MKT 201
PRINCIPLES OF MARKETING
Class POM-6526
Instructor Syed Atif Murtaza Qaiser
Office Location Aman CED 233
Counselling Hours Tuesday-Thursday 11 am till 1 PM + Email/Whatsapp for Urgent Matters

Class details

Class Timing and Room 8:30 am till 9:45 am

Class Number

Session Day(s) Tuesday/Thursday

Credit Hours: 3 Credit Hours

Email aqaiser@iba.edu.pk

Contact # 0333-2200983

Course Description

Principles of Marketing focuses on the marketing process, it’s fundamental functions and the
institutions implementing these functions. This marketing course closely examines on how to
create and capture customer value, what motivates consumers, how to address their
motivations, what strategies can be employed to retains their loyalty and other related
aspects of marketing.

The theoretical perspectives of marketing along with practical marketing implications will be
presented. Topics will include the understanding marketing and marketing process,
developing marketing opportunities and strategies, developing the marketing mix, and
integrated marketing communication. Numerous examples and cases will be used to highlight
the most relevant topics & issues.

The primary mode of teaching will be lecture sessions interspersed with case discussions &
real life examples & applications. However, a healthy discussion-cum-dialogue is not only
welcome - it is highly recommended. With this in mind, students are encouraged to actively
participate in constructive class discussions

Program Learning Goals

Effective Communication Skills

Students will become effective speakers, listeners, writers and team members

Knowledge of Core Business Disciplines

Students will gain a broad based multidisciplinary exposure to a range of business disciplines

Critical Thinking Skills

Students will develop the ability to analyze, synthesize and evaluate business theories models,
frameworks and contexts for Effective Decision making.

Ethics

Students will have an understanding and awareness of ethical frameworks and responsibilities

Glocal Mindset

Students will develop a focus on global connections and local Contexts through awareness of
diversity across and markets

Course Learning Outcomes

1. Understand the marketing concept, recognize and suggest application of the marketing
concept.
2. Assess in-depth the marketing mix and develop a marketing mix relevant to make
business decisions.
3. Discuss the implications of the marketing concept on an organization and its functions.
4. Explain the influence of the marketing concept on the firm, consumers and the society.
5. The course will inculcate skills on team working, decision making, communication and
analytical skills.

Teaching and Learning Methodology

The methodology used for the course will be a combination of:

1. Live cases/ campaigns/ guest speaker sessions

2. Oral case discussion
3. Short Ads/Videos and their discussion
4. In Class Assignments
5. Slides
6. Readings (online and from the recommended text)
7. Presentations
8. Exams
9. Self-Study

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 Course Learning Outcomes mapped to Program Goals

Program Knowledge of
Communication
Goals Skills
Core Business Critical Skills Ethics Glocal Mindset
Disciplines

Course
Learning
Outcomes

1 X X

2 X X

3 X X

4 X X X

5 X X X X X

Mapping
Chapters to Course
Sessions Session Topic
Headings Learning
Outcomes
1 Chapter 1 CL01 Marketing: Creating and Capturing Customer Value
Company and Marketing Strategy: Partnering to Build
2 Chapter 2 CL01
Customer Relationships
CLO1,
Chapter 3,
3
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CLO3 & Analyzing the Marketing Environment
CLO4
Managing Marketing Information to Gain Customer
4 Chapter 4 CL01
Insights
CLO1,
5 Chapter 5 CLO2 & Consumer Markets and Consumer Buyer Behavior
CLO3
CLO1,
6 Chapter 6 CLO2 & Business Markets & Business Buying Behavior
CLO3
Customer Value-Driving Marketing Strategy : Creating Value for Target
7 Chapter 7 CLO 1
Customers
CLO1 &
8 Chapter 8 CLO2
Products, Services and Brands: Building Customer Value
9 CLO1 & New Product Development and Product Life Cycle
Chapter 9 CLO2 Strategies
CLO1 &
10 Chapter 10 CLO2
Pricing: Understanding and Capturing Customer Value
CLO1 &
11 Chapter 11 CLO2
Pricing Strategies
CLO1 &
12 Chapter 12 CLO2
Marketing Channels: Delivering Customer Value
CLO1 &
13 Chapter 13 CLO2
Retailing and Wholesaling
CLO1 &
14 Chapter 14 CLO2
Engaging Consumers and Communicating Customer Value: IMC Strategy
15 Chapter 15 CLO1 & Advertising and Public Relations

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 CLO2
16 CLO1 &
Chapter 16 CLO2
Personal Selling and Sales Promotion
CLO1 &
17 Chapter 17 CLO2
Direct and Online Social Media and Mobile Marketing
CLO1,
18 Chapter 18 CLO2 & Creating Competitive Advantage
CLO3
CLO1,
19 Chapter 20 CLO2 & Sustainable Marketing: Social Responsibility and Ethics
CLO3

Text Book and Pre Course Reading Material, Important Dates.

Principles of Marketing: 18th International Edition

Philip Kotler and Gary Armstrong

Articles and supplemental reading (tentative):

1. Malcolm Gladwell, interesting TED talk on segmentation https://www.youtube.com/watch?v=iIiAAhUeR6Y

2. Steve Jobs on core brand values https://www.youtube.com/watch?v=4HwW0pRItYs

3. Netflix - Netflix says Geography, Age, and Gender are “Garbage” for Predicting Taste

 http://fortune.com/2016/03/27/netflix-predicts-taste/?xid=for_fb_sh

4. How DeBeers made diamond rings a thing

https://blog.hubspot.com/marketing/diamond-de-
beermarketingcampaign#sm.0001524bjlm78eloure2kkzalgmga

5. Marketing Myopia - https://hbr.org/2004/07/marketing-myopia

Grading Plan

Term report 25
Quizzes & Assignments 25
Mid Term 20
Final Exam 30

Prerequisite Skills and Knowledge to take this Course

Be comfortable with using technology for learning

Class participation

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 Your class participation score is based both on attendance and active participation in class discussion.
Active participation will be counted as positive when a valuable insight from the assigned readings and
cases will be delivered and debated upon that excludes redundancy of points made by other class
members. Attendance: Attendance signals your commitment to the course and includes the first few
classes of the semester. Students who miss these crucial lectures find it difficult to follow later on.

 Attendance includes being on time for class. Interviews and other extracurricular activities are not
excused.

Discussion: Each of you can improve the quality of the course by sharing your own insights from the
readings and from observations in the real world. Grades will be based on the quality of comments, not
quantity. Please be respectful of your classmates. Take care to allow others a turn to speak. A healthy
debate is acceptable. Intimidating remarks and dominating the conversation are not acceptable.

Finally, do your best to limit class distraction. Come to class on time, close your laptops, and turn off
your cell phones/PDA. Class participation will be marked in every session of the semester and at the
end will be counted in the final grade as an average of all the sessions.

Attendance Policy

This class follows IBA’s policy.

Plagiarism Policy

Plagiarism in any form is strongly discouraged. In case, a student or a group is found guilty, he/she will be penalized as per the
IBA procedures and laws.

Withdrawal Policy

As per IBA procedures and policy.

Term Project Guidelines

The term project entails studying the marketing strategies and activities of a brand operating in Pakistan.
The final submission will be in the form of a formal presentation and accompanying video.

The project is divided into phases and there will be three modular submissions.

Students should form groups of 5 ( depending on the class strength) and choose a term project lead by
end of Week 2.

Module # 1     End of Week 4                                                                    Marks: 03

Select a company that is actively marketing a brand in Pakistan. This can be a MNC or a local company.

Submit a document with basic details as follows:

1. Name of the brand, the company and your contact person.

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 2. Basic information about the brand using secondary sources such as company website, online
marketing websites and marketing periodicals. Information can include the following:
a. History of the brand
b. Current Product line and Promotional Activities
3. Something unique about this brand; link this with why you want to work on this brand.

Module # 2      End of Week 8                                                                                                    Marks: 03

Undertake detailed research using secondary sources. Submit a simple document including the following
points:

1. The market overview (analysis of the factors of macro and micro-environment applicable from
Pakistan’s perspective)
2. The industry overview (analysis of the factors of macro and micro-environment applicable to the
industry in which chosen brand operates)

Module # 3      End of Week 12                                                                                                       Marks: 09

Use different resources, conduct interview(s) of a member of brand’s marketing team who is aware of the
following points.

Submit a document highlighting the following points:

1. Discuss brand and market dynamics including target customers, value proposition, segmentation
strategies.
2. Pricing strategy of the brand and the factors impacting the pricing strategy.
3. Explain the channel structure followed by the brand.
4. Detailed study of the brand’s promotional mix
5. Conduct a consumer survey with 20-30 respondents to analyze how the brand message is
received and interpreted.

Class Presentation       End of Semester                                                                                          Marks:

05

A summarized and impactful 15-minutes class presentation. This presentation will be made by the group
and can include PowerPoint slides and/or video.

Presentations will be scheduled in the final week of the semester.

Video End of Semester                                                                                                                  Marks: 05

A video of the brand’s marketing strategies and activities. This should capture your work across different
modules. The video must include shots of brand’s marketing activities, brand’s online presence, brand
manager’s interview and so on.

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There should be a voiceover to connect the visuals and present the brand’s story in the video, suggested
to be between 15-20 minutes.

This must be submitted alongside the final presentation.

Notes

All module submissions to be made by the group leader.

Presentation and Video submission dates will be communicated separately.