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MKTG 201 – Principles of Marketing
Spring Semester 2017
Instructor Sarah Suneel Sarfraz
Room No. 421
Office Hours TBA
Email Sarah.sarfraz@lums.edu.pk
Telephone TBA
Secretary/TA Sec: Nabeela Shahzadi/TA: TBA
TA Office Hours TBA
Course URL (if any) suraj.lums.edu.pk/~ro/
COURSE BASICS
Credit Hours 3
Lecture(s) Nbr of Lec(s) Per Week 2 Duration 75
Recitation/Lab (per week) Nbr of Lec(s) Per Week Duration
Tutorial (per week) Nbr of Lec(s) Per Week Duration
COURSE DISTRIBUTION
Core
Elective Yes
Open for Student Category SDSB(Juniors & Sophomores), Open for All in phase II
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 consumers. This course aims to
introduce fundamental concepts related to consumption marketplace (eg. Market types, competitive landscape) and marketing
tools (eg. Segmentation/targeting, positioning, product, prince, promotion, place etc) tp 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 Fundamentals
Module 2: Markets and Environment
Module 3: Customer‐Driven Marketing Strategy and Marketing Mix Decisions
Module 4: Marketing Practices and Ethics
COURSE PREREQUISITE(S)
NA
Lahore University of Management Sciences
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 way. Specifically, it aims to help students:
1. Understand ‘why’ marketing is important
2. Develop and in depth understanding of fundamental marketing concepts, strategies and tools
3. Develop an ‘analytical approach’ for marketing issues in the local landscape
GRADING BREAKUP AND POLICY
Assignment(s): 10%
Quiz(s): 20% (4 announced quizzes with n‐1 format, missing quiz will be considered as the lowest grade, no makeup quizzes!
Class Participation: 15%
Attendance: 5% (3 absences allowed and after that 1% will be deducted from the grade.
Project: 20%
Final Examination: 30%
LEARNING OUTCOMES
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 firm’s products and services
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
Lahore University of Management Sciences
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 Oral: Students are supposed to actively Class Participation and Projects
Communication participate in the class and deliver
professional oral presentation.
Written: Students submit two different
reports that involve substantial level of
writing
Goal 2 –Ethical Understanding and Ethical considerations will specifically be Quizzes and Exam
Reasoning discussed in some sessions (i.e. 1, 18,19,
20, and 23)
Goal 3 – Analytical Thinking and Problem Students polish this skills via developing Projects
Solving Skills new product launch program and by
conducting research report product
category analysis
Goal 4 – Application of Information N/A
Technology
Goal 5 – Teamwork in Diverse and The course lays strong emphasis on team Projects
Multicultural Environments work by getting them involved in two
different projects
Goal 6 – Understanding Organizational Few sessions are dedicated to understand Quizzes, Exam
Ecosystems the role of marketing in organizational
ecosystems (i.e. 1, 2, 6, 21, and 22)
Goal 7 (a) – Discipline Specific Knowledge Exhaustive coverage of important Class participation, Quizzes, Exams
and Understanding marketing topics
Goal 7 (b) – Understanding the “science” This course focuses on how decision Class participation, Quizzes and Exam
behind the decision‐making process marketing decision making takes places in
different type of markets (7, 8, and 9) and
how different marketing tools influence
these decision makers.
Lahore University of Management Sciences
PROJECT DETAILS
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 presentation 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. Executive summary
2. Table of contents
3. How did you identify the need, for selected product in the market?
4. Market audit ( PEST Analysis + Competitor Analysis)
5. STP ( segmentation, targeting and positioning)
6. Marketing strategy (4Ps and changes in them along with the product life cycle)
7. Detailed product launch action program
8. Budgets ( simplified costing of the project till breakeven point)
Deliverables:
1. Midterm (5% marks): point 3, 4, 5 and 6.
2. Presentation (10% marks): A presentation of the complete plan will have to be made in front of the class. (NOTE: please
add notes on the slides so that the instructor can use them latter on to make a detailed review of the plan)
EXAMINATION DETAIL
Midterm No
Exam
Yes
Final Exam Combined
Duration: 2.5 hours
Exam Specifications: TBA
COURSE OVERVIEW
RECOMMENDED OBJECTIVES/
LECTURE TOPICS
READINGS APPLICATION
Module 1: Marketing Fundamentals
Understanding the value addition that
Chapter 2 a functional marketing department
2 Developing a Marketing department can add to organizational dynamics
(CLO # 2,)
Lahore University of Management Sciences
A brief holistic introduction to
Marketing Strategy and Marketing Mix Chapter 2 marketing elements which will
3
overview subsequently be discussed in detail.
(CLO # 2,3)
4 Quiz 1
Module 2: Markets and Environment
Analyzing micro and macro (PLEST
5 Analyzing the Marketing Environment Chapter 3
analysis) environments (CLO # 1)
Understanding how to ‘listen’ to
6 Marketing Information and Customer Chapter 4 customers’ voice (CLO # 1,2,3)
Insights
Introduction to consumer
7 Chapter 5 consumption marketplace (CLO # 1)
Consumer Markets
Brown (2003) ‘Marketing to Understanding Consumer power. (CLO
Generation’ # 1,2)
8 Consumer Buying Behavior
Case Study: Ariely (2007), ‘The
customers’ revenge’
Industrial markets (B2B Markets) (CLO
9 Business Buyer Behavior Chapter 6
# 1, 2)
Quiz 2
10
Module 3: Customer‐Driven Marketing Strategy and Marketing Mix Decisions
16 Quiz 3
Introducing distribution (CLO # 2, 3)
17 Market Channels Chapter 13
To understand the most familiar IMC
19 IMC: Advertising & PR Chapter 15 tool i.e. advertising (CLO # 2, 3)
To understand what are sales function
20 IMC: Personal Selling & Sales
Chapter 16 and how they function differently
Promotion
from marketing (CLO # 2, 3)
21 Quiz 4
Module 4: Marketing Practices and Ethics
To understand how competitive
pressures changes market situations
22 Creating Competitive Advantage Chapter 18
and often force taking tough decisions
(CLO # 1, 2)
To appreciate that long term
23 Social Responsibility and Ethics Chapter 20 marketing is not without ethical
considerations(CLO # 2 )
24 Quiz 5
Class Choice and Presentations
25, 26, 27,
28
(CLO # 2, 3)
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