DEPARTMENT OF BUSINESS MANAGEMENT
SLIIT BUSINESS SCHOOL
MODULE OUTLINE
Module Name Principles of Marketing
Module Code BM2014 Version No. 2022-0
Year/Level 02 Semester 01
Credit Points 03 Credits
Pre-requisites None
Co-requisites None
Methods of Delivery Lectures (face to face) 02 Hours/Week
Tutorials 01 Hour/Week
Laboratories 00 Hour/Fortnight
Course web site http://courseweb.sliit.lk
Date of Original Approval February 2022
Date of Last Approval February 2022
Date of Next Review February 2027
MODULE DESCRIPTION
Aim The focus of this course is to introduce the basic functions of marketing
and its role in an organization. In the contemporary world, customers
become the center of organization decision making. This makes the role
of marketer more critical as a party who develops the bridge between
organization and customers. This module covers the essential areas in
marketing such as evolution in marketing, scanning, and analyzing the
environment, understanding customers, and designing a marketing mix.
Learning Outcomes At the end of the module, the student will be able to:
LO1 Identify alternative definitions of marketing and core concepts.
LO2 Explain various micro and macro environmental factors which
influence marketing decisions.
LO3 Apply segmentation, targeting and positioning criteria in
different marketing contexts.
LO4: Examine the buyer behavior that is critical in shaping the market
offering.
LO5: Apply marketing mix for a particular product developed to
sustain competitive advantage.
LO6 Interpret the importance of marketing ethics and CSR.
Assessment Criteria Assessment Description:
During the semester, there will be continuous assignments, and a final
exam. The assignment will be based on the practical work, and lecture
material covered until the week before it is held. The final examination
will be a comprehensive exam based on the practical assignments and
lecture materials covered during the semester.
Assessment Activities:
Mid-Semester examination 25% LO1-LO3
Continues Assessments 35% LO1-LO4
End of Semester Examination 40% LO1-LO6
Total 100%
Estimated Student Contact Hours
Workload Lectures (face to face) 28 Hours
Tutorials 14 Hours
Time Allocated for Assessments
Continuous Assessments 40 Hours
Mid-Semester Examination 01 Hour
End of Semester Examination 02 Hours
Reading and Independent Study 65 Hours
Total 150 Hours
Module Pass Requirements To pass this module students are required to achieve an overall pass
mark of 45% or higher that would qualify for a “C” grade or above.
Learning Resources Recommended Texts:
1. Kotler, Philip, and Gary Armstrong. (2020). E-Book, Global
Edition: Principles of Marketing, Pearson Education, Limited.
2. William M. Pride, O.C. Ferrell, (2020). Marketing, 20th Edition,
Cengage Learning.
CONTENTS OF THE MODULE
1. Introduction to marketing (04 hours) LO1
a. Define marketing from different perspectives
b. Core marketing concepts
c. New marketing realities
2. Marketing Philosophies (06 hours) LO1-LO3
a. Historical background of marketing
b. The Production concepts
c. The Product concepts
d. The selling concepts
e. The marketing concepts
f. The holistic marketing concepts
3. Understanding the marketing environment (04 hours) LO2
a. Recognize major components of macroenvironment
b. Recognize major components of microenvironment
c. SWOT Analysis
d. Current condition of marketing environment in the domestic and
global context
4. Segmentation, targeting and positioning (04 hours) LO3
a. Segmentation variables of consumer market
b. Define marketing targeting and methods to select target markets
c. Define positioning
5. Understand the customer (04 hours) LO4
a. Consumer Decision Making Process B2B and B2C
b. Decision making unit
c. Innovation and diffusion curve
d. Building customer relationship
6. Marketing mix (16 Hours) LO5
a. New product development and product life cycle
b. Developing pricing strategies
c. Marketing channels and supply
d. Designing and managing Promotion campaign
e. Marketing communication
7. Marketing and society (04 hours) LO6
a. Importance of marketing ethics
b. Corporate Social Responsibility (CSR)
LEARNING OUTCOMES TO PROGRAM OUTCOMES MAPPING
PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11 PO12
LO1 H M L
LO2 H H
LO3 H L M H L
LO4 H L L M M M L
LO5 L L M L M M L
PO1 Recognize development of Theories, Concepts and Practices in Marketing Management (MM)
PO2 Apply these concepts and practices to new or existing businesses in the digital environment.
PO3 Demonstrate effective communication skills consistent with the business and professional
environment.
PO4 Demonstrate leadership skills while working effectively in a team environment to accomplish
a common goal.
PO5 Develop competencies in social networking to maintain collaborative and professional
relationships with stakeholders.
PO6 Adopt and perform in the technology driven Business environment with a digital presence.
PO7 Building confidence in the turbulent environment with self-contained decision-making
abilities via quantitative and qualitative data managing skills.
PO8 Exhibit innovative thinking with identifying issues and recognizing opportunity in the
entrepreneurial culture.
PO9 Demonstrate the ability to work in a turbulent environment with a flexible and adaptable mind
set.
PO10 Employ key processes and procedures that are necessary for the Marketing Management
Professional Environment.
PO11 Develop the capacity for futuristic thinking through constantly updating of knowledge and
realize personal life goals and achieve career success.
PO12 Build a passion towards continuous learning and self-development to cater for diverse needs
in their careers.
GENERIC INFORMATION
Any type of plagiarism is not allowed.
Plagiarism: Academic honesty is crucial to a student’s credibility and self-esteem, and ultimately
reflects the values and morals of the Institute as whole. A student may work together with one or a
group of students discussing assignment content, identifying relevant references, and debating issues
relevant to the subject. Plagiarism occurs when the work of another person, or persons, is used and
presented as one’s own.
END OF MODULE OUTLINE
