MODULE HANDBOOK

Fundamentals of Marketing

BS(AF)-3 (A & B)
MGT 210
Fall 2019

Instructor: Sarwat Kazmi

Department of Management Sciences

COMSATS University Islamabad
Park Road, Tarlai Kalan, Islamabad, PAKISTAN
Course Description
The purpose of the module is to give the participants an insight into the various facets of Fudamentals
of marketing outlined in the syllabus. Partcipants are encouraged to take self-study of the relevant
chapters/ topics given with each unit prior to attemping the questions given as coursework
assignments and also before joining the discussion panels and lab sessions so that a more proactive
partcipation is possible.

Course Objectives
Upon successful completion of the course, the students will be able to :
 Important marketing principles & concepts, but also how these concepts are applied in actual
marketing management practices.
 The course will use a combination of lecture material, textbook, notes, readings & examples.
 Student input in the form of analysis & comments will be an essential component of the
course.

Details of Instructor
Sara Chaudhry
skazmi@comsats.edu.pk
Location: Faculty Office, Department of Management Sciences, Basement, Faculty Block II

Teaching Philosophy
Do not hesitate to contact me if there is anything unclear or if you have a question. It is better to write
down all the questions which arise during the lecture and at the end of the lecture you can ask
questions from me, before the start of new lecturer students can ask about any query regarding last
lecturer. Don't wait until the last minute to work on assignments. Allow enough time to work on
assignments so that you have time to ask me questions. 100% attention, critical & analytical thinking,
and hard work are expected from all course participants throughout the course.

Academic Dishonesty
Academic dishonesty is an offense that will not be tolerated in any form. Any student who is
found involved in academic dishonesty will be penalized to the fullest extent possible
allowed by university regulations. If you have any doubts about whether an action constitutes
academic dishonesty, please consult with your instructor before taking the action. CUI
defines Academic Dishonesty as follows:

Cheating, plagiarism (submitting another person's work as one's own, e.g. no

citation), or doing and submitting another person’s work are all strictly prohibited. All
such actions will be considered deceitful and thus unacceptable. In addition, the use of
unauthorized materials (books, notebooks, or other sources) during an examination in
order to secure or give help will not be tolerated. Academic dishonesty also
encompasses unauthorized copying and distribution of examinations, assignments,
reports, projects or term papers; or the presentation of unacknowledged material as if
it were the student's own work.

Plagiarism, one of the most serious forms of academic dishonesty, is defined

as follows:
Plagiarism is the act of stealing words, ideas or a piece of writing of another
and passing them off as one's own. Whenever a student submits a piece of
writing claiming it to be his own authorship, it is generally understood that all

Module Handbook of Fundamentals of Marketing for the students of BAS(BA))Fall2019 III Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
2
Course Instructor: Sarwat Kazmi
 the ideas, opinions, facts, figures, conclusions, revisions, and words are the
student's original work, unless he/she has explicitly indicated otherwise using
citations, footnotes, attribution in the text, and/or appropriate quotation marks.
A person failing to acknowledge and recognize (using footnotes, attribution in
the text, and/or appropriate quotation marks) the contribution of the original
author, will be held accountable under academic deception. Such action will
necessitate measures to discipline the student under the University's academic
dishonesty policy. Any academic dishonesty would call for swift punitive
action by the faculty in whose class such dishonesty occurs and the names of
students involved in such acts would be reported in every instance to the
concerned Head of that Department.

Course Assessment
 Grades: Letter grades will be assigned based on the university's standard 90-80-70-
60-50 grading scale.
 In fairness to students who complete assignments on time, late assignments will not
be accepted
 Attendance: Regular classroom attendance is mandatory. Absence from lectures will
negatively affect your grade as per University rules. Attendance is entered into the
CUonline system daily.
 Writing Assignments: In writing assignments, guidelines provided to be followed.
 Arriving on time. Late arrivals are disruptive to both lectures and class discussion,
and show disrespect to those who are on time.
 Minimizing disruptions. All cell phones should be turned off during class. You
should not leave and re-enter the class. You should avoid engaging in side
conversations after class has begun.
 Being prepared for class. You should be ready to discuss any assigned readings and
to answer any assigned questions for each day's class, including being ready to open a
case assigned for that day.
 Respect. You should act respectfully toward all class participants.

Below mentioned is the assessment scheme for this course.

Type of Assessment Weightage

Sessionals:
1st Sessional 10%
2nd Sessional 15%
Assignments 10%
Quizzes and Class Project 15%
Final Examination 50%

Course Literature
 Principles of Marketing; A South Asian Perspective by Philip Kotler, Gary Armstrong,
Prafulla Y. Agnihotri and Ehsan ul Haque - Edition 13th

Module Handbook of Fundamentals of Marketing for the students of BAS(BA))Fall2019 III Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
3
Course Instructor: Sarwat Kazmi
Reference Material
 Marketing by Joel R. Evans & Barry Berman
 Contemporary Marketing by Boone & Kurtz
 Basic Marketing – A Managerial Perspective by Quester, McGuiggan, Perrealt

Module Handbook of Fundamentals of Marketing for the students of BAS(BA))Fall2019 III Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
4
Course Instructor: Sarwat Kazmi
 Detail of Course Contents
Strategie
Objective s for
Thinking Tasks for
W# Lec# Topic(s) (Goal / Outcome of Tasks for
Level Students
Topic) Students
*
What do
you
understan
 What is The students
The d by term
marketing? would be
Contemporary Knowledg
 Customer asked to
1 Marketing marketing
Relationship e engage in a
Environment
Management class and why
discussion it is
important
?
1
The special What do

issues some you

 Marketing marketing understan

The Management d by term
researchers
Contemporary  Marketing Knowledg
2 Marketing Landscapes face, including marketing
Environment e
public policy and why

and ethics it is

issues. important
?
The students Students
would be would
asked to provide
 Defining
Marketing Knowledg identify examples
Strategic Mission
e different types of
2 1
Marketing  Setting Goals&
Planning Objectives. Comprehe of different
nsion organizations companie
mission and s which
vision are
expandin

Module Handbook of Fundamentals of Marketing for the students of BAS(BA))Fall2019 III Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
5
Course Instructor: Sarwat Kazmi
 g
themselve
s through
various
product
expansion
s
Look up
topics n
reference
 Designing the Knowledg Do a BCG
Strategic Business book, pay
Marketing e Matrix
2 Planning  BCG Matrix attention
Comprehe analysis for a
 Marketing in class,
Expansion Grid
nsion company
research
through
internet
 Attracting, The
 Retaining Knowledg importance of
Customer  Growing information in Give an
Relationship customers e
1 gaining example
Management  Building Comprehe insights about
the of 4p’s
customer nsion
marketplace
relationship and customers
Think of
an
3
example
 -SWOT Knowledg
Customer Do a SWOT how
Relationship analysis e
2 Management
analysis of a companie
 Customer Comprehe
product s respond
equity nsion
to micro
environm
ent
Marketing  Company’s Knowledg Discuss the Think of
4 1 Environment Micro
Environment
e importance of an

Module Handbook of Fundamentals of Marketing for the students of BAS(BA))Fall2019 III Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
6
Course Instructor: Sarwat Kazmi
  Company’s Comprehe Macro and example
Macro
Environment nsion Micro and how
 Responding to Applicatio effectiveness companie
the Marketing n s respond
Environment to micro
environm
ent
Students
will
discuss
How are the various
 Developing
Marketing Knowledg management approach
Information
Managing e Information es
 Analysing
Marketing
Information
Marketing Comprehe System companie
2 Information
 Other nsion function s have
Considerations Applicatio interconnected adopted
n with each these
other days to
gain
customer
insights
1
5 Sessional
2 Exam - I
Students
are
 Characteristics Knowledg
Affecting required
Consumer e
Identify and to give
Behaviour
Consumer Comprehe comment on
6 1  Types of Buying examples
Markets
– Decision the
nsion
Behaviour characteristics of how
Applicatio affecting CB
they are
n
affected
by the

Module Handbook of Fundamentals of Marketing for the students of BAS(BA))Fall2019 III Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
7
Course Instructor: Sarwat Kazmi
 social
factors
and
others
Students
are
Apply the required
Process of to give
consumer examples
 Process of Knowledg
buying of how
Consumer Consumer e
2 Markets behavior on a they are
Buying Comprehe
given scenario affected
Behaviour nsion
Discuss the by the
importance of social
CB. factors
and
others
Students are

 Buyer Decision Knowledg required to Students

Process e give examples are
Consumer
Buying  Buyer Decision Comprehe of how they required
1 Behaviour Process for New nsion are affected by to discuss
Products Applicatio the social real life
n factors and examples
7
others
Knowledg Students
Apply the
e are
Consumer topic on a
Buying  Discussion Comprehe required
2 Behaviour
given New
nsion to discuss
Product of any
Applicatio real life
company
n examples

8 1 Segmentation,  Market Knowledg Identification Students

Targeting& Segmentation of best method

Module Handbook of Fundamentals of Marketing for the students of BAS(BA))Fall2019 III Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
8
Course Instructor: Sarwat Kazmi
 Positioning  Target e with reasoning are
Marketing
Comprehe required
nsion to
Applicatio compare
n the types
of
segmentat
ion
Students
are
required
to
 Positioning for Knowledg develop a
Competitive e model of
Segmentation, Identification
Advantage Comprehe Positionin
2 Targeting& of best method
Positioning  Target nsion g
with reasoning
Marketing Applicatio mapping
Strategies n with the
instructor

 What is Knowledg
Product? Students
(Product & e Application of
Product, are
Service Comprehe product and
1 Services & Decisions) required
Branding  Product & nsion target mkt on a
Service to discuss
Applicatio given product
9 Decisions examples
n
 Service Knowledg List and Students
Product, Marketing e discuss are
2 Services &
Branding  Services Comprehe different types required
Characteristics nsion of product and to

Module Handbook of Fundamentals of Marketing for the students of BAS(BA))Fall2019 III Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
9
Course Instructor: Sarwat Kazmi
 Applicatio their uses compare
n the
companie
s within
an
industry
about the
product
expansion
1
10 Sessional
2 Exam - II
Students

Discuss how will be a

Knowledg marketing given a
 Product Life
Cycle Strategies e strategies Brain
 New Product
New Product Comprehe change during Storming
1 Development
Development
Strategies nsion a new product session
Applicatio and product’s activity to
n life cycle. bring new
11 Product
ideas
Class With the
Knowledg
 Product Life Discussion on help of
e
Cycle & major PLC
New Product Comprehe
2 Development  Class Discussion considerations Model,
nsion
in managing we will
Applicatio
this process. discuss
n
Strategies
 Cost based Knowledg Students Answer
Pricing
Pricing  Value based e Identify other the
12 1 Strategies Pricing
Comprehe important question
 New-Product
Pricing nsion external and “What is
Strategies

Module Handbook of Fundamentals of Marketing for the students of BAS(BA))Fall2019 III Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
10
Course Instructor: Sarwat Kazmi
  Product Mix Applicatio internal factors a price?”
Pricing
Strategies n affecting a and
firm’s pricing discuss
decisions. the
importanc
e of
pricing in
today’s
fast-
changing
environm
ent
Students
will
Knowledg
discuss
 Price e Discussion on
Adjustments what they
Pricing Strategies
Comprehe organization
2 Strategies feel about
 Price Changes nsion funds and their
“Price
Applicatio usage
Cuts” by
n
companie
s
Students
are

 Nature & required

Knowledg
Importance of to discuss
Marketing e
Marketing Channels and
Channels and  Number of Comprehe Discussion on
13 1 Supply Chain organization evaluatio
Channel Levels nsion
Management  Channel channels n the
Applicatio
Behaviour and mediums
n
Organization of
Communi
cation

Module Handbook of Fundamentals of Marketing for the students of BAS(BA))Fall2019 III Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
11
Course Instructor: Sarwat Kazmi
 Students
are required
to discuss
 The Changing Application of
Knowledg and
Communication concepts on
s Environment e evaluation
Integrated  The latest
Marketing Communication Comprehe the
2 Communicatio Process
television and
n nsion mediums of
 Elements in the print
Communication Applicatio Communica
Process advertisements
n tion
.

 Push and Pull

Strategy Understa
 Importance of
nd the
Communication
Knowledg process
Process
Steps in e Discussing through
Developing  Setting the
Effective Comprehe successful the book
1 communicatio Total
nsion Mass Media and
n Promotion
Applicatio Agencies lecture
Budget & Mix
n and also
research
14 the topic

Understa
nd the
process
Knowledg
 Major through
Advertising e Class
2 Advertising the book
Comprehe discussion
decisions and
nsion
lecture
and also
research

Module Handbook of Fundamentals of Marketing for the students of BAS(BA))Fall2019 III Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
12
Course Instructor: Sarwat Kazmi
 the topic
Understa
nd the
 Major Tools of process
PR Knowledg through
Class
1 PR and Sales  Major Tools of e the book
Promotion discussion -
Sales Comprehe and
nsion
Promotion lecture
and also
research
15
Understa
nd the
process
 Sales Force Knowledg
through
Personal Management e Class
2 the book
Selling  Selling Process Comprehe discussion
and
nsion
lecture
and also
research
Presentati
1 Project Application -
ons
16
Applicatio Presentati
2 Project -
n ons

Module Handbook of Fundamentals of Marketing for the students of BAS(BA))Fall2019 III Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
13
Course Instructor: Sarwat Kazmi