Lahore University of Management Sciences

MKTG 201 – Principles of Marketing

Fall Term 2024-2025
Instructor Ms. Mahira Ilyas
Room No. 4-0015
Office Hours TBA
Email [email protected]
Telephone -
Secretary/TA Tauseef Zahra Alvi ([email protected])
TA Office Hours TBA
Course URL (if any) LMS.lums.edu.pk

COURSE BASICS
Credit Hours 3
Lecture(s) Nbr of Lec(s) Per Week 2 Duration 75
Recitation/Lab (per week) Nbr of Lec(s) Per Week Duration
Tutorial (per week) Nbr of Lec(s) Per Week Duration

COURSE DISTRIBUTION
Core
Elective Yes
Open for Student Category Sophomore, juniors, seniors
Close for Student Category Freshmen

COURSE DESCRIPTION

This course aims to introduce fundamental concepts related to consumption marketplace (eg. Market types, competitive landscape) and
marketing tools (eg. STP, marketing mix). Through this course, students will learn to apply marketing related theoretical knowledge to analyze
existing marketplace problems and propose solutions. This course will enhance students’ problem solving and decision-making abilities towards
Marketing related issues using a customer-centric approach.

The course covers the following modules:

Module 1: Defining Marketing and the Marketing Processes.
Module 2: Understanding the Marketplace & Consumer Value.
Module 3: Designing a Customer Value-Driven Marketing Strategy and Mix

COURSE LEARNING OBJECTIVES

The course is designed to give students a broad overview of marketing principles and concepts, helping them understand
the factors that influence marketing decisions, and focus attention on the vital role of marketing in today’s global
economy.

Specifically, it will aim to help you:

1. To understand ‘why’ marketing is important.
2. To understand how organizations identify customers and their wants/needs
3. To comprehend marketing decisions, based upon the combination of product, price, promotion and distribution
elements. In this course you will study consumer and business markets and understand the value of the
marketing mix in the marketing process.
4. Develop and in depth understanding of fundamental marketing concepts, strategies and tools
5. Develop an ‘analytical approach’ for marketing issues in the local landscape
 Lahore University of Management Sciences
LEARNING OUTCOMES
Successful completion of the course means able to:
1. Use a vocabulary of marketing terms correctly
2. Demonstrate the ability to critically evaluate a marketing program from consumers and marketing practitioner
viewpoints, including consideration of ethical implications.
3. Communicate clearly, in an organized fashion, the concepts of marketing both in oral and written work.
4. Understand & demonstrate the relevance of marketing activities to practical situations.
5. Critically analyze marketing problems and suggest relevant workable solutions.

UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVES

General Learning Goals & Objectives
Goal 1 –Effective Written and Oral Communication
Objective: Students will demonstrate effective writing and oral communication skills
Goal 2 –Ethical Understanding and Reasoning
Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational context.
Goal 3 – Analytical Thinking and Problem-Solving Skills
Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions.
Goal 4 – Application of Information Technology
Objective: Students will demonstrate that they are able to use current technologies in business and management context.
Goal 5 – Teamwork in Diverse and Multicultural Environments
Objective: Students will demonstrate that they are able to work effectively in diverse environments.
Goal 6 – Understanding Organizational Ecosystems
Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal,
Technological, and Social environment of organizations.

Major Specific Learning Goals & Objectives

Goal 7 (a) – Discipline Specific Knowledge and Understanding
Objective: Students will demonstrate knowledge of key business disciplines and how they interact including application to
real world situations (Including subject knowledge).
Goal 7 (b) – Understanding the “science” behind the decision-making process (for MGS Majors)
Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate decision-support
tools, interpret results and make meaningful recommendations to support the decision-maker

Indicate below how the course learning objectives specifically relate to any program learning goals and objectives.

PROGRAM LEARNING GOALS AND COURSE LEARNING OBJECTIVES COURSE ASSESSMENT ITEM
OBJECTIVES
Goal 1 –Effective Written and Oral Oral: Students are supposed to actively participate in Class Participation and Project
Communication the class and deliver professional oral presentation.
Written: Students submit two different reports that
involve substantial level of writing.
Goal 2 –Ethical Understanding and Reasoning Ethical considerations will specifically be discussed in Quizzes and Exam
some sessions (i.e. 1, 18,19, 20, and 23)

Goal 3 – Analytical Thinking and Problem- Students polish this skills via analyzing current market Project
Solving Skills products and by conducting basic consumer research.
Goal 4 – Application of Information Creating an understanding of digital platforms and Project
Technology marketing tools
Goal 5 – Teamwork in Diverse and The course lays strong emphasis on teamwork by Project
Multicultural Environments getting them involved in two different projects

Goal 6 – Understanding Organizational Few sessions are dedicated to understand the role of Quizzes, Exam
Ecosystems marketing in organizational ecosystems (i.e. 1, 2, 6, 21,
and 22)
 Lahore University of Management Sciences
Goal 7 (a) – Discipline Specific Knowledge and Exhaustive coverage of important marketing topics Class participation, Quizzes, Exams
Understanding
Goal 7 (b) – Understanding the “science” This course focuses on how decision marketing decision Class participation, Quizzes and
behind the decision-making process making takes place in different type of markets (7, 8, Exam
and 9) and how different marketing tools influence
these decision makers.

Academic Integrity

In my experience, I have encountered two types of problems with respect to academic integrity: plagiarism and collusion. Both will not be
tolerated in the class.
Plagiarism is the copying from a book, article, notebook, video or other source, material whether published or unpublished, without proper
credit using quotation marks, footnotes and other customary means of identifying sources, or passing off as one’s own, the ideas, words,
writings, programs and experiments of another, whether or not such actions are intentional or unintentional. Plagiarism also includes
submitting, without the consent of the professor, an assignment already tendered for academic credit in another course.
Collusion or free riding is working together in preparing separate course assignments in ways not authorized by the instructor. Academic work
produced through a cooperative (collaborative effort) of two or more students is permissible only upon the explicit consent of the professor.
The collaboration must also be acknowledged in stating the authorship of the report.

GRADING BREAKUP AND POLICY

Attendance: 5%
SDSB Policy: 4 absences are allowed without penalty. 1% grade deduction will be applied to each absence after the allowed
limit. If a student has eight (8) absences, he/she will be given a D grade.
Class Participation: 10%
Quizzes: 30%
Marketing Project: 25% (to be completed in groups of up to 5 students. Note: Group peer assessments will be used to assess participation.)
Final Exam: 30%

Important: Students will be expected at all times to uphold principles of “professional ethics” just as they would in an online corporate
environment. They are expected to review uploaded materials prior to each class. They are also expected to show integrity and respect for
fellow classmates and the instructor. Group projects will be closely monitored, and students will be evaluated on their individual performance.
Finally, this course expects students to deliver on all commitments in a timely fashion.

Late policy for final submission of group project:

0-1 hour late: 20% reduction
1-2 hours late: 30% reduction
2-12 hours late: 50% reduction
More than 12 hours late: No grade

Campus supports & Key university policies

Campus Supports

Students are strongly encouraged to meet course instructors and TA’s during office hours for assistance in course-content, understand the course’s
expectations from enrolled students, etc. Beyond the course, students are also encouraged to use a variety of other resources. (Instructors are also
encouraged to refer students to these resources when needed.) These resources include Counseling and Psychological Services/CAPS (for mental
health), LUMS Medical Center/LMC (for physical health), Office of Accessibility & Inclusion/ OAI (for long-term disabilities), advising staff dedicated
to supporting and guiding students in each school, online resources (https://advising.lums.edu.pk/advising-resources), etc. To view all support
services, their specific role as well as contact information click here (https://advising.lums.edu.pk/#supportservices).

Academic Honesty/Plagiarism
 Lahore University of Management Sciences
LUMS has zero tolerance for academic dishonesty. Students are responsible for upholding academic integrity. If unsure, refer to the student
handbook and consult with instructors/teaching assistants. To check for plagiarism before essay submission, use [email protected]. Consult
the following resources: 1) Academic and Intellectual Integrity (http://surl.li/gpvwb), and 2) Understanding and Avoiding Plagiarism
(http://surl.li/gpvwo).

LUMS Academic Accommodations/ Petitions policy

Long-term medical conditions are accommodated through the Office of Accessibility & Inclusion (OAI). Short-term emergencies that impact studies
are either handled by the course instructor or Student Support Services (SSS). For more information, please see Missed Instrument or ‘Petition’
FAQs for students and faculty (https://rb.gy/8sj1h )

LUMS Sexual Harassment Policy

LUMS and this class are a harassment-free zone. No behavior that makes someone uncomfortable or negatively impacts the class or individual's
potential will be tolerated.
To report sexual harassment experienced or observed in class, please contact me. For further support or to file a complaint, contact OAI at
[email protected] or [email protected]. You may choose to file an informal or formal complaint to put an end to the offending behavior.
You can also call their Anti-Harassment helpline at 042-35608877 for advice or concerns. For more information: Harassment, Bullying & Other
Interpersonal Misconduct: Presentation (http://surl.li/gpvwt )

Marketing Project

- Business Summary + Company Background - 1% (Due by session 7)

- Research on consumer behavior/ Needs & Wants - 1% (Due by session 12)
- Segmentation, Targeting & Positioning -STPs – 1% (Due by session 18)
- Marketing Strategy /4Ps - 2% (Due by session 21)
- Final Report - 15% (Due by session 25)
- Final Presentation – 5% (Sessions 26-28)

Note: Due dates may vary at instructor discretion (but are likely to stay as stated)

PROJECT GUIDELINES
Objective:
The subjective nature of marketing concepts makes it easy to understand but difficult to apply. This project will allow students to learn by
applying these concepts to an existing/new product/service in an integrated manner so that they can appreciate how these different concepts
gel in together to create a synergy. Students are expected to develop a marketing plan integrating the material presentation in lectures, class
activities and some consumer research to demonstrate their understanding.
Project: Marketing plan will be developed for a new product to fill a gap in the current market. The selected product must be approved by the
instructor. General contents to be covered:

Outline of the report:

1) Executive Summary – Present a summary of the main goals and recommendations of the plan for management review, helping top
management find the plan’s major points quickly.
2) Current Marketing Situation – Describe the target market and the company’s position in it, including information about the market,
product performance, competition, and distribution. This section includes the following:
a) A market description that defines the market and major segments and then reviews customer needs and factors in the marketing
environment that may affect customer purchasing.
b) A product review that shows sales, prices, and gross margins of the major products in the product line.
c) A review of competition that identifies major competitors and assesses their market positions and strategies for product quality,
pricing, distribution and promotion.
d) A review of distribution that evaluates recent sales trends and other developments in major distribution channels.
3) Threats & Opportunity Analysis – Assess major threats and opportunities that the product might face, helping management to anticipate
important positive or negative developments that might have an impact on the firm and its strategies.
 Lahore University of Management Sciences
4) Objectives & Issues – States the marketing objectives that the company would like to attain during the plan’s term and discuss key issues
that will affect their attainment.
5) Marketing Strategy – Outlines the broad marketing logic by which the business unit hopes to engage customers, create customer value,
and build customer relationships, plus the specifics of target markets, positioning, and marketing expenditures levels. How will the
company create value for customers in order to capture value from customers in return? This section also outlines specific strategies for
each marketing mix elements and explains how each responds to the threats, opportunities, and critical issues spelled out earlier in the
plan.
6) Action Programs- Spells out how marketing strategies will be turned into specific action programs that answer the following questions:
what will be done? Who will do it? How much will it cost?

Page Limit: 10 Pages maximum, double spaced and excluding exhibits. Use Times New Romans with 12 font size.
There is no particular format, however, in the Document, separately, on top left side, include Group Number, Course Name and Section,
Product/Service name and a center aligned, Heading of your group title.

EXAMINATION DETAIL

Midterm None
Exam

Yes
Final Exam Duration: TBA
Exam Specifications: TBA

COURSE OVERVIEW
Recommended Objectives/
Lecture Topics
Readings Application

Module 1: Defining marketing & its process

Introduction to the course and Marketing

1 Introduction to the course, marketing
What is Marketing? (CLO # 2)
function, course outline and policies

Introduction to the course, marketing Why is Marketing important? Introduction to the course and Marketing
2
function, course outline and policies (CLO # 2)
Chapter 1
Understanding the value addition that a
Creating customer value & Chapter 1 functional marketing department can
3
engagement. add to organizational dynamics (CLO # 2,
4)

Understanding the value addition that a

Creating customer value & Chapter 1 functional marketing department can
4
engagement. add to organizational dynamics (CLO # 2,
4)

Module 2: Understanding the marketplace and consumer value.

Company & marketing strategy: A brief holistic introduction to marketing

5 partnering to build customer Chapter 2 elements which will subsequently be
engagement, value and relationships discussed in detail. (CLO # 2,3).
 Lahore University of Management Sciences
Company & marketing strategy: A brief holistic introduction to marketing
6 partnering to build customer Chapter 2 elements which will subsequently be
engagement, value and relationships discussed in detail. (CLO # 2,3)

7 Chapter 3 Analyzing micro and macro (PESTL

Analyzing the Marketing Environment Analysis) environments (CLO # 1)

Analyzing micro and macro (PESTL

8 Analyzing the Marketing Environment Chapter 3
Analysis) environments (CLO # 1)

Understanding how to ‘listen’ to

9 Marketing Information and Customer Chapter 4
customers’ voice (CLO # 1,2,3).
Insights
Introduction to consumer consumption
10 Consumer Markets & buyer behavior Chapter 5 marketplace (CLO # 1)

Introduction to consumer consumption

11 Consumer Markets & buyer behavior Chapter 5 marketplace (CLO # 1)

Module 3: Designing a customer value driven strategy & mix

Introducing STP (Segmentation, Targeting

12 Creating value for target consumers Chapter 7
and Positioning) (CLO # 2, 3).

Introducing STP (Segmentation, Targeting

13 Creating value for target consumers Chapter 7
and Positioning) (CLO # 2, 3)

To understand what are

Products, services and brands: building
14 Chapter 8 products/services and their relations to
consumer value
consumer needs (CLO # 2, 3)

Engaging consumer & communicating Chapter 14 To understand the most familiar IMC tool
15
customer value: IMC i.e. advertising (CLO # 2, 3).

Engaging consumer & communicating Chapter 14 To understand the most familiar IMC tool
16
customer value: IMC i.e. advertising (CLO # 2, 3)

To understand and analyze current digital

17 Digital Marketing Chapter 17
marketing tools and trends.

To understand how true value translates

Pricing: Understanding & capturing
18 Chapter 10 for each individual customer in various
consumer value
circumstances.

To understand how true value translates

Pricing: Understanding & capturing
19 Chapter 10 for each individual customer in various
consumer value
circumstances.

Introduction to important pricing

Pricing strategies: additional concepts (CLO # 2, 3)To understand how
20 Chapter 11
considerations pricing decisions are adapted to
situations (CLO # 2, 3).
 Lahore University of Management Sciences
Introduction to important pricing
Pricing strategies: additional concepts (CLO # 2, 3)To understand how
21 Chapter 11
considerations pricing decisions are adapted to
situations (CLO # 2, 3).

Marketing channels: delivering To understand different roles played in

22 Chapter 12
consumer value the value chain by retailing & wholesale.

To understand the most familiar IMC tool

23 Retailing & wholesaling Chapter 13
i.e. advertising (CLO # 2, 3).

To get an in depth understanding of the

24 Advertising & Public Relations Chapter 15 most familiar and visible tools of IMC i.e.,
advertising.

To understand what sales function are

25 Personal selling & sales promotion Chapter 16 and how they function differently from
marketing (CLO # 2, 3)

26 Project Presentations (CLO # 2, 3)

27 Project Presentations (CLO # 2, 3)

28 Review (CLO # 2, 3)

TEXTBOOK(S)/SUPPLEMENTARY READINGS
The instructor will use the following textbook in the class:

• Principle of Marketing 19th Global Edition: Philip Kotler, Gary Armstrong, Prafulla Agnihotri by Pearson