This course will enable the students of economics to introduce the marketing concept and how we identify, understand and satisfy the needs of customers and markets. Marketing presents an innovative, integrated approach to the course, in which marketing concepts are explored in depth within the international context. The authors identify five key factors that impact any international marketing venture-culture, language, political/legal systems, economic systems, and technological/operational differences-and discuss them in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion.

Course Objectives:

The main purpose of this course is to introduce the main principles of professional and social excellence, to genrate knowledge and skills of students to use models and marketing methodology for the implementation of marketing principles.
Enable the student to introduce the marketing concept and how we identify, understand and satisfy the needs of customers and markets. To analyse companies and competitors and to introduce marketing strategy to increase awareness of the strategic and tactical decisions behind todays top performing brands.

System of Evaluation

Midterm      30 pts

Final           50 pts

Sessional   20 pts

• Project: 25%
• Presentation: 25%
• Participation: 25%
• Attendance 25 %

Total          100 pts

Course Outline:

1. Marketing, Managing profitable customer relationships
2. Company and marketing strategy
3. The marketing environment
4. Managing marketing information
5. Consumer markets and consumer buyer behaviour
6. Business markets ans business buyer behaviour
7. Customer driven marketing strategy
8. Product, services and branding strategy
9. New product development process
10. Pricing products
11. Marketing channels and supply chain management
12. Retailing and wholesaling
13. Communicating customer values
14. Advertising and public relations
15. Personal Selling and sales promotion'
16. Direct and online marketing, Marketing ethics and social responsibility

Text Book:

1. Principles of Marketing by Philip Kotler
2. Marketing: An Introduction. by Gary Armstrong
3. Essentials of Marketing (Looseleaf) by William David

Weekly Lecture Plan

Week 1-2: Marketing, Managing profitable customer relationships, Company and marketing strategy

Week 3-4: The marketing environment, Managing marketing information

Week 5-6: Consumer markets and consumer buyer behaviour,  Business markets ans business buyer behaviour

Week 7-8: Customer driven marketing strategy,  Product, services and branding strategy

Week 9: Mid Term

Week 10-11: New product development process,  Pricing products

Week 12-13: Marketing channels and supply chain management,  Retailing and wholesaling

Week 14-15: Communicating customer values,  Advertising and public relations

Week 16-17: Personal Selling and sales promotion,  Direct and online marketing, Marketing ethics and social responsibility

Week 18: Final Term

Class Timings Of BS 3rd Regular:

Wednesday 08:00  to 09:30 AM

Thursday     08:00  to 09:30 AM

Class Timings Of BS 3rd Self Support:

Monday      01:00  to 02:30 PM

Tuesday     01:00  to 02:30 PM