problems and propose solutions.

Transferable Skills:
The student can adequately present his ideas in his verbal and written communication. A student uses adequate information technology tools for preparing reports and presentations.


Very good (4)

Knowledge and Understanding:
The student demonstrates a very good theoretical and conceptual understanding of marketing. The student displays a very good command of marketing.

Practical Skills:
The student is very good at identifying and analyzing marketing problems and propose the solution.

Transferable Skills:
The student can present his ideas in a very good manner in his verbal and written communication. A student is a very good use of information technology tools for preparing reports and presentations.

Assessment criteria, excellent (5)

Excellent (5)
Knowledge and Understanding:
The student demonstrates an exceptional theoretical and conceptual understanding of marketing. The student displays an excellent command of marketing.

Practical Skills:
The student shows an excellent ability to identify, and analyses marketing problems and propose the solution

Transferable Skills:
The student can excellently present his ideas in his verbal and written communication. A student is a proficient user of information technology tools for preparing reports and presentations.