COURSE BASICS

Course Code MKTG2003

Credit Hours Three (3) SCH
Lectures [No. of Lec(s) Per 2 Duration 80 Minutes
Week]
Lab Sessions N/A Duration Nil

[Fundamentals of Marketing]

COURSE DISTRIBUTION
Program(s) Attached To BBA
Core / Elective Core
Course Pre-requisites Business Connections / Introduction to Business

COURSE DESCRIPTION

Fundamentals of Marketing is a core course offered to students of Business administration. The course is designed to
understand the process of value creation through creating improved goods and services for achieving company goals
and fulfill consumer needs and wants. The course provides an understanding of fundamental concepts of Marketing
and interrelation of elements required by managers to understand consumer behavior, segmentation, target market,
positioning and analyze marketing mix. Students will learn about marketing skills and application in local as well as
global context that benefit organizations in accomplishing them their market share and growth while staying ahead of
competitors. The course will open avenues for participants in the field of Marketing that spearheads the 21 st century
corporate organizations.

COURSE OBJECTIVES
The course aims to:
Explain the basic fundamental concepts of marketing and elaborate marketing mix.
CO1:
CO2: Understand the consumer buying behavior, consumer decision making process.
Familiarize with the elements of marketing mix (Product, Price, Place and Promotion) and developing a
CO3:
market offering.
Formulate new ideas for competitive marketing that are actionable in the local as well as International
CO4:
market.
Describe and discuss the basics of competitive marketing strategy and evaluate marketing decisions
CO5:
besides suggesting improvements.
Discuss the relationship of internal and external environmental functions and their impact on an
CO 6:
organization

COURSE LEARNING OUTCOMES

After completion of the course the students will be able to:
CLO1: Identify and relate marketing decisions with value for consumers and growth for the company.
CLO2: Understand Marketing strategy development in the light of market analysis and business environment.
 Comprehend consumer buying
CLO3: behavior and competitor analysis to
develop or shape market offering.
Describe Marketing process in order to contribute at various stages by value added input and tactical
CLO4:
execution of plans.
CLO5: Evaluate marketing decisions and use outcomes to create successful marketing initiatives.
Develop a complete marketing plan for either launching a new brand, or launching a failing one by
CLO6:
repositioning it,

BBA PROGRAM OBJECTIVES

The program aims to:

Integrate knowledge of the functional areas of business and funnel into a coherent strategic whole to enable
students see management problems in a holistic perspective and to Inculcate the spirit of free inquiry in
PO1:
students towards contemporary social, economic, political and technological realities which impact the local
and global business environment.
Build managerial cognition of the students with a variety of planning, organizing, controlling, and leading
PO2:
and communication skills necessary to effectively manage businesses and influence society.
Nurture problem analysis and decision-making skills in students, required to handle challenges faced by the
PO3: modern business world and equip them with quantitative and qualitative tools to evaluate local and global
business opportunities and successfully materialize new entrepreneurial ventures.
Impart an awareness of the ethical considerations and social responsibilities to the students, in the conduct of
PO4:
business.

BBA PROGRAM LEARNING OUTCOMES

After completing BBA Program our graduates will be able to:
Knowledge Acquisition
Have adequate knowledge of the key areas of business, including management, marketing, finance, supply
PLO1:
chain, and entrepreneurship.

Skill Development
Have the managerial, leadership, and interpersonal skills needed to effectively and efficiently run the
PLO2:
business operations.

Communication Skills
PLO3:
Be able to effectively communicate with stakeholders .
Understanding Organizational Ecosystem
PLO4: Manifest an understanding of the economic, legal, regulatory, technological, and social environment of the
organizations.
Application
PLO5:
Have the capability to apply the knowledge and skills acquired during their degree program
Ethical Considerations
PLO6:
Behave ethically and be conscientious towards their moral and social responsibilities
Improvisation and Proactiveness
Be able to formulate strategies to achieve the objectives through contingency planning, wherever the
PLO7: conventional measures do not work.

Problem Solving
PLO8: Be able to identify and analyze practical organizational problems to devise solutions with sound reasoning.
 Team Work
Be a team player leading to produce the
PLO9: results and achieve the set targets.

Decision Making
PL10: Have the capacity and competence to take initiatives and make sustainable decisions.

Value Addition
Be able to add value to the organizations, self-employed endeavors, and society.
PLO11:

Global and Domestic Awareness

PLO12:
Be able to demonstrate a good understanding of the domestic and global business environment
Emotional Intelligence
PLO13:
Be able to rationally analyze, respond sagaciously, and make decisions most suitable for the organization
Adaptability
Be resilient in changing business environments, absorb work pressures, and be flexible in challenging
PLO14: conditions.

Entrepreneurial Orientation
Be able to think critically to develop and implement creative and innovative ideas, contributing to the
PLO15:
economy and society.

Research 
PLO16: Be able to conduct scientific business research.

Continuous Learning 
PLO17: Reflect willingness and eagerness for continuous improvement and lifelong learning.

Map if course objectives or outcomes specifically relate to any program objectives (along with corresponding assessment item):

COURSE LEARNING COURSE ASSESSMENT

PROGRAM OBJECTIVES COURSE OBJECTIVE
OUTCOMES ITEM
PO 1 CO 1,CO4,CO6 CLO1,CLO2,CLO3
PO 2 CO 2 ,CO3, CO5 CLO2,CLO4, CLO5
PO 3 CO4,CO5 CLO5,CLO6
PO 4 CO 4,CO6 CLO4,CLO6

PRPGRAM DELIVERY METHOD

Method Application
Case Studies / 
Local Marketing developments 
Business games and Role Play
Film and Video clips 
Journal Article Reviews
Project based learning 
Other

ASSESSMENT STRUCTURE
Assessment Items Percentage
Quiz(s) (3) 06 %
Assignments(s) (3) 06 %
Class Participation (4) 08 %
Midterm Examination 20 %
Final Examination 40 %
Project/Presentation 20 %
Other(s)

Any specific teaching/learning strategies:

Assignments
Periodical submissions to gage the familiarity and learning of the students by applying the concepts.

Guest Speakers

COURSE CONTENT AND DELIVERY PLAN

Application (Course Application (Course
Learning Outcomes objective achieved Assessment Item
Sr. No Topics
achieved through this through this topic) (Used for this
topic) topic)
Marketing: Creating & Capturing CLO3 CO 1,CO3
Customer Value. (Customer Needs, wants
1
& Demands, Customer driven marketing
strategy)
Marketing: Creating & Capturing CLO 3 CO 1,CO3
Customer Value. (Customer Needs, wants
2
& Demands, Customer driven marketing
strategy
3 Case Study CLO 3 CO 1,CO3

Company and Marketing Strategy. CLO1 CO 2

(marketing strategy & marketing mix,
4
companywide marketing role and customer
relationship)
Company and Marketing Strategy. CLO1 CO 2
(marketing strategy & marketing mix,
5
companywide marketing role and customer
relationship)
6 Case Study CLO1 CO 2
Analyzing the Marketing Environment. CLO2 CO6
7 (Macro & Micro environments and various
stakeholders.)
Analyzing the Marketing Environment. CLO 2 CO 6
8 (Macro & Micro environments and various
stakeholders.)
9 Mid-Term Exam

10 Case Study CLO 2 CO 6

Consumer Markets & Consumer Buying CLO1,3 CO 2 & 3

Behavior: (Characteristics affecting
11
Consumer Behavior, Types of Decision
Behavior, Buyer Decision Process)
Consumer Markets & Consumer Buying CLO1,3 CO 2 & 3
Behavior: (Characteristics affecting
12
Consumer Behavior, Types of Decision
Behavior, Buyer Decision Process)
 Case Study CO 2&3
13
CLO 1&3
Customer Driven Marketing Strategy: CLO3&4 CO 2, 3 & 4
14 (Segmentation, Target market &
differentiation for Positioning.)
Customer Driven Marketing Strategy: CLO 3&4 CO 2, 3 & 4
15 (Segmentation, Target market &
differentiation for Positioning.)
16 Case Study CLO 3 & 4 CO 2,3& 4

CLO 5&6 CO 3
Product, Services & Brands: (Product &
17
Service Differentiation & building it into a
brand.
Product, Services & Brands: (Product & CLO 5&6 CO5 &6
18 Service Differentiation & building it into a
brand
19 Case Study CLO 5&6 Co5&6

New Product Development: (New CLO 4&6 CO 3

20 product development process, Product
Lifecycle strategies.)
New Product Development: (New CLO 4&6 CO 4&6
21 product development process, Product
Lifecycle strategies.)
22 Case Study CLO 4&6 CO4 &6
Pricing: Understand & Capturing CLO 1&3 CO 1& 3
23 Value: Pricing strategies, Customer’s
perception of value.
Pricing: Understand & Capturing CLO 1&3 CO 1 & 3
24 Value: Pricing strategies, Customer’s
perception of value.
25 Case Study CLO 1&3 CO 1 & 3

Marketing Channels: Delivering CLO 4&5 CO 4 & 5

26 Customer Value, Distribution &
Intermediaries.
Marketing Channels: Delivering CLO 4&5 CO 4&5
27 Customer Value, Distribution &
Intermediaries.
Communicating Customer Value: CLO 3,4 &5 CO 3, 4 & 5
28 Integrated Marketing Communication,
Promotional Mix
29 Advertising & Promotion CLO 1,3 &4 CO 1,3 & 4

30 Personal Selling and Sales promotion CLO 4&5 CO 4&5

31 Project Presentations CLO1 TO 6 CO 1 to CO 5

32 Final Term

LEARNING RESOURCES
Books:
[Text]:
 Principles of Marketing” by Philip Kotler, 17th Edition, PEARSON 2019.
[Reference Book]:

 Principles of Marketing “ by Evans & Berman, 3rd Edition PEARSON 1995

Web Resources
Study Material (Case Study, Article, Journal etc)