Principles of Marketing

(Course ID: 35101)

Fall (First) 2023/204
Department of E-Marketing & Social Media King Talal School
of Business Technology

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1. Course Information:
First Semester 2022/2023
Course Name & ID Principles of Marketing (35101)
Prerequisites None
Course Type Department requirement / Mandatory
Sustainable SDG 4 Quality of Education
Development Goal For more details, please click the picture below:

Credit Hours 3
Level 1st Year
Lecture Schedule Section 3: 10:00-11:00 – Sunday - Tuesday
Section 5: 11:00 -12:30 - Monday
Lecture Location On campus and Part of it is Online
Textbook Kotler, P. and Armstrong, G. (2020), Principles of Marketing,
18th Edition, Pearson.
References Pride, W., & Ferrell, O. C. (2012). Foundations of Marketing. 5th Edition.
Cengage Learning.
Armstrong, G., and Kotler, P. (2013), Marketing: An
Introduction, 11th Edition. New York: Pearson (Prentice Hall).
Instructor Name: Dr. Fandi Omeish Office 1st floor – D Block
Email: [email protected]
Office Hours Sun,Tue (11:00-12:00) Mon, Wed (By appointment)
*If the office hours are not suitable for you, please email me and we can set an
online zoom meeting.
Teaching Assistant NA

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Course Description:
This course underlines the importance of marketing, the development of marketing concepts, marketing
environment, consumer buying behaviour, organizational buying behaviour, market segmentation, marketing
research, services marketing, elements of the marketing mix (product, price, place and promotion), in addition to
introducing the concept of international marketing.

3. Course Objectives:
On successful completion of this course students will have developed knowledge and understanding of:

1.Define marketing and the steps in the marketing process

Course Objectives

3.Explain the significance of information in obtaining insights about

the marketplace and customers.
2.Describe how marketing impacts strategic planning.

4.Describe the buyer decision process.

5. Explain the major methods for segmenting customers.

6.Identify the 4Ps of marketing.

Figure 1 The Objectives of this Module

4. Program Learning Outcomes:

The program learning outcomes that are mapped for the course and accreditation purposes are:

Table 1Marketing through Mobile Program Learning Outcomes

Program Learning outcomes (PLOs)

PLO1: Define basic concepts in the business technology discipline
PLO2: Discuss contemporary topics & practices in the business technology discipline
PLO3: Demonstrate issues relating to business ethics, sustainability and social
responsibility in addressing complex business challenges
PLO4: Identify solutions for emerging businesses problems in a collaborative
approach (Teamwork)
PLO5: Interpret complex situations faced by organization through key analytical
methods and innovative strategies
PLO6: Develop reports and presentations related to business settings marketing

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5. Course learning outcomes (Knowledge, Understanding and Skills):
This course is intended to provide students with core understanding of marketing concepts and allow
them to demonstrate practical knowledge of the theory. Hence, the course learning outcomes (CLO)
are:

Table 2 Intermediate Accounting (1) Course Learning Outcomes

Aligned Program SDGs

Course Learning Outcomes Learning Outcomes Targets
(CLOs) (PLOs)
PLO 1 SDG 4.7
CLO 1: Identify the basic marketing concepts.
PLO 2 SDG 4.7
CLO 2: Describe the role of marketing in strategicplanning.
CLO 3: Recognize the marketing environment. PLO 2 SDG 4.7

CLO 4: Describe the marketing information system. PLO 2 SDG 4.7

CLO 5: Explain how companies create value for PLO 2 SDG 4.7
customers by developing customer-driven strategies.
CLO 6: Prepare an academic essay relating to marketing. PLO 6 SDG 4.7

6. Curriculum Design:
This course will cover core concepts in marketing. The topics and their respective chapter in the
recommended textbook are highlighted below:
Table 3 Course Topics and their Respective Chapters

Week Topic Chapter

1 -2 Marketing: Creating and Capturing Customer Value Chapter 1
3-4 Company and Marketing Strategy: Partnering to Chapter 2
Build Customer Relationships
5 Analyzing the Marketing Environment Chapter 3
6 Managing Marketing Information to Gain Customer Chapter 4
Insights
Mid Term Exam
7 Consumer Markets and Consumer Buying Behavior Chapter 5
8-9 Customer-Driven Marketing Strategy: Creating Chapter 7
Value for Target Customers
(Segmentation, Targeting, and Positioning)
10-11 Product, Services, and Brands: Building Customer Chapter 8
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 Value
12 New-Product Development and Product Life-cycle Chapter 9
Strategies
13 Pricing: Understanding and Capturing Customer Chapter 10
value
14 Marketing Channels: Delivering Customer Value Chapter 12
15 Communicating Customer Value: Integrated Chapter 14
Marketing Communications
Strategy
16 Final Exam

Disclaimer: Instructors may deviate from schedule

7. Teaching Methods:

Several teaching techniques and methods will be used to effectively facilitate the learning process of this course.
These methods will include lectures, coursework, group discussions, tests and exams. Where possible, guest
speakers will be invited to provide students with practical experiences that will help them to deepen their
theoretical knowledge.

8. Assessment:

The course is intended to provide students with theoretical and practical knowledge that will help them in putting
theory in practice. Various assessment techniques will be used to assess students’ understanding of the module.
The breakdown of the weight of each element is:

Table 4 Assessment Breakdown for this Module

Assessment Expected Due Date Weight

Homework Assignment TBD 5%
Quiz 1 TBD 5%
Quiz 2 TBD 5%
Quiz 3 TBD 5%
Mid Term TBD 30%
Final Exam TBD 40%
Academic Essay TBD 10%

Total 100%

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The link between each assessment and CLO/PLO are:

Assessment type CLO1 CLO2 CLO3 CLO4 CLO5 CLO 6

Homework Assignment √
Quiz 1 √
Quiz 2 √
Quiz 3 √
Midterm Exam √ √ √
Final Exam √ √ √ √
Academic Essay √

As for the marking criteria for each assessment technique, each has a rubric that demonstrates the mark/band the
students can achieve in this

Rubric for Final Exam

Criteria/band Fail Marginal Merit Distinction

Suitability of the answer Answer does not address Answer addresses the Clear and logical answer Question is well-answered
the question. questions with limited that addresses the question with critical analysis of the
20 marks improvisation on the and attempts to provide core concepts covered in the
answer. critical analysis of core exam.
concepts covered in the
exam.

Understanding of the core Lacks theoretical Shows good understanding Shows good understanding Shows solid understanding of
concepts understanding of the core of the core concepts and its of the subject area. There is the core concepts with strong
concepts covered in the application in practice a good link between the link between theory and
20 marks exam. core concepts and practice. practice.

Mark
0-19 20-29 30-35 36-40
(out of 40 marks)

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 Rubric for First Exam

Criteria/band Fail Marginal Merit Distinction

Understanding of Lacks understanding of Shows some understanding Shows good Shows solid understanding of the core concepts
the core concepts core concepts covered of core concepts covered in understanding of the covered in the exam
in the exam. the exam. subject area and core
15 marks concepts covered in the
exam.

Mark
(Out of 15 marks)

Rubric for Second Exam

Criteria/band Fail Marginal Merit Distinction

Understanding of Lacks understanding of Shows some understanding Shows good Shows solid understanding of the core
the core concepts core concepts covered of core concepts covered in understanding of the concepts covered in the exam
in the exam. the exam. subject area and core
concepts covered in the
exam.

Mark
(Out of 15 marks)

Rubric for Quizzes

Criteria/band Fail Marginal Merit Distinction

Understanding of the Lacks understanding of the Shows some understanding of the Shows good understanding of Shows solid
theory core concepts covered in the core concepts covered in the the subject area. understanding of the
assignment. assignment. core concepts covered
5 marks for each in the assignment.
assignment

Mark
0 1-2 3-4 5
(Out of 5 marks)

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 Rubric for the Assignment
Criteria/band Fail Marginal Merit Distinction

Understanding of the Lacks understanding of the Shows some understanding of the Shows good understanding of Shows solid understanding of
theory core concepts covered in the core concepts covered in the the subject area. the core concepts covered in the
assignment. assignment. assignment.
5 marks for each
assignment

Mark
0 1-2 3-4 5
(Out of 5 marks)

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 As for the marking criteria for each assessment technique, each has a rubric that demonstrates the
mark/band the students can achieve in this

Rubric for Evaluating Academic Essay (CLO 6) (PLO 6)

Topic Unacceptable Marginal Acceptable Exceptional
(Weight)

Organization Sequence of information is Work is hard to follow Information is Information is presented in a

& difficult to follow. No apparent as there is very little presented in a logical logical, interesting way, which is
Style structure or continuity. continuity. manner, which is easily easy to follow.
followed.
2 points Purpose of work is not clearly Purpose of work is Purpose is clearly stated and
stated. stated, but does not Purpose of work is explains the structure of work.
assist in following clearly stated and
work. assists the structure of
work.

Content No grasp of information. Uncomfortable with At ease with content Demonstration of full
& Clearly no knowledge of content. and able to elaborate knowledge of the subject with
Knowledge subject matter. and explain to some explanations and elaboration.
degree.
3 points No questions are answered. No
interpretation made. Only basic concepts are
demonstrated and
interpreted.

Format Work is illegible, format Mostly consistent Format is generally Format is consistent throughout
& changes throughout, e.g. font format. consistent including including heading styles and
Aesthetics type, size etc. heading styles and captions.
captions.
1 point Figures and tables are sloppy Figures and tables are presented
and fail to provide intended Figures and tables are Figures and tables are logically and reinforce the text.
information. legible, but not neatly done and
convincing. provide intended
information.

Spelling Numerous spelling and Several spelling and Minor misspellings Negligible misspellings and/or
& grammatical errors. grammatical errors. and/or grammatical grammatical errors.
Grammar errors.

2 points

References No referencing system used. Inadequate list of Minor inadequacies in Reference section complete and
references or references. comprehensive.
2 points references in text.
Consistent and logical
Inconsistent or illogical Consistent referencing referencing system.
referencing system. system.

Unacceptable Marginal Acceptable Exceptional

OVERALL
(F) (C) (B) (A)

POINTS REQUIRED 0-4 5-6 7-8 9-10

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 Rubric for Homework Assignment (CLO 1: PLO1)

Level of Achievement Marking Criteria

Distinctive •Addresses the question.
•States a relevant,
(5 out 5 of the question assigned) justifiable answer.
•Presents arguments in
a logical order.
•Uses acceptable style
and grammar (no
errors).
Satisfactory •Does not address the
(3 out 5 of the question assigned) question explicitly,
although does so
indirectly.
•States a relevant and
justifiable answer.
•Presents arguments in
a logical order.
•Uses acceptable style
and grammar (one
error).
Needs Improvement •Does not address the
(2 out 5 of the question assigned) question.
•States no relevant
answers.
•Indicates
misconceptions.
•Is not clearly or logically
organized.
•Fails to use acceptable
style and grammar (two
or more errors).
No Answer
(0 out 5 of the question assigned)

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8. Rules and Regulations:
Class Attendance and Participation:
According to the University rules, class attendance is mandatory. Students are expected to attend
all classes. Students who repeatedly arrive late to the lecture will be considered absent.
Participation points are given to encourage students’ active class participation and discussion.
Students will be rewarded with a high score as long as they come to class and actively contribute
to the class discussion during recitations and lectures.

Use of Mobile Devices, Laptops, etc. during Class:

As research on learning shows, unexpected noises and movement automatically divert and
capture people's attention, which means students are affecting everyone’s learning experience if
their cell phones, laptops, etc. make noise or are visually distracting during class. For this reason,
students are required to turn off their mobile devices and close their laptops during class.

Academic Integrity:
Students must refrain from copying each other's work or using information without
acknowledging the source of this information (i.e., providing a reference and in-text citation). A
Turnitin plagiarism of 15-20% could result in a range of disciplinary measures ranging from
written warning to deductions of marks from the submitted work. However, if the submitted
work exceeds this percentage, the academic staff reserves the right to open a plagiarism
investigation case. At the initial investigation stage (before any formal allegation of academic
misconduct is made) a decision will be reached about whether the case constitutes plagiarism as
opposed to poor scholarship. Where an initial investigation is conducted, the case will be
forwarded to the Students’ Violation Committee to take appropriate actions. If the case
constitutes plagiarism, the student(s) will be given a “0” mark for the entire module.

Late Assignments:
Assignments must be completed and submitted to me by the due date assigned by the module
leader. Failure to submit the assignment by the due date will automatically result in “0” mark
given for this assignment. If a student has an exceptional circumstance, they have to submit a
mitigating circumstance form to the module leader a week prior to the assignment due date. If the
form is approved, the student will receive an extra week to submit their work.

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