CEU Business School. Marketing BUSI 528R (3 credits) Katalyst MBA 2015

Transcription

1 CEU Business School Marketing BUSI 528R (3 credits) Katalyst MBA 2015 Instructor: Tibor Farkas (See last page for bio sketch) Class meets (day and time): see point 12. Classroom: according to the main entrance board Instructor s Office: Office hours: on appointment Office tel: Private tel: adj_farkast@ceubusiness.org, tibor@farkas1.com Academic program Coordinator: Melinda Nagy (nagyme@ceubusiness.org) Students Services Mgr.: Aniko Juhasz (juhasza@ceubusiness.org) 1. PREREQUISITIES None 2. REQUIRED TEXT AND READINGS There is no compulsory textbook. The recommended reading is: Principles of marketing / Philip Kotler, Gary Armstrong th ed., Pearson/Prentice Hall, 2012 (ISBN-13: ). Further readings and case studies are to be announced.

2 3. COURSE DESCRIPTION AND OBJECTIVES The primary objective of the course is to provide an overview of the discipline of marketing, both as a philosophy of business and as a series of business practices. The course will explore the field of marketing, as it directs the organization s resources to satisfy customers wants and needs through the exchange process, at a reasonable profit to the organization. We will examine how marketers: understand consumers needs and wants; develop products and services that provide superior value; and how they price, distribute, and promote products and services effectively, both domestically and internationally. BUT, that s not all. Beyond learning about the principles of marketing we will also discuss the gist of digital marketing. We will discover the latest internet trends, tools, and techniques that help companies in brand development and turning brand values to actual sales. 4. MAIN TOPICS The process of creating marketing strategies Analysing the Marketing Environment, market research and information management Buyer behaviour, customer value The core of marketing strategy: segmenting, targeting, and positioning Product concepts and service marketing, product development, life-stage management Pricing products and services, pricing strategies Marketing communications On-line and social media, guerrilla and viral marketing SEM, SEO, SoLoMo Adwords, affiliate marketing, content management Digital marketing evaluation: Google Analytics and Facebook results 5. INTENDED LEARNING OUTCOMES Core Learning Area Interpersonal Communication Skills. Technology Skills Cultural Sensitivity and Diversity Quantitative Reasoning Critical Thinking Learning Outcome Students will learn how to listen to and work with the others, how to present ideas, convince and learn from others. Search engine optimization (SEO), on-line advertising (SEM), CRM and other new promotional tools require more technology skills from students. Global online campaigns vs. SoLoMo. The role of social media in bringing the world closer. Students will learn about Google Analytics that helps in quantifying the online campaign results.. Buzzwords and bubbles come and go in digital marketing. Considerate evaluation is required for success in digital marketing..

3 Ethics and Responsibility Management Knowledge and Skills Internet is full of unethical corporate behavior. It is easy to promise and the competition is fierce. Students will be prepared for advanced marketing management. How does digital marketing fits in corporate strategy and the overall marketing plan 6. HOW THE CLASS SESSIONS WILL BE CONDUCTED Marketing is not a theoretical subject with strict rules. On the other hand systematic marketing management requires theory based knowledge. So the sessions will be built according to the following pattern: Short theoretical background Examples, case studies Discussions, challenging opinions How to apply summary practical recommendations Participants will be required to contribute own or collected examples to the topics. 7. POLICY ON THE AVAILABILITY OF LECTURE NOTES The PowerPoint slides will be available on Moodle (just before class). Class participation and the handouts are essential in preparing for the exams. 8. POLICIES ON CLASS ATTENDANCE AND PARTICIPATION Regular and punctual attendance at every class session is a requirement of the programs at CEU Business School. Each class covers material not found in the readings. Furthermore, participation in class discussions is an important part of the learning experience for all students as well as a factor in grading. If illness or another unusual circumstance requires missing a class, please do your best to inform the instructor (or the Academic Assistant) in advance. A grade of AF (Administrative Fail) may be assigned for failure to regularly attend a course, to drop the course in time, or to complete requirements on time. 9. MINUTE PAPERS No minute papers in this course. 10. GRADING The grading scheme for this course is based on five essential components of student assessment: class participation, mid-term and final exams, group case presentation, and an individual assignment. The relative contribution of these five elements to the final grade is shown in the table below: Element of Assessment (a) Class Participation (b) Group Presentation Contribution to Final Grade 10%

4 (c) Essay Assignments (d) Final Examination (a) Class Participation Be there, listen, react, ask relevant questions, challenge, argue, express your opinion, share examples. Don t shout, interrupt, use mobile equipments, be off topic. (b) Group Presentation Students will form groups. They will get a briefing about a product or organization. The groups will create and present a detailed marketing plan. The project will be peer reviewed. (c) Essay Assignment Every student will write 3 (out of 4) short (2 pages) essays on given specific topics. The 4 topics will be announced during the course. (d) Final Examination The final examination will take place on the last occasion. 11. ACADEMIC INTEGRITY All students must adhere to the principles of academic integrity in all work done for this class and for other classes. Attempted cheating in any form, including plagiarism, is extremely serious and can result in dismissal from the School and University. 12. HELP WITH CASE STUDIES AND RESEARCH PROJECTS Available on CEU Library reserve is a reference work that students preparing casestudy assignments or undertaking individual or team research projects should find helpful, Business Case Studies: Preparation, Teaching and Learning (compiled, with contributions, by Susan Harmeling, Lead Case Writer, Harvard Business School, and Paul Marer, Professor, CEU Business School). This work, whose reference code is CM-GSB, can be found on the shelf marked Business School Readers, right behind the Circulation Desk, at the CEU Library on Nador utca. 13. INTERNET LIBRARY RESOURCES See your Student Manual for details.

5 14. COURSE OUTLINE AND SESSION ASSIGNMENTS Session Date Topic Reading 1 28 March Introductions, marketing definitions, background Marketing strategies Analyzing the marketing environment Collecting and managing marketing information, market research 2 19 April Buyer behaviour, Segmenting, targeting & positioning Product concepts and service marketing Product development, life-stage management 3 10 May Pricing strategies Distribution and supply chain management Marketing communications 4 30May Digital Marketing Strategies Website development: structure, design, content SEO (Search Engine Optimization) Online advertising 5 26 June Affiliate marketing Google Adwords 6 28 June Social Media Facebook and LinkedIn advertising 7 24 July Digital marketing tools: Mobile Content Evaluation of Digital Marketing: Google Analytics 8 25 July Ethics and CSR Group presentations, Final exam, evaluation 15. BRIEF BIO OF THE INSTRUCTOR Tibor Farkas has studied in Budapest and in Groningen (the Netherlands). He has earned his MBA in 2001 with specialization in International Marketing and Management. He works as an independent marketing consultant for large and medium-sized enterprises. He teaches at universities and private schools and makes trainings for marketing professionals. He has launched his own consultancy business in He has worked for Ernst & Young as Director of Marketing and Business Development (2 years) and for McCann Relationship Marketing as Managing Director (8 years). He was responsible for the campaigns of Opel, Nestlé, L Oreal, Gillette, Telenor (Pannon), Unilever.