Anglo-American University in Prague Introduction to Marketing
| Course Name | Introduction to Marketing |
| Course Code | MKT248 |
| Description | This is an examination of the overall marketing system from the marketing decision-maker’s viewpoint. The course emphasizes the 7Ps: Product, Place (distribution), Price, Promotion, People, Physical Evidence, and Processes as well as planning, research, and organization required to implement marketing concepts, including Segmentation, Targeting, Differentiation, and Positioning (STDP). We examine the marketing of consumer and industrial products and services, profit and not-for-profit institutions, and public and private institutions. Also, we study the managerial, economic, social, and legal implications of marketing activities, policies, and strategies. Upon successful completion of this course, students will understand and know how to apply key marketing theory and concepts. All theory concerning marketing strategy and marketing research as well as the main promotional mix tools, will be applied in practice. It will be emphasized that each student will definitely come into contact with marketing at multiple points in their life and that understanding this field will be their benefit even though he or she may not use it directly in their field of work. The course emphasizes the 7Ps of the Extended (or Services) Marketing Mix as well as the planning, research, and organization required to implement marketing concepts. New trends within the marketing sphere will also be assessed through specific case study analysis and guest speakers. During the final part of the term, an outline of International Marketing and Strategic Marketing will be discussed. Because of the recent dramatic changes in the way marketing is conducted through the Internet and social media, a significant portion of the course will be spent on the use of the Internet and social media. We will attempt to balance old and new perspectives through case studies and real-life marketing applications. |
| Learning Outcomes | Upon completion of this course, students should be able to: – Demonstrate an understanding of the overall marketing system from the marketing decision-maker’s viewpoint; – Analyze and demonstrate an understanding of the core marketing strategy principles (segmentation, targeting, differentiation, and positioning, STDP); – Understand the extended marketing mix, and how this reflects the changing marketing convergence of traditional and social media; – Articulate and demonstrate an understanding of the “4P”’s: product, price, promotion, place (distribution), as well as the planning, research, and organization required to implement marketing concepts; – Understand the addition of the 5th “P”, People and how this reflects the changing marketing convergence of traditional and social media; – Understand the addition of the 6th and 7th “Ps”, Physical Evidence, and Processes and how these reflect the increasing importance of marketing Services and Experiences; – Understand the managerial, economic, social, and legal implications of marketing activities, policies, and strategies; – Understand and prepare an in-depth marketing plan using both traditional and digital methods and platforms; – Understand and demonstrate an understanding of the new trends in marketing involving the Internet, social media and other platforms and their convergence with traditional forms of marketing; – Understand and demonstrate an understand of current and future trends in marketing including mobile phone marketing; – Demonstrate the understanding that marketing is about team work, proper communication and cooperation by actively participating in class discussions, group projects, and by punctually attending classes. Preparation is critical. |
| School | School of Business Administration (SBA) |
| Level | Bachelor |
| Number of credits (US / ECTS) | 3 US / 6 ECTS |
| Prerequisites | MTH111 |