NATIONAL UNIVERSITY OF MODERN LANGUAGES Faculty of Management Sciences COURSE OUTLINE (MBA-I) Course Title: Principles of Marketing Course

Code: Credit Hours: 3+0 Course Instructor:

PREREQUISITES: Introduction to Business, Principles of Management Reference Material Philip Kotler, Gary Armstrong, Ehsan Ul Haq Principles of Marketing,A South Asian Perspective 13th edition, PEARSON. Marketing by Michael J . Etzel , Bruce J. Walker and William Stanton , International Edition Course Objectives: Principles of Marketing introduces you to the essentials of marketing (key concepts, methods of analysis, strategies and tactics) critical to managing profitable customer relationships in todays dynamic and connected environment. Specifically, the course goals are: To understand the marketing concept. To recognize and suggest applications of the marketing concept. To identify implications of the marketing concept for the accounting, finance, research and development, purchasing, production, and personnel functions for marketing and service functions. To evaluate the effects of the marketing concept on the firm, consumers, and society.

Course Outcomes: The concepts and techniques learnt through this course will help students in a number of ways, including: A comprehensive understanding of the basic principles and tools of marketing. A better understanding of other business-related courses in their undergraduate programme. Making effective career choices. Marketing themselves more effectively in their professional and personal lives. Be more smart customers of goods and services.

Assessment Instrument with Weights: Midterm 30% (Subjective Paper) End term 50% (Applied Paper) Internal evaluation 20% (Project+ Class activity) Topic covered in the course.

Week #

Lecture #

TOPICS TO BE COVERED

1. 2. 3. 4. 5. 6. 7.

1. Understanding the Marketing concept 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12 13. 14. The Marketing Process Marketing in a Changing World Creating Customer Value and Satisfaction
Marketing in a Changing World Creating Customer Value and Satisfaction

Strategic Planning and the Marketing Process The Marketing Environment Analyzing Marketing Opportunities Marketing Research and Information Systems Consumer Markets Consumer Buyer Behavior Business Markets Business Buyer Behavior

MID TERM EXAMS MID TERM BREAK

8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. Selecting Target Markets, Positioning For Competitive Advantage. Measuring and Forecasting Demand, Developing The Marketing Mix,Details of Marketing Mix Designing Products Products, Brands, Packaging, and Services Designing Products: New Product Development ,.Product Life-Cycle strategies Pricing Products: Pricing Considerations , Approaches and Strategies Logistics and supply chain management Promoting Products: Advertising, Sales Promotion, and Public Relations Promoting Products: Personal Selling and Sales Management Building Customer Relationships through Satisfaction, Value, and Quality Creating Competitive Advantage: Competitor Analysis and Competitive Marketing Strategies Marketing Services, Organizations, Persons, Places, and Ideas Marketing and Society: Responsibility and Marketing Ethics

END TERM EXAMS