Track: | All tracks |
Follow-up / Interfaces: | International Market Analysis and Development |
Pre-requisites: | Pre-reading and preparation tasks |
Didactics: | Lecture, case studies, group tasks, individual tasks, plenum discussions |
Exam: | Term Paper |
ECTS points: | 5 |
Lecturer: | Dr. Mlenga Jere | Prof. Sami Saarenketo |
The aim of this unit is to familiarise students with scientific decision-making tools to aid in the solving of practical international marketing tasks. It will focus on B2C as well as B2B marketing concepts and tools. The course provides an introduction to a variety of marketing topics and a basic set of theoretical frameworks and analytical tools for use in the marketing practice. It will include a variety of case studies and live cases.
Marketing is an introductory marketing course that focuses on three broad competencies: analyzing marketing opportunities, developing marketing strategies, and implementing marketing strategies. It introduces primary analytical approaches, tools and techniques that marketers use to make sense of their environment, choose appropriate strategic responses, and manage the implementation of marketing strategies.
The content of this course emphasizes both conceptual and practical issues. Prior knowledge of marketing is not assumed, but your prior marketing education and experience will determine how much preparation you will require.
As a case-based graduate-level business administration course, the course requires advance preparation and participation. The quality of learning that takes place in class sessions will therefore largely depend on the participants’ preparation and participation class discussions.
Every participant in the class has a responsibility to themselves and their peers to complete pre-class case analyses and readings to understand the relevant marketing concepts in advance.
Jobber, D. (2010). Principles and Practice of Marketing (6th ed.). Berkshire: McGraw-Hill Higher Education.
Topic | Readings | Notes/Preparation guide | |
1 | Marketing & marketing planning | Chaps 1-2 | Introduction to class and deliverables An approach to case study analysis Case study: Michel & Augustin Cookies: Culinary adventures competing against food industry giants |
2 | Marketing analaysis: Evaluating opportunities and focusing Marketing strategy | Chaps 3 & 8 | Case study: Michel & Augustin Cookies: Culinary adventures competing against food industry giants |
3 | Consumer and organisational buyer behaviour | Chaps 4-5 | Case study: Unilever in Brazil: Marketing Strategies for Low-income Consumers |
4 | Segmentation, targeting and positioning | Chap 8 | Case study: Out of Africa Lifestyle Limited: the challenge of market segmentation |
5 | Guest lecture & tour of Boschendal Estate Brad Gold International Marketing Manager http://www.boschendal.com | See Note a |
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6 | Guest lecture & tour of Boschendal Estate Brad Gold International Marketing Manager http://www.boschendal.com | See Note a |
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7 | Product and pricing decisions | Chaps 9,10 & 12 | Case study: Renova Toilet Paper: Avantgarde marketing in a commoditized category |
8 | Marketing channel and communication decision | Chaps 13 & 17 | Case study: Renova Toilet Paper: Avantgarde marketing in a commoditized category |
9 | Prof Geoff Bick: Marketing metrics, brand and customer equity |
| To be provided later |
10 | Putting it all together: the marketing plan | All chapters | Case study: Waltraud Ziervogel at Konnopke´s Imbiss: Re-inventing a Berlin icon |
Text books:
Journal articles: