MRKT 2400 Syllabus Spring 24

ADA University
School of Business
1. Course Information
 MRKT 2400 Principles of Marketing, 6 ECTS

 Spring Semester 2024, M/W 11.30 - 12.45
 Instructor name and email: Dr. Azra Brankovic, [email protected]
 Office and office hours: D 319, Tu/Th 6PM – 7PM , Online, by appointment
 Program: BBA
 Position in the curriculum: Major core
2. Course Description
The marketing course is designed to prepare students to think strategically about marketing in
contemporary business by recalling and applying integrating concepts in relation to consumer
needs, marketing information, product development, pricing, distribution, selling, advertising,
and promotions. The course is structured to provide ample opportunity for interaction among
students, and between students and the instructor. The methods include lectures (which may
involve power point presentation, video and audio aids), student presentations, projects, case
studies, debates and class discussions.
3. Course Learning Outcomes
# Learning Outcome Assessment Contributes to Program Learning Outcome

1 Discuss customer relationship Quiz, case study, Exhibit competency in applying business
management and apply strategies for class discussions knowledge
creating value for customers and and debates
capturing value from customers in
return.
2 Define the consumer market and Quiz, case study,
construct a simple model of consumer class discussions Critically evaluate business problems and
buyer behavior. and debates recommend innovative and sustainable solutions
3 Explain how companies analyze and Presentation, Apply quantitative reasoning skills to make data-
use marketing information. case study, quiz driven decisions
4 Describe the major trends and forces Case study, Demonstrate business professionalism and team
that are changing the marketing presentation work, effectively present ideas orally, visually and
landscape in this age of relationships. in writing.
4. Course Literature
Course Text
Core Textbook
Kotler Ph. and Armstrong G. (2024). Principles of Marketing. Pearson. 19 th Global Edition.
Harlow, UK
Recommended Textbook
Opresnik M. and Hollensen S. (2020) Marketing: Principles and Practice: A management-
oriented approach. Opresnik Management Consulting. 4th edition
Ridderstråle, J. and Nordström K. (2005), Funky Business: Talent Makes Capital Dance,
Pearson Education Limited Financial Times, UK
Other reading
Case studies and other readings will be supplied by professor
5. Assessment
# Assessment tool Weight Due date Type

1 Quizzes (4x20) 80% Throughout the course Individual
2 Group presentation 10% Last week Group
3 Participation 10% Throughout the course Individual
Description
1. There will be 4 quizzes during the semester. The quizzes will consist of multiple-choice
questions. The quizzes aim to assess students’ understanding of the relevant material and
ability to relate it to organizational context rather than to stimulate simple memorization
of the key definitions. The quizzes will cover topics discussed prior to the scheduled quiz
date. The quizzes will be held during the regular class hours. The exact date of each quiz
will be specified and communicated to students beforehand. No books or electronic
devices are allowed. There will be no make-up exams! If a student misses a quiz for any
reason except for medical emergency, that student will get zero on that quiz.
2. There will be one presentation during the semester. The presentation is a group
assignment. The professor will give a topic of presentation to each group separately. The
topic will be presented in the class using power point presentation or similar. All group
members are required to present. The use of AI is not permitted.
3. Participation will be a part of the grade. Participation is not attendence. Participation

means activly participating in class activities such as student presentations, case studies,
debates, class discussions and sharing videos and materials related to the marketing
topics. Students are required to come on time, focus on the lecture and to not interrupt
class in any way. Coming after the professor or going out and in during the lecture is not
allowed. Talking and use of electronic devices during the lecture is not permitted.
Participation is graded:
o High quality contributions in class on a Consistent Basis (80-100%)
o High or medium quality contributions on a Consistent or Semi-Consistent Basis
(60-80%)
o Poor participation (<60%)
2
Points for participation will be decreased for any disruption of class or any attempt of
bargaining or arguing for grades.
Note: The grade will be objectively assessed based on the 3 components described above during
the course of the semester. Begging, bargaining and arguing over grades are not permitted and
will negatively affect the overall grade.
Grading Scale
The following scale will be used for assessing your work, as outlined by ADA BA Regulations.
Your final course grade is the sum of the points you score on each of the assignments (grading
components) multiplied by their relative weight.
Letter grade % Description

A 94 – 100% Excellent to outstanding performance
A- 90 – 93% Excellent performance in most respect
B+ 87 – 89% Very good performance
B 83 – 86% Good performance
B- 80 – 82% Good performance overall, but with some weaknesses
C+ 77 – 79% Satisfactory to good performance
C 73 – 76% Satisfactory performance
C- 70 - 72% Adequate evidence of learning
D+ 67 - 69 % Evidence of learning
D 60- 66 % Some evidence of learning
F 0 - 59% Poor performance
6. Schedule
Teaching Topic Reading

week Kotler Ph. and Armstrong G. (2024).
Principles of Marketing.
1 Introduction to class and course
2 Marketing: Creating Customer Value Ch. 1
and Engagement
3 Analyzing the Marketing Ch. 3
Environment
4 Consumer Markets and Buyer Ch.5
Behavior
5 Quiz I/ Case study
6 Customer Value–Driven Ch. 7
Marketing Strategy: Creating Value for
Target Customers
7 Products, Services, and Brands: Ch. 8
Building Customer Value
8 Quiz II/Case study
9 Pricing Understanding and Capturing Ch. 10
Customer Value
9 Pricing Strategies: Additional Ch. 11
Considerations
10 Marketing Channels: Ch. 12
3
Delivering Customer Value
11 Quiz III/ Case study
12 Engaging Consumers and Ch. 14
Communicating Customer Value: Integrated
Marketing Communications Strategy
13 Advertising and Public Ch.15
Relations
13 Personal Selling and Sales Promotion Ch. 16
14 Group presentation
15 Group presentation
15 Quiz IV
7. Student code of ethics
All students are required to uphold and embody the requirements and principles stated in the
ADA Honor Code. You are responsible for reading the Honor Code in detail and obey it at all
times during the course of your studies at ADA, as it is an institutional document which applies
to all classes and other activities at ADA University.
8. Other
Azra Branković is currently working at the ADA University as Visiting Professor of

International Business. Dr. Brankovic has a long university career, which includes working at the
University of Sarajevo, Department of Economics and Business; the Athens University of
Economics and Business, Athens, Greece; the University Bocconi, Milan, Italy; the Academy of
Economics, Krakow, Poland and the International University of Sarajevo, Bosnia and
Herzegovina, Department of International Business and Finance. Dr. Branković’s professional
career also includes work for the Italian company Ferrero as International Manager, where she
was in charge of developing business in Poland. Further, she was engaged by the Organization
for Security and Cooperation in Europe (OSCE) as the Chief of Supply, and by the Mecklenburg
County, North Carolina, USA. Dr. Branković has been working in Bosnia and Herzegovina with
the Parliamentary Assembly as Head of the Research Center, and for the Council of Ministers as
Expert Adviser for public administration reforms. Dr. Branković was involved in many EU
funded projects as a team leader or steering boards member. She was also member of several EU
Subcommittees for trade, economic and financial matters.

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ADA University

 MRKT 2400 Principles of Marketing, 6 ECTS

3. Course Learning Outcomes

# Learning Outcome Assessment Contributes to Program Learning Outcome

Case studies and other readings will be supplied by professor

# Assessment tool Weight Due date Type

3. Participation will be a part of the grade. Participation is not attendence. Participation

Letter grade % Description

Teaching Topic Reading

7. Student code of ethics

Azra Branković is currently working at the ADA University as Visiting Professor of

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