MA11 Modern Principles of Marketing

Module Name: 
Modern Principles of Marketing
Module Code: 
MA11
Year: 
1
Phase: 
1
Block: 
2
Teacher : 
Rauf M.A.
Email address : 
s00047@staff.wittenborg.eu
Prerequisite: 
High School Diploma or final certificate, equivalent to the Netherlands HAVO Diploma
Introduction: 
This course provides the basic knowledge of marketing theory and its modern, practical application. Topics to be addressed and discussed from an applied point of view include: what is marketing?; the evolution of marketing; basic marketing concepts and strategy; the significance and use of marketing research; strategic marketing – the way of integrating all marketing’s activities; marketing segmentation, product and/or service positioning; the growth of the globalization and e-commerce.
Goals: 
  • Provide the basis for understanding that marketing is a central part of all profit and non-profit organizations in a free enterprise society.
  • Promote the development of managerial competence in marketing so that students may more intelligently serve as members of profit and non-profit organizations.
  • Trace the development of marketing strategies and analyze the current marketing environment, distinguishing between the internal and external environments.
  • Relate the importance of planning and market research to the marketing process.
  • Compare and contrast a consumer market with an organizational market.
  • Analyze a marketing strategy for an existing company.
  • Analyze the growth of the globalization and its significant role and application into the modern strategic marketing concepts
  • Navigate the Web and analyze internet marketing.
Content: 

Part 1: Marketing Now
Chapter 1:  Marketing
Chapter 2:  Sustainable Marketing: Marketing Ethics and Social Responsibility
Chapter 3: Strategic Marketing

Part 2: Markets
Chapter 4:  The Marketing Environment
Chapter 5:  Consumer Markets
Chapter 6:  Business to Business Marketing
Chapter 7:  Marketing Research

Part 3: Core Strategy
Chapter 8:  Relationship Marketing
Chapter 9:  Segmentation and positioning
Chapter 10: Competitive Strategy

Instruction / Study Load : 

24  Lesson hours

8  Preparation Lesson hours

20 Assignments / Homework hours

20 Exam and exam preparation hours

68 Literature ( Depending on the length and difficulty of the book ) hours

The course uses 476 pages from the book(s) and journal articles where:

  • 476 pages easy reading and understanding material – 68 hours

Criteria:

  • Difficult reading and understanding material – 3 pages per hour
  • Average reading and understanding material – 5 pages per hour
  • Easy reading and understanding  material – 7 pages per hour

Total 140 Hours

IBA Final Qualification Mapping: 
Mapped with number 1, 4, 6, 17 and 18 See the EEG for further reference.
Teaching Language: 
English
Teaching Methods: 
  • Classroom lecturing
  • Case study discussions
  • Feedback and presentation sessions
  • Video and film
  • Discussion sessions
  • Research Papers
Module / Lecture and seminar status: 
Compulsory
Testing and assessment: 
Written Examination (1) See the EEG for further reference.
European Credits: 
5
Required literature: 
  • Principles of Marketing European Edition, 5/e, Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong, Prentice Hall; ISBN 978-0273711568
  • Principles of Marketing European Edition, 6th Edition, Philip Kotler; Gary Armstrong;
    Lloyd Harris; Nigel F. Piercy. 978-0-273-74297-5.