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MKTG 201 - Principles of Marketing-Aneela Malik PDF
MKTG 201 - Principles of Marketing-Aneela Malik PDF
MKTG 201 - Principles of Marketing-Aneela Malik PDF
MKTG 201‐ Principles of Marketing
Fall Semester 2012‐13
Instructor Dr. Aneela Malik
Room No. 147
Office Hours TBA
Email aneela.malik@lums.edu.pk
Telephone 04235608031
Secretary/TA TBA
TA Office Hours TBA
Course URL (if any)
Course Basics
Credit Hours 04
Lecture(s) Nbr of Lec(s) Per Week 2 Duration 110 mins
Recitation/Lab (per week) Nbr of Lec(s) Per Week N/A Duration
Tutorial (per week) Nbr of Lec(s) Per Week Duration
Course Distribution
Core
Elective Yes
Open for Student Category
Close for Student Category
COURSE DESCRIPTION
Marketing helps in meeting the global challenges facing different organizations throughout the world. This course introduces, to the
students, the fundamentals of marketing such as key concepts, theories, decisions and applications along with emerging marketing
trends which are an integral part of managing profitable customer relationships and are essential to any successful organization. This
course will enhance students’ problem solving and decision making abilities.
COURSE PREREQUISITE(S)
None
COURSE OBJECTIVES
This course is intended to help students to:
develop an in‐depth understanding of marketing
possess the ability to apply theoretical concepts to practical marketing problems by learning about the
kinds of problems and decisions the marketing managers come across
consider marketing as a career
understand the effects of the marketing concept on consumers and society
Lahore University of Management Sciences
Learning Outcomes
Successful completion of the course means students are able to:
understand the crucial role of marketing for businesses and the key decisions makers
analyze marketing problems and suggest workable solutions
develop an understanding of the concepts and skills necessary in developing an effective marketing plan while
emphasizing on customer satisfaction
Grading Breakup and Policy
Project: 20%
Quiz(s): 10% (These’ll be unannounced quizzes ) 5 in total but only one of the lowest grades will be
dropped. Missing a quiz will be considered as your lowest grade. No make‐ups for the quizzes!
Class Participation: 10% (5% CP + 5% *Attendance)
Midterm Examination: 25%
Final Examination: 35%
*You are supposed to be regular and punctual; however, you can avail yourself of three absences (including any emergency case) after
that you’ll have ‐1 (from your CP) for each absence
Examination Detail
Yes/No: Yes
Combine Separate: Combined
Midterm Duration: 1 hour
Exam Preferred Date:
Exam Specifications: closed books / closed notes
Yes/No: Yes
Combine Separate: Combined
Final Exam Duration: 1 ½ hour
Exam Specifications: closed books / closed notes
COURSE OVERVIEW
Week/
Recommended Objectives/
Lecture/ Topics
Readings Application
Module
Students will know what is
Defining Marketing; developing a framework
Lecture 1 Chapter 1 (Kotler et al., 2010) Marketing and the Marketing
for Marketing
process
Students will learn the elements
Chapter 2 (Kotler et al., 2010) of customer‐driven marketing
Lecture 2 Building Customer Relationships
strategy and the influencing
factors
Students will understand the
Chapter 3 (Kotler et al., 2010) environmental factors affecting
Lecture 3 Analyzing the Marketing Environment
the way how a company serves
its customers
Students will know how
Chapter 4 (Kotler et al., 2010) companies analyze and use
Lecture 4 Marketing Information and Customer Insights marketing information to serve
their customers in a better
manner
Students will be able to define
Lecture
Consumer Buying Behavior Chapter 5 (Kotler et al., 2010) factors influencing consumer
5,6
buying behavior
Students will be able to define
Lecture 7 Business Buyer Behavior Chapter 6 (Kotler et al., 2010) the business markets and explain
how these are different from
Lahore University of Management Sciences
consumer markets
This will make students
Lecture Customer‐Driven Marketing Strategy Chapter 7 (Kotler et al., 2010) understand how companies
8,9 identify attractive market
segments
Students will be able to explain
Lecture
Building Customer Value Chapter 8 (Kotler et al., 2010) branding strategy and marketing
10,11
of services
Students will understand new‐
Lecture
Product, Services and the Branding Strategy Chapter 9 (Kotler et al., 2010) product development and a
12
product’s life cycle
This will make students
Lecture Capturing Customer Value Chapter 10 (Kotler et al., 2010) comprehend a company’s pricing
13 strategy, keeping in view
customer value perceptions
Students will know how
Lecture Pricing Strategies Chapter 11 (Kotler et al., 2010) companies adjust their prices to
14 cater to different types of
customers
Lecture Revision
15
Lecture Mid‐Term Exam
16
Students will understand the
Lecture Delivering Customer Value Chapter 12 (Kotler et al., 2010) importance of marketing logistics
17 and the available major channels
alternatives
Students will learn how to
Lecture
Integrated Marketing Communication Strategy Chapter 14 (Kotler et al., 2010) develop effective marketing
18, 19
communications
This will make students
Lecture
Advertising and Public Relations Chapter 15 (Kotler et al., 2010) understand the role of building
20
public relations in Advertising
Students will be able to discuss
Lecture Direct and Online Marketing Chapter 17 (Kotler et al., 2010) the benefits of direct marketing
21,22 to customers and business
Students will know how
Lecture
Global Marketing Chapter 19 (Kotler et al., 2010) companies adapt their marketing
23
mixes for international markets
Students will be able to describe
Lecture Sustainable Marketing Chapter 20 (Kotler et al., 2010) sustainable marketing and
24 highlight its importance
Lecture Revision
25
Presentations of the projects
Lecture
26,27
Lecture Final‐Term Exam
28
Lahore University of Management Sciences
Textbook(s)/Supplementary Readings
The instructor will use the following as text book in the class:
Kotler, P., Armstrong, G., Agnihotri, P.Y. and Haque E. (2010). Principles of Marketing A South Asian Perspective,
13th edition, ISBN: 978‐0‐13‐607941‐5
Supplementary Readings:
Jobber, D. (2006). Principles and Practices of Marketing, 4th edition, McGraw Hill International UK,ISBN: 0‐07‐
710708‐X
William J. Stanton: Fundamental of Marketing, Etzel, and Walker McGraw Hill
Electronic resources
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
these changes will be announced in the class.
Students are advised to regularly visit LMS for any update about the lecture.
Questions related to the discussions in class will also be included in the Midterm and the Final exam.
Passive listeners are not encouraged to take this course. Each student is supposed to actively participate in class
discussions to earn his/her "class participation" (CP) grade. The instructor may call on students to answer
questions and discuss class materials to encourage everyone to participate in the class discussions.