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Iqra University

EDP Course Code: 011008061 & 011008115

PRINCIPLES OF MARKETING

Course Study Guide
Academic Semester Fall 2010

BBA-H & MBA Program

Department of Business Administration

1

Introduction
In this course, students develop a critical appreciation of the basic concepts and techniques of marketing. The course develops concepts and skills necessary for marketing decision-making and illustrates how various decision-making tools apply to actual business situations. The goal of this course is to develop a disciplined process for addressing marketing issues and problems in a variety of settings, and to give students the tools and background necessary to think through marketing problems.

The course helps increase knowledge and understanding of marketing concepts and terminology which form the foundation for advanced coursework and practice in business. Delivery Methods/ Learning Activities

In class lecture, class discussions, assignments, case study analysis and group projects.

Course Facilitator:
Ms.Sidra Farooq
There is a considerable reading(s) to do to support the broad scope of this module. A selection of key readings is given for each session. Remember! this is students’ one of the core responsibilities to read these materials to foster their learning. Should you have any courserelated queries, do not hesitate to email.

Assessment (Marks distribution):
At least five activities (quizzes & assignments) = 25%
Term report (in APA format) = 10%
Mid-term examination = 30%
Final Examination = 35%
(Total = 100%)

2

MODULE CONTENTS
Prescribed Books

1- Principles of Marketing (12th edition)
By Kotler & Armstrong
2- Marketing (14th edition)
By Etzel, Walker & Stanton

Course Outline
Session#1

Definition and few basic concepts of marketing, evolution of marketing

Session #2

CLV, customer equity, marketing process, CRM

Session #3

The marketing environment: micro and macro environments

Session #4

Consumer markets and consumer buyer behavior

Session #5

Business markets and business buyer behavior

Session #6

Mass marketing and market segmentation

Session #7

Target market, market positioning and product differentiation

Session #8

Midterm Exam

Session #9

Marketing mix, product and product strategies

Session #10 Branding and brand strategies
Session #11 PLC, NPD, packaging and labeling
Session #12 Pricing and pricing strategies
Session #13 Promotion, IMC, Promotional strategies
Session #14 Tools and techniques of promotion
Session #15 Supply chain, marketing channels, channels conflicts Session #16 Retailing and wholesaling

3

OUTLINE OF SESSIONS AND PREPARATORY READINGS
(Students will find lecture slides of the sessions on teachers’ temp folder)

Session # 1: Definition and few basic concepts of marketing, evolution of marketing Key readings (in addition to lecture slides)
Marketing: Managing profitable customer relationships (chapter 1 of Principles of Marketing by Kotler & Armstrong).
Case Study: More about Trader Joe’s (related with evolution of marketing will be discussed in the class)
Nature & scope of marketing (chapter 1 of Marketing by Etzel, Walker & Stanton) Session # 2: CLV, Customer Equity, Marketing Process, CRM
Key readings (in addition to lecture slides)
Marketing: Managing profitable customer relationships (chapter 1 of Principles of Marketing by Kotler & Armstrong).
Case Study: related with CLV will be discussed in the class) Nature & scope of marketing (chapter 1 of Marketing by Etzel, Walker & Stanton) Session # 3: The marketing environment: micro and macro environments Key readings (in addition to lecture slides)

The marketing environment (chapter 3 of Principles of Marketing by Kotler & Armstrong). Case Study: McDonald’s environment’s scanning will be discussed in the class. The Dynamic Marketing Environment (chapter 2 of Marketing by Etzel, Walker & Stanton) Session # 4: Consumer...
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