Identification
Prerequisites
Language
Compulsory/Elective
Required Textbooks and
Course Materials
Course Website
Course Outline
Subject
(code, title, credits)
Department
Program
(undergraduate,
graduate)
Term
Instructor
E-mail:
Phone:
Classroom/hours
MKT 301 – Principles of Marketing– 3 credits
Economics and Management
Undergraduate (BBA)
Fall, 2015
Sana Imran
sana_ahd@yahoo.com
Monday12:10-15:00, Room 407
41 Mehseti street (Neftchilar campus), Khazar University
Office hours
MGT 310
English
Required
Core Textbook:
Principles of Marketing, Kotler & Armstrong, Thirteenth Edition, Pearson International
Edition, 2010
Supplementary Textbook:
Marketing Management, Kotler & Keller, Thirteenth edition, Pearson International Edition,
2009
This course combines traditional face-to-face classes with online learning. The course
management platform Moodle is used to provide a wide range of resources to support
learning. And all course related materials including, but not limited to, syllabus,
supplementary readings, course announcements, cases and assignments are available only at
the course website http://www.khazar.org/moodle. Grades will also be posted on Moodle.
The students are expected to check it on a regular basis and communicate with the lecturer
only via Moodle.
In this course, the marketing process and range of marketing decisions that an organization
must make in order to sell its products and services will remain as the focal point. As a
student, one will start thinking as a marketer, identifying; that the focus of a marketer always
remains the consumer. Questions like, "Who is the consumer of goods and services?” What
does the consumer need? Is it different from consumer’s want? will come to the surface.
Marketing involves a set of activities that can broadly be summed up as follows:
 Creation of products and services that consumers need.
 Create a value proposition that is to be communicated to the consumer.
 Delivering products and services that consumer deems valuable.
 Exchanging value for those offerings.
Course Objectives
The aim of any marketing activity is primarily to create value for the customers and capture
value from customers in return. The main area of focus of the course will remain
understanding customer needs, designing customer driven marketing strategies, building
customer relationships and understanding the major trends and forces affecting customer
relationships. The primary course objectives are:
1. To analyze the basic market – Analysis will include primary customer, company and
competitor.
2. To introduce the elements of Marketing Mix.
3. To expand the knowledge base of students regarding current marketing situation. Through
case studies of market giants and failures, analytical ability of students will be groomed.
Learning Outcomes
At the end of this course, students should be able to:
1. Analyze the primary sources and secondary sources of information regarding customer
behavior and preferences.
2. Following key concepts will be thoroughly studied:
 Customer behavior.
 Market segmentation.
Target market selection.
 Positioning.
 Brand equity.
 Marketing mix – Product, Price, Place & Promotion.
3. Measurement and Evaluation of Market performance.
4. Identify and integrate market mix elements into a comprehensive practical marketing plan
Course Team Project
Teaching methods
Evaluation
Policy
The course project is designed in a way that it offers students to apply the learned concepts
and marketing methods in practical world. The execution of the project will be set in real
time environment in order to understand the complexities of the real marketing environment.
The project will be done in groups. The group size will be between 4-6 (dependent on class
size) The marketing plan will be provided to the students in the third session. It will involve
the following:1. The group will come up with an idea of product or service that will be introduced in
the market. The product/service could be an innovation or revamped product /
services. All the marketing mix elements will be decided upon by the students.
2. Each group is then required to do the following to complete the project:
 Create a marketing plan based on the outline provided in the class.
 Analysis of the current situation, marketing environment, market
segmentation, targeting and positioning of the product/service.
 All the marketing mix elements – Product, Price, Place and Promotion to be
decided and illustrated in the report.
3. A group presentation will be made the group in the last class. The duration of the
presentation will be between 10-12 minutes. The report will be submitted by the
students at the beginning of the final class.
4. Assignments / reports submitted by email will not be accepted under any
circumstances.
Lecture
Group Discussion
Experiential Exercise
Case analysis
Simulation
Course Paper
Others
x
x
x
x
Methods
Date/deadlines
Percentage (%)
Midterm Exam
25
Case Studies and Activity
5
Class Participation
5
Quizzes
10
Project
10
Presentation / Group
5
Discussion
Final Exam
40
Others
Total
100
Class participation shall mean active participation i.e. asking and answering the question,
contribute with insights and feedback, and demonstrate willingness and dedication to be part
of an overall class discussion.
Class attendance shall mean physical presence in the classroom which should be 85%.
Group presentation shall mean presentation delivered by a group of students in a team work
spirit by analyzing the chapters assigned in an interactive academic way.
Make-up Exams
As the Quiz measures the students' current preparation for the class, Make-Ups are not
permitted. If you miss the final with a valid excuse, you must make it up the following term.
If you do not have a valid excuse for missing an exam, it will count as a zero. In order to be
excused from the exam, the student must contact the instructor before the exam. If you cannot
reach the instructor, leave a message with the department secretaries. Excuses will not be
granted for social activities such as non-business trips, cruises, and trips to sporting events
(unless you are participating).
Withdrawal (Pass / Fail)
This course strictly follows grading policy of the School of Economics and Management.
Thus, a student is normally expected to achieve a mark of at least 65% to pass. In case of
failure, he / she will be required to repeat the course the following term or year.
Week
Cheating / Plagiarism
Cheating or other plagiarism during the Quizzes, Mid-term and Final Examinations will lead
to paper cancellation. In this case, the student will automatically get zero (0), without any
considerations.
Professional Behavior Guidelines
The students shall behave in the way to create favorable academic and professional
environment during the class hours. Unauthorized discussions and unethical behavior are
strictly prohibited and will be charged.
Tentative Schedule
Topics
Date/Day
(tentative)
Discussion on course and requirements
1
2
16-9-15
23-9-15
Creating and Capturing Customer Value. Company
Marketing Strategy: Partnering to Build Customer
Relationships.
Quiz 1.
Discussion on The Marketing Process and Analyzing The
Marketing Environment.
Case # 1; Case # 2
Textbook/Assignments
Chapter 1 & 2
Reading Assignment –
Marketing Environment
Chapter 3
Reading Assignment Managing
Marketing Information to Gain
Customer Insights.
Allocation of Class Presentations
Chapter 4
Quiz 2.
3
4
30-9-15
7-10-15
Managing Marketing Information to Gain Customer
Insights.
Reading Assignment- Consumer
Markets and Consumer buyer
Behavior.
Case # 3.
Case Study
Consumer Markets and Consumer Buyer Behavior.
Chapter 5& 6
Business Markets and Business Buyer Behavior.
Case # 4.
Customer-Driven Marketing Strategy, Creating Value for
Target Customers.
5
14-10-15
Products, Services and Brands: Building Customer Value.
Case # 7
Reading Assignment Customer
Driven Marketing Strategy
Chapter 7& 8
Case Analysis
Reading Assignment-New
Product Development
Quiz 3 on reading assignment.
6
21-10-15
New Product Development And Product Life Cycle
Strategies.
Chapter 9
Group Presentation on New Product Development And Product
Life Cycle Strategies.
7
28-10-15
8
4-11-15
9
11-11-15
Midterm Exam
Chapter 1 – 9
Pricing Strategies-Overview
Chapter 10
Understanding and Capturing Customer Value
Pricing Strategies.
Group Presentation on Pricing Strategies
Chapter 10 & 11
Reading Assignment-Place
Decisions
Case Study # 9; Case # 10
Quiz 4. on reading assignment
10
18-11-15
Marketing Channels: Delivering Customer Value.
Retailing and Wholesaling.
Group Presentation on Marketing Channels.
Case # 10; Case # 11
Communicating Customer Value: Integrated Marketing
Communications Strategy.
11
25-11-15
Group Presentation on IMC
Case # 12; Case # 13
Quiz 5. Advertising and Public Relations.
Case # 14
12
2-12-15
Group Presentation on Advertising
Personal Selling and Sales Promotion
Case # 15
13
9-12-15
Group Presentation on Personal Selling & Sales Promotion
14
16-12-15
Direct and Online Marketing: Building Direct Customer
Relationships. Creating Competitive Advantage.
Chapter 12 & 13
Reading Assignment Integrated
Marketing Communications
Strategy
Chapter 14
Reading Assignment
Advertising and Public
Relations.
Chapter 15
Reading Assignment – Personal
Selling and Sales Promotion
Chapter 16
Reading Assignment – Direct
and Online Marketing
Chapter 17 & 18
15
23-12-15
16
TBA
Case # 16
Chapters Reviewing
Case #17; Case # 18
Final Exam
Chapters 10 - 18