Course Syllabus

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III-Course Description:
This is a foundation course for undergraduate students majoring in Finance, Accounting, Management, Marketing or Business Administration. It introduces the principal concepts of marketing and explores its main business environment factors, develops good student’s skills and expertise on conducting independent market research and critical analyses, enables them to design a proper marketing strategy and successfully implement it in an organization. The whole course is built upon three main pillars: a comprehensive analysis of market environment factors, making key strategic choices on defining consumer targets and a marketing mix program, and finally designing and applying an effective market implementation plan.
IV-Course Purpose:
The purpose of this course is to introduce undergraduate students to the world of modern marketing in an innovative, practical and enjoyable way. Today’s marketing key challenge is all about creating customer value and building long-lasting customer relationships. This course starts with analyzing the key marketing environment and identifying consumers’ needs and wants, deciding which target markets the organization can serve best, and developing an attractive value proposition strategy by which the organization can win, keep, and grow its customer bases. If the organization does these things well it will enjoy the benefits in terms of market share, profits and customer loyalty.
V-Required Readings, Textbooks:
1. Philip Kotler, Gary Armstrong, Lloyd Harris, Nigel Piercy, “Principles of Marketing”,
6-th European Edition, 2013, or Philip Kotler, Gary Armstrong, John Saunders, Veronika Wong, “Principles of Marketing”, 5-th European Edition, 2008; 2. Jim Blythe, Principles and Practice of Marketing – December 20, 2013
3. M.B.Wood, “Essential Guide to Marketing Planning”, 2-nd edition, 2008;
Other Required Training Materials
During the course development, students will be assigned other reading materials form online sources or certain and magazines which they will be required to prepare on weekly basis. Therefore, Internet and online library access is essential for normal running of the course.
VI-Course Objectives:
Upon the completion of this course student should be able to:
a) Understand and evaluate the role of marketing system in in organizations and its impact on a broader economic and social context;
b) Discuss and realize the role and contribution of marketing department and its collaboration with other organizational functions, such as finance, operation management, R & D, human resources management, etc.;
c) Understand and evaluate strong relationship of marketing policies with ethical questions and consumers behavior.
d) Develop core skills and expertise for conducting independent market research that enables students to collect information to correctly identify consumer needs and select target consumers for market penetration;
e) Analyze and appreciate the key market environment factors and facts and make the best choices in relation to market product, promotion, prices and communication strategies;
f) Be able and capable to design and implement a marketing plan/project for a specific organization.
VII-Teaching Philosophy and Activities:
We maintain an active learning and constructivist approach in teaching and learning this course, which combines the previous knowledge and experience acquired by the students with newly built knowledge, skills and expertise, and provide a good link and cohesion of theory with practice. This teaching philosophy requires from students their active engagement in the whole teaching and learning process as the most determinant actors and factors in our learning philosophy. For this purpose during this academic year we shall use a variety of teaching and learning activities and techniques, such as: guided plenary discussion, group work analysis and presentations, guides exercises and individual assignments, case-study analysis and projects development, on the field visits, etc.
VIII-Course Requirements and Assessment Scheme:
 Class attendance and participation, (15 %):
Participation extends beyond mere attendance. It is expected your instructor to keep track of your class attendance and how often and effectively you contribute to class discussion (as a whole), particularly during the panel discussion section. In general: this class is intensive and interactive. Missing class could negatively affect your grade! Students are encouraged to approach the instructor for missing copies of the previous week’s materials.
 Case studies, (two case studies, each of them 20 %):
Students shall be arranged at the beginning of the course in several small teams composed by 3or 4 members and shall be assigned specific case studies for analysis and class discussion. Analyzing, presenting and discussing the finding and solutions in one case-study will make up 20% of the final course grade. Students are expected to analyze two case studies in this course and introduce their findings and results for class/panel discussion. It is expected that the instructor will distribute to the students at the beginning of the course an orientation outline which will help teams and students in their case-studies development. The goal of these assignments is to develop students’ reasoning and enable them to make qualified analyses of real-life or alike business situations and come up with proper proposals and solutions.
 Written Exams, (mid-term 20 %, and final exam 25 %):
Two examinations shall be developed throughout the whole course: the mid-term exam shall be taken in the seventh week of the course, it covers the first part of the learning program and makes up 20 % of the final grade, while the final exam shall be conducted during the last week of the course, it will cover the remaining part of the program, and makes up 25 % of the final grade. The test formats may combine a mixture of short answer, true/false, or multiple choices situations and two or three essay questions covering most of the readings, lecture, hand-outs and class discussion content.
IX-The Grading Scheme:
Class attendance & Participation
Case studies preparation &
Midterm exam
Final exam
X-The Grading Scale:
Letter Grade
Percent (%)
Generally Accepted Meaning
Outstanding work
90-95 B+ 87-89 Good work, distinctly above average B 83-86 B- 80-82
Acceptable work
70-72 D+ 67-69 Work that is significantly below average D 63-66 D- 60-62
Work that does not meet minimum standards for passing the course
XI-General Requirements:
Deadlines in this course are critical. Therefore, late assignments and absence from tests will not be tolerated. In the event of illness or emergency, contact your instructor IN ADVANCE to determine whether special arrangements are possible. The University’s rules on academic dishonesty (e.g. cheating, plagiarism, submitting false information) will be strictly enforced. Please familiarize yourself with the STUDENT HONOUR CODE, or ask your instructor for clarification.
XII-The Technology Expectations:
It is required that students should keep copies or printed documents of the recommended training materials, such as: power-point presentations, excel tables, graphical displays etc., before they enter the class. Professor can include other types of expectations such as assignments, projects, etc.
All the assignments are expected to be word-processed, except case-studies, which will be power-point presentations. Continuing and regular use of e-mail communications is expected during the course.
XIII-UNYT’s Support Services
If you feel that you have encountered special learning difficulties or serious problems that interfere with your studies, please make an appointment with UNYT’s Counseling Center, Dr. E.Cenko ( and/or the Academic Support Center, Dr. A.Canollari ( For more information please contact the course-instructor or you’re your academic advisor.
XIV-Course Schedule:
Textbook’s chapters
5-th edition
8 October 2015
Introduction to Marketing-Course requirements and expectations;
“ “
Marketing Ethics & Social Responsibility
15 October 2015
Strategic Marketing
22 October 2015
Marketing Environment” Micro and Macro Context
4 & 20
29 October 2015
Consumer Markets-Analysis
5 November 2015
Business Markets-Analysis
12 November 2015
Introduction of Marketing Research and Information Systems;
An individual assignment on Market Research
19 November 2015
Customer Relationship Marketing; On the field visit;
8 26 November 2015 MID-TERM EXAM (3 hours)
10 December 2014
Market segmentation, Targeting and Positioning;
17 December 2015
Marketing Competitive strategies
7 January 2016
Product and Brand management strategies; New product development strategy
11, 12
14 January 2016
Marketing Services
21 January 2016
Marketing Prices Strategies
28 January 2016
Marketing Promotion and Communication strategies
15 4 February 2016 FINAL EXAM (3 hours)
Date: 3.10.2015
Dr.Perparim Dervishi

Faculty: Business &Economics.

Department: Business.

Grade: Undergraduate.

Majors: Business.

Study Fileds: Accounting, Business Administration, Finance, Management, and Marketing.

Course Year: 2.

Course Program: UNYT.

Scheduele: THU 09-12:00

Instructor: Dr. Perparim Dervishi


Prerequisite: Composition I, Microeconomics