Mohammad Ali Jinnah University, Islamabad

Department of Management Sciences PRINCIPLES OF MARKETING (MKT-1003)

COURSE OUTLINE
Instructor: E-mail: Office Contact: Contact Hours: Cell #: Adnan Masood Rana rana_adnan_edu@yahoo.com Room 115, D-Block, MAJU ISB Displayed outside the Office 0331-5370615

COURSE RATIONALE Today Marketing is the key to every business. It is known as the Holy Grail of the business world. Marketing as a subject and in functionality works in close coordination with other business functions, and aims at satisfying customer needs more efficiently and effectively than a firms competitors. Today successful companies and firms are strongly customer focused and heavily committed to marketing. These companies share a passion for satisfying customer needs in well-defined markets and believe in long-lasting customer relationship, brand management and customer retention. This subject and course hold in importance in context of todays competitive world. Though this course shall not turn students into marketers, but definitely will help them to grasp and develop the basic concepts of marketing and customer-relationship. COURSE OBJECTIVES To develop an understanding of marketing concepts, tools, and skills To develop concepts of different marketing tactics and in-depth study of different strategies To develop concepts on the importance of customer relationship management and how the whole marketing today is customer centric. To improve the ability to analyze marketing problems and provide implementable solutions Knowledge and learning on different marketing theories, examples and case studies referring to National and International market scenarios.

METHODOLOGY Lectures would be primarily based on class teaching; however few case studies and project based assignments would be a part of the course. Each session will comprise of 80 minutes. GRADING POLICY Assignments Quizzes Class Project/Class participation 15% 15% 10%

Mid-Term Exam Final Exam COURSE OUTLINE TEXTBOOK USED:

20% 40% Kotler, Philip and Armstrong, Gary (2006), Principles of Marketing, 12th Edition, Prentice-Hall, New Jersey.

WEEK (2 Sessions)
1.

CONTENT

CH.

ACTIVITY

2. 3. 4. 5. 6. 7. 8.

9. 10. 11. 12. 13. 14. 15. 16. 17. 18

Introduction to the Course / 1 Assignment ~1 Introduction to Marketing, Managing Profitable Customer Relationship Company and Marketing Strategy, 2 Partnering to build customer relationships The Marketing Environment 3 Assignment ~2 Micro & Macro Environmental Factors Continuation of Week 3 3/Ref Case Study1 Managing Marketing Information, 4 Marketing Research Consumer Markets and Consumer 5 Buying behavior Business Markets and Business 6/Ref Assignment ~3 Buying Behavior & Consumer Behavior Segmentation, Targeting, and 7/Ref Case Study 2 Positioning, Building the Right Relationships with the Right Customers MID-TERM EXAMINATIONS Products, Services, and Branding 8 Assignment ~4 Strategy New Product Development and 9 Product Life Cycle Strategies Pricing Products, Pricing 10, 11 Assignment ~5 consideration and approaches, Pricing Strategies Marketing Channels and Supply 12 Chain Management Integrated Marketing 14/Ref Assignment ~6 Communication Strategy Retailing and Wholesaling 13 Case Study 3 Advertising, Sales Promotion and 15 Public Relations Revision Week and Presentations to Conclusion of Session Marks/ the Final Project Queries and Solutions FINAL-TERM EXAMINATIONS