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    Fundamentals of Marketing

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    Sanjiv Bangee-Museligadoo
    This document provides the syllabus for a Fundamentals of Marketing course taught at Universitas Gadjah Mada in Indonesia. The course is taught on Wednesdays from 9:40-11:20 am in room U.203. It will cover various aspects of marketing and marketing strategy planning based on the textbook "Principles of Marketing." Student grades will be based on a final exam, midterm exam, individual term paper, group marketing plan, and class participation. The course schedule lists the topics to be covered in each of the 14 weekly sessions between February and May.

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    Fundamentals of Marketing

    Uploaded by

    Sanjiv Bangee-Museligadoo
    111 views3 pages
    This document provides the syllabus for a Fundamentals of Marketing course taught at Universitas Gadjah Mada in Indonesia. The course is taught on Wednesdays from 9:40-11:20 am in room U.203. It will cover various aspects of marketing and marketing strategy planning based on the textbook "Principles of Marketing." Student grades will be based on a final exam, midterm exam, individual term paper, group marketing plan, and class participation. The course schedule lists the topics to be covered in each of the 14 weekly sessions between February and May.

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    This document provides the syllabus for a Fundamentals of Marketing course taught at Universitas Gadjah Mada in Indonesia. The course is taught on Wednesdays from 9:40-11:20 am in room U.203. It will cover various aspects of marketing and marketing strategy planning based on the textbook "Principles of Marketing." Student grades will be based on a final exam, midterm exam, individual term paper, group marketing plan, and class participation. The course schedule lists the topics to be covered in each of the 14 weekly sessions between February and May.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    111 views3 pages

    Fundamentals of Marketing

    Uploaded by

    Sanjiv Bangee-Museligadoo
    This document provides the syllabus for a Fundamentals of Marketing course taught at Universitas Gadjah Mada in Indonesia. The course is taught on Wednesdays from 9:40-11:20 am in room U.203. It will cover various aspects of marketing and marketing strategy planning based on the textbook "Principles of Marketing." Student grades will be based on a final exam, midterm exam, individual term paper, group marketing plan, and class participation. The course schedule lists the topics to be covered in each of the 14 weekly sessions between February and May.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    International Undergraduate Program

    Faculty of Economics and Business


    Universitas Gadjah Mada

    Syllabus Semester II Instructors: Sahid Susilo Nugroho, Ph.D, M.Sc


    Fundamentals of Marketing 2007/2008 Naila Zulfa, MA
    EKM 1102 Wednesday, 0274-548510-15 ext.227/152
    09.40 am [email protected]
    Venue: U.203 [email protected]

    Fundamentals of Marketing

    Description
    This course describes various aspects in marketing and marketing strategy planning. At the
    essence, marketing is the process building profitable customer relationships by creating value for
    customers and capturing value in return. This marketing process is comprised of five steps. The
    company must gains a full of understanding of the marketplace by understanding consumer
    behavior, researching consumer needs and managing marketing information. It then designs a
    customer-driven marketing strategy by selecting the customer to serve (segmentation and
    targeting) and deciding value proposition (positioning and differentiation). With its marketing
    strategy is decided, it then constructs a marketing program that deliver superior value consisting
    of four Ps (products, Price, Place, Promotion) which also called Marketing mix. Subsequently, it
    should endeavor to build profitable relationship to create customer delight to reap the rewards
    of its strong customer relationship by capturing value from customers in return.

    Objectives
    This course is intended to provide students insight of various aspects in marketing and how to
    include these various aspects in developing marketing strategy and programs.

    Textbook and course materials


    ƒ Kotler, Phillip & Armstrong, Gary; 2008. Principles of marketing, 12th Ed., Upper Saddle
    River, New Jersey: Prentice Hall
    ƒ Selected articles related to scheduled topics (to be distributed in the class)

    Grading system
    Final exam 25% ≥ 80 : A
    Midterm exam 25% 77.5 – 79.99 : A-
    Individual term paper 15% 75 – 77.49 : B+
    Simple marketing plan (group) 15% 70 – 74.99 : B
    Discussion and In-class participation 20% 67.5 – 69.99 : B-
    65 – 67.49 : C+
    60 – 64.5 : C
    50 – 60 : D
    ≤ 50 : E
    semt II 07-08\Fundamentals of Marketing\IUP
    1
    Course schedule

    Session Date Topics Reference

    February, 6 Introduction—general review on marketing


    1 Marketing: Managing Profitable Customer KA-1
    09.40 am
    Relationship
    February, 13 Company and Marketing Strategy: Partnering KA-2
    2
    09.40 am to build Customer Relationship
    February 20 The Marketing Environment KA-3
    3
    09.40 am
    February 27 Managing Marketing Information KA-4
    4
    09.45 am
    March 5 Consumer Markets and Consumer Buyer KA-5
    5
    09.40 am Behavior
    February 12 Business Market & Business Buyer Behavior KA-6
    6
    09.40 am
    February 19 Customer-Driven Marketing Strategy: Creating KA-7
    7 Value for Target Customers
    09.40 am
    Mid Term Exam (Material: Session 1-7)Close Book
    April 9 Products Services and Branding Strategies KA-8
    8 New Product Development & Product Life- KA-9
    09.40 am
    Cycle Strategies
    April 16 Pricing Products: Understanding and Capturing KA-10
    9 Customer value KA-11
    09.40 am
    Pricing Products: Pricing Strategies
    Marketing Channels and Supply Chain KA-12
    April 23 Management
    10 KA-13
    09.40 am
    Retailing and Wholesaling
    April 30 Integrated Marketing Communication KA-14
    11
    09.40 am Advertising, Sales Promotion, Public Relation KA-15
    Personal Selling & Sales Promotion KA-16
    May 7
    12 Direct and Online Marketing: Building Direct KA-17
    09.40 am
    Customer Relationship
    May 14 Creating Competitive Advantage KA-18
    13
    09.45 am The Global Marketplace KA-19
    May 21 Marketing and Society: Social Responsibility KA-20
    14
    09.40 am and Marketing Ethics
    Final Term Exam (Material: Session 8-14)Close Book

    Methods
    ƒ Presence. Each individual student is requested to attend the lecture compulsorily (refer to
    the academic rule).

    ƒ Lecture and discussion. Due to the fact that discussion and in-class participation count 20%
    of your grade, each student must contribute significantly to them. Each student required to
    be an active participant and make meaningful comments on topics being discussed. Your
    grade in class participation is something to be earned via consistent contribution to class
    discussion. You should, therefore, make a conscientious effort to be sufficiently prepared to
    contribute to the class discussions.
    semt II 07-08\Fundamentals of Marketing\IUP
    2
    ƒ Mid and final exams. Midterm and final examinations will be conducted to test your
    knowledge, understanding, comprehension, and capability to apply the course material in
    solving actual marketing problem.

    ƒ Simple Marketing Plan. A group consisting four students must develop a simple marketing
    plan. The group must identify and analyze the problem facing a chosen small/medium
    enterprise and develop a marketing plan. It must be submitted in the day of final exam. It
    should be typed using computer in 1.5 lines, original, and 8-15 pages.

    ƒ Individual term paper. Individual term paper is a critical review of an article or a marketing
    phenomenon. It is to be submitted to the lecturer in the last class during the semester. The
    paper should be typed using computer in 1.5 line space format, original, and 8-15 pages
    including references. Each student may choose any relevant topics in marketing management.

    semt II 07-08\Fundamentals of Marketing\IUP


    3

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