COURSE OUTLINE: PRINCIPLES OF MARKETING

Instructor: Mrs. Zainab Asad

Tel: +923224555563
E-mail: shabbir.zainab@gmail.com
Venue, Day and Class Time: Room 309, Sunday, 03:00pm to 06:00pm

Prerequisite: N/A

Course Objectives:
The intent of the course is to develop an understanding of the fundamental concepts of Marketing. The
key objectives are to:
 Teach core concepts of marketing and various marketing philosophies.
 Build analytical skills to identify potential opportunities and threats in the market place.
 Teach how to implement these basic concepts in the real world scenario.
Learning Out Comes:
By the end of this course it is expected that the students will be able to:
 Understand the marketplace and the consumers.
 Understand the elements in marketing mix and their application in marketing decisions.
 Outline the functions of marketing communication.
 Discuss social responsibility and ethics in marketing.
 Understand the importance of customer relationship in marketing and the creation of customer
value.
Week-wise Plan:

Weeks TOPIC
Week1 Overview of Marketing
What is Marketing? The Marketing Process
Understanding the Marketplace and Consumer Needs
Designing a Customer-Driven Marketing Strategy
Week2-3 Company and Marketing Strategy
Defining a Market Oriented Mission, Designing the Business Portfolio
Marketing Strategy and the Marketing Mix
Managing the Marketing Effort
Week4 The Marketing Environment
The Company’s Micro environment
The Company’s Macro environment
Other types of Environment
Week5 Managing Marketing Information
Week6 Consumer Markets and Consumer buyer behavior
Model of Consumer Behavior
Characteristics Affecting Consumer Behavior, Cultural factor
 Social, Personal and Psychological factors
Types of Buying Decision Behavior
The Buyer Decision Process

Week7 Business Markets and Business buyer behavior

Business markets and Markets structure
Business Buyer Behavior and Types
Institutional and Governments Markets
Week8 Midterm Exam
Week9 Customer Driven Marketing Strategy: Creating Value for target customers
Market Segmentation and Using Multiple Segmentation Bases
Requirements for Effective Segmentation
Target Marketing and Evaluating Segments
Selecting Target Market Segments
Differentiation And Positioning
Position maps and Strategy
Choosing, communicating and Delivering the Chosen position
Week10-11 Product, Services, and Branding Strategy
What is Product?
Products Services and Experience
Product and Services Classification
Product and Service Decisions
Branding Strategy and Managing Brands
Services Marketing
Week12 Pricing: Understanding Pricing & Capturing customer Value
What is Price
Price VS Cost
Pricing Strategies
Week13 Communicating Customer Value: Integrated Marketing Communications Strategy
Promotion Mix
Integrated Marketing Communications
Week14 New product development and product
Idea generation and concept development and testing
Product development and Commercialization
Managing New Product development
Systematic New-product development
Product Life cycle Strategies
Additional Product and Services Considerations
Week 15 Guest Speaker Session: “Marketing in Corporate Sector of Pakistan”
Week16-17 Presentations and Reviews

Textbook/References Books:
Principles of Marketing 13th edition, by Philip Kotler and Kevin Lane Keller.
Reference: Aurora magazine.
Course Assessment:
 Quizzes 05 Marks
 Midterm 25 Marks
 Project Report 10 Marks
 Project Presentation 10 Marks
 Final Exam 50 Marks

Team Project (Total: 20 Marks)

The objective of this project is to provide the students with experience in applying the concepts
and methods of marketing to a real-world marketing opportunity. The project is done in teams
(4-6 members depending on class size). Each team will create a comprehensive marketing plan
for a new product or service of the group’s choice. It will involve the following:

1. Each team will be required to choose a “new” product or service in an existing product/service
category. Please note that existing brand names cannot be used.
A brief description of the particular product or service should be submitted for approval early in
the semester.

2. Each team is then required to do the following to complete the project:

 Create a marketing plan following the outline which will be given to students!
 Present that plan in front of your instructor first and then,
 Be ready to launch that product at Indus University!
 Remember you have be CREATIVE at whatever you write or present.

3. Final written report (10 Marks) (must be submitted on 14th Week at the beginning of class. No
extensions.

4. Group presentations (10 Marks) will take place from 15th week onwards. The time limit for this
presentation will be exactly 20 minutes (including Q and A).

Key Group Project Deadlines:

Week 5: Submit Project Description
Week 6: Receive comments on submitted Products/Services descriptions
Week 7: Submit Questionnaire
Week 14: Written Report due at the beginning of class + CD (copy of report, presentation, ads)
Week 15: Start of Group Presentations
Marketing Plan – Table of Contents

TITLE PAGE

EXECUTIVE SUMMARY

1. INTRODUCTION
1.1. Company Name, Launch
1.2. Product Name, Launch
1.3. Rationale behind choosing this idea
1.4. Value Proposition
1.5. Unique Selling Proposition
2. STRATEGIC PLANNING & MARKETING
2.1. Marketing Organizational chart
2.2. company resources
2.2.1. financial
2.2.2. people
2.2.3. skills
2.3. objectives
2.3.1. mission statement
2.3.2. corporate objectives
2.3.3. marketing objectives
2.4. Business Portfolio
3. MARKETING RESEARCH
3.1. Research methodology
3.2. Primary Data Collection
3.3. Secondary Data Collection
3.4. Research results
4. CURRENT MARKETING SITUATION - MARKET ANALYSIS
4.1. Industry/market trend
4.2. Market segmentation (Also Include Table 7.1)
4.3. Target Market
4.4. AIOD Framework
4.5. Competition and market share
4.6. Competitors' strengths and weaknesses
5. THE MARKETING ENVIRONMENT
5.1. The Macro-environment
5.1.1. economy
5.1.2. demographics
5.1.3. political
5.1.4. technology
5.1.5. culture
5.1.6. Natural Forces
5.2. The Micro-environment
5.2.1. Company
5.2.2. Suppliers
 5.2.3. Marketing Intermediaries
5.2.4. Customers
6. CONSUMER ANALYSIS
6.1. Nature of Involvement
6.2. nature of the buying decision
6.3. The buyers decision Process
7. SWOT ANALYSIS
7.1. external threats
7.2. external opportunities
7.3. internal strengths
7.4. internal weaknesses
8. THE MARKETING STRATEGY - PRODUCT
8.1. Product Name
8.2. 3 Levels of Product
8.3. Branding
8.3.1. Brand Name
8.3.2. Brand Mark (Logo)
8.3.3. Tagline
8.3.4. Brand Image
8.3.5. Trade name
8.3.6. Trade Character
8.4. Packaging
8.5. Labeling
8.6. Positioning
8.6.1. Positioning Statement
8.7. Product life cycle Stage
8.8. Product portfolio analysis
8.8.1. B.C.G. Analysis
9. MARKETING STRATEGY - PRICE
9.1. Prices in the market (Competitors)
9.2. pricing objectives
9.3. pricing method (e.g.: cost plus, demand based, or competitor indexing)
9.4. pricing strategy (e.g.: skimming, or penetration)
9.5. discounts and allowances
10. MARKETING STRATEGY - PROMOTION
10.1. promotional goals
10.2. promotional mix
10.2.1. Print-Ad Teasers, Print Ad, Television Commercial
10.3. sales promotion
10.4. publicity and public relations
10.5. electronic promotion (e.g.: Company’s MIS Webpage, sms facility)
10.6. word of mouth marketing
11. MARKETING STRATEGY - PLACEMENT
11.1. geographical coverage
11.2. distribution channels
11.3. physical distribution and logistics
11.4. electronic distribution
12. BUDGETS
 12.1. Financials
12.1.1. Costing
12.1.2. Marketing Budget
12.1.3. Promotion Budget
13. REFERENCES
13.1. Websites visited
13.2. Personnel consulted
14. BIBLIOGRAPHY
15. APPENDIX
15.1. Pictures and Specifications of the new product
15.2. Questionnaire
15.3. Results from research already completed

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End of course outline