KABUL UNIVERSITY
FACULTY OF ECONOMICS
Department of M&BA
COURSE POLICY
Principles of Marketing
GENERAL COURSE INFOMATION
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MKT 122
Principles of Marketing
3 Credit Hours
None
Sayed Fatah Sadat
Sunday 10:30 – 12:00, Tuesday 01:45 – 2:20
+93 70 38 58 224
sadatsayedfatah@gmail.com
COURSE DESCRIPTION
This course (Principles of Marketing) is especially designed for the students of BBA (Bachelor of
Business Administration) to enable them in knowing the basics of marketing both in theory and
practice. The course outline is prepared in a way to discuss most of what is required for business
administration undergraduate students. The contents are internationally referenced and are globally
acceptable to build a theoretical foundation for higher levels of education i.e. MBA and PhD in
Business studies. This course would help students to have a better understanding of the concepts and
skills of Marketing.
COURSE OBJECTIVES
AT THE END OF THE COURSE STUDENTS WILL BE ABLE TO:
1.
2.
3.
4.
5.
6.
Understand marketing terminology and use it appropriately.
Explain the role of marketing in society, including the significance of marketing for non-profit
organizations and personal use.
Articulate the concept of value and how marketing helps provide it through customer satisfaction.
Define the term market and describe the relevant variables in segmenting a market related to the
student's career interest
Analyze a marketing strategy by scanning the pertinent environmental factors, describing the target
market, and outlining the marketing mix.
Enhance your skills in written, oral, and interpersonal communications; critical thinking and
problem-solving; and teamwork participation.
Page 1 of 3
METHODS OF INSTRUCTION
This class focuses primarily on a class discussion. To reinforce these discussions, there will be class
presentation (including presentation of cases), video excerpts, in-class activities and assignments.
There will also be a group project (with presentation) at the end of the semester.
METHODS OF EVALUATING STUDENT LEARNING:
Grading
Marks
Participation/Attendance
Assignments
Exam 1 (Midterm)
Exam 2 (Final)
Total
10%
10%
20%
60%
100%
COURSE SCHEDULE
Week
1
2
3
4
5
6
7
Main Chapter
Marketing’s Value to
Consumers, Firms
and Society
Marketing – What is it all about? How should we define
marketing? The Role of Marketing in Economic Systems,
Marketing’s Value to
Consumers, Firms
and Society
What does Marketing Concept mean? The Marketing
Concept and Consumer Value, The Marketing Concept,
Social Responsibility and Marketing Ethics
Marketing Strategy
Planning
Marketing Strategy
Planning
Evaluating
Opportunities in the
Changing Market
Environment
The Management Job in Marketing, What is Marketing
Strategy?
Target Marketing, Developing Marketing Mixes for Target
Markets, The Importance of Marketing Strategy Planning,
The Market Environment, Analyzing Competitors and the
Competitive Environment, The Economic Environment,
The Technological Environment,
Evaluating
Opportunities in the
Changing Market
Environment
Segmentation
and
Positioning
The Political Environment, The Legal Environment, The
Cultural and Social Environment
8
9
10
11
12
Chapter Contents
Understanding Markets, Naming Product Markets and
Generic Markets, What Dimensions are used to Segment
Markets?, Differentiation and Positioning.
Reading
requirement
Basic
Marketing
Basic
Marketing
Basic
Marketing
Basic
Marketing
Basic
Marketing
Basic
Marketing
Basic
Marketing
Mid-Term Exam
Final Consumers and
Their Buying
Behavior
Final Consumers and
Their Buying
Behavior
Promotion
Promotion
Page 2 of 3
Consumer Behavior: Why Do They Buy What They Buy,
Economic Needs Affect Most Buying Decisions,
Psychological Influences Within an Individual, Social
Influences Affect Consumer Behavior, Individuals are
Affected by the Purchase Situation, The Consumer
Decision Process.
Promotion Methods, Planning, Integrating and Managing
Promotion Blend, Promotion Objectives
Effective
Communication,
Integrating
Typical
Communication Plans, Promotion Planning, Setting the
Promotion Budget.
Basic
Marketing
Basic
Marketing
Basic
Marketing
Basic
Marketing
Remarks
13
13
15
16
Advertising,
Publicity and Sales
Promotion
Advertising,
Publicity and Sales
Promotion
Pricing Objectives
and Policies
Pricing Objectives
and Policies
Advertising is Big Business, Advertising Objectives,
Choosing the Best Medium, Digital Advertising,
Advertising Agencies, Measuring Advertising Effectiveness,
How to avoid Unfair Advertising, Customer
Communication, Sales Promotion, Challenges in Managing
Sales Promotion, Types of Sales Promotion.
Objectives of Pricing (profit oriented objectives, sales
oriented objectives, status quo objectives),
Price Flexibility Policies, Price Level Policies, Discount
Policies, Allowance Policies, Legality of Pricing Policies.
REQUIRED TEXT:


Main text
o Basic Marketing, William D. Perreault, Jr. and others (ed 19).
Other Recommended Texts
o Basic Marketing, William D. Perreault, Jr. and others (ed 14).
o Principles of Marketing, Philip Kotler (ed 13)
Page 3 of 3
Basic
Marketing
Basic
Marketing
Basic
Marketing
Basic
Marketing