COURSE DESCRIPTION

Subject Name: PRINCIPLES OF MARKETING

Course Code : MKT-130

Offered to : Undergraduate Students

Credit Hours : 03

Pre-Requisite : None

Course Objectives

 The course is designed to introduce students to basic marketing concepts, enable them to
see inter-linkages among these concepts and more importantly to develop them as
independent reader of the discipline so that they can ‘think marketing’ in their own unique
way.
Learning Outcomes:
Successful completion of the course means students are able to:
 Understand how to analyze the market and appreciate differences that exist between
B2B and B2C
 Understand how firms use marketing to better connect with their markets
 Understand the tools available to successfully market firm’s products and services
 Identify outlets publishing up-to-date marketing articles and be able to read and
understand these materials.
Course Contents
 Marketing Concepts
 Marketing environment
 Planning and research in marketing
 Market segmentation and targeting
 Consumer behavior
 Industrial marketing
 Product planning
 Product-Mix
 Pricing
 Distribution, Placement
 Promotional Mix
 Marketing in global scenario
Teaching Methodology:

 Student-centered teaching through communicative approach

 Situational learning through lectures, classroom activities, and practice
sessions
  Multimedia-based lectures
 Classroom dynamics through maximization of interactive learning
General information:

 Late, missing, or plagiarized work will carry no credit.

Marks Distribution: (existing mark distribution can be used).

 Quizzes - 10%
 Assignments/ Presentation or case study - 10 %
 Midterm Examination - 30%
 Final Examination - 50%

COURSE FLOW

Week Topic Objectives

s
1 Defining Marketing and the 1. What is marketing? Simply put, marketing is
Marketing Process engaging customers and managing
profitable customer relationships. The aim of
marketing is to create value for customers in order to
capture value from customers in return.

2. five steps in the marketing process—from

understanding customer needs, to designing
customer value-driven marketing strategies and
integrated marketing programs, to building customer
relationships and capturing value for the firm.

3. major trends and forces affecting marketing in this

new age of digital, mobile, and social media.

2 Company and Marketing 1. dig deeper into steps two and three of that process:
Strategy designing customer value-driven marketing strategies
and constructing marketing programs.
2. First, we look at the organization’s overall strategic
planning, which guides marketing strategy and
planning.
3. Next, we discuss how, guided by the strategic plan,
marketers partner closely with others inside and
outside the firm to engage customers and create value
for them.
4. We then examine marketing strategy and planning
—how marketers choose target markets, position their
 market offerings, develop a marketing mix, and
manage their marketing programs.
5. Finally, we look at the important step of measuring
and managing marketing return on
investment (marketing ROI)

3 Analyzing the Marketing 1. see that marketing operates in a complex and

Environment changing environment.
2. Understand how micro-environment actors
(suppliers, intermediaries, customers,
competitors, publics, and others) work with or
against the company.
3. Major environmental forces—demographic,
economic, natural, technological, political, and
cultural—shape marketing opportunities, pose threats,
and affect the company’s ability to engage customers
and build customer relationships.

4 Managing Marketing 1. Explain the importance of information in

Information gaining insights about the marketplace and
customers.
2. Define the market information system and
discuss its parts.
3. Outline the steps in the marketing research
process
4. Explain how companies analyze and use
marketing information
5. Discuss the special issues some marketing
researchers face, including public policy and
ethics issues.

5 Consumer Markets and 1. Define the consumer market and construct a

Buyer Behavior simple model of consumer buyer behavior.

2. Name the four major factors that influence

consumer buyer behavior.
3. List and define the major types of buying
decision behavior and the stages in the buyer
decision process.
4. Describe the adoption and diffusion process
for new products.

6 Business Markets and 1. Define the business market and explain how
Business Buyer Behavior business markets differ from consumer
markets.
 2. Identify the major factors that influence
business buyer behavior.

3. List and define the steps in the business

buying decision process.
4. Compare the institutional and government
markets and explain how institutional and
government buyers make their buying
decisions.

7 Customer-Driven Marketing
Strategy Creating Value for 1. Define the major steps in designing a
Target Customers customer-driven marketing strategy:
market segmentation, targeting,
differentiation, and positioning.
2. List and discuss the major bases for
segmenting consumer and business markets.
3. Explain how companies identify attractive
market segments and choose a market-
targeting strategy.
4. Discuss how companies differentiate and
position their products for maximum
competitive advantage.

8 Products, Services, and 1. Explain how companies find and develop new
Brands Building Customer product ideas.
Value 2. List and define the steps in the new product
development process and the major
considerations in managing this process.
3. Describe the stages of the product life cycle
and how marketing strategies change during a
product’s life cycle.

9 MID-TERM
10 Pricing Understanding and 1. Answer the question “What is a price?” and
Capturing Customer Value discuss the importance of pricing in
today's fast-changing environment.
2. Identify the three major pricing strategies and
discuss the importance of understanding
customer-value perceptions, company costs,
and competitor strategies when setting prices.
3. Identify and define the other important
external and internal factors affecting a firm’s
pricing decisions.
11 Pricing Strategies Additional 1. Describe the major strategies for pricing new
Considerations products.
2. Explain how companies find a set of prices
that maximizes the profits from the total
product mix.
3. Discuss how companies adjust their prices to
take into account different types of customers
and situations.
4. Discuss the key issues related to initiating and
responding to price changes.
5. Overview the social and legal issues that affect
pricing decisions.

12 Marketing Channels 1. Explain why companies use marketing

Delivering Customer Value channels and discuss the functions
these channels perform.
2. Discuss how channel members interact and
how they organize to perform the work of the
channel.
3. Identify the major channel alternatives open to
a company.
4. Explain how companies select, motivate, and
evaluate channel members.
5. Discuss the nature and importance of
marketing logistics and integrated supply
chain management.

13 Retailing and Wholesaling 1. Explain the role of retailers in the distribution

channel and describe the major types of
retailers.
2. Describe the major retailer marketing
decisions.

3. Discuss the major trends and developments in

retailing.

4. Explain the major types of wholesalers and

their marketing decisions.

14 Engaging Customers and 1. Define the five promotion mix tools for
Communicating Customer communicating customer value.
Value Integrated Marketing 2. Discuss the changing communications
Communications Strategy landscape and the need for integrated
marketing communications.
3. Outline the communication process and the
 steps in developing effective marketing
communications.
4. Explain the methods for setting the promotion
budget and factors that affect the design of the
promotion mix.

15 Creating Competitive 1. Discuss the need to understand competitors as

Advantage well as customers through competitor analysis.
2. Explain the fundamentals of competitive
marketing strategies based on creating value
for customers.
3. Illustrate the need for balancing customer and
competitor orientations in becoming a truly
market-centered organization.

16 Finals

Books Recommended (Latest Editions)/ References

· Kotler, P., Armstrong, G., Agnihotri, P.Y. and Haque E. (2010). Principles of Marketing
A South Asian Perspective, 13th edition, ISBN: 978-0-13-607941-5