BBA MKT 401 Marketing Issues In Pakistan

Class: BBA
Instructor: Dr. Nida Aslam Khan

Class details

Class Timing and Room Main Campus 11:30am-12:45pm

Session Day(s) Tuesday/ Thursday and Friday/Saturday

Credit Hours: 3 Credit Hours

Email [email protected]
Contact # 2628

Course Description

COURSE OBJECTIVES:
Marketing Practices are largely influenced by the environment in which a company operates.
While facing global challenges, marketers in Pakistan are also faced with a number of unique
and country-specific challenges. This course aims to facilitate the students in understanding the
issues faced by marketers in Pakistan.

MBA Program Learning Goals

1. Communication Skills
The students will be able to communicate effectively in wide variety of business settings, employing mediums
such as written, oral and visual

2. Knowledge of All Business Disciplines

Students will be able to demonstrate understanding of theory and practice in relation to major business
related functions.

2. Critical Thinking
Students are able to develop a critical approach in research and use of management theory and practice
leading to effective decision making

4. Ethics
Students will have an understanding and awareness of the ethical implications of their decisions.

5. Glocal Mindset
Students will develop an appreciation of global best practices and learn to adapt them to local cultural
contexts.

GMM Course Learning Outcomes

Knowledge outcome: At the end of the course, the students will develop an understanding of
the Pakistani marketing environment. They will be able to understand the challenges and
opportunities that the local environment presents.
Skills/abilities outcome: Students will be able to develop analytical skills in comparing
marketing opportunities and challenges between Pakistan and elsewhere.

Teaching and Learning Methodology

The course is designed on the lecture based teaching pedagogy, however, class discussions
are highly interactive and require students to come prepared with pre-assigned reading material.
In addition, guest speakers from the industry will be regularly invited to share their first-hand
experience with students in class.

Students in the past have derived great value when they have actively contributed, critically
analyzed and whole heartedly appreciated constructive criticism. Learning in this course is from
the collective knowledge, wisdom and experience of all.

Course Learning Outcomes mapped to Program Learning Outcomes

Com
mun
Knowledge of
icati Glocal
All Business Critical Skills Ethics
on Mindset
Learning Goals Areas
Skill
s

Learning
Outcomes

At the end of the

course, the students
will develop an
understanding of the
Pakistani marketing
environment. They will
1 X X X X
be able to understand
the challenges and
opportunities that the
local environment
presents.

Students will be able to

develop analytical
skills in comparing
marketing
2 opportunities and
challenges between
Pakistan and
elsewhere.

1
 Chapters/ Mapping to Course
Session Topic
Readings Learning Outcomes

Session 1 CLO 1 Introduction to the course and instructor

Session 2 CLO2, Library orientation
Session 3 Recap of core concepts, typically on retailing,
wholesaling and sales
Session 4 Retailing

Bottom of the Pyramid Marketing

Session 5 http://www.hihinternational.org/
http://www.ppaf.org.pk/
Session 6 Case discussion: Chotu Cool HBS
Session 7 Market Research
Session 8 Product and Service Development
Session 9 Guest speaker session

Session 10 Consumer Behavior

Case discussion: Pharmaceutical Industry Issues

Session 11
Guest speaker
Session 12 Presentations on ‘observational study’
13

Bottom of the Pyramid Marketing

Session 14 http://www.hihinternational.org/
http://www.ppaf.org.pk/
Session 15 Brand Pakistan
Session 16 Case discussion: Lays Halal/Haram Issue
Brand Management
Session 17,
18

Session 19, Promotion: Traditional vs. Non Traditional Media in

20 Pakistan

Session 21 Case WARC Reem Rice Pakistan

Guest Speaker
Session 22

Session 23 Guest Speaker session

Session 24 Sales Management & Distribution

2
 Session 25 Student presentations of term project (case studies)
Session 26 to
 Case: Dabur India Ltd. – Globalization
28

Text Book and Pre Course Reading Material, Important Dates.

Recommended Text
Handouts developed by teaching resource will be posted on LMS

Prerequisite Skills and Knowledge to take this Course

Principles of Marketing

Assignments and Quizzes: DEADLINES AND DUE DATES:

Assessment Due Date Remarks

Ongoing Details regarding CP are given later on in

CP this document.

February 29th, 2020 both A separate ‘Assignments’ Detail’ Document

Retail Written assignment soft and hard copy will be provided to students.

Opening paragraph due A separate ‘Assignments’ Detail’ Document

Project/Presentation on the 21st March 2020 will be provided to students.

Mid-term Exam Week There is only one mid-term for this course
Mid Term Paper
Final Exam Week Final Exam Week
Final Paper
This course follows relative grading.

Marks Distribution

Course Traits
Total Total Marks Total Marks
Marks Head Learning
Frequency Exempted /Frequency /Head
Outcomes

CP Ongoing 0 10

RolePlay
2 0 20
(theory & written)

Project/Presentation 1 0 20

Mid Term Paper 2 0 30

Final Paper 1 0 20

3
 Total Marks 100

Class participation

Your class participation score is based both on attendance and active participation in class
discussion.
Attendance: Attendance signals your commitment to the course and includes the first few
classes of the semester. Students who miss these crucial lectures find it difficult to follow later
on. Attendance includes being on time to class. Interviews and other extracurricular activities
are not excused.
Discussion: Each of you can improve the quality of the course by sharing your own insights from
the readings and from observations in the real world. Grades will be based on quality of
comments, not quantity.

Please be respectful of your classmates. Take care to allow others a turn to speak. Healthy
debate is acceptable. Intimidating remarks and dominating the conversation are not acceptable.
Finally, do your best to limit class distraction. Come to class on time, close your laptops, and
turn off your cell phones/PDA.

Class participation will be marked in every session of the semester and at the end will be
counted in the final grade as an average of all the sessions. The criterion for marking class
participation is as follows:
Grading Scale: 1 – 5
1 When you are prepared with the pre-assigned readings and respond to questions.
2 When you are confident with your preparation and communicate it.
3 When you have prepared yourself beyond the assigned readings and demonstrate
a deeper grasp of issues.
4 When you steer class discussions into areas providing additional learning.
5 When you have taught something new to everyone in the class.

Comments and/or Suggestions

Students may see the faculty any time in case of any problem or issue that needs attention.

Technology Requirements

Please bring your laptop to class if possible. Also bring old-fashioned pen and paper.

Academic Conduct

IBA policy

Attendance Policy

IBA policy

Plagiarism Policy

4
IBA policy

Withdrawal Policy

IBA policy