ICU: INTRODUCTION TO MARKETING
Instructor: Vladimir Bulatov
Web: http://bulatov.org.ua
Email: bbe[at]voliacable.com
SYLLABUS
Introduction. Any organization facing free market environment has to work synergistically with two major elements that condition its successful existence: product(s) and market(s).
Today, economic environment is “hostile” – the number of competing products is constantly expanding, competitors are aggressive, product and brand life cycles are shortening, etc.
Correspondingly, any company must thoroughly assess where and why (in terms of products and markets) the company is, where and what it wants to be in the future, and (what is the most crucial) – HOW it can make this transformation happen.
Marketing Science helps to resolve this question.
Marketing encompasses a broad array of notions, definitions, theories, and applications that are adapted from various traditional disciplines. For most managers, in order to participate effectively in marketing projects, familiarity with introductory marketing concepts may suffice.
However, preparation of recommendations concerning critical marketing decisions when working in ambiguous environment would require thorough competence in such areas as consumer behavior, product development, strategic planning, information channels, etc.
This course is oriented on acquainting future managers only with the basics of marketing. However, for anyone who plans to become a product manager, analyst, or researcher, the course can demonstrate how diverse marketing activity can be, and what specific areas of research are available to continue one’s education in this field.
Course description. Starting from the notion “why marketing?” (exists, is useful, is needful, or else), students then are familiarized with the concepts of “a product” and “a market”, and how the two can be jointly (and fruitfully) managed.
Next, after introduction to strategic marketing planning, students are instructed about the core arsenal of a standard marketing activity – 4P (product, price, place, and promotion). The reminder of the course is devoted to a few special areas of marketing, such as intangible products (i.e., services and know-how), international markets, and finances as a special form of a product.
Learning objective. Clear understanding of what marketing is, how it fits into an organization, and how it helps to reach its objectives is expected. The information obtained during the course is to become a sufficient platform for performing marketing analysis and motivating marketing decisions.
Expectations. Above average performance (or better) on the first mid-term exam and excellent results on the second and final exams are expected in order to get “A” on the course. Besides, students should (learn how to) collaborate their efforts in teams when preparing group projects, and must utilize speech skills during the group-project presentations.
Besides academic performance, students must always be present on lectures and follow a constructive pattern of class work. Absences, being late, talking, destructive behavior, cheating, etc. may severely endanger student’s status in the class up to dismissal.
Course content. By and large every class will start from the explanation of the lecture topic paralleled with discussions of key concepts.
Case studies and problem solving will accompany most of class meetings.
Besides, during the course, guest speakers may be our visitors, and additional discussions and/or home assignments will follow their speeches.
Frequently, pop-up quizzes will be run to check the work on home assignments and reading.
Ultimately, intermediate and final tests in conjunction with a group project finalize the list of performance checkpoints that will sum up into the final grade.
Reading. Books by Berkovitz (rather obsolete, but still useful) are available in the library and are the primary source of information for the course. The more contemporary marketing books (by various American and European authors) can become a better source of educational material, but can be found outside the university library.
Besides books, lecture notes and supplementary materials in electronic form will be provided.
I strongly recommend you to address fresh sources of relevant marketing information; marketing is a dynamic science and even seem-to-be stable concepts may abruptly become obsolete.
Grading. Mid-term exam: 25.
Course project: 25.
Final exam: 35.
Quizzes, homeworks: 15.
Participation: extra points.
Attendance: mandatory.
The tests will contain multiple choice, true-false, matching, and, possibly, a few open questions. Group project topic is to relate to the development of a new product for Ukrainian market, and the assignment is due at the end of the course. Interim project reviews are advised. Written report must follow MLA rules.
Due to the short length of the course, it is strongly recommended to generate the project topic as soon as possible and to set up the groups’ work schedule in advance to make your work systematic and efficient.
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