Lahore University of Management Sciences

MKTG 201- Principles of Marketing

Spring 2016-17

Instructor Dr. Rohail Ashraf

Room No. 3rd Floor, SDSB Building
Office Hours By Email
Email rohail.ashraf@lums.edu.pk
Telephone +92 (042) 35608429
Secretary/TA Muhammad Rehman
TA Office Hours
Course URL (if any)

COURSE BASICS
Credit Hours
Lecture(s) Nbr of Lec(s) Per Week 2 Duration 75 mins
Recitation/Lab (per week) Nbr of Lec(s) Per Week N/A Duration
Tutorial (per week) Nbr of Lec(s) Per Week Duration

COURSE DISTRIBUTION
Core
Elective Yes
Open for Student Category Sophomores, Juniors, Seniors
Close for Student Category Freshmen

COURSE DESCRIPTION

Marketing helps in understanding the consumption requirements of our markets. It is through the process of marketing that firms
deliver their products to consumers such that it creates a win-win situation both for the firm and for consumers. This course
introduces, to the students, fundamental concepts related to the ethics & dynamics of consumption marketplace (e.g. market
types, competitive landscape) and marketing tools (e.g. Segmentation/Targeting, Positioning, Product, Price, Promotion, Place) to
successfully fulfill consumer needs and wants. The ultimate objective of all firm-customer interaction is to create and manage
long term profitable customer relationships by creating more and more value for customers. 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 Practices and Ethics

Module 2: Marketing Fundamentals
Module 3: Markets and Environment
Module 4: Customer-Driven Marketing Strategy and Marketing Mix Decisions

COURSE PREREQUISITE(S)

None
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COURSE LEARNING OBJECTIVES

The course is designed to introduce students to basic marketing concepts, enable them to see inter-linkages
among these concepts and more importantly to develop them as independent reader of the discipline so that
they can think marketing in their own unique ways. Specifically:

Note: Marketing text books are written to introduce basic concepts in an easy language. However, the marketing
landscape and the related concepts are changing far rapidly than can be learnt through the use of text books only.
For this reason, the course will not only use the text book but will also introduce students to the sources of upcoming
marketing thoughts so that they can keep themselves up to date in future (if they wish).

COURSE LEARNING OUTCOMES (CLO)

Successful completion of the course means students are able to:

1. Understand how to analyze the market and appreciate differences that exist between B2B and B2C
2. Understand how firms use marketing to better connect with their markets
3. Understand the tools available to successfully market firms products and services
4. Identify outlets publishing up-to-date marketing articles and be able to read and understand these
materials.

UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVES

General Learning Goals & Objectives
Goal 1 Effective Written and Oral Communication
Objective: Students will demonstrate effective writing and oral communication skills
Goal 2 Ethical Understanding and Reasoning
Objective: Students will demonstrate that they are able to identify and address ethical issues in an
organizational context.
Goal 3 Analytical Thinking and Problem Solving Skills
Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions.
Goal 4 Application of Information Technology
Objective: Students will demonstrate that they are able to use current technologies in business and
management context.
Goal 5 Teamwork in Diverse and Multicultural Environments
Objective: Students will demonstrate that they are able to work effectively in diverse environments.
Goal 6 Understanding Organizational Ecosystems
Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal,
Technological, and Social environment of organizations.
Major Specific Learning Goals & Objectives
Goal 7 (a) Discipline Specific Knowledge and Understanding
Objective: Students will demonstrate knowledge of key business disciplines and how they interact including
application to real world situations (Including subject knowledge).
Goal 7 (b) Understanding the science behind the decision-making process (for MGS Majors)
Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate
decision-support tools, interpret results and make meaningful recommendations to support the decision-maker
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Indicate below how the course learning objectives specifically relate to any program learning goals and objectives.

Program Learning Goals and

Course Learning Objectives Course Assessment Item
Objectives

Goal 1 Effective Written and Oral
Communication
Goal 2 Ethical Understanding and
Reasoning
Goal 3 Analytical Thinking and Problem
Solving Skills
Goal 4 Application of Information
Technology
Goal 5 Teamwork in Diverse and
Multicultural Environments
Goal 6 Understanding Organizational
Ecosystems
Goal 7 (a) Discipline Specific
Knowledge and Understanding
Goal 7 (b) Understanding the
science behind the decision-making
process
Oral: Students are supposed to actively Class Participation and Projects
participate in the class and deliver
professional oral presentation.
Written: Students submit a report that
involve adequate level of writing
Ethical considerations will specifically be Quizzes and Exam
discussed in some sessions (i.e. 1, 18,19,
20, and 23)
Students polish this skills via developing Projects
new product launch program and by
conducting a product category analysis
N/A
The course lays strong emphasis on team Projects
work by getting them involved in a
project
Few sessions are dedicated to understand Quizzes, Exam
the role of marketing in organizational
ecosystems (i.e. 1, 2, 6, 21, and 22)
Exhaustive coverage of important Class participation, Quizzes, Exams
marketing topics
This courses focuses on how decision Class participation, Quizzes and Exam
marketing decision making takes places in
different type of markets (7, 8, and 9) and
how different marketing tools influence
these decision makers.

GRADING BREAKUP AND POLICY

Source % of Total
Product Project: 20
Quiz(s):
20
(No Make-ups for quizzes!)
Class Participation:
(There will be negative CP for incorrect answers to questions asked by 15
instructor from specific students)
Class Attendance:
(4 absences allowed and after that 1% point will be deducted for each
5
absence; Late arrivals may not be allowed in class and thus treated as
absence)
Final Examination: 40
Total 100
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PROJECT DETAILS

PROJECT IS A GROUP ASSIGNMENT.

Important Suggestions & Notes:

1. Students should write their name on section(s) they have worked on.
2. Academic honesty is expected of students! Any issues in this regard will be treated without any compassion!
3. Group project is not a work of 4 individuals working on 4 different parts. Such projects naturally create silos of output
with out of sync ideas. Please do spend some time in synchronizing work; if not, the whole purpose of group work is
lost. You can do this in two ways: a) nominate a team lead with the main responsibility of synchronizing work, b) conduct
a pre-finalization group meeting to discuss synchronization points (recommended option).
4. Quite often reports are submitted assuming that the reader has the same mindset as the writer. Such an assumption is
wrong! Please note that the reader (instructors, your line managers, top management etc.) will always be pressed with
time. If you cannot make a document that is structured (title page with necessary details such as topic + group member
email addresses + group number etc., TOC, page numbers, headings numbered and in levels) and has a logical flow of
argument, then please dont expect a favorable feedback!
5. Considering there is substantial grade for project & presentation, the issues of free riders in group may potentially
deteriorate the quality of output. It is strongly suggested that you contact the instructor as soon as you face any such
issues. Note for the Free riders: You will either be forced to work on the project all alone (with some negative deductions
to the grade) or given an F depending on your interest! In exceptional cases, individuals grades to team members can
also be given.
6. For meetings, ALL the group members should behave responsibly and come ON TIME. Late arrivals may not be allowed in
the meeting.
7. Note for Seniors: F is a grade that applies to you as well. My policy: I prefer honesty over kindness.
8. Health Petition Policy: Must be submitted in the next class that you attend. If not, petition will not be entertained
9. Petition for Activities: Only OSA emails will be entertained.
10. Classes are intended to complement book chapters and not substitute it.

New Product Marketing Plan:

Objective: Generally, the subjective nature of marketing concepts makes it easy to understand but difficult to apply. This project
will allow students to learn by applying these concepts to a new product in an integrated manner so that they can appreciate how
these different concepts gel in together to create a synergy. Students are expected to develop a Marketing Plan integrating the
material presented in lectures and class activities in order to demonstrate their understanding.

Project: Marketing Plan will be developed for a new product. The selected product must be approved by the instructor. General
contents to be covered:

1) Table of Contents
2) How did you identify the need for the selected product in the market?
3) Market Audit (PEST Analysis + Competitor Analysis)
4) STP (Segmentation, Targeting and Positioning)
5) Marketing Strategy (4Ps and changes in them along with the Product Life Cycle)
6) Detailed Product Launch Action Program (Events, Campaign Story Board, Media Plan, & Budget Estimates)
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Deliverables: There are 2 deliverables for this:

1) Mid-term (5% points): Points 2, 3, 4, and 5 (product & pricing)

2) Final Deliverable:
a. Presentation (10% points): A presentation of the complete plan will have to be made in front of the class.
b. Complete Report (5%): Maximum 10 pages of text and 10 pages of exhibit.

EXAMINATION DETAIL

Yes/No:
Combine Separate:
Midterm
Duration:
Exam
Preferred Date:
Exam Specifications:

Yes/No: YES
Combine Separate: Combine
Final Exam Duration:
Exam Specifications:

COURSE OVERVIEW
Recommended Objectives/
Lecture Topics
Readings Application

Module 1: Marketing Practices and Ethics

To appreciate that long term

marketing is not without
1 Social Responsibility and Ethics Chapter 20 ethical considerations(CLO #
2, 4)

Course Introduction & Defining Chapter 1 Introduction to the course

2
Marketing (pp. 2-12, 19-24) and Marketing (CLO # 2)

Module 2: Marketing Fundamentals

Chapter 2 Understanding the value

(51) addition that a functional
3 Note: Group list + Product Idea marketing department can
Developing a Marketing department add to organizational
Summary Due
dynamics (CLO # 2, 4)
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A brief holistic introduction
to marketing elements
4 Marketing Strategy and Marketing Mix Chapter 2 which will subsequently be
overview (34-41,44-48, 52-54) discussed in detail. (CLO #
2,3)

Dawar (2013), When Marketing To understand how

is a strategy competitive pressures
5 Creating Competitive Advantage changes market situations
Chapter 18 and often force taking tough
(447-450) decisions (CLO # 1, 2, 4)

Revision Session
6 Ettenson, Conrado and Knowles (2013), Rethinking the 4Ps
Note: Project Discussion

Module 3: Markets and Environment

Analyzing micro and macro

7 Analyzing the Marketing Environment Chapter 3 (PLEST analysis)
environments (CLO # 1)

Understanding how to
Marketing Information and Customer
Chapter 4 listen to customers voice
8 Insights
(pp. 82-90; 102-103; 107-111) (CLO # 1,2,3)

Introduction to consumer
Chapter 5 consumption marketplace
(pp. 116-137) (CLO # 1)
9 Consumer Markets
Spenner and Freeman (2012), To
Keep Customers, Keep it Simple

Brown (2003) Marketing to Understanding Consumer

Generation power. (CLO # 1,2, 4)
10 Consumer Buying Behavior
Case Study: Ariely (2007), The
customers revenge

Chapter 6 Industrial markets (B2B

11 Business Buyer Behavior
Markets) (CLO # 1, 2)

Revision Session
12
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Module 4: Customer-Driven Marketing Strategy and Marketing Mix Decisions

Customer-Driven Marketing Strategy Chapter 7 Introducing STP

(Segmentation, Targeting
13 (160-168, 170-183, 185)
and Positioning) (CLO # 2, 3)

Products and Services Chapter 8 To understand what are

(pp. 188-192, 201-204, 209-212) products/services and their
14
relations to consumer needs
(CLO # 2, 3)

Product Strategies Chapter 9 To understand the role of

Test Marketing for new
(229-232, 236-244)
production and the
15
evolution of strategy over a
Product Life Cycle (CLO # 2,
3)

Pricing Strategies Chapter 10 Introduction to important

16
pricing concepts (CLO # 2, 3)

Pricing Strategies Chapter 11 To understand how pricing

17 decisions are adapted to
(266-278)
situations (CLO # 2, 3)

Revision Session
18
Note: Mid-term Submissions (Product Plan)

Chapter 12 Introducing distribution (CLO

19 Market Channels (pp. 288-294, 296-299) # 2, 3)

Chapter 12 Introducing distribution (CLO

20 Market Channels (pp. 288-294, 296-299) # 2, 3)

Introducing promotion (CLO

21 IMC: Promotion Mix Chapter 14
# 2, 3)

To understand the most

22 IMC: Advertising & PR Chapter 15 familiar IMC tool i.e.
advertising (CLO # 2, 3)

To understand what are

IMC: Personal Selling & Sales Chapter 16 sales function and how they
23
Promotion (pp. 386-394; pp. 401-409) function differently from
marketing (CLO # 2, 3)
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Revision Session
Topic: Kotler et al. (2006), Ending the war between sales and marketing
Knowles & Ettenson (2007), Reconcilable Differences (1 page)
24
(CLO # 2, 3, 4)

Note: Submission of Product Plan Final Deliverable

25, 26, 27, Class Choice and Presentations

28 (CLO # 2, 3)

Important Notes:

Academic honesty is expected of students as responsible individuals of the society! Any issues in this regard will
be treated without any compassion!
Questions related to the discussions in class will also be included in the Quizzes and the Final exam.
Passive listeners are not encouraged to take this course. Each student is supposed to actively participate in class
discussions to earn his/her "class participation" (CP) grade. Occasionally, the instructor will call on students to
answer questions and discuss class materials to encourage everyone to participate in the class discussions. A
wrong/off the topic answer to instructors call, will result in a negative CP in such situations.
For meetings, ALL the group members should behave responsibly and come ON TIME. Late arrivals may not be
allowed in the meeting.

TEXTBOOK(S)/SUPPLEMENTARY READINGS
The instructor will use the following text book in the class:
Kotler, P., Armstrong, G., Agnihotri, P.Y. and Haque E. (2010). Principles of Marketing A South Asian Perspective,
13th edition, ISBN: 978-0-13-607941-5

Electronic resources:
www.prenhall.com/kotler
www.knowthis.com
www.marketingpower.com