Institute of Business & Management

COURSE BASICS
Course Code BUS-241 Credit Hours 03

Lectures [No. of Lec(s) Per 3 Duration 1+1+1 hours

Week]
Lab Sessions NA Duration NA

[Principles of Marketing]

COURSE DISTRIBUTION
Program(s) Attached To BBA/ BBIT
Core / Elective Core
Course Pre-requisites No

COURSE DESCRIPTION
The "Principles of Marketing, course provides an in-depth exploration of the fundamental concepts and strategies in marketing. It
covers key topics such as understanding the marketplace and customer needs, designing a customer-driven marketing strategy,
constructing an integrated marketing program that delivers superior value, building customer relationships, and capturing value for
the firm. This course emphasizes practical application through real-world examples and case studies, offering students insights into
modern marketing practices and digital innovations. By the end of the course, students will be equipped with the skills to analyze
market opportunities, develop effective marketing plans, and execute strategies that drive business success.

COURSE OBJECTIVES
OB1: To articulate the fundamental concepts of marketing and the marketing process, including the definition of
marketing and the strategic framework for creating value for customers and achieving organizational goals.

OB2: To develop the ability to analyze and interpret the marketing environment, effectively manage marketing
information to gain customer insights, and understand the dynamics of consumer and business markets to inform
strategic marketing decisions.

LEARNING OUTCOMES
Upon successful completion of Principles of Marketing, students should be able to:
CLO1: Understand the core concepts of marketing and the marketing process, including the creation of customer value
and the importance of understanding the marketplace.

CLO2: Analyze consumer and business buying behavior, develop effective marketing strategies for segmentation,
targeting, and positioning, and evaluate the impact of digital and global environments on marketing decisions.

CLO3: Examine the impact of digital and social media on marketing strategies, and evaluate how these platforms can be
leveraged to enhance brand engagement and customer interaction.

CLO4: Understanding of the principles of sustainable marketing, ethical decision-making processes, and the impact of
corporate social responsibility on consumer and brand.
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BBA PROGRAM OBJECTIVES

1. Intellectual Capacity ~ To develop critical thinking skills through keen observation, free inquiry, and logical reasoning for
creative problem-solving.
2. Personality Transformation ~ To facilitate deep-rooted transformation based on adherence to high ethical standards, social
responsibility, and business professionalism.
3. Business Acumen ~ To produce graduates with an ability to synthesize knowledge of functional business areas for effective
management in a dynamic business environment.

Map if course objectives or outcomes specifically relate to any program objectives (along with corresponding assessment item):

(COURSE) LEARNING OUTCOMES PROGRAM OBJECTIVES COURSE ASSESSMENT ITEM

CLO-1 PO-1 Quiz, Assignment
CLO-2 PO-2 Case Study, Project
CLO-3 PO-3 Class activity
CLO-4 PO-3 Lecture Group Discussion

ASSESSMENT STRUCTURE
Assessment Items Percentage
Quiz(s) 05 (Minimum 2)
Assignments(s) 05 (Minimum 2)
Class Participation 05
Midterm Examination 30
Final Examination 40
Project Presentation 15

Any specific teaching/learning strategies: Case Study, Project

COURSE CONTENT AND DELIVERY PLAN

Application (Learning Outcomes
Lecture Topics
achieved through this topic)
1 Marketing: creating Customer Value and Engagement CLO-1

What is Marketing
Marketing Define, The Market Process

Understanding the Marketplace and Consumer Needs

Customer needs, wants and Demands, market offerings, Products,
services, solutions and experiences, customer value and satisfaction,
Exchanges and relationships

Designing a Customer Value driven Marketing Strategy and Plan

Preparing an integrated marketing mix

Managing Customer Relationships and Capturing Customer Value

Engaging customer and managing customer relationships, capturing
value from the customers
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Company and Marketing Strategy: Partnering to build CLO-1, CLO-2

Customer engagement, Value and Relationships

Companywide strategic planning: Defining Marketing role

Define a market oriented mission, setting company’s objectives and

goals

Designing the Business Portfolio

Analyzing the current business portfolio, developing strategies for
2 growth and downsizing,

Planning Marketing: Partnering To Build Customer Relationships

Partnering with other company’s departments, partnering with others
in the company’s system

Marketing Strategy and the Marketing Mix

Customer Value Driven Marketing strategy

Analyzing the Marketing Environment CLO-1, CLO-2

The Microenvironment and Microenvironment

3 The Demographic and Economic Environments
The Natural and Technological Environments
The Political- Social and Cultural Environments

Managing Marketing Information to Gain Customer Insights CLO-1, CLO2, CLO3

Developing customer insights

Assessing Customer Needs and Developing Marketing information

4
Analyzing and Using Marketing Information

Customer Relationship Management and Artificial Intelligence

Consumer Markets & Buyer Behaviour CLO-1, CLO3

Model of Consumer Behaviour

Characteristics affecting Consumer Behaviour

5 The Buyer Decision Process and Types of Buying Decision Behaviour

The customer journey

The buyer Decision Process for New Products

Stages in the adoption process, individual differences in the innovativeness,
Influence of Product Characteristics, on rate of adoption

6 Business Markets and Business Buyer Behaviour CLO-1, CLO3

Business Markets
Market structure and Demand, Nature of the Buying unit, Types of the Decisions
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and Decision Process

Business Buyer Behaviour

Major types of buying situations, Participants in the business buying process,
Major influences on the business buyer

The Business Buyer Decision Process

Problem recognition, General need description, Product specification, supplier
search, Proposal Solicitation, Supplier selection, order routine specification,
performance review

Customer Value Driven Marketing Strategy: Creating Value CLO-1, CLO3

for Target Customers
Marketing Strategy

Market Segmentation
Segmenting Consumer Markets, Segmenting Business Markets Segmenting
7 International Markets, requirements for effective segmentation

Market Targeting
Evaluating Market segments, selecting target market segments

Differentiation and Positioning

Positioning maps and positioning strategy

8 Mid Term Examination

Products, Services and Brands: Building Customer Value CLO-1, CLO3, CLO4

What is a product

9 Product and Service Decisions

Product line, Product Mix

Services Marketing
The nature and characteristics of Services

Developing New Products and Managing the Product Life CLO-1, CLO3
Cycle
New Product Development Strategy

10 The New Product Development Process

Idea generation, Idea Screening, Concept development and testing

Product Life Cycle Strategies

Induction Stage, Growth Stage, Maturity Stage, Decline Stage

Pricing: Understanding and capturing Customer Value CLO-1, CLO3

What is Price?
11
Major Pricing Strategies

12 Personal Selling and Sales Promotion CLO-1, CLO3, CLO4

The nature of personal selling

The personal Selling Process

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Sales Promotion

Digital Marketing CLO-1, CLO4

13 Understanding Digital Marketing

The new digital marketing model, benefits of digital marketing to
buyers and sellers

Sustainable Marketing
14
Social Criticism of Marketing

15 Presentations
16 Final-Term Examination

LEARNING RESOURCES
Books:

[Text] Principles of Marketing 19th Global Edition Edition by Kotler, Armstrong and Balasubramanian

[Ref] Principles of Marketing 13th Global Edition Edition (A South Asian Perspective) by Kotler, Armstrong, Agnihotri and Haque.