Course Outline

Program BS Accounting & Finance

Semester 4th
Course Title Principles of Marketing
Course Code MKT256
Credit Hours 45 (3 hour per week)

COURSE DESCRIPTION
This course aims to introduce fundamental concepts related to consumption marketplace (eg. Market types, competitive
landscape) and marketing tools (eg. STP, marketing mix). Through this course, students will learn to apply marketing related
theoretical knowledge to analyze existing marketplace problems and propose solutions. This course will enhance students’
problem solving and decision making abilities towards Marketing related issues using customer‐centric approach. The
course covers the following modules:
Module 1: Marketing Fundamentals
Module 2: Markets and Environment
Module 3: Customer‐Driven Marketing Strategy and Marketing Mix Decisions Module
4: Marketing Practices and Ethics

Course Objectives:
The course is designed to give students a broad overview of marketing principles by giving them an opportunity to
think ‘marketing’ and to critically observe marketing landscape around them. Specifically, it aims to help students:
1. Understand ‘why’ marketing is important
2. Develop and in depth understanding of fundamental marketing concepts, strategies and tools
3. Develop an ‘analytical approach’ for marketing issues in the local landscape

LEARNING OUTCOMES
Successful completion of the course means students are able to;
1. Understand the relevance of marketing to practical situations
2. Critically analyze marketing problems and suggest relevant workable solutions
1. Develop new marketing ideas relevant to local culture. Course
Contents:

Lecture Topics Chapter Book

1&2 Marketing: Creating Customer Value and Engagement

What Is Marketing?
Understanding the Marketplace and Customer Needs
1
Designing a Customer Value–Driven Marketing Strategy and Plan
Managing Customer Relationships and Capturing Customer Value The
Changing Marketing Landscape
 3 Company and Marketing Strategy: partnering to Build Customer
engagement, Value, and relationships
Company‐Wide Strategic Planning: Defining Marketing’s Role
Designing the Business Portfolio 2
Planning Marketing: Partnering to Build Customer Relationships
Marketing Strategy and the Marketing Mix
Managing the Marketing Effort and Marketing Return on Investment

4 Analyzing the Marketing Environment

The Microenvironment and Macroenvironment
The Demographic and Economic Environments 3
The Natural and Technological Environments
The Political–Social and Cultural Environments
5 Managing Marketing Information to gain Customer Insights
Marketing Information and Customer Insights
4

Assessing Information Needs and Developing Data

Marketing Research
Analyzing and Using Marketing Information
Other Marketing Information Considerations
6&7 Consumer Markets and Buyer Behavior
Model of Consumer Behavior
Characteristics Affecting Consumer Behavior 5
Buying Decision Behavior and the Buyer Decision Process
The Buyer Decision Process for New Products
8&9 Business Buyer Behavior
Business Markets
Business Buyer Behavior
6
The Business Buyer Decision Process
Engaging Business Buyers with Digital and Social Marketing
Institutional and Government Markets
10 & 11 Customer Value–Driven Marketing Strategy: Creating Value for target
Customers
Marketing Strategy 7
Market Segmentation
Market Targeting 197
Differentiation and Positioning
12 & 13 Products, Services, and Brands: Building Customer Value
What Is a Product?
Product and Service Decisions 8
Services Marketing
Branding Strategy: Building Strong Brands
14 & 15 Developing New products and Managing the product Life Cycle
New Product Development Strategy
The New Product Development Process 9
Product Life‐Cycle Strategies
Additional Product and Service Considerations
16 & 17 Pricing: Understanding and Capturing Customer Value
What Is a Price?
Major Pricing Strategies 10
Other Internal and External Considerations Affecting Price Decisions
 18 Pricing Strategies: additional Considerations
New Product Pricing Strategies
Product Mix Pricing Strategies
11
Price Adjustment Strategies
Price Changes
Public Policy and Pricing
19 Marketing Channels: Delivering Customer Value
Channel Behavior and Organization
Channel Design Decisions 12
Channel Management Decisions
Marketing Logistics and Supply Chain Management
20 Retailing and Wholesaling
Retailing
Retailer Marketing Decisions 13
Retailing Trends and Developments
Wholesaling
21 & 22 Engaging Consumers and Communicating Customer Value: Integrated
Marketing Communication Strategy
The Promotion Mix 14
Integrated Marketing Communications
Developing Effective Marketing Communication
Setting the Total Promotion Budget and Mix
23 Advertising and public relations Advertising
Advertising 15
Major Advertising Decisions
Public Relations
Major Public Relations Tools
24 Personal Selling and Sales promotion
Personal Selling
Managing the Sales Force 16
The Personal Selling Process
Sales Promotion
25 Creating Competitive Advantage
Competitor Analysis Competitive
Strategies
18
Balancing Customer and Competitor Orientations
26 Sustainable Marketing: Social responsibility and ethics
Social Criticisms of Marketing
Consumer Actions to Promote Sustainable Marketing 20
Business Actions Toward Sustainable Marketing
Marketing Ethics and the Sustainable Company
27, 28, Class Choice & Presentations
29 & 30

Recommended Text:
Kotler, P., Armstrong, G., Agnihotri, P.Y. and Haque E. . Principles of Marketing A South Asian Perspective, latest
edition, ISBN: 978‐0‐13‐607941‐5
SUPPLEMENTARY READINGS
Principles and Practice of Marketing by David Jobber
Electronic resources: www.prenhall.com/kotler
www.knowthis.com www.marketingpower.com
Teaching Methods/Class Activities
Students should actively engage in the learning process and in putting concepts learnt into practice through
action learning, lectures, and readings learning modes:
A. Lectures: Class sessions will involve lectures, video shows, case studies, assignments, quizzes,
discussions and debates, and presentations of related topics and current issues related to course contents.
B. Readings: This is the responsibility of all students. Students should read the relevant chapters of the
textbook, materials, and information on indicated websites before class. They should be prepared to raise
questions and arguments in class on related topics in the class schedule.

STUDENT EVALUATIONS & GRADES

The Breakup of marks and final grade is based upon: Final Grade Grade Mark
Mid‐Term Exam 30% A+ 90‐100
Final Exam 50% A 80‐89
Sessional 20% B+ 75‐79
Total 100% B 70‐74
B 65‐69
C+ 60‐64
C 50‐59
F Below 50