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Course Outline

This course is an introduction to marketing principles for students in a BBA program. It will cover key concepts like the marketing environment, strategic planning, consumer behavior, segmentation and targeting, the marketing mix of product, price, place and promotion. The course is taught over 16 weeks with topics like introduction to marketing, the marketing environment, marketing strategy, marketing research, and the marketing mix covered. Assignments include a midterm exam, project presentations, and a final exam. Readings include marketing textbooks by Philip Kotler and Keller.

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Faheem Ali
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26 views

Course Outline

This course is an introduction to marketing principles for students in a BBA program. It will cover key concepts like the marketing environment, strategic planning, consumer behavior, segmentation and targeting, the marketing mix of product, price, place and promotion. The course is taught over 16 weeks with topics like introduction to marketing, the marketing environment, marketing strategy, marketing research, and the marketing mix covered. Assignments include a midterm exam, project presentations, and a final exam. Readings include marketing textbooks by Philip Kotler and Keller.

Uploaded by

Faheem Ali
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Class: BBA

Course: Principles of Marketing


Course Instructor: Awais Khalid
E-mail: [email protected]
COURSE DESCRIPTION
This course is designed to introduce foundations of marketing as they relate to the whole
business enterprise. This course will focus on developing an understanding of key marketing
concepts. The objective of this course, specifically, is to enhance the conceptual knowledge of
marketing as applicable to decision making process with a focus on tactical marketing mix
decisions. Further it will provide the student with a comprehensive framework to evaluate
marketing decisions and to create successful marketing initiatives.
COURSE CONTENT

Week 1 INTRODUCTION TO MARKETING


 Marketing and the Society
 Importance and scope of marketing
 Definition of marketing
 Nature and concept of marketing
Week 2 MARKETING ENVIRONMENTS
 The Marketing environment
 Macro environment
 Micro environment
 Environmental scanning and monitoring
Week 3 & 4 MARKETING & STRATEGY
 Strategic planning
 Strategic marketing planning
 Forecasting marketing demand
Week 5 & 6 MARKETING DECISIONS
 Information required for marketing decisions
 Reasons for obtaining information
 Marketing research
Week 7 CONSUMER BEHAVIOUR
 Information for purchase decisions
 Consumer decision process
 Influence of social and psychological factors
 Market implications
Week 8 Mid-Term Exam
Week 9 & 10 MARKET SEGMENTATION AND TARGETING
 Factors for Segmentation
 Selecting the target market
 Developing the positioning and target market strategies
Week 11 PRODUCTS AND SERVICES
 Definition of product and services
 Classification of consumer goods
 Classification of business goods
Week 12 PRODUCT DEVELOPMENT AND LIFE CYCLE
 Product development process and commercialization
 Product life cycle stages and its implications
Week 13 & 14 PROMOTION
 Importance and types of promotion
 Channels of communication
 Objectives, budgeting and promotional mix
 Legal environments of promotion
Week 15 Project Presentations
Week 16 Final-Term Exam

READING
1. Principles of Marketing by Philip Kotler
2. Principles of Marketing by Keller

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