JINNAH UNIVERSITY FOR WOMEN

DEPARTMENT OF BUSINESS ADMINISTRATION

PROGRAM: BBA
COURSE: PRINCIPLES OF MARKETING
SEMESTER: FALL 2013
(Instructor: Miss Seema Meghani)
Textbook:
Principles of Marketing, 14th Edition by Philip Kotler and Gary Armstrong

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.

Course Activities:
Students are required to read the chapter in advance of the class lecture.
Announced and unannounced quizzes are part of the course activities.
The course will consist of the following components:

Assigned readings drawn primarily from the text. All students are
expected to have read all assigned readings for each session
Lectures designed to clarify and augment the assigned readings.
In-class assignments and discussions Minimum of 3 quizzes and an
assignment be carried out in the classroom.
Marketing plan- Students are required to prepare a marketing plan
(individually or in the team) and give a presentation in the class on the
marketing plan. Focus shall be on collection of data and understanding
consumer behavior. Students must be able to apply the knowledge of
segmentation, targeting, and positioning in the marketing plan and do a
proper SWOT analysis.
Examination- intended to ensure students have a firm grasp of course
concepts and an ability to apply them. Multiple choice and True & False and
essay questions shall be the format of examinations.

Chapters/Topics:
Chapter 1: Marketing: Creating and Capturing Customer Value

Chapter 2: Company and Marketing Strategy

Chapter 3: Analyzing the Marketing Environment
Chapter 4: Managing Marketing Information to gain Customer Insights
Chapter 5: Customer Markets and Consumer Buyer Behavior
Chapter 6: Business Markets and Business Buyer Behavior
Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target
Customers
Chapter 8: Products, Services, and Brands: Building Customer Value

Course Assessment:
Quizzes: Minimum 3 quizzes
Hourly (best two)

30 Marks

Report writing and assignments

TSW

Terminal Exam
Total

10 Marks

20 Marks
60 Marks
40 Marks

100 Marks