UNIVERSITY OF EASTERN AFRICA, BARATON

MAIN CAMPUS
SCHOOL OF BUSINESS
DEPARTMENT OF MANAGEMENT
Semester 2023/2024.1
MKTG115 – Principles of Marketing – Group B (3 Credits)
Instructor: Sang M. (PhD)
Venue: H104/ONLINE
Time: 15:30-17:00 hrs (TTH)
Office Hours: MW 1400 to 1500 hrs
Contact: 0720773171, chepchirchirmo@ueab.ac.ke; monicahsang@yahoo.com;
chirisang72@gmail.com

Course Description:

This course introduces the student to a comprehensive overview of marketing principles,

definitions, concepts and theories that equip the trainee with knowledge, skills and attitudes for
carrying out marketing activities in an organization effectively. The course provides basic
knowledge of the marketing discipline: meaning, concepts, importance, environment, buyer
behaviors; strategic marketing: segmentation, targeting, positioning; product, price, distribution,
promotion decisions; service marketing, as well as emerging trends and issues in marketing
management.

Expected Learning Outcomes:

Upon completion of this course, the student will have reliably demonstrated the ability to:

1. Define marketing and marketing concepts.

2. Discuss the importance of marketing function in the achievement of organizational objectives.

3. Describe how the principles of marketing are used in making important marketing decisions.

4. Formulate marketing strategies for an organization for the achievement of marketing

objectives.

5. Assess the operational marketing: the marketing mix (Ps of marketing) in decision making
process.

6. Explain the trends and challenges of marketing management as a result of new technology.

7. Discuss the different types of markets (consumer markets – b2c, industrial markets – b2b, and
service markets.

8. Evaluate marketing management strategies in context of both internal and external

environment.
9. Illustrate marketing management process from biblical perspective.

Course Requirements and Grade Equivalents

1. Class Participation 05%
2. Assignments/cases/project 10%
3. Periodic tests/Quizzes 20%
4. Reports 05%
5. CAT 40%
6. Final Examination 60%
Total 100%

Grading Scale:
80 – 100 A 55 -59 C+
75 – 79 A- 50- 54 C
70 – 74 B+ 45- 49 C-
65 – 69 B 40- 44 D
60 – 64 B- 0- 39 F

Teaching Methodologies
Lecture, tutorials, internet/elearning portal, group discussions, projects, case studies, library and
internet research, field trips, etc

Instructional Materials
Text book, power point, whiteboards, hand-outs, transparencies, charts/maps, DVDs, slides

GENERAL COURSE REQUIREMENTS

Class Rules
1. Attend classes regularly and on time.
2. Tests, quizzes will be done at the end of every chapter
3. Group work, case studies, reading reports and project to be given after major topics are
covered.
4. Demonstrate professional attitude through the knowledge acquired in your class
5. Mid – Semester exam including topics covered up to the 8th week
6. Final examination covering the whole semester’s topics
 Course Content
DATE TOPICS
WEEK Part 1: Introduction to Marketing Principles
1 &2  Marketing in today’s
economy
 Meaning of marketing
 Marketing concepts
 Importance of customer
relationships and customer
satisfaction in an
organization
 Role of marketing in society
 Tasks performed by
marketing managers
 The 8 Ps of marketing
 Biblical perspective
3  Meaning of marketing
environment
 Component of marketing
environment
 Component of marketing
environment
 Effects of the environmental
factors to the marketing
activities of an organization
Part 3: Consumer and Organizational Buyer Behavior
ASSIGNED READINGS
 Read chapters1  Lecture, PPT, and
and 12
 Ferrell & Hartline
(2011)
 Biblical verses:
Prov. 16:3
Lk. 6:31
Rom. 12:2
Part 2: Marketing Environment
 Read chapter 4  Lecture, ppt and
 Ferrell & Hartline (2011)
 environment.
CLASS ACTIVITIES ASSIGNMENT
1. Definition: marketing,
Discussion marketing
management,
marketplace,
marketspace, product,
service, utility,
customer relationship,
marketing mix.
2. Biblical perspective –
marketing
management (NB: 1pg
report).
3. Illustrate with a
Discussion diagram the business
4. Of the three major
environments in a
situation analysis
(internal,
customer/taskforce,
external), which do
you think is important
in a general sense?
Why? What are some
situations that would
make one environment
more important than
the others?
DATE TOPICS ASSIGNED READINGS CLASS ACTIVITIES ASSIGNMENT

4&5  Meaning of consumer  Read chapter 6  Lecture, ppt, and 5. Write short notes on
markets and organizational  Ferrell & Hartline (2011) Discussion the following:
market (b2b, b2c)  Biblical Verses:  Consumer behavior,
 Importance of studying Lev. 25:14 b2b, b2c markets
consumer behavior Amos 8:5
 Factors influencing Prov. 1:1
consumer and
organizational buying
behavior
 Decision making process
for consumer and
organizational markets for
new products
 Role players in decisions
process
 Types of buying decision
for consumers and
organizational markets

Part 4: Market Segmentation, Targeting and Positioning

6  Meaning of segmentation,  Read chapter 6  Lecture, ppt and 6. Short notes on:
targeting and positioning  Ferrel & Hartline (2011) Discussion segmentation,
 Bases of segmenting  Matt. 15:24 targeting, positioning
markets 7. Identify and explain at
 Requirement for effective least 5 positioning
segmentation strategies.
 Market targeting
strategies
 Product positioning
process

Part 5: Product Decisions

7  Meaning of product  Lecture, ppt and 8. Illustrate with a

 New product development 
process  Ferrell & Hartline (2011)
 Levels of a product
 Product decisions
 Marketing strategies for
the adoption process,
product life cycle and
adapter categories
 Causes of new product
failure
Read chapter 7
Part 6: Pricing Decisions
discussions diagram the product
life cycle (plc) of any
product of your own
choice. Explain
important features at
every stage of the
product.
DATE TOPICS
8  Meaning of price
 Price strategies
 Factors affecting price
decisions
 Steps involved in the
pricing process
 Reaction to price changes
9  Meaning of distribution
 Types of intermediaries
 Role of Retailing and
Wholesaling
 Importance of channel
integration and market
systems
 Causes of conflict and
reasons for cooperation and
competition
 Importance of marketing
logistics
 Role of e-commerce in
distribution
10  Meaning of promotion mix
 Elements of promotion mix
 Integrated marketing
communication
11  Meaning of services
 Characteristics of services
 Elements of service mix
 Marketing strategies used
by service firms
 Ways of managing service
quality
 Ways of developing brands
strategies for services
 Product support services
management
ASSIGNED READINGS
 Read chapter 8  Lecture, ppt and Discussions 9.
Ferrell & Hartline (2011)
Part 7: Distribution Decisions
 Read Chapter 9
 Ferrell & Hartline
Part 8: Promotion Decisions
 Read chapt 10
 Ferrell & Harline
(2011)
 Lk. 21:15
Part 9: Service Marketing
 Read Chapt. 12
 Ferrell & Hartline
(2011)
CLASS ACTIVITIES ASSIGNMENT
Discuss at least 10
pricing strategies that
are useful in pricing
decisions
Lecture, ppt, discussion 10. What are the major
differences that you
have experienced in
buying a product
through a physical
retail store, a
manufacturer’s
physical store, a
catalog, and an online
merchant? What have
some retailers in your
area done to justify
their ongoing presence
in the channel?
Lecture, ppt, discussion 11. Short notes:
Integrated marketing
communication,
advertising, public
relations, personal
selling, sales
promotion
Lecture, ppt, discussion 12. Given the
commoditized nature
of many markets
today, does CRM –
and its associated
focus on quality, value,
and satisfaction make
sense? If price is the
only true means of
differentiation in a
commoditized market,
why should a firm care
about quality?
Explain.
DATE TOPICS ASSIGNED READINGS CLASS ACTIVITIES ASSIGNMENT

Part 10: Emerging Trends and Issues in Marketing Management

12  Emerging trends and issues
in marketing management
 Challenges posed by the
trends and issues in
marketing management
 Ways of coping with the
challenges posed by the
trends and issues in
marketing management
 Read Chpts. 1 & 2 Lecture, ppt, discussion 13. Increasing customer
Ferrell & Hartline power is a continuing
(2011). challenge to marketers
in modern economy. In
what ways have you
personally
experienced this shift
in power either as a
customer or a
business person? Is
this power shift
uniform across
industries and
markets? How?

13  Assigned topics for  Group 1 Group presentations, ppt, 14. Group presentations,
presentations  Group 2 questions, and discussions corrections, final copy
 Group 3 of presentation
 Group 4 etc.
13 & 14  REVIEW ALL TOPICS 15. FINAL EXAM

Text Book

Ferrel, O.C. & Hartline, D. M (2015). Marketing Management Strategies, 5th ed.
Cincinnati, Ohio: South-Western, Cengage Learning, International Edition.

Kotler, Armstrong & Opresnik (2018). Principles of Marketing, 17th. Ed. Pearson.

Prepared by: Sang Monica, PhD Approved by Mr. A. Tenai

Lecturer Agt. Chair, Department of Management