MARKETING

Principles of Marketing

mk101This course will prepare you to think strategically about marketing in today’s global environment. After successful completion of this course, you will have a basic understanding of the marketing concept, the marketing mix (product, place, promotion and price), segmentation, targeting, positioning, customer value, branding, services marketing, consumer and business behavior, market planning, market research and competitive analysis. In addition, you will have the opportunity to evaluate and formulate marketing strategies.

Textbook: Philip Kotler and Gary Armstrong, “Principles of Marketing”, 14th Edition, Pearson Education Ltd., 2012.

Readings / Research        

All students are expected to read the assigned chapters in the textbook or any other materials recommended before each class. As the semester progresses, I will supplement more handouts that are to be read prior to the class or discussion. If you miss class, some important things will slip away! Students also have to read any relevant publications such as newspapers, magazines, etc.  This kind of research will help you a lot for your homework assignments. Plan yourself and time carefully from the very beginning of the course before you counter reading shocks.

Contact hours and teaching methods

MK101 course is full time and consists of 48 contact hours over the sixteen-week period. I will use lectures, class discussion, readings and related videos to illustrate my points. The theory of Principles of Marketing will be covered by lectures. How the theory is applied in the context of Cambodia market will be illustrated in examples, cases, readings, and illustrations I give.

Grading Policy

  • Your final grade will be based on your performance in homework/assignments, quizzes, class attendance and participation, and exams.
  • An unexcused absence from an exam will be counted as a failure for that exam. Two unexcused absences from exams will be counted as a failure for the course.
  • The midterm exam will be held in one and half hours basis and in your regular class in week 8-10.
  • The final exam takes the form of two-hour and closed book exam, unless otherwise specified by the instructor, in which will be held in week 18. However the specific date for this exam will be notified later.
  • There will be periodic quizzes, which are in every week or two weeks. Quizzes will be announced one week in advance. The quizzes will be given at the end of the class and each quiz will take no more than 15 minutes. The quizzes will generally consist on multiple-choice, true-false and open-ended questions.
  • Your contributions to daily dialogue in class will be factored into your class participation grade. They will also be used to check class attendance.

Table of Contents

Chapter 1 – Marketing: Creating and Capturing Customer Value
Chapter 2 – Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 3 – Analyzing the Marketing Environment
Chapter 4 – Managing Marketing Information to Gain Customer Insights
Chapter 5 – Consumer Markets and Consumer Buyer Behaviors
Chapter 6 – Business Markets and Business Buyer behavior
Chapter 7 – Customer Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8 – Products, Services, and Brands: Building Customer Value
Chapter 9 – New Product Development and Product Life Cycle Strategies
Chapter 10 – Pricing: Understanding and Capturing Customer Value
Chapter 11 – Pricing Strategies
Chapter 12 – Marketing Channels: Delivering Customer Value
Chapter 13 – Communicating Customer Value: IMC Strategy
Chapter 14 – Advertising and Public Relations
Chapter 15 – Personal Selling and Sales Promotion
Chapter 16 – Direct and Online Marketing: Building Direct Customer Relationships

Students Workloads

Students are required to do the homework for completion of the course. The deadline of submission is set by instructor.

Homework 1

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