Principles of Marketing, BS (Eco) 3rd

DESCRIPTION & OBJECTIVES

Main objective of the course is to develop the student’s understandings of basic marketing concept. To appreciate the importance of the separate marketing functions, the management of these functions, and how each function effects other functions within the marketing structure? The major functions are marketing management, new product development, marketing mix and consumer and business buying behavior. The course will emphasize on to change the traditional concept of marketing from selling or advertising to customer satisfaction and value providing system. The course will also emphasize on how to maximize customer satisfaction and practice market ethically and morally.

READINGS

  1. Principles of Marketing 11th Edition by Philip Kotler and Gary Armstrong

COURSE SCHEDULE

 

Week

Topics and Readings

1.

1. Marketing: Managing Profitable Customer Relationship

  • What is marketing?
  • Understanding the market place and consumer needs
  • Designing a customer driven marketing strategy

1. Marketing: Managing Profitable Customer Relationship

  • Building customer relationship
  • Capturing value from customers
  • The new marketing landscape

2.

2. Company and Marketing Strategy: Partnering to Build Customer Relationships

  • Companywide strategic planning: Defining marketing role
  • Planning marketing: Parenting to build customer relationships

2. Company and Marketing Strategy: Partnering to Build Customer Relationships

  • Marketing strategy and marketing mix
  • Managing the marketing efforts

3.

3. Marketing Environment

  • The company’s microenvironment

3. Marketing Environment

  • Responding to the marketing environment

4.

4. Managing Marketing Information

  • Assessing marketing information needs
  • Developing marketing information

4. Managing Marketing Information

  • Marketing Research
  • Analyzing marketing information

5.

5. Consumer Markets and Consumer Buyer Behavior

  • Models of consumer behavior
  • Characteristics affecting consumer behavior

5. Consumer Markets and Consumer Buyer Behavior

  • The buyer decision process
  • The buyer decision process of a new product

6.

6. Business Markets and Business Buyer Behavior

  • Business Markets
  • Business buyer behavior

6. Business Markets and Business Buyer Behavior

  • Institutional and Government Markets

7.

7. Segmentation, Targeting and Positioning: Building the Right Relationship with the Right Customers

  • Market segmentation

7. Segmentation, Targeting and Positioning: Building the Right Relationship with the Right Customers

  • Target marketing
  • Positioning for competitive advantage

8.

8. Pricing Products: Pricing consideration and Approaches

  • What is a price?

8. Pricing Products: Pricing consideration and Approaches

  • Factors to consider when setting prices

9.

9. Pricing Products: Pricing Strategies

  • New product pricing strategies

9. Pricing Products: Pricing Strategies

  • Product mix pricing strategies
  • Price adjustment strategies

10.

10. Marketing Channels and Supply Chain Management

  • Supply chain and value delivery network

10. Marketing Channels and Supply Chain Management

  • Channel behavior and organization

11.

11. Retailing and Wholesaling

  • Retailing

11. Retailing and Wholesaling

  • Wholesaling

12.

12. Integrated Marketing Communication Strategy

  • The marketing communication mix

12. Integrated Marketing Communication Strategy

  • Integrated marketing communication

13.

13. Advertising, Sales Promotion, Public Relations

  • Advertising

13. Advertising, Sales Promotion, Public Relations

  • Sales Promotion
  • Public Relations

14.

14. Personal Selling and Direct Marketing

  • Personal Selling
  • Managing the sakes force

14. Personal Selling and Direct Marketing

  • The personal selling process
  • Direct marketing

15.

15. Creating Competitive Advantage

  • Competitor Analysis

15. Creating Competitive Advantage

  • Competitive Strategies

16.

16. Marketing in the Digital Age

  • Digitalization and Connectivity

16. Marketing in the Digital Age

  • Marketing strategy in the digital age
 

PRESENTATIONS

Individual and group presentations are expected to be properly prepared by the students. Appearance (dressing), speaking skills, active participation, use of graphical and visual instruments and programs for presentations will reflect its quality.

ASSESSMENT CRITERIA

Mid Term              : 30

Sessional           : 10

Presentations    : 10

Final Term           : 50

RULES AND REGULATIONS

  • 80% class attendance should be met for every student, otherwise the student will not be allowed to sit in the examination.
  • The project carries 20 marks and it is a priority for every student, as it would reflect his grades at the end of the semester.
  • Demonstrated leadership assessment is more effective than a general "class participation" grade. As you perform specific tasks, you show the instructor and the class that you are thinking like a professional and improving your understanding of the discipline.
  • Quizzes taken in class will be non-credit but it will show your participation and willingness to prevail in the class and for that reason it may have an impact on your grades.
  • Students are strictly advised to follow the dress code that has been described by department. Only formal dress should be worn, no-one is allowed to wear jeans, t-shirts, joggers, sandals, etc.
  • Students are to provide a proper leave application for every absence in the class, describing the reason for his/her absence.

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