MARKETING

Course coordinator(s) Professor Jurica Pavičić, PhD

Professor Jurica Pavičić, PhD

Course instructor(s)
Assistant Professor Morana Fudurić, PhD

Year 2nd
Semester 4th (summer)
Course type mandatory
ECTS points 6
L 30 hours; S 30
Course modes
hours
Pre-requisites none
This course is a practical introduction to the overall field of marketing
and its role, activities, and contribution within the overall business
enterprise.
This course provides insights into the key theories and processes in
marketing by adopting a critical and practical perspective.
Course objectives
The knowledge and understanding gained in this course will serve you
well in your future business or professional careers regardless of your
future specific discipline and will establish a base from which those of
you with interests in marketing can continue to grow and develop
your analytical and management skills.
Philip Kotler, Gary Armstrong: Principles of Marketing, Global
Edition, 16th Edition, 2013
Lamb, Hair, McDaniel: “MKTG”, Cengage Learning, 6th edition, 2003
Required literature
Armstrong Kotler: „Marketing-an introduction“, Prentice Hall, 8th
edition
Lecture notes & ppt presentations
Case studies distributed in class by Course instructors
Video material distributed in class by Course instructors
American Marketing Association: www.ama.org
Recommended literature
Marketing Science Institute: www.msi.org
Croatian Association of Marketing Agencies: www.hura.hr
Harvard Business Review: www.hbr.org
Assessment methods

Intended learning outcomes that students acquire after successful completion of the teaching
process:
Intended learning outcomes
(ILOs)
ILO 1. Systems thinking -
students are encouraged to think
holistically and creatively about
business issues in international
environment and recognize
interrelations between and
among business system
components
ILO 2. Problem and
opportunity recognition -
students are taught to diagnose
At the end of this course
Ponder
students will be able to:
Think holistically about the role of marketing in
today's business.
Identify and discuss key relationships between core
marketing concepts.
Describe the major trends and forces that are
10%
changing the marketing landscape in this age of
relationships.
Explain marketing’s role in strategic planning and
how marketing works with its partners to create and
deliver customer value.
Analyze the key changes and trends in the
marketing environment and discuss how companies 10%
can react to the marketing environment.
Intended learning outcomes
(ILOs)
business problems and recognize
business opportunities
ILO 3. Logical reasoning and
analysis - students are
encouraged to think analytically
and dissect business issues using
logic and creativity
ILO 4. Decision making and
evaluation - students practice
making and recognizing
justifiable business decisions and
apply relevant business skills
ILO 5. Communication -
students learn how to construct
messages that are professionally
and strategically appropriate for
a variety of business contexts
ILO 6. Emotional intelligence
skills - students learn how to
develop and strengthen various
emotional intelligence skills such
as self-awareness, collaboration,
teamwork, self-motivation to be
able to manage processes, people
and themselves
ILO 7. Students learn how to
approach a problem, argument
At the end of this course
Ponder
students will be able to:
Identify key opportunities and threats a business is
facing based on the analysis of the marketing
environment.
Determine market segments and target customers
Discuss how to design business portfolios and
develop growth strategies.
Describe the key types of marketing information
including internal data, competitive intelligence and
marketing research
Outline a standard process for using marketing
research to address an organization’s strategic
25%
questions
Recognize alternative methods for conducting
marketing research, including primary and
secondary research methods
Identify major sources of available market data
Explain repositioning and the associated risks and
complexities of repositioning a product or service
Discuss customer relationship management and
identify strategies for creating value for customers
and capturing value from customers in return.
Identify the key elements of a customer-driven
marketing strategy and discuss the marketing
management orientations that guide marketing
strategy.
Evaluate how marketing strategies align with
corporate strategies
Explain the inputs and components of a marketing
strategy 30%
Show how common analytic tools are used to inform
the organization’s strategy
Explain how the development and maintenance of
customer relationships are an essential part of an
organization’s marketing strategy.
Develop and evaluate positioning statements based
on defined criteria
Suggest changes in the company's marketing mix.
Evaluate and justify specific decision-making and
strategies pertaining to the marketing mix.
Outline a strategic marketing plan.
Present a marketing plan
Explain how the marketing plan is used by 10%
marketing and the overall organization.
Communicate effectively orally and in writing
Collaborate with a team of peers.
Distribute the workload and manage the group 10%
project.
Describe the types of ethical and social responsibility
5%
issues that marketing must address.
 Intended learning outcomes
(ILOs)
an opinion and demonstrate a
global, business oriented ethical
and socially responsible mindset
while exhibiting creativity and
innovation
At the end of this course
Ponder
students will be able to:
Explain how demonstrating corporate social
responsibility can impact marketing

Teaching methods (designed to achieve intended learning outcomes):

Used Intended learning

Teaching methods
YES NO outcomes
Lectures (with the encouragement of student participation
X ILO5, ILO7
and engagement)
Solving tasks (mathematical and statistical) X ILO1, ILO3, ILO7
Studying teaching matherials (case studies, research papers,
X ILO1, ILO2, ILO7
official publications…)
ILO1, ILO2, ILO3,
Analysis of case studies X
ILO4
Market analysis (price movements, trends, competition…) X ILO2, ILO3, ILO7
Critical review (written or oral presentation) X ILO1, ILO3, ILO7
Primary research X ILO2, ILO3, ILO7
ILO1, ILO2, ILO3,
Discussions in class X
ILO5, ILO6
ILO2, ILO4, ILO5,
Creating a group student project X
ILO6

Weekly teaching schedule:

Intended
Week Teaching unit Teaching methods learning
outcomes
1. Introduction to the course Lecture ILO5, ILO7
ILO1, ILO2,
Marketing: Creating Customer Lecture
2. ILO3, ILO5,
Value and Engagement(Ch. 1) Discussion
ILO6, ILO7
Company and Marketing Strategy: ILO1, ILO2,
Lecture
Partnering to Build Customer ILO3, ILO4,
3. Discussion
Engagement, Value, and ILO5, ILO6,
Case study analysis
Relationships (Ch 2) ILO7
Lecture
ILO1, ILO2,
Discussion
Analyzing the Marketing ILO3, ILO4,
4. Case study analysis
Environment (Ch 3) ILO5, ILO6,
Market analysis
ILO7
Creating a group student project
Lecture
ILO1, ILO2,
Discussion
Consumer Markets and Buyer ILO3, ILO4,
5. Case study analysis
Behavior (Ch 6) ILO5, ILO6,
Solving tasks (mathematical and
ILO7
statistical)
Lecture ILO1, ILO2,
Managing Marketing Information Discussion ILO3, ILO4,
6.
to Gain Customer Insights (Ch 4) Case study analysis ILO5, ILO6,
Creating a group student project ILO7
 Intended
Week Teaching unit Teaching methods learning
outcomes
Studying teaching matherials ILO1, ILO2,
7. 1st MIDTERM
Written exam ILO7
Lecture ILO1, ILO2,
Customer-Driven Marketing
Discussion ILO3, ILO4,
8. Strategy: Creating Value for Target
Case study analysis ILO5, ILO6,
Customers (Ch 7)
Creating a group student project ILO7
Lecture ILO1, ILO2,
Designing a Customer Value-
Discussion ILO3, ILO4,
9. Driven Marketing Strategy and Mix
Case study analysis ILO5, ILO6,
(Product)(Ch 8-9)
ILO7
Lecture ILO1, ILO2,
Designing a Customer Value-
Discussion ILO3, ILO4,
10. Driven Marketing Strategy and Mix
Case study analysis ILO5, ILO6,
(Place)(Ch 12,13)
Creating a group student project ILO7
Lecture
ILO1, ILO2,
Designing a Customer Value- Discussion
ILO3, ILO4,
11. Driven Marketing Strategy and Mix Case study analysis
ILO5, ILO6,
(Price)(Ch 10) Solving tasks (mathematical and
ILO7
statistical)
Lecture
ILO1, ILO2,
Designing a Customer Value- Discussion
ILO3, ILO4,
12. Driven Marketing Strategy and Mix Case study analysis
ILO5, ILO6,
(Promotion) (Ch 14) Creating a group student project
ILO7
Lecture ILO1, ILO2,
Designing a Customer Value-
Discussion ILO3, ILO4,
13. Driven Marketing Strategy and Mix
Case study analysis ILO5, ILO6,
(Promotion) (Ch 15-16)
ILO7
Lecture ILO1, ILO2,
Designing a Customer Value-
Discussion ILO3, ILO4,
14. Driven Marketing Strategy and Mix
Case study analysis ILO5, ILO6,
(Digital Promotion) (Ch 17)
Creating a group student project ILO7
Lecture
2nd MIDTERM ILO1, ILO2,
15. Studying teaching matherials
Course summary ILO5, ILO7
Written exam