Principles of Marketing Essay

   (Distance Learning) Semester Course Leader Office Location Telephone E-mail Consultation Hours : February 2014 : Normaziah Che Musa : FBIT, UNITAR International University, Level 12, Wing A, Tierra Crest, Jalan SS3/6, Kelana Jaya, 47301 Petaling Jaya, Selangor DE. : 03- 7627 7265 : normaziah@unitar.my : Wednesday: 9.00 am – 11.00 am & 3.00 pm – 5.00 pm or By Appointment Course Synopsis This course is designed to introduce students to marketing principles and practices. Emphasis will be placed on marketing in the context of the firm and society. The course content includes a study of the relationship between marketing and society, nature and functions of marketing, marketing management processes, marketing tools, the markets, and the consumers. Course Objectives The main goal of the course is to provide an overview of the basic principles underlying modern marketing theory and practice. It will provide participants with an understanding of the analysis that is necessary for taking marketing decisions, and the wide range of factors (and interactions of those factors) that need to be considered in the design of a marketing program. Students should come away with this course with an understanding of the marketing system and its role within the Malaysian economy and within an individual firm by studying how products and services are planned, priced, promoted, and distributed in order to satisfy consumers’ wants. Learning Outcomes Upon completion of the course, students should be able to: ï‚ · define and apply knowledge of the key marketing concepts. ï‚ · explain how marketing decisions are influenced by environment, trends and developments. ï‚ · discuss the factors influencing consumer behavior. ï‚ · discuss the ways in which product, pricing, place (distribution), and promotion affect marketing . ï‚ · write a simple marketing plan. Required Materials ï‚ · Kotler, P. & Armstrong, G. (2012), Principles of Marketing, 14th Edition, Pearson. Optional/Additional Materials ï‚ · ï‚ · Nor Khalidah Abu and Yusniza Kamarulzaman (2013). Oxford Revision Series: Principles of Marketing, (2nd ed), Oxford University Press, Shah Alam. Lamb, C.W., Hair, J.F. & McDaniel, C. (2012). Essentials of Marketing, 7th ed., South-Western CENGAGAE Learning, USA. Course Assessment Coursework (Assignments/ Group Project) : 40% Forums Final Examination : : 10% 50% Total 100% Course Requirements & Policies ï‚ · Attendance Attendance will be taken. Students are expected to turn up to class on time as to avoid disturbances and being late for participating in the class discussions. Attendance policy will be based on policies stated in the university’s Academic Regulation. ï‚ · Class Participation Students are encouraged to participate as much of the learning will come from discussion during class. It is expected that you switch off your hand phone! â€Å"SMSing† is totally prohibited! During class, you may be required to join as participants in marketing research projects. Please dress decently and appropriately (according to university’s dress codes) when attending classes. ï‚ · Group projects & Assignments There will be group projects and assignments. For group project, work together with your group members and at the end of the project your group members will assess your contribution to the project. You are expected to do a group presentation before submission of written copy during the semester. Assignments will be uploaded in UNIEC. In class assignments must be submitted on the specified date otherwise you may be penalized for late submission. If you encounter any problem to submit assignments on the specific date, you are required to inform the lecturer within 2 days of the specified date. For any type written assignments given, the format of the paper should be as follows: ï‚ § A cover page with your details – Name, Student ID and Sections ( as registered in CMS) ï‚ § Font: Time New Roman , size 12 with 1.5 spacing ï‚ § Include a reference page for every assignment that you submitted. ï‚ · Forums Students are required to participate in ALL 3 forums posted by the Course Leader and marks will be assigned based on the quality of the discussion. ï‚ · Accessing/ Checking UNIEC Virtual It is utmost important for students to access and check their UNIEC Virtual for any updates and information pertaining to the course regularly throughout the semester. Ignorance is NO EXCUSE. Examination Format Final examination will be a three hours-examination. The exam will evaluate your level of understanding and knowledge acquired in this course. The question formats may consist of multiple choice, true-false, short essays, and case-based problems. Week Topics Covered Overview 1 2 3 4 Topic 1: Marketing: Managing Profitable Customer Relationship Topic 2: The Marketing Environment and the Marketing Information Topic 3: Consumer Markets and Consumer Buyer Behavior Topics/Activities Remarks/ Deadlines Introduction. Class activities: – Getting to know. – Overview of course plan. Marketing: Managing Profitable Customer Relationship ï‚ · Definitions of marketing ï‚ · Basic concepts of marketing ï‚ · Evolutions of marketing ï‚ · Relationship marketing ï‚ · Marketing strategy and the marketing mix ï‚ · Marketing Challenges in the future Read: ï‚ · Kotler: Chapter 1 ï‚ · Harley-Davidson case. Chapter preview p158. Class activities: ï‚ · Discuss reading materials Topic 1 ï‚ · Discuss Harley Davidson exercise. The Marketing Environment and Marketing Information ï‚ · Company’s Microenvironments ï‚ · Company’s Macroenvironments ï‚ · Marketing research process Read: Forum 1 ï‚ · Kotler: Chapter 3 & 4 ï‚ · Real Marketing 4.2 ‘Tracking consumers on the Web: Smart targeting or a little creepy’. p 151 Class activities: ï‚ · Discuss reading materials Topic 2 ï‚ · Discuss ‘Prius: Leading a Wave of Hybrids’ case Consumer Markets and Business Market ï‚ § Consumer Buying Behavior ï‚ § Consumer Decision-making Process ï‚ § Factors Affecting Consumer Buying Behavior ï‚ § The Organizational Market ï‚ § The Organizational Buying Process ï‚ § Factors Affecting Organizational Buying Behavior Read: ï‚ · Kotler: Chapter 5 & 6 ï‚ · Real Marketing 5.2 ‘Lexus: Delighting Customers After the Sale to Keep Them Coming Back’, p 180. ï‚ · Real Marketing 6.2 ‘International Marketing Manners: When in Rome, Do as the Romans Do’, p 203. Class activities: ï‚ · ï‚ · 5 Topic 4: Creating Value To Target Customers Discuss reading materials Topic 3 Discuss ‘Arabic Blackberry: Adapting to the language of the market’ Creating Value To Target Customers ï‚ · Market Segmentation Bases ï‚ · Market Targeting ï‚ · Differentiation and Positioning Read: ï‚ · Kotler: Chapter 7 ï‚ · Real Marketing 7.2 ‘Dunkin’ Donuts: Positioning for the Average Joe’ p 235. Class activities: ï‚ · Discuss reading materials Topic 4 Product ï‚ · Levels & classifications of product ï‚ · New product development ï‚ · Product life cycle stages ï‚ · Product & service decisions ï‚ · Service marketing 6 Topic 5: Product & Services Read: ï‚ · Kotler: Chapter 8 & 9 ï‚ · Chapter preview ‘Customer-Driven Marketing Strategy’, p 214. ï‚ · Chapter preview ‘New Product Development’, p 280. Industry Linkages: Submit Group Assignment 1 Class activities: ï‚ · Discuss reading materials Topic 5 ï‚ · Discuss ‘Britvic: Creating a brand flavor’ case, p 278. Product ï‚ · Levels & classifications of product ï‚ · New product development ï‚ · Product life cycle stages ï‚ · Product & service decisions ï‚ · Service marketing 7 Topic 5: Product & Services Read: ï‚ · Kotler: Chapter 8 & 9 ï‚ · Chapter preview ‘Customer-Driven Marketing Strategy’, p 214. ï‚ · Chapter preview ‘New Product Development’, p 280. Class activities: ï‚ · Discuss reading materials Topic 5 ï‚ · Discuss ‘Britvic: Creating a brand flavor’ case, p 278. 8 9 MID SEMESTER BREAK Topic 6: Pricing Pricing ï‚ · Objective of Pricing ï‚ · Factors influencing price ï‚ · Pricing strategies and tactics Forum 2 ï‚ · Special pricing issues Read: ï‚ · Kotler: Chapter 10 & 11 ï‚ · Real Marketing 10.0 ‘Ryanair: Pricing low and Proud of it’, p 318. ï‚ · Real Marketing 10.2 ‘Pricing high and Proud of it’, p 325. ï‚ · Real marketing 11.1 ‘Pricing Dishonesty?’, p 342 10 Topic 7: Place Class activities: ï‚ · Discuss reading materials Topic 6 ï‚ · Exercise Price Place ï‚ · Marketing channel ï‚ · The importance of intermediaries ï‚ · Functions and activities of marketing channel member ï‚ · Channel Design Decisions ï‚ · Marketing Logistics and Supply Chain Management ï‚ · The role of wholesaling ï‚ · Different types of wholesaler ï‚ · The role of retailing ï‚ · Different types of retail operations Forum 3 Read: ï‚ · Kotler: Chapter 12 & 13 ï‚ · Chapter preview ‘Marketing Channels’, p 360. ï‚ · Real Marketing 12.1 ‘Netflix: Disintermediator or disimtermediated?’ p 372 11 12 Topic 8: Promotion Topic 8: Promotion Class activities: ï‚ · Discuss reading materials Topic 7 ï‚ · Discuss ‘Zara: The Technology Giant of the fashion world†, p 390. Promotion ï‚ · Promotion Mix – Advertising, Public Relations, Personal Selling, Sales Promotion, Direct & Online Marketing ï‚ · Integrated Marketing Communications ï‚ · Marketing Communication Process ï‚ · Shaping the Overall Promotion Mix Read: ï‚ · Kotler: Chapter 14 – 17 ï‚ · Real Marketing 15.2 ‘The Super bowl: the Mother of All Advertising Events – But is it worth it?’ p 469. ï‚ · Real Marketing 17.2 ‘Online Social Networks: Targeting Niches of Like-Minded People’, p 538. Class activities: – Discuss reading materials Topic 8 Promotion ï‚ · Promotion Mix Presentation of Group Advertising, Public Relations, Personal Selling, Sales Promotion, Direct & Online Marketing Integrated Marketing Communications Marketing Communication Process Shaping the Overall Promotion Mix – ï‚ · ï‚ · ï‚ · Assignment 2 Read: ï‚ · Kotler: Chapter 14 – 17 ï‚ · Real Marketing 15.2 ‘The Super bowl: the Mother of All Advertising Events – But is it worth it?’ p 469. ï‚ · Real Marketing 17.2 ‘Online Social Networks: Targeting Niches of Like-Minded People’, p 538. Class activities: – Discuss reading materials Topic 8 Global Marketing ï‚ · Global Market Entry Strategies 13 Topic 9: Global Marketing 14 Revision Self study 15 Revision Self study 16 Read: ï‚ · Kotler: Chapter 19 ï‚ · Real Marketing 19.1 ‘Oreos and milk, Chinese Style’, p 594 ï‚ · Real Marketing 19.2 ‘Watch your language’, p 597 FINAL EXAMINATION WEEK Note: Course leader has the right to make amendments to the course plan as deemed necessary.

Human Resources in South Korea Essay Example | Topics and Well Written Essays - 1000 words

Human Resources in South Korea - Essay Example (Zimmermann and Sparrow, 2008) To start, operate and close a business is well protected by South Korea's regulatory environment. Starting a business takes an average of 17 days compared to the world's average of 43 days. Obtaining a license will take less than the world's average of 19 procedures and 234 days. Closing a business is also easy. (Hesketh and Fleetwood, 2006) The investment climate is increasingly open. The government offers incentives such as cash grants and zero-corporate tax zones; has a one-stop-shop for foreign investments; and assigns an official to facilitate each project. Residents and non-residents may have foreign exchange rate accounts. (Hesketh and Fleetwood, 2006) Trade, fiscal and labour freedoms are relatively weak. Monetary score is hurt by government subsidies of several sectors. Non-tariff barriers are very common. The labour market remains rigid despite the government's effort to enhance market flexibility in recent years. There are burdensome employment regulations that hinder employment opportunities and productivity growth. The non-salary cost of employing a worker is low, but dismissing a redundant employee is costly. The high cost of laying off a worker creates a risk aversion for companies that would otherwise hire more people and grow. Regulations related to the number of work hours are not flexible. (Zimmermann and Sparrow, 2008) The... For outsiders language barriers and tight social or business circles make the Korean labour market difficult to enter. Business relationships have traditionally been built upon personal ties and valuable introductions. The South Korea labour laws are mentioned below: Foreign workers: pursuant to the immigration control act, professional or skilled foreigners can be employed in Korea after being issued with visas; in other particular occupations which include the hospitality and hotel industry (E-7) visa is issued. (Hesketh and Fleetwood, 2006) General procedures: the parties concerned sign an employment contract. A related minister makes a recommendation. The minister of Justice issues a visa issuance certificate. (Hesketh and Fleetwood, 2006) Working standards and welfare: the labour standards act, which stipulates minimum working standards for workers, covers all employees. However, some provisions (relating to employment contracts, restrictions on dismissal, working hours, leave, etc.) are not applied to work places with four workers or less given economic conditions and administrative capacity. (Hesketh and Fleetwood, 2006) Restrictions on dismissal: employers cannot dismiss employees without justifiable causes. If dismissed without justifiable causes, an employee can apply for redress to a labour relations commission. Employers may be subject to punishment for unjustifiable dismissal. If an employer is to dismiss a worker, he or she should meet strict conditions and procedures. First, the employer should have urgent managerial reasons, make every effort to avoid such dismissals, select those to be dismissed by rational and fair standards and sincerely consult with the trade union or workers' representatives in advance. Even when an

History 1118 United States History and Culture Term Paper

History 1118 United States History and Culture - Term Paper Example Here, the law allows for two senators for each state in the United States. In addition, the minimum term allowed by law to all senates is six years, with each senate having one vote. This part of the US constitution also has a provision that the senators will be elected into office by the specific legislatures of the state in which they seek rulership. Nonetheless, the 17 amendment has the same provisions like those in the article one, section three, except one difference with regard to the method of election for the senators. Therefore, while the number of senators, number of votes, and term of office is similar in both cases, the 17th amendment considers popular vote or electors as the main method of election of senators. In addition, the 17th amendment included that each senator seeking office must meet certain qualifications, including specific age and residency qualifications (Gailmard 324). Nonetheless, this amendment is responsible for various changes in the United States. Bef ore the 17th amendment, the constitution of the United States had specified that only the legislatures of a senate would elect a senator. Therefore, the American citizens did not participate in the election of their senators. However, beginning the mid 1850’s this election system of senators by the government began to raise concerns among the American citizens, who felt they were being excluded from this important practice. Meanwhile, in 1866, in order to control this election approach, the US Congress passed a law, which was considered the main influence of the 17th amendment. However, this law did not change the election method of senators, thus was less useful, as most people wanted to be involved in voting in their senators. In the year 1893, the proposal for constitutional amendment in favour of direct elections of senators was first made. However, for a long time, this was not implemented, despite it being proposed every year. In 1903, this proposal was made in the US C ongress, but the senate rejected it. However, in May 1912, the Congress passed direct elections of senators as the 17th amendment, and had it ratified in April 1913. Apart from allowing for direct elections of senators, it also allowed for a way of replacing senators, when the senate seat became vacant before the end of a term (Gailmard 324). As seen the government of the United States only allowed the legislatures in a state to elect the senator of their state. Various parties, including the founding fathers who wrote the constitution, as well as President James Madison, influenced this decision. In 1787, various delegates from different states were invited to Philadelphia to attend the Constitutional Convention meant to improve various confederation articles. James Madison attended and kept he took notes during the convention. From Madison’s notes, it is possible to understand the main reasons why the founding fathers, who created the US constitution, were opposed to a Cong ress made up of a single house, thus, supporting the senate. In addition, one might understand why the founding fathers were of the opinion that state legislatures, and not the majority, elect senators. Nonetheless, deciding that state legislatures appoint senators was in a bid to prevent or avoid the election of unethical or incompetent individuals into the senate. The founding fathers

Jornal 4 Essay Example | Topics and Well Written Essays - 250 words

Jornal 4 - Essay Example The statues and trophies were also for memorial purposes and were built on sites where all the Greek would see them for centuries. Such sites include Olympia and Delphi. Pan-Hellenic festivals had activities such as Olympia games while the Persian wars are an example of wars against non-Greek enemies of the 5th century BCE. The Greek were quite innovative, and their outstanding inventions, both political and cultural are still used today. Major political innovations of the Greek are the concepts of a democratic form of government and the rise of the city-state. Athens is believed to be the center where democracy was invented in the world. The Athenian democracy later ended in the ancient Greece, but the ideals of democratic concepts influence governments and politics worldwide even today. Abraham Lincoln of the U.S. described democracy as â€Å"A government of the people, by the people and for the people.† Modern Philosophy was also an innovation of the ancient Greece. Before this innovation, the world was masked with magic and misconceptions. For instance, the Egyptians associated floods, fertile dark soils along the river Nile with Pharaoh Commands. The Greeks developed philosophical explanations of the world around them less magic, myth or religion. The ancient Olympics were practiced culturally in the ancient Greece. These games were played on the ancient Olympian plains for the Olympian gods. The modern Olympics were founded on the basis of the Ancient Greece Olympics. This paper discussed the primary features of the Hellenic polis and some cultural and political innovations of the Greeks. Some of the innovations covered are modern philosophy, democracy, and the Olympics. The paper also discussed how the innovations cited have been enduring throughout the development of History (Smith, De Mieroop and

Roma Essay Example | Topics and Well Written Essays - 500 words - 1

Roma - Essay Example Early Rome was a monarchy, ruled by Etruscans kings, but after only seven of them had ruled, the Latins took power over their own city and transformed Rome into a republic. As a republic, the Rome was ruled by a group of leading citizens who began to take control of all Italy. Gradually, the Latins constructed a political organization (Senate) and designed the Roman constitution. Under the Roman constitution, the senate appointed a consul, who ruled Rome like a king, but only for a year, hence adopting notions of monarchy, aristocracy and democracy. Between 500 and 300 B.C. two social groups, patricians (nobles) and plebeians (commen men), evolved from the citizenry. The "Struggle of the Orders" – a struggle of legality between patricians and plebeians led to modifications of Roman constitution (History Guide). Owing to the Roman penchant for power and control, Rome was at war during most of the years as a Republic especially the three Punic Wars (264-146BC), in which Rome conquered Carthage (North Africa), Spain, France and other parts of Europe. Julius Caesur was one of the most famous citizens of Roman Empire for his rule and military campaigns (Roman Empire). Upon his death, the Roman world was divided between Marc Anthony, Octavian and Lepidus starting off a number of battles. With the battle of Actium, the Roman Republic transitioned itself into the Roman Empire ruled by Octavian. The Roman Empire was a much prosperous regime than the Roman republic with even more territorial expansion towards Western Europe and Middle East. At the peak of its power, around AD 150, Rome commanded the supreme realm ever seen in Europe at that time. Unlike the Greek empire under Alexandre, the captured nations profited from Roman rule as the Latin way of life and infrastructure building was inflicted u pon conquered societies such as Roman public baths, roads, water supplies, housing etc. Education (creation of

Contemporary HR and Management Practices Essay Example | Topics and Well Written Essays - 3000 words

Contemporary HR and Management Practices - Essay Example Therefore, it is the firm's workforce that provides the competitive advantage for companies, using its knowledge, commitment, skills and training. This is where the Human Resource Management's inevitable role comes to play. It devises policies that not only aim to improve organizational performance fostering innovation and flexibility, but also to improve employee well being. The human resource management uses mechanisms to build healthy two-way communication; provides healthy compensation, fair treatment and employee securities and career development and growth opportunities for all employees. Such HR activities deal with areas like employee morale, motivation, and performance; and workforce recruitment, retention, and turnover, which in turn increases various aspects of employee well being. As mentioned in the beginning, the changing scenario of working conditions and increasing competition due to globalization and rising awareness in customers, firms have to take decisions that not always end up in the best interest of the employees. Despite the capable policies of human resources and management in favor of the employees, contemporary HR and management practices do not succeed in meeting the promises of assuring well-being of the employees. Instead, the de-layering, restructuring and downsizing efforts of the HR and management of the firms are leading to work intensification. Work intensification is the extent to which employees are being forced to work faster and harder than they have been before. Where these decisions and policies cut financial and operational costs substantially, these are having inevitable impact on work intensification. In order to save their jobs and work up to the expectations of the management, employees have to perform more than they ever did before. The workforce has to get multi skilled in order to perform multiple tasks and give improved productivity. Not just to save jobs and survive in the organization, the workforce has to bear with the work intensification because of the performance related pay systems. The HR and management practices the productivity related compensation, which is originally intended to improve motivation and satisfaction amongst employees. Although such practices alongside add to the intensity of work and tasks and adversely affect the employee well being. A report specially made by the Joseph Rowntree Foundation, Job Insecurity and Work Intensification, says that work uncertainty amongst professional workers has become more severe in the 1990s. More than 60 percent of employees assert that the speed of work and the effort they have to put into their jobs has amplified over the past five years. Fright of joblessness is not the only facet of work uncertainty. Although many workers are not unjustifiably anxious about losing their jobs, they are particularly concerned about the loss of esteemed job features, such as their rank and prospect for promotion. The report concludes that the core reason of work uncertainty and work intensification happens to be the decreased recruitment levels pursued by

The relationship between Frequency and phase- shift in Butterworth filters Essay Example for Free

The relationship between Frequency and phase- shift in Butterworth filters Essay The phase characteristic of Butterworth filters varies with the particular frequency in the passband and also with the ratio of cut-off frequency to sampling frequency. The cut off frequency occurs at the point where the phase shift is half its maximum value. The frequency of the Butterworth filters is often flat (they have no ripples). Therefore the Butterworth has a linear phase characteristic. The function of their magnitude has monotonic changes contrary to other filters which have non-monotonic ripples (Daryanani, 1976). The Butterworth filters have rolls off slowly and thus a particular specification of stopband needs higher order to be implemented. This is because the gain is high at higher frequency and lower at low frequency. Similarly the group delay increases with decrease in frequency. All filter options of the same order has the same phase shift. 2. How this relationship affect the waveform of a complex signal with multiple frequency components sent through it. The waveform of any complex signal that passes through a Butterworth filter shows no ripple although it rolls off at a slower rate around the cut off frequency. Lack of ripples in the Butterworth filter enables it to have a linear phase characteristic. Any signal passing through Butterworth filters experiences slight distortion but not as extensive as it occurs in Chebyshev filters and Elliptic filters. The phase of the signal is inverted in the case of multiple frequency components. The damping ratio of Butterworth filters is approximately 1. 1414 which produces a flat response (Thomas, 1971). Questions 1. The purpose of the LPF in the demodulator . and its bandwidth Low pass filter in the demodulator is meant to suppress the subcarrier frequencies which are contained in the FM stereo of the demodulation signal. In other words, it filters out carrier frequencies Thus the resulting magnetic distortion doesn’t affect the output signal. The bandwidth of the low pass filter is determined by the number of signal sampled that need to be filtered at a given speed (the sampling frequency). The LPF also helps in preventing deterioration in the sound quality (Graeme, 1971). 2. How to calculate the bit clock of the demodulator from the carrier frequency? The bit rate of the clock is a sub multiple of carrier frequency. This means that the bit clock frequency depends on the number of channels multiplied by the number of bits per channel ((Thomas, 1971). For instance if the CD audio has a carrier frequency of 44. 1Hz, with 32 bits per(2) stereo channel, then the bit clock frequency will be given by carrier frequency divide by the channels times the number of bits 44. 1/ (32/2) = 2. 8224 MHz Eye Diagram 1. Snapshot method allows multiplexing up to ten single nucleotide polymorphisms. It is primer extension based multiplex system. It compares every single incoming bit to the threshold voltage and judges whether it is a zero or one. Therefore, snapshot method can put exact decision on time and voltage of every signal. However, the eye diagram is used for high speed serial interfaces. Snapshot method is also used to measures the intuitive performance of the links (at instant time) whereas the eye diagram takes substantial time to give the link performance. It makes the correct decision on whether the incoming signal is one or zero. The eye diagram requires massive knowledge in algorithms to analyze and it takes quiet along time for acquisition. Snapshot method, on the other hand gives the performance at instant time and it is easy to analyze (Graeme, 1971). 2. The effects of differing forms of interference on the signal Interferences render the wireless systems completely unusable. The three major forms of interferences include the intermodulation, radio frequency interference, and electrical interference. The intermodulation interference occurs due to the merging of strong radio signals in a wireless network while electrical interference is caused by digital equipments and lighting system. The radio frequency interference is caused by communication equipment. It is essential to know which type of interference has occurred so as to avoid unnecessary and unproductive solutions (Daryanani, 1976). References: Daryanani, G. (. 1976). Principles of Active Network Synthesis and Design. J. Wiley Sons. Thomas, L. C. (1971). A Multipurpose Active Filtering System. † Newnes: Elsevier Graeme, J. et al. (1971). Operational Amplifiers Design and Applications. New York: McGraw-Hill. 1971.