Marketing II

Marketing I

The teaching methodology focuses on theoretical exposition in class through lecture/discussion and application with practical and real exercises.

At the end of the course the student is expected to be able to:

a) describe the marketing research process;

b) Plan and apply marketing research;

c) Describe the methodology of marketing plan development

d) Formulate marketing plans

e) Make strategic and operational marketing decisions

f) Evaluate the impact of marketing decisions on organizational performance.

Part I.

Marketing Research

1. Introduction to marketing research

2. Research design

3. Problem and research approach

4. Secondary data and qualitative research

5. Data collection methods

6. Field work

7. Research report

Part II. Marketing planning

8. Analysis and situation diagnosis

9. SWOT analysis

10. Critical success factors

11. Marketing objectives

12. Strategic marketing options

13. Maneuver plan

14. Marketing action plan, contingency plan, budget and control

1. The periodic assessment comprises:

a) Two individual tests, each weighing 35% of the final grade (minimum score for passing in periodic assessment: 7 points);

b) Marketing research project, weighting 10% of the final grade;

c) Mini assignments, weighting 20% of the final grade*.

 * The completion of the mini assignments is conditional upon mandatory attendance in the immediately
preceding theoretical class

2. Assessment by exam, comprising:

a) Exam, accounting for 100% of the final grade.

OR

a) Exam, accounting for 70% of the final grade;

b) Marketing research project completed during periodic assessment, weighting 10% of the final grade;

c) Mini assignments completed during periodic assessment, weighting 20% of the final grade.

NAO