Course Name
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Course Code
:
Semester
:
Credit Hours
:
Total Weeks
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Total Hours
:
Total Marks
:
Week – 1
Marketing Modern World
Principles of
Marketing
MKT203
2nd
03
16/18
48/54
100
Definition
Importance of marketing
Basic elements of Marketing
Implementation of Marketing’s
concepts
 Market opportunity analysis
 Marketing environment forces




Week – 2
The marketing environment
 Understanding the importance of
environmental scanning and
analysis
 Political forces
 Social and ethical issues
 Govt. rules and regulations
 Pro-competitive legislation
 Economic and competitive forces
 Technological forces
 General consumer behavior
Week – 3: Target Markets
 What are markets?
 Market segmentation approach
 Variables for segmenting
organizational markets
Week – 4: Case Studies Related to Course
Covered
 Quiz – group discussion
 Revision
Week – 5: Consumer Buying Behavior
 Types of Consumer Decision Process
 Influences on the consumer buying
decision process
 Understanding consumer Behavior
Week – 6:
Product
 Consumer Product
 Business Product
 Product Mix & Product line
Week – 7
Branding
 Types of brand
 Mission statement
Week – 8
Packaging
 Criticism on packaging
 Labeling
 Types of labels
Week 9- 10:
Distribution decision
 Nature of marketing channels
 Justification for intermediaries
 Function of intermediaries
 Function of facilitating agencies
 Channel integration
 Behavior of channels members
Week – 11:
Review of topics Covered during Week No. 5,6
&
7
Quizzes,
Presentations,
Groups
Discussions Case Studies
Week 12 – 13
 Promotion Decisions
 The role of promotion
 Promotion and communication
process
 The promotion mix
 Cost and availability of promotional
methods
Week 14 – 15
 Pricing Decisions
 The nature of Price
 Price and non-price competition
 Pricing objectives
 Factors affecting pricing decisions
 Pricing for Industrial markets
Week – 16:
 Review
 Presentation
 Case studies
 Quizzes
Recommended Books:
1) Stanton Etzel 1998 Principles
Of marketing “M.G. Hill”
Reference Books:
2) Phillip Kotler