The Institute of Management Sciences

Course Outline

Basic Information
Study Program:
Semester:
Course Code/Title:
Credit Hours:
Pre-Requisites:
Resource Person:
Lectures per week:

MBA
Fall-2010
MKT-xxx/Principles of Marketing
3
Basic Marketing Courses
Jawad Saleem (For Consultation 0321/03008461559)
2

Timing:
Capsule Statement

The Principles of Marketing course outline is detailing the foundation

awareness with the Marketing concepts and making students familiar
with Marketing Mix, the 4Ps concept, i.e., Product, Pricing, Placement
and Promotion from start to expert level as marketer has to sway around
these concepts and how to ensure Profitable consumer/customer
relationships while having deep awareness with Consumer/Customer and
Buyer Behavior for a viable business. Having managed Marketing
Information in a changing world for devising Marketing Strategies with
Local and International Marketing Environment in perspective. And how
to create a Competitive Advantage for brands in charge through detailed
knowledge and practice of Segmentation, Targeting & Positioning, New
Product & Existing Product Development, and Logistic management,
Integrated Marketing Communication, Advertising and Sales Promotions.
Learning Objectives
1. Part I - Learning Objective DEFINING MARKETING AND THE MARKETING
PROCESS
2. Part II-Learning Objective UNDERSTANDING THE MARKETPLACE AND
CONSUMERS
3. Part III-Learning Objective DESIGNING A CUSTOMER-DRIVEN STRATEGY
AND MARKETING MIX
4. Part IV Learning Objective EXTENDING MARKETING

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Schedule of Lectures
Week #

Topics/contents to be covered

Book Title /
Chapter#

PART I: DEFINING MARKETING AND THE MARKETING

PROCESS.
1

Chap. #1

Marketing Process:
Managing Profitable Customer Relationships.
Marketing in a Changing World: Creating Customer Value and Satisfaction
Company and Marketing Strategy:

2
Partnering to Build Customer Relationships

Chap. #2

PART II: UNDERSTANDING THE MARKETPLACE AND

CONSUMERS.
3

The Marketing Environment

Managing Marketing Information
i.
Consumer Markets and Consumer Buyer Behavior.

4
ii.

Business Markets and Business Buyer Behavior.

PART III: DESIGNING A CUSTOMER-DRIVEN STRATEGY

AND MARKETING MIX.
Segmentation, Targeting, and Positioning: Building the Right Relationships
with the Right Customers
i.
Product, Services, and Branding Strategies.

6
ii.
i.

New-Product Development and Life-Cycle Strategies

Pricing Considerations and Approaches

ii.

Pricing Strategies

Chap. # 3 and
4

Chap. # 5 and
6

Chap. # 7

Chap. # 8 and
9
Chap. # 10 and
11

Mid Term Exam

i.

Distribution Channels and Logistics Management

ii.

Retailing and Wholesaling

i.

Integrated Marketing Communication Strategy

ii.

Advertising, Sales Promotion, and Public Relations

iii.

-- Personal Selling and Direct Marketing

Chap. #12 and

13

Chap. #14, 15
and 16

PART IV: EXTENDING MARKETING.

10

i.

Creating Competitive Advantage.

ii.

Marketing in the Digital Age.

Chap. #17 and

18

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11

12

i.

The Global Marketplace.

ii.

Marketing Ethics and Social Responsibility

Chap. #19 and

20

Final Projects and Presentations

End-Term Exam

Evaluation Plan (Marks in %age):

Assign./Quizzes

Class Participation

Presentation

Final Project

Mid Term

End Term

Total
Marks

10

10

30

40

100

Recommended Text Books:

Sr. No.

Book Name and Edition No.

Author(s), Publisher and Year of

Publication

Edition by
Philip Kotler and Gary
Armstrong
8th

Principles of Marketing

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