The University of Lahore

School Of Creative Arts

Course
Fall 2016 Semester
BAFT/BSMMC(Complete degree Name)

Instructor: X-Y-Z Email: X-Y-Z @-------.com

Office: LBS, 2nd Floor-LBS Block Office Consulting Hours: Mon/Wed12:00-02:00

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Room: 201 Lecture Timings: 11:00am to 12:30pm
Class Days: Tuesday & Thursday Mobile No: 0300 000 0000

I. COURSE DESCRIPTION

Marketing is the business task that deals with customers' needs and wants. The role of marketing managers is to
facilitate companies better understand customer preferences, connect that knowledge to designing suitable
products and services for targeted customers, and establish appropriate methods to communicate, to deliver, and
to capture value.
Winning firms are those that follow objectives, employ resources, and invest in the future of an organization, to
consistently persuade and satisfy the requirements of customers better than competitors. Such ideas are applicable
to both for-profit and not-for-profit organizations.

II. COURSE OBJECTIVES

By the end of this course, students should be able to:

To orient you to the significant elements in developing and designing a marketing strategy and
planning a marketing program. We will cover topics and concepts such as customer segmentation,
product positioning, branding, product pricing, integrated marketing communications, new product
management, and channel strategy & Design.
To develop and your problem-solving abilities in functional areas of marketing by providing you with
a set of analytical tools (i.e., frameworks, concepts, models, and techniques).
To present real time examples of how firms organize and manage their marketing efforts across a
broad range of industries and settings (e.g., consumer packaged goods, pharmaceutical,
telecommunications).
To provide you with a forum (both oral and written) for presenting and defending your own
recommendations, and for critically examining others' recommendations.

III. COURSE CONTENTS:

Product-Consumer & Firms perspective

Market Segment and targets
Consumer- Behavior and Insight
Analyzing Consumer & Business Markets
Creating Brand Equity
Developing pricing strategies and programs
Designing & Managing Value Networks and channels
Advertising & Promotion

IV. COURSE GRADING POLICY:

You will be graded as under:
1. Assignments
2. Quiz
3. Project & Presentation
4. Mid & Final Term

Notice:
Kindly make sure the work you are assigned with is done within the bounds of time. As due to the lack of time,
there will be no makeup of presentations, viva and quiz.

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The LBS Policy on Writing. In all courses, student's written work is evaluated for effectiveness, as well as content.
The writing must express ideas clearly, logically, and maturely, using Standard English sentence structure, grammar,
and spelling. Students must acknowledge all sources of information by following a standard citation format.
Students Conduct. Students should read the section of the LBS catalog entitled "Code of Student Conduct," as
well as other documents, policies, and the student handbook. Students are reminded that they should not disrupt
or obstruct teaching and learning. Nonetheless, if a student or group of students is found disturbing the class in any
way will be expelled from the class and will not be allowed until authorized by the Dean.
Academic Integrity. All students are expected to behave with academic honesty. It is not academically honest to
misrepresent another person's work as your own, to take credit for someone else's words or ideas, to accept help
on a test or assignment when you are expected to work independently, to obtain advanced information on
confidential test materials, or to act in a way that might harm another student's chance for academic success.
Please check the college catalog for more information.

Cell Phones. Please turn off cell phones during class.

For all purpose of communication with your teacher, you are required to contact through your CR/GR.

EVALUATION CRITERIA
Final: 40%
Mid: 25%
Quizzes: 10%
Assignments 05%
Project & presentation 15%
Class participation + Attendance 05%
Total: 100%

ABSOLUTE GRADING

The Teaching/Learning Environment & Course Classroom Protocol

a. The instructor manages his classroom as if it was an executive training meeting or session in a
business or government setting.
b. Each student is expected to be prepared in advance to discuss the reading material and to ask
questions of other students who present their ideas or views.
c. The teaching/learning environment created in the classroom is led by the instructor but it is also
understood that the most beneficial learning environment is one where students teach each
other through optimum preparation, active classroom participation, and sharing of their own
personal insights gained from lifelong experiences.
d. This course encourages classroom contributions based on previous work experience, including
current employment settings, as part of the course content. Accordingly, students are
encouraged to examine and study their organizations and to provide theoretical framework to
their managerial experiences.

V. STATEMENT ON FACULTY AND STUDENT CODE OF ETHICS

The Code of Ethics sets the parameters for proper conduct in the classroom by both faculty and
students. This is basic but it underscores the main principle here that we will follow as a team: The
faculty member will do his best to provide the best teaching and learning environment for each student as
an individual and for the class as a whole. Students, on the other hand, will be responsible for their own
work-product, will provide proper documentation when they use the work of others as references, and
will respect the rights of others to contribute to the teaching/learning environment as best suits their
comfort level, the capabilities, and their motivations.

DETAILED COURSE OUTLINE

(All Reading Resources will be provided by the instructor to students)

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WEEK: COURSE CONTENTS:
General introduction to philosophy and science of marketing:
Definition
1
History
Relevance
The Market- Potential to SKU:
Potential, Actual, Tapped Markets
2 Stock keeping Units
Quantitative Study of Market
Practical Market Matrix Ref: Lecture Notes
The Product-Consumer & Firms perspective :
Product Attributes- Consumer Perspective
3
Product Attributes- Marketing Firm Perspective
Product SIN Code and Product DNA Ref: New Product Management Book
Product Matrix- Different Models perspective:
Product, Consumer, Marketing Firm and Brand Relationship.
4
POP & POD
Final Model Ref: NPM & Brand Management Book
Product Life Cycle and diffusion:
Product Life Cycle
5
Product Replacement
Product Diffusion Ref: Marketing Book
Identifying Market Segment and targets:
Levels of Market Segmentation
6
Segment Consumer Markets
Market Targeting Ref: Marketing Book
Consumer- Behavior and Insight:
Consumer Value
7 Marketing Metaphors
Techniques for consumers insight- Qualitative Approach
Ref: Marketing Metaphors
Revision Class:
8
Revision for previous contents and related concepts

9 Midterm Examination

Analyzing Consumer & Business Markets:

What Influence consumer behavior?
10 Key psychological process
Buying Decision process
Business Markets Ref: Marketing Book
Creating Brand Equity:
What is brand equity?
11
Building Brand equity
Measuring & Managing Brand equity Ref: Marketing Book
Developing pricing strategies and programs:
Setting the price
12
Adapting the price
Initiating and responding to price changes Ref: Marketing Book
Designing & Managing Value Networks and channels:
Channel Designing
13
Channel Management decision
Private labels and whole selling Ref: Marketing Book
Advertising & Promotion:
Role of marketing communication
Developing and deciding on marketing communication
14
Developing and designing advertising program
Public relations, sales promotions & event marketing
Ref: Marketing Book
Revision Class:
15
Revision for previous contents and related concepts

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 16 Final Examination

REQUIRED TEXTBOOK

Marketing Management: Philip Kotler- Asian Perspective, Latest Edition.

RECOMMENDED TEXTBOOK(S)

New Product Management: C Merley Crawford, 7th Edition.

Strategic Brand Management: Kevin Lane Keller, 3 rd Edition.

Marketing Metaphors: Zaltman (Harvard).

There will not just be one book recommended to the whole class. Students are advised to consult different books
present in LBS Library. For further information about books, please contact library staff.

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