STUDENT HANDBOOK

NATIONAL ECONOMICS UNIVERSITY

MARKETING PROCESSES and PLANNING
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1. Introduction

This course is designed to introduce students to the dynamic world of the marketing sector
and the wealth of exciting career opportunities available to support their decision making
in their career choices. Students will have the opportunity to learn about the competencies
and behaviours required by employers to work in the marketing sector.

Students will be introduced to the key principles of marketing, enabling them to develop
a marketing plan and to employ elements of the marketing mix to achieve results. They
will study the underpinning theories and frameworks of marketing while relating them to
real-world examples, including products/services that they encounter in their daily lives.

2. Course Leader

Course Leader – Joseph A. Schurley – [email protected]

Availability is per scheduled meeting but please do not expect availability at the last
minute.

3. Course Learning Outcomes

On successful completion of this course, students should be able to:
1. Explain core principles of marketing and marketing mix.
2. Analyse the marketing macro environment.
3. Analyse the marketing microenvironment.
4. Explain market segmentation and its relation to positioning.
5. Identify potential of segments based on market data and trends.
6. Perform marketing mix analysis.

4. How will I learn on this course?

This course has a total of 36 contact hours and is delivered over 12 weeks in (3) THREE
HOUR blocks of study each week and (2) one tutorial of 90 minutes. This contact will be
made up of a variety of theoretical lectures, practical activities to allow you to apply the
theory, and practical exercise. The provisional content of each session is shown in the
weekly schedule below.
 Tutorial support activities will provide you with the opportunity to acquire and develop a
range of critical thinking and analytical techniques to apply the underpinning of
marketing approaches to cases and scenarios.

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Session/Day Lectures Reading Textbook
Marketing: Creating Customer Value and Engagement
1.1 Marketing definitions
1 1.2 Understanding customer needs
Chapter 1 Kotler
1.3 Marketing management orientations
1.4 Marketing function in a firm and marketing management responsibilities
1.5 The changing marketing landscape
Company and Marketing Strategy
2 2.1 Company-wide Strategic Planning: Defining Marketing’s role Chapter 2 Kotler
2.2 Planning Marketing: Partnering to build customer relationship
Analysing the Marketing Environment
3.1 Microenvironment Chapter 3 Kotler
3 3.2 Macroenvironment
Creating a Competitive Advantage
Chapter 18 Kotler
3.3 Competitor Analysis
3.4 Competitive strategies
Consumer Markets and Buyer Behavior
4 4.1. Factors affecting consumers Chapter 5 Kotler
4.2. Characteristics Affecting Consumer Behavior
Segmentation, Targeting and Positioning (STP)
5.1 Marketing strategy and the Marketing Mix
5.2 Marketing Planning
5.3 Market Strategy
5 5.4 Market Segmentation Chapter 7 and Chapter 2
5.5 Market Targeting Kotler
5.6 Differentiation and Positioning

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 Products, Services, and Brands; Building Customer Value & Product Life Cycle
6.1 Levels of Product and Services
6 Chapter 8, 9 Kotler
6.2 Product and Service Classifications
6.3 Product Decisions and Branding
6.4 New product Development Process and Product Life Cycle
Pricing: Understanding and Capturing Customer Value
7 7.1 Pricing procedure and methods
Chapter 10, 11 Kotler
7.2 Internal and external factors affecting price decisions
7.3 Pricing strategies
Marketing Channels: Delivering Customer Value
8.1 Channel behaviour and Organization
8 8.2 Channel Design Decisions Chapter 12, 14 Kotler
8.3 Channel Management Decisions

Production Mix
9.1 The promotion mixes
9.2 Developing effective marketing communication
9 9.3. Personal Selling and Sales Promotion Chapter 16, 17 Kotler
9.4. Direct, Online, Social Media and Mobile Marketing
9.5. Advertising and Public Relations

People, Process and Physical evidence

10.1 People
10.2 Process
10.3 Physical Evidence
10 Chapter 8, 10, 11 Lovelock
Develop a marketing campaign
10.4. Tactical market planning
10.5. Marketing planning process
10.6. Allocation of resources and implementation
9.4. Monitoring and control measures

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 Develop a media plan (P1) - Marketing campaigns
11.1. The role of the creative brief.
11 11.2. Setting campaign objectives and parameters Chapter 12 McDonald
11.3. Different communication, messaging and positioning strategies. Chapter 7 McDonald
11.4. Campaign tactics that are SMART.
11.5. Metrics for measuring success.
Develop a media plan (P2) - The media plan
12.1. Consumer level targeting to establish customer value proposition, key messaging and
platform preference.
12 Chapter 12 McDonald
12.2. Different digital platforms and offline tools for communication.
Chapter 7 McDonald
12.3. Features and benefits of integrated multimedia channels.
12.4. Different approaches to frequency and reach.
12.5. Setting quantitative and qualitative criteria
7.

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8. Attendance and Absence
You are required to attend at least 70% of all lectures and tutorial sessions but it is highly
recommended to attend all teaching sessions for this class. Your attendance will be
monitored and if you start missing classes this will be recorded and you will be contacted
to discuss your absence.

9. Learning Resources
Core Text
Kotler, P. and Armstrong, G. (2017) Principles of Marketing. London: Prentice Hall
Seventeenth Edition.

10. How I will be assessed in this course?

This course is assessed by two written individual assignments. Each assignment has 1
redo opportunity.

Assessment 1 – 50% of grade

Assessment 2 – 50% of grade

10. Important class policies

Participation: You are required to attend at least 70% of all lectures and tutorial sessions.
Failing to do this will result in having to retake the module. You are also expected to read
all materials in advance and participate actively in the discussion of articles, topics or case
studies.

Contribution to a healthy classroom environment: Students are expected to be on

time, to engage is a spirited discussion when the lecturer asks for a discussion. Laptops
and other electronic devices can only be used in the class for learning purpose.

Academic honesty: The discussion in the sessions will be open, including discussions
about examinations and assignments. However, while you may discuss ideas with
members of the teaching team or colleagues, you must produce your own work. Any
violation of academic integrity, including plagiarism or submitting duplicate work will have
very serious consequences. The minimum consequence will be having plagiarized paper
to be marked “rework all” and you will have only one chance to do so.

Group efforts: Some works will be done with teams. Sometime in the sessions may be
devoted to team work. Team work involves working with people who have different
perspectives, backgrounds and ways of doing things. These experiences will give you a
chance to explore change as a group. Any conflict that occurs within a group that cannot
be resolved to the satisfaction of all members of the group should be referred to the

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 teaching faculty for resolution. On the other hand, group works require every group
member’s effort. Relying on other people will not be accepted.

Written and oral assignments: Accurate and succinct communication is extremely

important in business. Consequently, it is expected that a high standard of written and oral
communication will be maintained during the sessions.

Grading for assignments: this will focus on three criteria:

1. Content - the extent to which you addressed the issue;
2. Analysis - the extent and level at which you went beyond description and discussed
the reasons for your decisions, etc.
3. Style - the presentation, level of expression, argument, level of typographical
mistakes, and referencing.
Due dates for assignments: Your assignments’ due dates are indicated in the assignment
schedule. Late submission is not allowed.

Support and guidance relating to assessment is available through your course Lecturer.

Feedback on your performance is provided in a variety of ways – during the course you
will be receiving informal feedback on your performance, in your discussions with teaching
staff in tutorials for instance. Feedback should help you to self-assess your work as you
progress through the course and help you to understand your subject better.

Feedback is not just the grades at the end of the course – it could be regular verbal advice
about your work, perhaps as you develop a portfolio of work; comments made by tutors or
fellow students in group discussions; or the written comments on your work.

11. Academic Integrity

In short, the policy states that if even the smallest amount of plagiarism is present in your
work, at a minimum, you will fail that assessment or have to take a re-sit.

When submitting an assignment, you MUST leave yourself enough time to check the
levels of similarity using Turnitin and change your assignment if you realise that you have
accidentally plagiarised. Speak to your course leader if you are concerned about any
similarity you spot in your work.

This course requires that you demonstrate what you have learnt and that you have met
the learning outcomes of the course. To do this you are required to complete the course
assessment. The University expects this to be, for individual assessments, your own work
and so must comply with the University’s regulations on academic misconduct. Academic
misconduct includes things like cheating in examinations, making-up data, and
plagiarism.
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 According to National Economics University guidelines, plagiarism is defined as a student
submitting the work of others as his/her own for the purpose of satisfying formal
assessment requirements. Thus, plagiarism is the use of the ideas, words and/or artefacts
of others without due acknowledgement.

NEU policy on academic misconduct and takes suspected cases of academic misconduct,
including plagiarism very seriously. The penalties are severe and can in some cases result
in a student not being allowed to continue their studies. Plagiarism can happen in any type
of assessment where you are given the questions or tasks in advance.

You will have committed academic misconduct if you commit any of the following:
 Plagiarism
 Self-Plagiarism
 Collusion
 False Declaration
 Fabrication or Falsification of Data
 Bribery or Intimidation
 Contract Cheating
 Examination Misconduct

NEU encourages you to refer to appropriate academic sources, if you reference these
correctly, and do not use too much material from the original source.

You must use the Harvard referencing system for all your assignments unless you are told
otherwise by your Course Leader. NEU employs Turnitin to assess all submissions for
potential academic misconduct. This software highlights to the examiners in detail where
material may have either been copied directly or paraphrased from a source with correct
citation.
12. How can I give my views on this course?
You are welcome to discuss your views on the course at any time – please speak to your
course tutor. You will have the opportunity to provide formal feedback on this course, by
completing a course feedback survey. In addition, you will have a chance to comment on
your overall experience by undertaking one of the student surveys this year; these are
important to us – they let us know how well we are doing, and we really appreciate your
input.

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