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Fundamentals of Marketing (MGT-210) : Mr. Abid Saeed

This document outlines the fundamentals of marketing course taught by Mr. Abid Saeed. The course objectives are to understand basic marketing concepts including the marketing mix, analyzing marketing problems, and recommending strategies. Students will learn about marketing processes, customer needs and behaviors, and tools like the 4 P's. Assessment will include assignments, quizzes, discussions, and exams. Key topics will include marketing strategy, the marketing environment, consumer insights, branding, and ethics. The course aims to blend theory and practice to promote active learning.

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Arvind Mallik
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219 views

Fundamentals of Marketing (MGT-210) : Mr. Abid Saeed

This document outlines the fundamentals of marketing course taught by Mr. Abid Saeed. The course objectives are to understand basic marketing concepts including the marketing mix, analyzing marketing problems, and recommending strategies. Students will learn about marketing processes, customer needs and behaviors, and tools like the 4 P's. Assessment will include assignments, quizzes, discussions, and exams. Key topics will include marketing strategy, the marketing environment, consumer insights, branding, and ethics. The course aims to blend theory and practice to promote active learning.

Uploaded by

Arvind Mallik
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Fundamentals Of Marketing

(MGT-210)


Mr. Abid Saeed
(Assistant Professor)


Students understand the basic concepts,
theories, processes and terminology of
contemporary marketing.

Analyze marketing problems and suggest
workable solutions.

Understand the effects of the marketing
concept on consumers and society.

Develop a consciousness about the
importance of ethics in the marketing discipline.

Course Objectives

Understand the importance of marketing in
business practices.

Understand the various marketing mix tools:
product, pricing, promotion, and distribution.

Recommend and justify an appropriate mix of
such strategies to form a cohesive overall
strategy for a given marketing task or situation.

Learning Outcomes

Principles of Marketing by Philip Kotler & Gary Armstrong
Fifteenth Edition, Published by Prentice Hall

Marketing Management A South Asian Perspective
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.

Principles and Practices of Marketing by Jobber, D. 4th
edition, McGraw Hill International.

Principles of Advertising & IMC by Tom Duncan 2
nd

Edition, Published by McGraw-Hill Irwin.

Recommended Books


My basic teaching philosophy for this course is to
blend the theory and practice of Marketing in a
comfortable, supportive & easy language that
promotes active learning.


Teaching Methodology

Assessment Criteria
Your assessment & final grades will be based as per University existing rules.

ITEM ASSESSMENT TASK TOTAL MARKS
1 Assignments (4) 10%
2 Quizzes (4) 10%
3
Graded Discussion
Topics (4)
05%
4 1st Sessional 10%
5 2
nd
Sessional 15%
6 Final Examination 50%

Course Outline
Marketing: Creating and Capturing Customer Value.
Company and Marketing Strategy: Partnering to Build
Customer Relationships.
Analyzing the Marketing Environment.
Managing Marketing Information to Gain Customer
Insights.
Consumer Markets and Consumer Buyer Behavior.
Business Markets and Business Buying Behavior.
Customer-Driven Marketing Strategy: Creating Value for
Target Customers.
Product, Services, and Brands: Building Customer Value.
New-Product Development and Product Life-Cycle
Strategies.
Understanding and Capturing Customer Value.

Course Outline...
Pricing Strategies.
Marketing Channels: Delivering Customer Value.
Retailing and Wholesaling.
Communicating Customer Value: Integrated Marketing
Communications Strategy.
Advertising and Public Relations.
Personal Selling and Sales Promotion.
Direct and Online Marketing: Building Direct Customer
Relationships.
Creating Competitive Advantage.
The Global Marketplace.
Sustainable Marketing Social Responsibility and Ethics.


Marketing:
Creating and Capturing
Customer Value
LECTURE-1
What Is Marketing?
Marketing process
Understanding the Marketplace and
Customer Needs

Topic Outline

What Is Marketing?


Marketing is a process by which
companies create value for customers
and build strong customer relationships
to capture value from customers in
return.



Marketing Process
States of deprivation
Physicalfood, clothing, warmth, safety
Socialbelonging and affection
Individualknowledge and self-expression
Needs
Form that needs take as they are shaped by culture
and individual personality Wants
Wants backed by buying power
Demands
Customer Needs, Wants, and Demands

Understanding the Marketplace
and Customer Needs
Understanding the Marketplace
and Customer Needs
Market offerings are
some combination of
products, services,
information, or
experiences offered to a
market to satisfy a need
or want
Marketing myopia is
focusing only on existing
wants and losing sight of
underlying consumer
needs

Understanding the Marketplace
and Customer Needs
Customer Value and Satisfaction
Expectations

Customers
Value and
satisfaction
Marketers
Set the right level of
expectations
Not too high or low
Understanding the Marketplace
and Customer Needs

Exchange the act of obtaining a desired
object from someone by offering
something in return

Marketing actions try to create, maintain,
grow exchange relationships.



Understanding the Marketplace
and Customer Needs
Markets are the set of actual and
potential buyers of a product



Bibliography
Principles of Marketing by Philip Kotler & Gary Armstrong
Fifteenth Edition, Published by Prentice Hall

Marketing Management A South Asian Perspective
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.

Principles and Practices of Marketing by Jobber, D. 4th
edition, McGraw Hill International.

Principles of Advertising & IMC by Tom Duncan 2
nd

Edition, Published by McGraw-Hill Irwin.

The End
"Unless you try to do something
beyond what you have already
mastered, you will never grow."
Ronald E. Osborn

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