COURSE: PRINCIPLES OF MARKETING (MGT 301)
SYLLABUS
I.
Understanding Marketing and the Market Process: Definitions. Marketing Management
and Marketing Management Philosophies. The Goals of the Marketing System. Strategic
Planning and the Marketing Process. The Marketing Management Process and the
Marketing Environment.
II.
Analyzing Market Opportunities: Market Research and Information Systems. Consumer
Markets & Influences on Consumer Behavior.
III.
Selecting Target Markets: Market Segmentation. Targeting and Positioning for
Competitive Advantage
IV.
Developing the Marketing Mix: Designing Products: Product Life Cycle Strategy. Pricing
Products: Pricing Strategies. Placing Products: Distribution Channels. Retailing and
wholesaling. Promoting Products: Marketing Communication Strategy, Advertising,
Sales Promotion and Publicity
Core Reading List:
1.
William J Stanton, Michael J. Etzel, Bruce J Walker. Fundamentals of Marketing
COURSE: PRINCIPLES OF MARKETING (MKT 301)
Course Objective:
To familiarize students with the importance of marketing in the ever challenging environment.
To emphasize the role of marketing in the business environment and helping students to learn
and apply the basic concepts and practices of modern marketing as they are used in a wide
variety of settings: in product and service, consumer and business markets, profit and non-profit
organizations and global companies
Teaching Strategy: The course will focus mainly on theory and one specific textbook will be
used. Classroom lectures, case analysis, WAC (written analysis of cases), assignments/research
work, quizzes and questions and answer sessions will be held to sharpen the students’ analytical
and conceptual skills on the preceding lecture.
Final Assessment Criteria:
Final Exam
Mid Term
Project Report
Quizzes
Assignment, Class Participation,
Presentation, WAC
30%
20%
10%
10%
30%
COURSE: PRINCIPLES OF MARKETING (MKT 301)
LECTURE SESSIONS
1. Field of Marketing
2. Field of Marketing
3. Dynamic Marketing Environment
4. Strategic Marketing Planning
5.
6.
7.
8.
9.
Strategic Marketing Planning
Marketing Research
Marketing Research
Consumer Markets
Business Markets
10. Business Markets
11. Target Marketing and Segments
12. Mid-Term Exam
13. Target Marketing and Segments
14. Product Planning
15. Product Planning/Mix
16. Product-Mix Strategy
17. Branding
18. Assignment 4 (presentations)
19. Distribution
20. Retailing and Wholesaling
21. Promotion
22. Assignment 5 (presentations)
23. Promotion
24. Promotion
25. Pricing
26. Pricing
27. Pricing
28. Final Exam
DISCUSSION SESSIONS
Q & A Session
Case Study – Trader Joe’s
Q & A Session
WAC 1: Google
Quiz # 1
Assignment 1 (presentations)
Assignment 1 (presentations)
WAC 2 Enterprise Rent-A-Car
WAC 3: Coke vs Pepsi
Assignment 2 (presentations)
Quiz # 2
Assignment 2 (presentations)
WAC 4: The Gap
Mid-Term Exam
Assignment 3 (presentations)
Assignment 3 (presentations)
WAC 5: Kodak
Quiz # 3
WAC 6: Nintendo versus Sony versus
Microsoft
Assignment 4 (presentations)
Term Project Discussion
WAC 7: Target Corp.
Article
Assignment 5 (presentations)
Quiz # 4
WAC 8: Nike
Q & A Session
Term Project Presentation
Term Project Presentation
Final Exam
Term Project
The term project will encompass the entire course. The students will be asked to choose a
consumer product from the local market and give a detailed report covering the following topics:
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The product itself
Marketing Research
Branding
Market Segmentation
Target market demographics, psychographics
Target Strategies
Competition
SWOT Analysis
BCG Matrix
Product Life Cycle
Distribution
Advertising
Pricing