Lahore University of Management Sciences MKTG201PrinciplesofMarketing

FallSemester201213
Instructor RoomNo. OfficeHours Email Telephone Secretary/TA TAOfficeHours CourseURL(ifany) Dr.AneelaMalik 147 TBA aneela.malik@lums.edu.pk 04235608031 TBA TBA

CourseBasics CreditHours 04 Lecture(s) NbrofLec(s)PerWeek 2 Duration 110mins Recitation/Lab(perweek) NbrofLec(s)PerWeek N/A Duration Tutorial(perweek) NbrofLec(s)PerWeek Duration CourseDistribution Core Elective Yes OpenforStudentCategory CloseforStudentCategory COURSEDESCRIPTION Marketinghelpsinmeetingtheglobalchallengesfacingdifferentorganizationsthroughouttheworld.Thiscourseintroduces,tothe students, the fundamentals of marketing such as key concepts, theories, decisions and applications along with emerging marketing trendswhichareanintegralpartofmanagingprofitablecustomerrelationshipsandareessentialtoanysuccessfulorganization.This coursewillenhancestudentsproblemsolvinganddecisionmakingabilities. COURSEPREREQUISITE(S) None COURSEOBJECTIVES Thiscourseisintendedtohelpstudentsto: developanindepthunderstandingofmarketing possesstheabilitytoapplytheoreticalconceptstopracticalmarketingproblemsbylearningaboutthe kindsofproblemsanddecisionsthemarketingmanagerscomeacross considermarketingasacareer understandtheeffectsofthemarketingconceptonconsumersandsociety

Lahore University of Management Sciences

LearningOutcomes Successfulcompletionofthecoursemeansstudentsareableto: understandthecrucialroleofmarketingforbusinessesandthekeydecisionsmakers analyzemarketingproblemsandsuggestworkablesolutions developanunderstandingoftheconceptsandskillsnecessaryindevelopinganeffectivemarketingplanwhile emphasizingoncustomersatisfaction GradingBreakupandPolicy Project:20% Quiz(s):10%(Thesellbeunannouncedquizzes)5intotalbutonlyoneofthelowestgradeswillbe dropped.Missingaquizwillbeconsideredasyourlowestgrade.Nomakeupsforthequizzes! ClassParticipation:10%(5%CP+5%*Attendance) MidtermExamination:25% FinalExamination:35% *Youaresupposedtoberegularandpunctual;however,youcanavailyourselfofthreeabsences(includinganyemergencycase)after thatyoullhave1(fromyourCP)foreachabsence ExaminationDetail Yes/No:Yes CombineSeparate:Combined Midterm Duration:1hour Exam PreferredDate: ExamSpecifications:closedbooks/closednotes Yes/No:Yes CombineSeparate:Combined FinalExam Duration:1hour ExamSpecifications:closedbooks/closednotes COURSEOVERVIEW Week/ Lecture/ Module

Topics

Recommended Readings Chapter1(Kotleretal.,2010) Chapter2(Kotleretal.,2010)

Objectives/ Application Studentswillknowwhatis MarketingandtheMarketing process Studentswilllearntheelements ofcustomerdrivenmarketing strategyandtheinfluencing factors Studentswillunderstandthe environmentalfactorsaffecting thewayhowacompanyserves itscustomers Studentswillknowhow companiesanalyzeanduse marketinginformationtoserve theircustomersinabetter manner Studentswillbeabletodefine factorsinfluencingconsumer buyingbehavior Studentswillbeabletodefine thebusinessmarketsandexplain howthesearedifferentfrom

Lecture1

DefiningMarketing;developingaframework forMarketing

Lecture2

BuildingCustomerRelationships

Lecture3

AnalyzingtheMarketingEnvironment MarketingInformationandCustomerInsights

Chapter3(Kotleretal.,2010)

Chapter4(Kotleretal.,2010)

Lecture4

Lecture 5,6 Lecture7

ConsumerBuyingBehavior BusinessBuyerBehavior

Chapter5(Kotleretal.,2010) Chapter6(Kotleretal.,2010)

Lahore University of Management Sciences

Lecture 8,9 Lecture 10,11 Lecture 12 Lecture 13 CustomerDrivenMarketingStrategy Chapter7(Kotleretal.,2010) consumermarkets Thiswillmakestudents understandhowcompanies identifyattractivemarket segments Studentswillbeabletoexplain brandingstrategyandmarketing ofservices Studentswillunderstandnew productdevelopmentanda productslifecycle Thiswillmakestudents comprehendacompanyspricing strategy,keepinginview customervalueperceptions Studentswillknowhow companiesadjusttheirpricesto catertodifferenttypesof customers

BuildingCustomerValue Product,ServicesandtheBrandingStrategy CapturingCustomerValue

Chapter8(Kotleretal.,2010) Chapter9(Kotleretal.,2010)

Chapter10(Kotleretal.,2010) Chapter11(Kotleretal.,2010) Revision MidTermExam

Lecture 14 Lecture 15 Lecture 16 Lecture 17 Lecture 18,19 Lecture 20 Lecture 21,22 Lecture 23 Lecture 24 Lecture 25 Lecture 26,27 Lecture 28

PricingStrategies

DeliveringCustomerValue

Chapter12(Kotleretal.,2010) Chapter14(Kotleretal.,2010)

IntegratedMarketingCommunicationStrategy AdvertisingandPublicRelations DirectandOnlineMarketing

Chapter15(Kotleretal.,2010)

Chapter17(Kotleretal.,2010) Chapter19(Kotleretal.,2010) Chapter20(Kotleretal.,2010) Revision Presentationsoftheprojects FinalTermExam

Studentswillunderstandthe importanceofmarketinglogistics andtheavailablemajorchannels alternatives Studentswilllearnhowto developeffectivemarketing communications Thiswillmakestudents understandtheroleofbuilding publicrelationsinAdvertising Studentswillbeabletodiscuss thebenefitsofdirectmarketing tocustomersandbusiness Studentswillknowhow companiesadapttheirmarketing mixesforinternationalmarkets Studentswillbeabletodescribe sustainablemarketingand highlightitsimportance

GlobalMarketing SustainableMarketing

Lahore University of Management Sciences

Textbook(s)/SupplementaryReadings

Theinstructorwillusethefollowingastextbookintheclass: Kotler,P.,Armstrong,G.,Agnihotri,P.Y.andHaqueE.(2010).PrinciplesofMarketingASouthAsianPerspective, 13thedition,ISBN:9780136079415 SupplementaryReadings: Jobber,D.(2006).PrinciplesandPracticesofMarketing,4thedition,McGrawHillInternationalUK,ISBN:007 710708X WilliamJ.Stanton:FundamentalofMarketing,Etzel,andWalkerMcGrawHill Electronicresources www.prenhall.com/kotler www.marketingterms.com www.knowthis.com www.marketingpower.com

Note: The instructor may add video clips/cases/reading material during the course or invite a guest speaker but all thesechangeswillbeannouncedintheclass. StudentsareadvisedtoregularlyvisitLMSforanyupdateaboutthelecture. QuestionsrelatedtothediscussionsinclasswillalsobeincludedintheMidtermandtheFinalexam. Passivelistenersarenotencouragedtotakethiscourse.Eachstudentissupposedtoactivelyparticipateinclass discussions to earn his/her "class participation" (CP) grade. The instructor may call on students to answer questionsanddiscussclassmaterialstoencourageeveryonetoparticipateintheclassdiscussions.