Marketing Fundamentals

Instructor: Dr. Ali Rehman Level: Undergraduate Credit Hours: 3

Lecture Hours: 51 Email: ali.ias@pu.edu.pk

AIMS

This course introduces students to the critical study of the role of marketing from both
theoretical and managerial perspectives. This module is also concerned with analyzing
the role of marketing communications within marketing & the wider organizational
context. The focus is on how all the different actors participate in the marketing process
& the different means of marketing communications that organizations employ to engage
with their different audiences/stakeholders. A strong emphasis on practical cases will be
present throughout the course and is a deliberate attempt to relate theoretical concepts to
reality.

Learning Outcomes:
On completion of the module, students should be able to:

 Assess marketing as part of the overall marketing activity of an organization.

 Analyze how marketing contributes to securing an organizations’ “competitive
advantage”.
 Evaluate the different elements of the marketing mix.
 Discuss the behavioral influences that affect marketing & the different models of
the process of marketing communications.
 Discuss the process of developing marketing strategy.
 Outline the means of researching marketing.

COURSE ACTIVITIES
Apart from lectures and case study presentations other course activities include:

Final Project: The final project aims to establish a link between our taught materials
with real world application. Students will be devised to operate in groups of 4-5 and will
have to come up with a new product/service idea and execute a launch campaign in shape
of their final presentation. Selection of topic will be submitted in the class following the
midterm exam. The group will be required to chalk out a complete marketing plan from
product development to distribution. A presentation of 25-30mins will be made before a
live audience and will be followed by an open Q&A session. A final written report of the
project must be submitted in the last class before the final exams.
PREREQUISITES FOR FINAL REPORT
Presentation of the final report should be made on A4 size sheets, font size 12, Times
New Roman. The report should consist of:

a) Title page
b) Table of contents
c) Abstract
d) Acknowledgement
e) Introduction
f) Documentation
g) Summary/Conclusion
d) References

A labeled soft copy must be submitted along with the written report.

COURSE TEXTS
Reference Book(s):

Kotler P., Haq E.. “Principles of Marketing: A South Asian Perspective.”(13 th Ed).
New Delhi, India: Pearson Education Inc.

Kotler and Keller “Marketing Management: A South Asian Perspective”

Perreault W.D., Mccarthy J.E.“Essentials of Marketing.” (5th Ed). U.S.A, Homewood:

Irwin Pvt. Ltd.

Related Journals & Magazines: Harvard Business Review, Marketing Education

Review, Aurora, Marketing Magazines and alike.

ASSESSMENT CRITERIA
The assessments will be done on the basis of the ability of the student to comprehend,
analyze and apply theory and research to real life situations. All the activities under taken
during the semester will be evaluated. Final grades will be based on a break-up of the
categories of assessment.

Evaluation weightage
 Class Participation 10%
 Mid-Term evaluation 35%
 Final Project/presentation 15%
 Final Exam 40%
 Total 100%

COURSE POLICY & GUIDELINES

 The students are required to maintain a minimum 75% attendance to be eligible to sit
in the exams.
 Students are expected to peruse their study material beforehand and come prepared
for class discussions. The students’ scores shall depend upon the quality of their input
in the discussions.
 Mobile phones and edibles are not allowed in the class room.
 Lastly but most crucially students are expected to maintain professional / class
decorum.

COURSE PLAN
Lecture Topic & Contents Activity Readings
1 Introduction to Lecture Kotler & Armstrong
Marketing

2 Managing Lecture / Case Study Kotler & Armstrong,

profitable customer Chapter 1
relationships

3 Company & Lecture Kotler & Armstrong,

Marketing Strategy / Case Study Chapter 2

4 Marketing Lecture / C.Study Kotler & Armstrong,

Environment Chapter 3

5 Consumer Buyer Lecture / Case Study Kotler & Armstrong,

Behaviour Chapter5

6 Segmentation/Targeti Lecture / C.Study Kotler & Armstrong,

ng/Positioning Chapter 7

7 Product, Services & Lecture / C.Study Kotler & Armstrong,

 Branding Strategy Chapter 8

8 New Product Lecture / C.Study Kotler & Armstrong,

Development & Chapter 9
Product Life Cycle

9
Mid-Term Exam
Lecture /
10 Pricing Project Review / C.S. Kotler & Armstrong,
Chapter 10

11 Lecture / C.Study Kotler & Armstrong,

Pricing Strategies Chapter 11

12 Lecture / C.Study Kotler & Armstrong,

Marketing Channels Chapter 12

13 Lecture / C.Study Kotler & Armstrong,

Retailing &
Chapter 13
Wholesaling

14 Lecture/project Kotler & Armstrong,

Communication
review/C.Study Chapter 14
Process

15 Advertising & PR Lecture / C.Study Kotler & Armstrong,

Chapter 15

Kotler & Armstrong,

16 PERSONAL Selling & Lecture / Group Chapter 16
Sales Promotion Discussion

Kotler & Armstrong,

17 Lecture Chapter 17
Direct Marketing

Kotler & Armstrong,

18 Lecture Chapter 18
Creating Competitive
Advantage
Product Launch
19 Final project Group presentations Campaigns
Presentations

Final Exam