GC UNIVERSITY, FAISALABAD

FACULTY OF ECONOMICS & MANAGEMENT SCIENCES

LYALLPUR BUSINESS SCHOOL

Course Specifications

Principles of Marketing
BAM-302

Spring 2024
http://www.gcuf.edu.pk/
 COURSE SPECIFICATIONS
Basic Information
Course Title: Principles of Marketing
Course Code: BAM-302
Course credits/week: Theory: 03 Lab: Nil Total: 03
Pre-requisite(s):
Co-requisite(s):
Program(s) on which the course is given: BBA-LBS 2nd Semester(Morning)
Is the course major or minor element of the program: Major: Minor:
Department offering the program: Lyallpur Business School
Department offering the course: Marketing Division
Academic year/level:
Revision #:
Last revised on (date): Feb 5th, 2024

Overall Aims of the Course

Course Description:
In this course, you will learn about the marketing process and examine the range of
marketing decisions that an organization must make in order to sell its products and
services. You will also learn how to think like a marketer, discovering that the focus of
marketing has always been on the consumer. You will begin to think about who the
consumer of goods and services is, what the consumer needs, and what the consumer
wants. Marketing is an understanding of how to communicate with the consumer, and
is characterized by four activities: creating products and services that serve consumers,
communicating a clear value proposition, delivering products and services in a way
that optimizes value, and exchanging (or trading) value for those offerings.

The idea that "great products sell themselves" is simply not true. By the end of this course,
you will be familiar with the art and science of marketing a product.
Course Objectives:
The basic objectives of this course are to provide you with a broad introduction to
marketing concepts. The specific objectives for student learning under this broad goal are:

 To explain the importance of marketing in value creation.

 To understand how organizations, identify customers and their wants/needs.
 To explain the environment in which marketing organizations operate.
 To be able to identify the marketing mix components in relation to market
segmentation.
 To explain the economic, psychological, sociological, and global factors which
influence consumer and organizational decision-making processes.
 To interpret market research data to forecast industry trends and meet
customer demands.
 To Emphasize on utilizing the marketing model as a tool for the development
of a comprehensive marketing place.
 To provide you with a firm foundation in marketing theory and marketing
lexicon.

Learning Outcomes:

Upon successful completion of this course, students should be able to;

 Define marketing, the marketing environment, and marketing’s role in
profitability.
 Use a vocabulary of marketing terms correctly.
 Demonstrate the ability to critically evaluate a marketing program from
consumer and marketing practitioner viewpoints, including consideration of
ethical implications.
 Communicate clearly, in an organized fashion, the concepts of marketing in
both oral and written work.
  Demonstrate an understanding of how marketing fits with the other business
disciplines within an organization
 Perform an environmental scan to understand market potential.
 Describe appropriate strategies for Price, Product, Place and Promotion.
 Identify and describe the stages of the product life cycle, and describe
marketing strategies at each stage.
 Explain the role of marketing in supply chain management.
 Identify and address ethical issues that may arise in marketing a product.
 Adjust marketing plans within a global environment.

Class Format:

Active involvement of students is needed in class discussions to understand this course.

Local and global Marketing practices would be discussed and compared.

Our weekly class Instructions and discussions will follow this format:

Weekly Course Objectives

Week Module In This Chapter, We Will Address the Following
Questions.
 Defining Marketing.
Chapter – 1:  Understanding the marketplace and customer needs.
Defining  Designing a customer-driven marketing strategy.
1
Marketing and  Preparing an integrated marketing plan and program.
the Marketing
 Building customer relationships.
Process
 Capturing value from customers.
 The changing marketing landscape.

 Company-wide strategic planning.

Chapter – 2:
 Planning marketing: Partnering to build customer
Company and
relationships.
Marketing
 Marketing strategy and the marketing mix.
2-3 Strategy:
 Managing the marketing effort.
Partnering to
 Measuring and managing return on marketing
Build
investment.
Customer
Relationships
 Chapter – 3:  The micro-environment.
Analyzing the  The macro-environment.
4
Marketing  Responding to the marketing environment.
Environment

Chapter – 4:  Marketing information and customer insights.

Managing  Assessing marketing information needs.
Marketing  Developing marketing information.
Information to  Marketing research.
4-5 Gain Customer  Analyzing and using marketing information.
Insights  Other marketing information considerations.

Chapter – 5:  Model of consumer behavior.

Consumer  Characteristics affecting consumer behavior.
6 Markets and  Types of buying decision behavior.
Consumer  The buyer decision process.
Buyer  The buyer decision process for new products.
Behavior
Chapter – 6:  Business markets.
Business  Business buyer behavior.
7 Markets and  Institutional and government markets.
Business Buyer
Behavior
Chapter – 7:  Market segmentation.
Customer-  Market targeting.
Driven  Differentiation and positioning.
Marketing
7
Strategy:
Creating Value
for Target
Customers
Chapter – 8:  What is a product?
Products,  Product and service decisions.
8 Services, and  Services marketing.
Brands: Building  Branding strategy: Building strong brands.
Customer Value

Chapter – 9:  New-product development strategy.

New-Product  The new-product development process.
Development  Managing new-product development.
9
and Product  Product life-cycle strategies.
Life-Cycle  Additional product and service considerations.
Strategies
 Chapter – 10  What is a price?
Pricing:  Major pricing strategies.
10 Understanding  Other internal and external considerations affecting price
and Capturing decisions.
Customer Value
 New-product pricing strategies.
Chapter – 11:  Product mix pricing strategies.
11 Pricing  Price adjustment strategies.
Strategies  Price changes.
 Public policy and marketing.
 Supply chains and the value delivery network.
Chapter – 12:  The nature and importance of marketing channels.
Marketing  Channel behavior and organization.
12 Channels:  Channel design decisions.
Delivering  Channel management decisions.
Customer Value  Public policy and distribution decisions.
 Marketing logistics and supply chain management.
Chapter – 13:  Retailing.
12 Retailing and  Wholesaling.
Wholesaling
Chapter – 14:  The promotion mix.
Communicating  Integrated marketing communications.
Customer Value:  Steps in developing effective marketing communication.
13 Integrating  Setting the total promotion budget and mix.
Marketing  Socially responsible marketing communication.
Communications
Strategy
 Advertising.
Chapter – 15:
 Advertising effectiveness and the return on advertising
13 Advertising and
investment.
Public Relations
 Public relations.
Chapter – 16:  Personal selling.
Personal Selling  Managing the sales force.
14
and Sales  The personal selling process.
Promotion  Sales promotion.
Chapter – 17:
Direct and
 The new direct marketing model.
Online
 Growth and benefits of direct marketing.
15 Marketing:
 Customer databases and direct marketing.
Building Direct
 Online marketing.
Customer
Relationships
 Chapter – 18:  Competitor analysis.
Creating  Competitive strategies.
15
Competitive  Balancing customer and competitor orientations.
Advantage
 Global marketing.
Chapter – 19:  Looking at the global marketing environment.
16 The Global  Deciding whether to go global.
Marketplace  Deciding which markets to enter.
 Deciding how to enter the market.
Chapter – 20:  Sustainable marketing.
Sustainable  Social criticism of marketing.
Marketing:  Consumer actions to promote sustainable marketing.
17
Social  Business actions toward sustainable marketing.
Responsibility
and Ethics
Required Learning Resources
Text Book(s): Principles of Marketing by Philip Kotler and Gary Armstrong –
(Title, Author, Edition, Publisher) Pearson Prentice Hall.
Reference Book(s): Basic Marketing by Salman Zaheer – 1st Edition.
(Title, Author, Edition, Publisher) Essentials of Marketing by William D. Perreault – 15th Edition.
Marketing by Roger A. Kerin
Foundations of Marketing by William M. Pride and O. C. Ferrell
Facilities Required for Teaching and Learning
-White Board
-Multimedia

Assignments Schedule & Quiz

No. Week Assigned Week Due QUIZ TESTS
Three surprise quiz tests will be
1 3 4
conducted during the semester, best of
2 6 7 two will be counted for final grade. There
3 11 12 will be no makeup of these tests.
4 14 15
Examination / Weighting of Assessments & Quizzes
Quizzes + Assignments + Class Participation + Projects 20 %
Mid-semester examination 30 %
End-semester examination 50 %
 Grading Criteria
Letter Grade Percentage Marks
A 80 -100 EXCELLENT
B 65-79.99 GOOD
C 50-64.99 SATISFACTORY
D 40-49.99 PASS
Dress Code:
Formal business attire only (Dress Trouser, Shirt, Tie, Dress Shoes) Jeans and
Joggers NOT ALLOWED.
Not sure what this dress code means? Read When Job-Hunting: Dress for
Success.

Instructor Responsibilities:
This course requires me to encourage and motivate you to speak your minds out
without hesitation or reluctance because if you won’t feel confident while
sharing ideas with me and your other class fellows then you won’t be able to
grab and get benefits from the opportunities waiting for you in the market
and/or within your current or future workplace. I will help you to get prepared
to face the world, waiting for you outside of this institution, with confidence
which may ultimately make you a productive employee and/or a strong willed
employer, and/or a confident business entrepreneur. Thus, during class time I
will often ask you to have a little talk with the class about your ideas and I expect
that you seek my help outside of the class, if needed, and I will do my best to help
you in a best possible way.

Student Responsibilities:
You are expected to arrive to class on time, professionally dressed, and prepared
for the day. You are required to be prepared to discuss and debate the course
material assigned for that date. You are expected follow your instructor’s
instructions regarding your course content and your communication skills,
specially your English language skills. You should participate in class
discussions as much as you can and ASK whatever needs to be answered but it
would be appreciated if you’ll choose English to communicate in this class.
Class Participation and Individual Conduct

You should make every effort to attend each class meeting. In addition, it is
important that you prepare for each class by reading the relevant book chapters
before the class session in which it will be discussed. You will also be expected
to participate in class discussion and complete in‐class exercises that will be based
on these reading assignments. Your participation grade will be based on
contribution and attendances (be punctual, attend classes, come prepared by
doing the readings, show initiative in the discussion). Note that students who
only “show up” should not expect even an average score. You must be present in
class in order to receive credit for in‐class exercises, quizzes, participation, etc.
Eating, sleeping, reading, texting, listening to or working on unrelated materials,
sidebar conversations, or “multi‐tasking” using a computer or other electronic
device is not permitted. Laptops (and similar devices) may be used in class for
course related activities such as taking notes and/or consult course material.
Students may bring drinks such as water.

General Expectations & Classroom Etiquettes.

In terms of performance in this class, I have very high expectations and

anticipate outstanding work from each of you. I hope for a very positive
experience for us all. Keep in mind that if you do not deliver outstanding work
then you will be graded to reflect this. I ask that you contact me directly and
immediately if you ever have any questions or concerns regarding the class, any
particular assignments, or your grade(s). I am always willing to help.
I do ask that all students be respectful and courteous to other class members as
well as the professor. This includes turning off cell phones and other electronic
devices before class begins and arriving to class on time, as walking in late is
disruptive to other classmates and the professor. Those who walk in late will likely
not receive attendance credit for that day.

Useful Tools / Advice:

This course is all about developing and enhancing your English communication
skills, leading you to communicate in business and professional circles with
confidence and skill.

You need to have good access to the Web and an e-mail account.

Please always do your best work.

Etc.:
It is expected that all work you submit for a grade in this class be original and
prepared for this class only.

I am always willing to see my students and will go out of my way to schedule

meetings. Please make sure that if you make an appointment that you keep it.
Finally, as will quickly become apparent, e-mail is by far the easiest and most
reliable method to reach me.

Contact Details:
Ahsan Zubair Lecturer

Lyallpur Business School,

Faculty of Economics & Management Sciences,
GC University, Faisalabad, Pakistan.
Office Hours
Phone(office): E-Mail: [email protected]
Course Specifications Developed By: Reviewed By:
Ahsan Zubair Dr. Rizwan Shabbir
Date: 05-02-2024 Date: