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Principles of Marketing - MGT210

  • Teacher
    Ms. Sara Chaudary
  • Category
    Hybrid
  • Duration
    32

Course Introduction

Course Highlight
  • Level
    BS/Master
  • Credit Hours
    3
  • Lessons
    32
  • Type
    Hybrid
About the course

The course is designed for students pursuing a business career, considering ownership of a small business, or business owners who wish to advance their marketing career. The course presents an overview of the management of marketing in the world economy. The environment of marketing, determining target markets, product planning, pricing, promotion, and distribution are covered. The course comprises didactic lectures, assignments, case studies and a term project.

Syllabus

Course Objectives:

  • To understand the basic concepts, theories, processes and terminology of fundamental and contemporary marketing.
  • To analyze marketing problems and suggest workable solutions.
  • To analyze various elements of consumer and business markets and their management.
  • To discuss the importance of market segmentation to target market efforts.
  • To develop a consciousness about the importance of ethics in the marketing discipline.

 

Course Outcomes:

Upon the completion of this course, students will be able to:

  • Demonstrate the ability to critically evaluate a marketing program from consumer and marketing practitioner viewpoints, including consideration of ethical implications.
  • Communicate clearly, in an organized fashion, the concepts of marketing in both oral and written work.
  • Demonstrate an understanding of how marketing fits with the other business disciplines within an organization.
  • Use a vocabulary of marketing terms correctly.

Course Calendar

Lecture Topics
1 Marketing: Creating and Capturing Customer Value
2 The Marketing Process
3 Company-wide Strategic Planning: Defining Marketing’s Role
4 Company and Marketing Strategy
5 Analyzing the Marketing Environment (A)
6 Analyzing the Marketing Environment (B)
7 Managing Marketing Information to Gain Customer Insights (A)
8 Managing Marketing Information to Gain Customer Insights (B)
9 Consumer Markets and Consumer Buyer Behavior
10 Psychological Factors Affecting Consumer Behavior
11 Customer-Driven Marketing Strategy: Creating Value for Target Customers (A)
12 Customer-Driven Marketing Strategy: Creating Value for Target Customers (B)
13 Products, Services, and Brands: Building Customer Value (A)
14 Products, Services, and Brands: Building Customer Value (B)
15 Service Marketing; Building Customer Value
16 New Product Development Process (B)
17 Pricing: Understanding and Capturing Customer Value
18 Price and Pricing Strategies (A)
19 Pricing Strategies (B)
20 Review of Lecture 19
21 Marketing Channels: Delivering Customer Value (A)
22 Marketing Channels: Delivering Customer Value (B)
23 Marketing Channels: Delivering Customer Value (C)
24 Communicating Customer Value: Integrated Marketing Communication Strategy (A)
25 Communicating Customer Value: Integrated Marketing Communication Strategy (B)
26 Evolution of Marketing
27 Communicating Customer Value: Integrated Marketing
28 Advertising and Public Relations (A)
29 Advertising and Public Relations (B)
30 Personal Selling and Sales Promotion (A)
31 Personal Selling and Sales Promotion (B)

Course Material/Videos

Available Resources

Course Readings

Principles of Marketing: A South Asian Perspective by Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri, Ehsan ul Haque by 13th Edition

Courses Online Resources

Videos on Vimeo | Videos on YouTube

COMSATS CourseWare, abbreviated as CCW offers open materials developed by the faculty of CUI, the country’s foremost institution of education and research. The CCW is an expression of mission of COMSATS University Islamabad which states to "extend frontiers of knowledge”, “instigating inquiry”, “benefit students, scholars and communities across the country, the Muslim Ummah and the World, at large”, “share knowledge among non-degree seeking students” and “ extend, apply and exchange knowledge between the institute and society”.

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