Principles of Marketing

Summer 2015
COURSE INSTRUCTOR: Mr. Ejaz Ahmed Mian. Counseling hours: 24/7 on
facebook
group:https://www.facebook.com/groups/416131295195899/.Groupname:
ejaz mian POM EVE SUMMER 2014 IBA. All expected to join on first opportunity. Also
one hour before class tue/thus/sat. Faculty Room, City Campus and on
jajjay@gmail.com, emian@iba.edu.pk
SCOPE OF THE COURSE:
This course will give students a comprehensive introduction to the principles
of marketing. Marketing is the face of the organization. Nothing happens
unless someone sells something. Marketing brings in the revenues. It makes
pay days possible. Sales forecast prepared by the marketing department is
the starting point of all of the firms' activities.
Marketing is one of the major functions of business firms. On the other hand
it provides graduates of business a first class career opportunity and an
exciting life style. Marketing is a vast field. Academics have spent lifetimes in
research, trying to unfold the mysteries of the mind of the consumer and
studying strategies of the prominent leaders of marketing field. Marketing
principles course will serve to introduce the outlines of all areas of marketing
so that students can intelligently choose for themselves electives and also
their careers.
COURSE OBJECTIVES:
This first course in Marketing aims to accomplish the following:
o Acquaint students with basic marketing principles,
o Relate marketing to overall vision, mission and objectives of the company
o Expose students to applications of marketing principles in the real world,
and
o Give students the opportunity to solve marketing problems faced by real
companies.

COURSE CONTENTS:
Part I

Understanding Marketing and the Marketing Process

1.
Introduction To Marketing; Customers Needs; Exchanges; Marketing
Management Orientations; Creating Customer Value And Satisfaction; Customer
Relationships
2.
Company and Marketing Strategy Strategic Planning; Objectives and
Goals; SBUs; Portfolio Models; Value Chain; Segmentation, Targeting and
Positioning; 4 Ps of Marketing; SWOT; Marketing Plan
3.

Marketing EnvironmentMicro and Macro Environment; Role of

Environment in Marketing

Part II

Developing Marketing Opportunities and Strategies

4.
Marketing research and information systems; Types of Research;
Sampling; Questionnaire
5.
Consumer markets and consumer buying behavior; Factors Affecting
Buying Behavior
6.
Business markets and business buying behavior; Market Structure and
Demand; Difference between Individual and Business Buying Process; Major
Influences in Business Buying; Supplier Selection and Development
7.

Market Segmentation, Targeting, And Positioning For Competitive

Advantage
Appendix 2: Marketing Arithmetic

Part III

Developing the Marketing Mix

8.
Products, Services and Branding: Types of Products; Product Decisions;
Brands and Branding
9.
New product development and Product Life-Cycle strategies; Product
Development Process; Product Life Cycle and its Implications
10. Pricing considerations and approaches; Value Based Pricing; How to Set
Prices
11.

Pricing strategies; Skimming vs. Penetration Pricing; Product Mix

Pricing; Price Adjustment; Geographical Pricing; Dynamic Pricing

12.

Distribution channels; Supply Chains and Value Delivery Network;

Importance of Marketing Channels; Channel Behavior and Organization

13.
Integrated Marketing Communication Strategy; Promotion Mix; How to
Develop Marketing Communication; Promotion Budget
14.

Advertising, Sales Promotion, And Public Relations

2

Part IV
20.

Managing Marketing
Marketing And Society: Social Responsibility and Marketing Ethics

FORMAT:
Classroom activity will consist of lectures, class discussions and in-class
exercises based on the assigned cases and readings. Lectures will refer to,
but not review, all material in the textbook. You will be expected to come to
class having read all assigned readings (chapters, cases, articles) and ready
to share and discuss. Discussions will focus on the application of concepts
rather than mere reviewing.
Guest Speakers:
This is a compulsory attendance session. Management of the event and
monitoring are student responsibility. You need to send an invitation letter
and a thank you letter to all speakers. Each group will take the responsibility
of identifying a speaker, informing the instructor about them and getting his
approval before sending an invitation. Also they will be responsible for the
entire protocol for the speaker from A to Z including his reception, and
handling from the time the invitation is sent to the time he comes to the
class and leaves the campus and later on for follow up and thanks.
Cases and Quizzes:
The cases before each chapter must be prepared for the class. *Pop quizzes will be
taken any time from chapter readings. At the end of the semester any three will be
randomly selected to be counted. The best two will be selected for your personal
grade.
Term Report/Assignment Format:
All submissions must be typed in Times New Roman, with single spacing,
Font 12.
The recommended length for assignment is between five (5) to seven (7) pages.
Do not leave excessive white spaces to fill up pages. Term projects are for
collective learning. We must participate in and help others in their selection and
execution of term project. Also we should be broadly aware of the leaning in all
projects for examination purpose.
They are all group assignments. A group should not consist of more than four
students.
Assignment # 1: Due July 15, 2014
1. Select a Pakistani branded product not necessarily locally manufactured.
Identify the company that produces it.
3

2.
3.
4.
5.

Describe the company and marketing strategy for the brand

Describe the marketing mix of the brand
Describe the marketing environment within which the offering competes.
List the major competitors of the product you selected and analyze their
offering with respect to yours
6. Describe the characteristics affecting consumer behavior towards your brand
7. Define the type of buying decision behavior
8. Describe the buyer decision process with respect to your brand

Term project
Launch, or reposition a product, service or idea suitable for learning and
application of marketing strategy including 4 Ps of Marketing. The product
(service or idea) can be new to the world, country or company. Different
approaches are required for new and existing products. The new product
must make marketing sense and cater to a real need of local market and
provide value to the target market. A complete marketing plan has to be
submitted. In case of an existing product you have to analyze in detail the
product with help of the company owning the product. Knowing personnel
within the said firm is vital.
Recommended Text:
Principles of Marketing: A South Asian Perspective - 13th Edition. Philip Kotler,
Gary Armstrong, Prafulla Agnihotri and Ehsan ul Haque (2010)

Grading Plan:
Quizzes
Assignments
Term Report/Presentation
Class Participation
Term exams
Final Exam
Total

5
5
20
10
30
30
100