LahoreUniversityofManagementSciences

MKTG201PrinciplesofMarketing
SpringSemester2017
Instructor Dr.RohailAshraf
RoomNo. 3rd,Floor,SDSBBuilding
OfficeHours ByEmail
Email rohail.ashraf@lums.edu.pk
Telephone +92(042)35608429
Secretary/TA MuhammadRehman
TAOfficeHours TBA
CourseURL(ifany) http://suraj.lums.edu.pk/~ro/

COURSEBASICS
CreditHours
Lecture(s) NbrofLec(s)PerWeek 2 Duration 75mins
Recitation/Lab(perweek) NbrofLec(s)PerWeek N/A Duration
Tutorial(perweek) NbrofLec(s)PerWeek Duration

COURSEDISTRIBUTION
Core
Elective Yes
OpenforStudentCategory Sophomores,Juniors,Seniors
CloseforStudentCategory Freshmen

COURSEDESCRIPTION

Marketinghelpsinunderstandingtheconsumptionrequirementsofourmarkets.Itisthroughtheprocessofmarketingthatfirms
deliver their products to consumers such that it creates a winwin situation both for the firm and for consumers. This course
introduces,tothestudents,fundamentalconceptsrelatedtotheethics&dynamicsofconsumptionmarketplace(e.g.markettypes,
competitive landscape) and marketing tools (e.g. Segmentation/Targeting, Positioning, Product, Price, Promotion, Place) to
successfullyfulfillconsumerneedsandwants.Theultimateobjectiveofallfirmcustomerinteractionistocreateandmanagelong
termprofitablecustomerrelationshipsbycreatingmoreandmorevalueforcustomers.Thiscoursewillenhancestudentsproblem
solvinganddecisionmakingabilitiestowardsMarketingrelatedissuesusingcustomercentricapproach.

Thecoursecoversthefollowingmodules:

Module1:MarketingPracticesandEthics
Module2:MarketingFundamentals
Module3:MarketsandEnvironment
Module4:CustomerDrivenMarketingStrategyandMarketingMixDecisions

COURSEPREREQUISITE(S)

None

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COURSELEARNINGOBJECTIVES

Thecourseisdesignedtointroducestudentstobasicmarketingconcepts,enablethemtoseeinterlinkagesamong
theseconceptsandmoreimportantlytodevelopthemasindependentreaderofthedisciplinesothattheycan
thinkmarketingintheirownuniqueways.Specifically:

Note:Marketingtextbooksarewrittentointroducebasicconceptsinaneasylanguage.However,themarketing
landscapeandtherelatedconceptsarechangingfarrapidlythancanbelearntthroughtheuseoftextbooksonly.
Forthisreason,thecoursewillnotonlyusethetextbookbutwillalsointroducestudentstothesourcesofupcoming
marketingthoughtssothattheycankeepthemselvesuptodateinfuture(iftheywish).

COURSELEARNINGOUTCOMES(CLO)

Successfulcompletionofthecoursemeansstudentsareableto:

1. UnderstandhowtoanalyzethemarketandappreciatedifferencesthatexistbetweenB2BandB2C
2. Understandhowfirmsusemarketingtobetterconnectwiththeirmarkets
3. Understandthetoolsavailabletosuccessfullymarketfirmsproductsandservices
4. Identifyoutletspublishinguptodatemarketingarticlesandbeabletoreadandunderstandthese
materials.

UNDERGRADUATEPROGRAMLEARNINGGOALS&OBJECTIVES
GeneralLearningGoals&Objectives
Goal1EffectiveWrittenandOralCommunication
Objective:Studentswilldemonstrateeffectivewritingandoralcommunicationskills
Goal2EthicalUnderstandingandReasoning
Objective:Studentswilldemonstratethattheyareabletoidentifyandaddressethicalissuesinan
organizationalcontext.
Goal3AnalyticalThinkingandProblemSolvingSkills
Objective:Studentswilldemonstratethattheyareabletoidentifykeyproblemsandgenerateviablesolutions.
Goal4ApplicationofInformationTechnology
Objective:Studentswilldemonstratethattheyareabletousecurrenttechnologiesinbusinessand
managementcontext.
Goal5TeamworkinDiverseandMulticulturalEnvironments
Objective:Studentswilldemonstratethattheyareabletoworkeffectivelyindiverseenvironments.
Goal6UnderstandingOrganizationalEcosystems
Objective:StudentswilldemonstratethattheyhaveanunderstandingofEconomic,Political,Regulatory,Legal,
Technological,andSocialenvironmentoforganizations.
MajorSpecificLearningGoals&Objectives
Goal7(a)DisciplineSpecificKnowledgeandUnderstanding
Objective:Studentswilldemonstrateknowledgeofkeybusinessdisciplinesandhowtheyinteractincluding
applicationtorealworldsituations(Includingsubjectknowledge).
Goal7(b)Understandingthesciencebehindthedecisionmakingprocess(forMGSMajors)
Objective:Studentswilldemonstrateabilitytoanalyzeabusinessproblem,designandapplyappropriate
decisionsupporttools,interpretresultsandmakemeaningfulrecommendationstosupportthedecisionmaker

 LahoreUniversityofManagementSciences
Indicatebelowhowthecourselearningobjectivesspecificallyrelatetoanyprogramlearninggoalsandobjectives.

PROGRAMLEARNINGGOALSAND
OBJECTIVES
Goal1EffectiveWrittenandOral
Communication
Goal2EthicalUnderstandingand
Reasoning
Goal3AnalyticalThinkingandProblem
SolvingSkills
Goal4ApplicationofInformation
Technology
Goal5TeamworkinDiverseand
MulticulturalEnvironments
Goal6UnderstandingOrganizational
Ecosystems
Goal7(a)DisciplineSpecificKnowledge
andUnderstanding
Goal7(b)Understandingthescience
behindthedecisionmakingprocess
COURSELEARNINGOBJECTIVES COURSEASSESSMENTITEM
Oral:Studentsaresupposedtoactively ClassParticipationandProjects
participateintheclassanddeliver
professionaloralpresentation.
Written:Studentssubmitareportthat
involveadequatelevelofwriting
Ethicalconsiderationswillspecificallybe QuizzesandExam
discussedinsomesessions(i.e.1,18,19,
20,and23)
Studentspolishthisskillsviadeveloping Projects
newproductlaunchprogramandby
conductingaproductcategoryanalysis
N/A
Thecourselaysstrongemphasisonteam Projects
workbygettingtheminvolvedina
project
Fewsessionsarededicatedtounderstand Quizzes,Exam
theroleofmarketinginorganizational
ecosystems(i.e.1,2,6,21,and22)
Exhaustivecoverageofimportant Classparticipation,Quizzes,Exams
marketingtopics
Thiscoursesfocusesonhowdecision Classparticipation,QuizzesandExam
marketingdecisionmakingtakesplacesin
differenttypeofmarkets(7,8,and9)and
howdifferentmarketingtoolsinfluence
thesedecisionmakers.

GRADINGBREAKUPANDPOLICY


Source %ofTotal
ProductProject: 20
Quiz(s):
20
(NoMakeupsforquizzes!)
ClassParticipation:
(TherewillbenegativeCPforincorrectanswersto 15
questionsaskedbyinstructorfromspecificstudents)
ClassAttendance:
(4absencesallowedandafterthat1%pointwillbe
5
deductedforeachabsence;Latearrivalsmaynotbe
allowedinclassandthustreatedasabsence)
FinalExamination: 40
Total 100

 LahoreUniversityofManagementSciences
PROJECTDETAILS

PROJECTISAGROUPASSIGNMENT.

ImportantSuggestions&Notes:
1. Studentsshouldwritetheirnameonsection(s)theyhaveworkedon.
2. Academichonestyisexpectedofstudents!Anyissuesinthisregardwillbetreatedwithoutanycompassion!
3. Groupprojectisnotaworkof4individualsworkingon4differentparts.Suchprojectsnaturallycreatesilosofoutput
withoutofsyncideas.Pleasedospendsometimeinsynchronizingwork;ifnot,thewholepurposeofgroupworkislost.
Youcandothisintwoways:a)nominateateamleadwiththemainresponsibilityofsynchronizingwork,b)conductapre
finalizationgroupmeetingtodiscusssynchronizationpoints(recommendedoption).
4. Quiteoftenreportsaresubmittedassumingthatthereaderhasthesamemindsetasthewriter.Suchanassumptionis
wrong!Pleasenotethatthereader(instructors,yourlinemanagers,topmanagementetc.)willalwaysbepressedwith
time.Ifyoucannotmakeadocumentthatisstructured(titlepagewithnecessarydetailssuchastopic+groupmember
emailaddresses+groupnumberetc.,TOC,pagenumbers,headingsnumberedandinlevels)andhasalogicalflowof
argument,thenpleasedontexpectafavorablefeedback!
5. Considering there is substantial grade for project & presentation, the issues of free riders in group may potentially
deterioratethequalityofoutput.Itisstronglysuggestedthatyoucontacttheinstructorassoonasyoufaceanysuch
issues.NotefortheFreeriders:Youwilleitherbeforcedtoworkontheprojectallalone(withsomenegativedeductions
tothegrade)orgivenanFdependingonyourinterest!Inexceptionalcases,individualsgradestoteammemberscan
alsobegiven.
6. Formeetings,ALLthegroupmembersshouldbehaveresponsiblyandcomeONTIME.Latearrivalsmaynotbeallowedin
themeeting.
7. NoteforSeniors:Fisagradethatappliestoyouaswell.Mypolicy:Ipreferhonestyoverkindness.
8. HealthPetitionPolicy:Mustbesubmittedinthenextclassthatyouattend.Ifnot,petitionwillnotbeentertained
9. PetitionforActivities:OnlyOSAemailswillbeentertained.
10. Classesareintendedtocomplementbookchaptersandnotsubstituteit.

NewProductMarketingPlan:

Objective:Generally,thesubjectivenatureofmarketingconceptsmakesiteasytounderstandbutdifficulttoapply.Thisproject
willallowstudentstolearnbyapplyingtheseconceptstoanewproductinanintegratedmannersothattheycanappreciatehow
thesedifferentconceptsgelintogethertocreateasynergy.StudentsareexpectedtodevelopaMarketingPlanintegratingthe
materialpresentedinlecturesandclassactivitiesinordertodemonstratetheirunderstanding.

Project:MarketingPlanwillbedevelopedforanewproduct.Theselectedproductmustbeapprovedbytheinstructor.General
contentstobecovered:

1) TableofContents
2) Howdidyouidentifytheneedfortheselectedproductinthemarket?
3) MarketAudit(PESTAnalysis+CompetitorAnalysis)
4) STP(Segmentation,TargetingandPositioning)
5) MarketingStrategy(4PsandchangesinthemalongwiththeProductLifeCycle)
6) DetailedProductLaunchActionProgram(Events,CampaignStoryBoard,MediaPlan,&BudgetEstimates)

 LahoreUniversityofManagementSciences
Deliverables:Thereare2deliverablesforthis:

1) Midterm(5%points):Points2,3,4,and5(product&pricing)
2) FinalDeliverable:
a. Presentation(10%points):Apresentationofthecompleteplanwillhavetobemadeinfrontoftheclass.
b. CompleteReport(5%):Maximum10pagesoftextand10pagesofexhibit.
EXAMINATIONDETAIL

Yes/No:
CombineSeparate:
Midterm
Duration:
Exam
PreferredDate:
ExamSpecifications:


Yes/No:YES
CombineSeparate:Combine
FinalExam Duration:
ExamSpecifications:

COURSEOVERVIEW
RECOMMENDED OBJECTIVES/
LECTURE TOPICS
READINGS APPLICATION

Module1:MarketingPracticesandEthics

Toappreciatethatlongterm
1 SocialResponsibilityandEthics Chapter20 marketingisnotwithoutethical
considerations(CLO#2,4)

CourseIntroduction&Defining Chapter1 Introductiontothecourseand

2 Marketing(CLO#2)
Marketing (pp.212,1924)

Module2:MarketingFundamentals

Chapter2 Understandingthevalueaddition
(51) thatafunctionalmarketing
departmentcanaddto
3 DevelopingaMarketingdepartment Note:Grouplist+ProductIdea
organizationaldynamics(CLO#2,4)
SummaryDue

Abriefholisticintroductionto
marketingelementswhichwill
4 MarketingStrategyandMarketingMix Chapter2
subsequentlybediscussedindetail.
overview (3441,4448,5254)
(CLO#2,3)

 LahoreUniversityofManagementSciences
Dawar(2013),WhenMarketing Tounderstandhowcompetitive
isastrategy pressureschangesmarketsituations
5 CreatingCompetitiveAdvantage andoftenforcetakingtough
Chapter18 decisions(CLO#1,2,4)
(447450)
RevisionSession
6 Ettenson,ConradoandKnowles(2013),Rethinkingthe4Ps
Note:ProjectDiscussion

Module3:MarketsandEnvironment

AnalyzingtheMarketingEnvironment Analyzingmicroandmacro(PLEST
7 Chapter3
analysis)environments(CLO#1)

Understandinghowtolistento
MarketingInformationandCustomer
Chapter4 customersvoice(CLO#1,2,3)
8 Insights
(pp.8290;102103;107111)

Introductiontoconsumer
Chapter5
consumptionmarketplace(CLO#1)
(pp.116137)
9
ConsumerMarkets
SpennerandFreeman(2012),
ToKeepCustomers,Keepit
Simple

Brown(2003)Marketingto UnderstandingConsumerpower.
Generation (CLO#1,2,4)
10 ConsumerBuyingBehavior
CaseStudy:Ariely(2007),The
customersrevenge

Chapter6 Industrialmarkets(B2BMarkets)
11 BusinessBuyerBehavior
(CLO#1,2)

RevisionSession
12

Module4:CustomerDrivenMarketingStrategyandMarketingMixDecisions

CustomerDrivenMarketingStrategy Chapter7 IntroducingSTP(Segmentation,

TargetingandPositioning)(CLO#2,
13 (160168,170183,185)
3)

 LahoreUniversityofManagementSciences
ProductsandServices Chapter8 Tounderstandwhatare
14 (pp.188192,201204,209212) products/servicesandtheirrelations
toconsumerneeds(CLO#2,3)

ProductStrategies Chapter9 TounderstandtheroleofTest

Marketingfornewproductionand
15 (229232,236244)
theevolutionofstrategyovera
ProductLifeCycle(CLO#2,3)

PricingStrategies Chapter10 Introductiontoimportantpricing

16
concepts(CLO#2,3)

PricingStrategies Chapter11 Tounderstandhowpricingdecisions

17 areadaptedtosituations(CLO#2,
(266278)
3)

RevisionSession
18
Note:MidtermSubmissions(ProductPlan)
Chapter12 Introducingdistribution(CLO#2,3)
19 MarketChannels (pp.288294,296299)

Chapter12 Introducingdistribution(CLO#2,3)
20 MarketChannels (pp.288294,296299)

21 IMC:PromotionMix Chapter14 Introducingpromotion(CLO#2,3)

TounderstandthemostfamiliarIMC
22 IMC:Advertising&PR Chapter15 tooli.e.advertising(CLO#2,3)

Chapter16 Tounderstandwhataresales
IMC:PersonalSelling&Sales functionandhowtheyfunction
23 (pp.386394;pp.401409)
Promotion differentlyfrommarketing(CLO#2,
3)

RevisionSession
Topic:Kotleretal.(2006),Endingthewarbetweensalesandmarketing
24 Knowles&Ettenson(2007),ReconcilableDifferences(1page)
(CLO#2,3,4)
Note:SubmissionofProductPlanFinalDeliverable

25,26,27, ClassChoiceandPresentations
28 (CLO#2,3)

 LahoreUniversityofManagementSciences
ImportantNotes:

Academichonestyisexpectedofstudentsasresponsibleindividualsofthesociety!Anyissuesinthisregardwillbetreated
withoutanycompassion!
QuestionsrelatedtothediscussionsinclasswillalsobeincludedintheQuizzesandtheFinalexam.
Passivelistenersarenotencouragedtotakethiscourse.Eachstudentissupposedtoactivelyparticipateinclassdiscussions
toearnhis/her"classparticipation"(CP)grade.Occasionally,theinstructorwillcallonstudentstoanswerquestionsand
discuss class materials to encourage everyone to participate in the class discussions. A wrong/off the topic answer to
instructorscall,willresultinanegativeCPinsuchsituations.
Formeetings,ALLthegroupmembersshouldbehaveresponsiblyandcomeONTIME.Latearrivalsmaynotbeallowedin
themeeting.

TEXTBOOK(S)/SUPPLEMENTARYREADINGS
Theinstructorwillusethefollowingtextbookintheclass:
Kotler,P.,Armstrong,G.,Agnihotri,P.Y.andHaqueE.(2010).PrinciplesofMarketingASouthAsianPerspective,13th
edition,ISBN:9780136079415

Electronicresources:
www.prenhall.com/kotler
www.knowthis.com
www.marketingpower.com