INSTITUTE OF QUALITY & TECHNOLOGY MANAGEMENT

Faculty of Engineering & Technology

UNIVERSITY OF THE PUNJAB, LAHORE
Class: MS. Total Quality Management Examination: 1st Semester (End)
Module: Marketing and Financial Management Session: 2021-23
Module Leader: Mr. Hasib Ahmad Date: 14-02-2021
Total Marks: 100 (Marketing & Financial Management ) Course OutLine
Name: Roll #:

Course Description
The course designed in comprehensive way to introduce learning of Marketing & Financial
Management.
A. The first part of the course to impart knowledge to develop basic understanding of
marketing which shall help in meeting both global and local challenges faced by business
entities around the globe.
B. The second part of the course shall be to impart knowledge to develop basic
understanding of business finance deals in understanding how businesses effectively
manage their operating and fixed assets and funds availability /acquisition with the
optimal mix of debt equity financing decisions.
The fundamentals concepts of marketing and finance include key theories, decision making
techniques & practices and applications along with emerging marketing trends and financing
approaches to maximize shareholders wealth as an integral part of study.
Course Objectives
- Understand the crucial role of both marketing & finance for businesses and the key
decision making areas to analyze marketing and finance problems and enabling to
develop marketing and financing project decision making.
- Develop professional skilled based approaches in various kinds of practical issues and
decision making both in marketing and finance.
A. Course Contents Of Marketing Management
Sr. # Chapter # Title
01 01 Marketing: creating & capturing customer value
02 02 Company & Marketing Strategy :Partnering to build Relationship
03 03 Analyzing Marketing Environment
04 05 Consumer Behavior and consumer buying behavior
05 07 Customer Driven Marketing Strategy : creating value for Target
customers
06 08 Products, Services &Brands :Building customer value
07 09 New Product Development &Product Life Cycle
08 10 Pricing: Understanding & Pricing Strategies, capturing customer
value
09 11 Marketing Channels :Delivering customer value
10 12 Advertising & Public Relations
11 Book & Principles of Marketing 13 ed(A south Asian Perspective) by
Author Kotler ,Ehsan .Haque
B. Course Contents Of Financial Management
Sr. # Chapter # Title
01 01 An Overview of Financial Management
02 03 &4 Financial Statements & Analysis
03 05 Time Value of Money
04 08 Risk & Return
05 09 Stocks & Valuations
06 11 &12 Basics & Capital Budgeting Techniques Analysis
07 14 Capital Structuring & Leverage
08 Book & Fundamentals of Financial Management by Eugene F Brigham &
Author Houston 15 ed

Teaching & Learning Methodolgy

- The class is scheduled for 3 Hrs in a week on lecture delivered pattern as per chapter vise
in the schedule , students are expected to put in a fair amount of work on regular basis.
- Case study shall be added provided in each chapter where appropriately needed to
strengthen the theory.
- In addition every student is required to spend few hours on Web Based searching of
research issues/articles on :
a. Emerald
b. Google Scholar
c. Search Gate
d. Science Direct
e. Taylor & Francis
- There shall be three or four articles on each discipline i.e., Marketing & Finance covering
the subject areas in order to become acquaintance with recent research trends and
accordingly due weight age shall be considered in both Mid & End Term Exam.
- Students shall be required to prepare home assignments related to two subjects.
Grading Plan: As per University Rules/Policy
 Chp # 1- Real Marketing Cases 1.1 & 1.2 shared on GR-Whatapps (Intro- 4 Ps,
Product, Price, Placement & Promotion)
Case Study Fact Sheet

Questio Question Narration 1.1- Case King 1.2 Mobi link Case
n# Fisher
01 Product 1- Nature of
Business
02 Product/ Services
03 Brand Name
04 Price-2- Method
Classification of
Products/services based on
Pricing
05 P3-Placement/Product
Delivery
Channels(Distributors/
Retails Outlets/Owned
outlets)
06 P-4- Promotional
Techniques
07 Ways to Customer
Relationships
08 Customer Feed Back
09 Other Important Areas to be
mentioned

Note & Things to do by Every Student

A. Please just read out these two single page cases obtained from the recommended book of
Marketing mentioned and write one line answer to against the question written in “Case
Study Fact Sheet” in order to develop your learning aptitude in business subjects.
B. Case Study Fact Sheet shall continue through out Semester Program with keep changing
questions pertinent to case under study.
C. Students have option to find out the pdf version of marketing book or buy it from the
local market as we shall first work on marketing.
Thank you for taking interest in business subjects.
Hasib Ahmed