Course Syllabus

Academic Year 201720
Course Code MRK1103
Title Principles of Marketing
Course Pre-Requisites None

Faculty and Contact Details

Instructors
Location
Extension
Contact Hours
Tridib Chatterji
B-16
4271
4
I will usually respond to e-mails within 24 hours as long as they are sent during the week. For emails sent after working hours, I will respond on the next working day and during my working hours. For any emails sent during the weekends, the earliest I will respond is by Sunday during my working hours. If you need to see me outside of class hours, please create a meeting request through the Outlook calendar one day in advance.

Course Description

Introduces the basic concepts of Marketing, develops an understanding of the overall process of marketing including the research, planning, implementation and control of marketing activities in the contemporary business environment. The main emphasis is on the practical application of marketing concepts covered in the course, using UAE consumer products as examples.

The assessment schedule in the portal is here. The HCT grading structure is here.

Course Learning Outcomes (CLO)

On successful completion of this course, you will be able to:

CLO # Description
CLO 1. Explain the marketing process and basic marketing concepts.
CLO 2. Identify Micro and Macro environmental factors that shape marketing activities for certain target markets.
CLO 3. Analyze market information and consumer behavior concepts to determine various marketing opportunities.
CLO 4. Demonstrate knowledge and apply the individual components of a marketing mix for consumer goods and services.

Student Learning Resources

Resource  
Textbook (E-Text) John Fahy and David Jobber (2015) Foundations of Marketing (5th ed.) McGraw-Hill Education ISBN: 9780077167950

Outcome Based Assessments

Assessment #
Week
Type LOs Weight
1
4
Written Examination: Individual written assessment, short answer questions, limited multiple choice and scenario applications. 1,2 15%
2
8
Written Examination: Individual written assessment, short answer questions, limited multiple choice and unstructured response. 2,3 15%
3
14
Project: Students will carry out a project on marketing opportunities and marketing mix for an assigned target market. 1,2,3,4 40%
4
15
Written Examination: Individual written off-line examination, short answer questions, and limited multiple choice and mini case applications.
1,2,3,4 30%

Course Schedule

For all dates, please see the course calendar.

Class Topics CLO Course Activities Assessment Tools
1
Give out and explain the Course Outline and the Assessment Schedule + Introduction to marketing All    
2
The nature of Marketing

1 Text Chapter 1:
Active class discussion and participation
3
The nature of Marketing

Customer Lifetime Value
1 Text Chapter 1:


Self-Study Exercises:

Glossary (English-Arabic) Chapter one summary
Video case: Harley Davidson, pp.33

In-Class Activity: Customer Lifetime Value
4
The Global Marketing Environment:

The macroenvironment, Economic Forces, Social Forces, Political and Legal Forces

Outline requirements of Coursework: Group Report (40%)
All Text Chapter 2:

In-class Discussion:

Bank of Bahrain and Kuwait,

pp. 2-3
5
The Global Marketing Environment:

Ecological Forces, Technological Forces, The microenvironment, Environmental Scanning
2 Text Chapter 2:

Activities:

Video Case: Toms Shoes, pp. 92
6
Exam Revision 2 Revision

Self-Study Exercises:
Kahoot  
7
Coursework: Written Assessment (15%) - Chapter 1 & 2 1 & 2   Individual written assessment, short answer questions, limited multiple choice and scenario applications
8
Understanding Customer Behavior:

The dimensions of customer behavior, How they buy, how they choose, influences on consumer behavior, influences on organizational buying behavior
  Text Chapter 3 Activities:

In-class discussion and Practice quiz
9
Marketing Research

Define the term market research, the problem and research objectives.

Develop a research plan for collecting data from secondary and primary sources

Understand the sampling plan and research instruments
2 Text Chapter 4:


Self-Study Exercises:
Practise Test
Activities:

Chocolate Bar Market
Pot Luck
10
Marketing Research

Types of Marketing Research
Qualitative vs. Quantitative
Marketing Research Process
Sampling
  Text Chapter 4:
 
11
Customer-driven marketing strategy: Segmentation, Targeting and Positioning

Define the major steps in designing a customer-driven marketing strategy.

List and discuss the major bases for segmenting consumer and business markets.
2 Text Chapter 5:    

 
12
Customer-driven marketing strategy: Segmentation, Targeting and Positioning

Explain how companies identify attractive market segments and choose a market-targeting strategy.

Discuss how companies differentiate and position their products for maximum competitive advantage in the marketplace.  

Company and Marketing strategy

Product/market expansion grid strategies.

Developing and integrated marketing mix
2                      3 Text Chapter 5:

Activities:

In-class Discussion: Damas Group/a good example for segmentation discussion in the Arab world, pp. 176-177    

Activities:

Company Case: Bahrain Bay: Building Customer Relations for the Future, pp. 63-64    
13
Mid-term Exam Revision 2 Revision

Self-Study Exercises
Kahoot  
14
Coursework: Written Exam Assessment (Mid-term) (15%) - Chapter 1-5 2 & 3   Individual written assessment, short answer questions, limited multiple choice and unstructured response.
15
Brand and Product Management

What is a product, Product differentiation, Branding, Building Brands

Discuss branding strategy, the decisions companies make in building and managing their brands.

Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require.  
1, 2, 4 Text Chapter 6:  
16
Outline requirements of Coursework: Assessment 3 (40%)

Products, services and brands

Define the term product and the major classifications of products and services.

Describe the decisions companies make regarding their individual products and services, product lines, and product mixes.
1, 2, 4 Text Chapter 6:
Activities:

Video case: Swiss Army Brands- and questions on the case study, pp. 235-236

Company Case: Asshaya: The House of Brands, pp. 235-236

In-class Discussion: Bahrain Islamic Bank, pp. 202-203
17
Value through Services, Relationships and Experiences

The uniques characteristic of services
Managing services enterpreises
Relationship marketing
Experiental marketing
Marketing in non-profit organizations
4 Text Chapter 7: Activities:

In-class discussion and Practice quiz
18
Value Through Pricing

Pricing

Answer the question “What is price?”

Discuss other internal and external considerations affecting price decisions.

Describe the major strategies for pricing imitative and new products.

Explain how companies find a set of prices that maximizes the profits from the total product mix.

Discuss price adjustment strategies.

Discuss the key issues related to initiating and responding to price changes.
4 Text Chapter 8:

Self-Study Exercises
Activities:

In-class discussion and Practice quiz

Video case: Ikea- case study and questions on the case study, pp. 298

Company Case: Fly Dubai Pricing Strategy case study/questions on the case study, pp. 298-299

In-class Discussion: Carrefour: The approach to pricing made by one of the largest retailers operating in the Arab world, Carrefour, pp. 266-267
19
Communicating customer value

Define the five promotion mix tools for communicating customer value.

Discuss the changing communications landscape and the need for integrated marketing communication.

Outline the steps in developing effective marketing communications
4 Text Chapter 9:  


Self-Study Exercises
 
20
Advertising, public relations, personal selling ad sales promotions

Define the role of advertising and major decisions involved in developing advertising programs.

Define the role of public relations in promotion mix

Sponsorship
4 Text Chapter 10:  

 
21
Advertising, public relations, personal selling ad sales promotions

Discuss the role of company’s salespeople in creating value for customer relationships.

Explain the process of developing and implementing a sales campaign.
4 Text Chapter 10


Self-Study Exercises

Chapter 12 summary
Activities:

Company Case: Coca-Cola: Advertising Hits, pp. 366-367  

In-class discussion: TBWA\RAAD DUBAI: one of the top five agency networks in the Gulf, pp. 326-327
22
Direct and online marketing

Define direct marketing and discuss its benefits to customers and companies.

Identify and discuss the major forms of direct marketing.

Explain how companies have responded to the Internet and other powerful new technologies with online marketing.

Digital Marketing
4 Text Chapter 11 & 12:  

Activities:

Video Case: Google, pp. 366-367

Company Case: ELSOU2.COM: THE FIRST ONLINE SUPERMARKET IN THE ARAB WORLD, pp. 395

In-class discussion: Unilever Arabia: How to integrate communications for launching a new product in the market, pp. 300-301
23
Independent porject work All    
24
Independent porject work All    
25
Coursework: Group Project (40%):

Feedback on Group Report
All    
26
Coursework: Group Project (40%):

20% Group Report Submission
All    
27
Coursework: Group Project (40%)

20% Individual Oral Defense
All    
28
Coursework: Group Project (40%)

20% Individual Oral Defense
All    
29
Revision All    
30
Revision All    

Attendance

Students must attend all class sessions (other than independent study sessions), and they will be marked absent even if they have a "valid reason" to be absent. Medical certificates and other supporting documents must be shown to the Student Services Department. Students will be marked late when they come late; and marked absent when they are absent for that particular period only. Three "Late" arrivals are equal to one "Absence".

Absence percentages:

Time
Absence percentage
One course is 64 hours
100%
One hour of class = 1/64 x 100
1.5625%
One double class = 2/64 x 100
3.125%
One triple class = 3/64 x 100
4.688%
Two double classes or one quadruple class in one week = 4/64 x 100
6.25%
Two triple or three double classes = 6/64 x 100
9.375
Four double classes or two weeks = 8/64 x 100
12.5%

Warnings and withdrawals:

Percentage
Effect
5% Automatic warning from the Computer System
10% Automatic warning from the Computer System
15% If a Student is absent more than 15% with "valid" reasons, he/she is automatically withdrawn from that course with a W (withdrawal). A "W" does not affect the grade point average (GPA).

If a Student is absent more than 15% with no "valid" reasons, he/she is withdrawn from that course with a F (failure) which will affect the GPA.
To stay in a course Students need to be absent for less than two weeks, no matter what reasons they present!

Grade Scale

Please note that letter grades will be rounded up if the numerical result is closer to the lower limit of the letter grade than 0.51 percentage points. This is already 16% of a grade step between two grades - no further adjustments/rounding are justifiable or possible.

Grade
Range
Grade Points
Descriptor
A
90 - 100
4
Achievement that is outstanding relative to the course and GPA requirements.
A-
87 - 89
3.7
B+
84 - 86
3.3
Achievement that is significantly above the course and GPA requirements.
B
80 - 83
3
B-
77 - 79
2.7
C+
74 - 76
2.3
Achievement that satisfactorily meets the course and GPA requirements.
C
70 - 73
2
C-
67 - 69
1.7
Achievement that minimally meets the course requirements but may not meet the GPA requirements.
D+
64 - 66
1.3
D
60 - 64
1
F
0 - 59
0
Achievement that does not meet requirements for courses with normal grading mode.

Laptops/Ipads

The following rules apply to the use of laptops/tablets, printed material and electronic submissions:

1.
Students will not get printed instructions or presentations.
2.
Students must bring their LAPTOPS/IPADS to class and access LMS or Blackboard to get the presentations and other handouts`
3.
Students must read all messages and participate in discussions
4.
Students must submit all assessments electronically through SafeAssign. Failure to do so may result in Zero grade.

Plagiarism

Students must submit their own original work and cannot submit ideas of others as their own. Direct reference must be made for every paragraph, even if it is only a summary of ideas from somewhere else. By using improper referencing Students commit plagiarism, i.e. submitting somebody else's work as their own, and face the possibility of immediate dismissal. Assignments will be submitted through Safeassign and be checked electronically for plagiarism:

1.
Projects must only be submitted electronically, and must have a Safeassign report attached.
2.
Printed projects may only be accepted through prior approval of your instructor.
3.
Presenting somebody else's work as your own work is a serious academic offence and may results in immediate dismissal.
4.
If you are unsure, please ask your teacher about plagiarism and correct academic referencing before submitting your work

Review Sessions

Before every assessment Students can ask for a Review. Review sessions will cover all learning outcomes, not only the ones that are part of the upcoming assessment. Review is usually Student driven, i.e. Professors cover the questions of the Students, but they do not point to the learning outcomes that will be covered in the coming assessment.

Deadlines Policy for Assessments and Exams

All assessments must be submitted on the deadline at the set time in the appropriate format. Late submissions will have 5% deducted for each calendar day that they are late. After 5 days, the assignment will not be accepted and the student will receive zero for that assessment. It is the student's responsibility to solve any technical issues before the due date.

If a student is ill and misses a deadline, a medical note must be provided within 3 days. The student will be given a maximum extension equal to the number of days of documented illness based on teacher discretion. (for example, if a student is sick for 3 days, she will have a maximum of 3 days extra to submit her assignment). For group assessments, each situation will be considered on its own merits and the teacher will use their discretion.

If a student misses an exam or a presentation, he/she will receive zero. If a medical note is provided within 3 days of the exam date, an alternative assessment will arranged between the student and the teacher.

Projects and Marking Guidelines

1.
When Students receive the assessment description, they will get the marking scheme as well, so they know exactly what is expected.
2.
Teachers do not accept or mark "drafts". It is the Students" responsibility to understand the criteria of assessment before the assessment is due, and deliver the tasks accordingly.
3.
Reports/Essays submitted must follow the APA (American Psychological Association) formatting guidelines.
4.
Formatting and language contribute 10% to the overall grade in all marking schemes.

All of your written work will use the following guidelines. It is your responsibility as a student to read and understand what is required for each grade level.

Grade Assessment
A/A- A grade of "A" means that the work is judged to be of exceptionally high quality, going well beyond what is needed to be acceptable.  It is an excellent work with NO errors. "A-" level work shows originality, depth of thought, factual accuracy, and good logic, shows that student has met the entire requirement of the project in an excellent manner.
B/B+ A grade of "B+" means that the work is judged to be of high quality, going well beyond what is needed to be minimally acceptable.  "B" level work shows some of the same good qualities as "A-" level work, but not as consistently. (Maybe lacks originality, and is less deep and student has missed out on SOME important issues or work contains SOME errors)
C/C+ A grade of "C+" means that the work is acceptable--that is, it meets the basic standard of college level work in terms of relevance, factual accuracy, and logic.  "C" work is at the minimum acceptable level.
D A grade of "D" means that the work does NOT meet the standards for acceptable college level work, but it does exhibit some positive qualities that indicate that it deserves some credit for having been done.
F A grade of "F" means that the work is so weak that it does NOT earn college level credit or the work was not completed at all.