OAK UNIVERSITY

SCHOOL OF BUSINESS
COURSE OUTLINE
Lecturer: Mr. Mpande, D
Email: divinedaniel003@gmail.com
Consultation hours: Tuesday 12-13
PRINCIPLES OF MARKETING MKT 111 (AG19)

COURSE CONTENT
1. MARKETING INTRODUCTION
- What Is Marketing?
- Understanding the Marketplace and Customer Needs
2. COMPANY AND MARKETING STRATEGY
- Planning Marketing
- Marketing Strategy and the Marketing Mix
- Managing the Marketing Effort
3. ANALYZING THE MARKETING ENVIRONMENT
- The Microenvironment
- The Macroenvironment
4. MANAGING MARKETING INFORMATION
- Developing Marketing Information
- Marketing Research
5. CONSUMER MARKETS AND CONSUMERBUYER BEHAVIOR
- Characteristics Affecting Consumer Behavior
- The Buyer Decision Process
6. CUSTOMER-DRIVEN MARKETINGSTRATEGY
- Market Segmentation
- Market Targeting
- Differentiation and Positioning
7. PRODUCTS, SERVICES, AND BRANDS
- What Is a Product
- Product and Service Decisions
- Services Marketing
- Branding
8. NEW PRODUCT DEVELOPMENT AND PRODUCT LIFE-CYCLE

Page | 1
 - The New-Product Development Process
- Product Life-Cycle
9. PRICING
- What Is a Price?
- Major Pricing Strategies
- New-Product Pricing Strategies
- Product Mix Pricing Strategies
- Price Adjustment Strategies
- Price Changes
10. MARKETING CHANNELS
- The Nature and Importance of Marketing Channels
- Channel Management Decisions
11. COMMUNICATING CUSTOMER VALUE
- The Promotion Mix
- Communication Process
- Steps in Developing Effective Marketing Communication
12. ADVERTISING AND PUBLIC RELATIONS
- Advertising
- Public Relations

Methods of Delivery
4 contact hours per week
Assessment
Continuous assessment 50%

 3 tests 30%
 2 assignment 20%

Examination 50%

RECOMMENDED TEXTS
Philip Kotler & Gary Armstrong (2006). Principles of marketing.

Page | 2