American University of Beirut
Suliman S. Olayan School of Business
BBA Course Syllabus
Course Number:
MKTG 210
Course Name:
Principles Of Marketing
Credit Hours:
3
Section Number and
Time:
Section 5, MW 3:30 pm – 4:45 pm, Nicely 415
Section 6, MW 5:00 pm – 6:15 pm, Nicely 415
Section 10, MW 2:00 pm – 3:15 pm, DTS 107
Instructor:
Mr. Michael E. Kfouri, MBA
Office:
CEC 300
Phone:
01-374374 Extension: 3754
E-mail:
mk47@aub.edu.lb
Office Hours:
2 hours per week as posted on instructor website and by appointment:
http://sb.aub.edu.lb/Faculty/cva.asp?fid=50
Required Materials:
Text:
Principles of Marketing, Kotler & Armstrong, 11th edition, Prentice Hall,
2006
Prerequisites:
Junior Standing. Recommended: ACCT 210
Course Description:
An overview of marketing activities including marketing inputs in strategic
planning, global marketing, marketing research, analysis of buyer behavior,
market segmentation and positioning, and development of the marketing mix
elements.
Relationship to Other
Coursework:
This course is designed to introduce the basic concepts and practices of
modern marketing as they are applied in a variety of settings: in product and
service companies, in consumer and business markets, and in small and large
businesses. This course follows a practical approach, as students are required
to apply theoretical concepts in case studies and actual settings. It is hoped
that this approach will allow students to understand each marketing concept
as well as have the ability to apply these concepts to issues that occur daily in
the business world.
Updated: February 7, 2007
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Last Approved: January 31, 2007
This course focuses special attention on changes taking place in today’s
dynamic markets including:
 The importance of relationship building in marketing
 The importance of providing superior customer value as the means to
achieve customer satisfaction and retention
 Understanding the various elements of the marketing mix, both from
the marketer’s perspective (the four Ps) and from the consumer’s
perspective (the four Cs)
 The concept of integrated marketing communications
 Marketing strategies to obtain competitive advantage
Program Learning
Goals Emphasized:
The following represent BBA program learning goals that are addressed
throughout the course:
Updated: February 7, 2007

Professional Business Competence – This course will teach
marketing strategies that allow a firm to compete successfully within
its environment. A semester-long marketing plan will be assigned to
students to work on in groups:
o Scenario: You are a group of recently graduated entrepreneurs.
You have decided to start your own business in Lebanon. You
are to submit a detailed marketing plan for the introduction of
a new product or service in the market. Your group has also
been given the opportunity to make a presentation to a
potential investor (possibly a venture capitalist or banker)
whose opinion is important and can affect the decision on
whether your company can soon be operating or not. The
investor you will be presenting to is very interested in the
application of proper marketing concepts to the current
situation.

Teamwork – In this course, the student will apply teamwork
principles in completing the semester-long marketing plan assignment.

Communication – In this course, the student will understand and
explain principles of effective and efficient business communication.
OSB graduates will demonstrate communication skills (through
reports, a case analysis (writing) and presentations)

Global Business Environment - In this course, the student will
identify and define key globalization factors and demonstrate their
relevance on business competitiveness.
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Last Approved: January 31, 2007
Instructional
Methodology:
Performance
Evaluation and
Grading:
Summary of Topical
Coverage:
Lecture, class discussion, marketing plan development and presentation
Midterm Exam
Final Exam
Case Analysis
Group Project (Marketing Plan)
Attendance and Participation
Total
25%
30%
10%
25%
10%
100%
Chapter & Topic
Introduction/Syllabus
1. Managing Profitable Customer Relationships
2. Company and Marketing Strategy: Partnering
to Build Customer Relationships
3. The Marketing Environment
4. Managing Marketing Information
5. Consumer Markets and Consumer Buyer
Behavior
7. Segmentation, Targeting, and Positioning
Midterm Exam: Thursday, March 29 at 7:00
PM
8. Product, Services, and Branding Strategies
9. New-Product Development and Life-Cycle
Strategies
11. Pricing Strategies
12. Marketing Channels (excluding Marketing
Logistics & Supply Chain Mngt: pages 379388)
14. Integrated Marketing Communications Strategy
15. Advertising & Sales Promotion (excluding
Public Relations: pages 475-479)
Group Presentations Of Marketing Plan Project
Final Exam: Date & Time To Be Determined
Hours
1.25 Hrs.
2.50 Hrs.
2.50 Hrs.
% of Time
3%
7%
7%
2.50 Hrs.
2.50 Hrs.
2.50 Hrs.
7%
7%
7%
2.50 Hrs.
1.50 Hrs.
7%
3%
2.50 Hrs.
2.50 Hrs.
7%
7%
2.50 Hrs.
2.50 Hrs.
7%
7%
2.50 Hrs.
2.50 Hrs.
7%
7%
3.75 Hrs.
10%
Total Hours
37.5 Hrs.
100%
(based on 15 weeks per semester @ 2.5 hours per week
for 3 credit hours)
Use of Technology:
Students will be expected to use MS word and MS PowerPoint in completing
their projects.
Academic Honesty:
Students are expected to complete all work with the highest standard of
integrity in line with AUB’s Student Code of Conduct and OSB’s Honor
Code. Plagiarism, forgery, cheating or any form of academic misconduct will
not be tolerated. Any of the above may cause a student’s final course grade to
be lowered significantly or the student may receive a failing grade, depending
on the severity of the offence. Plagiarism is the presentation of the work of
another as one’s own work.
Updated: February 7, 2007
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Last Approved: January 31, 2007
Other Course Policies:

Attendance: Regular attendance is strongly recommended. Students
missing more than 3 classes will be penalized. Students missing more
than 6 classes may be dropped without notice. If your absences
accumulate after the drop deadline, you risk failing the course.

Class Participation: Research has shown that vibrant discussion of a
given subject matter is one of the most effective methods for learning
the subject; therefore, active participation is expected from each
student. Class participation includes relating personal experiences and
discussing assigned cases which will make this course more enjoyable
for all.

Turn-It-In: Students must submit all written projects and assignments
to turnitin.com on the same day that they submit their work to their
instructors. Turnitin.com is simply an aid to ensure that a student’s
work is their own. Further details concerning turnitin.com will be
provided in class.

Deadlines and Due Dates: These will be strictly enforced. Written
assignments are due at the beginning of class on the due date. Late
submissions will automatically lose one letter grade per day (24
hours). Missing work will be assigned a grade of zero.
 Group work: Individuals must contribute their fair share to any group
effort resulting in a deliverable to the instructor. In addition, everyone
in the group will be held accountable for the quality, originality and
proper sourcing of the entire group product.
Updated: February 7, 2007

Assignments: Designed to allow you to apply course concepts.
o The case assignment is designed to help you develop skills in
the fundamentals of case study analysis.
o The marketing plan project consists of two elements, a written
report and a formal class presentation. The project is to be
conducted in groups of four or five students. Group projects
are due towards the end of the semester. Additional details
regarding this assignment will be provided by your instructor.

Exams: Two exams, a mid-term and a final, will test your knowledge
of the major marketing concepts covered in the course. Students are
urged to take exams as scheduled since no make-up exams will be
given.
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Last Approved: January 31, 2007