BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION
( BSBA- MARKETING)
Course Plan
Principles of Marketing [MKT 201]
Dr. Mohammad Rishad Faridi
January 2016
DEPARTMENT OF MARKETING
COLLEGE OF BUSINESS ADMINISTRATION
PRINCE SATTAM BIN ABDUL AZIZ UNIVERSITY
AL KHARJ
Course Plan
Programme
BSBA in Marketing
Course Code
MKT 201
Course Title
Principles of Marketing
Year
II
Semester
IV
Learning
Outcomes
At the end of the course, the students should be able to
Describe the principles, concepts and fundamentals of marketing

Analyze marketing environment, marketing mix, marketing strategies,
marketing plans & consumer behavior

Employ various functions of marketing towards achieving organizational
and national goals.

Able to use knowledge of marketing activities in business & nonprofit
organization in local & global context
Required Text:
A. Philip Kotler, Gary Armstrong, Ahmed Tolba & Anwar Habib (2011) ‘Principles of Marketing’ Arab
World Edition, Pearson International Edition, 1e
Suggested Readings:
B. Cannon, Perreault, McCarthy, Sixteenth Edition (2008), ‘Basic Marketing’, McGraw Hill International
Edition
C. Grewal, Levy (2008) ‘Marketing’ Mc Graw-Hill International Edition
D. Philip Kotler (2000) ‘Marketing Management Millennium Edition’ Prentice-Hall Inc., 10e.
2
\
Session
Concept / Topic to
Teach
Session Objectives
Resources
Week I
17/01
Introduction:
myself / students/
course/ teaching
pedagogy
Introduction,
Importance and
Evolution of
Marketing
Marketing
Definition including
some core concepts
as
social
&
managerial
processes
Customer
needs,
wants,
demand,
satisfaction,
exchange, Product &
Value
Marketing
Management
To have mutual
understanding of teacher
and students and give
overview about the
course contents
To introduce the basics of
marketing. To explain the
evolution of marketing
To define marketing and
the core concepts of
marketing
Syllabus
Course Plan
PPT’s
Ref A:
Chapt-1
To understand the
technical meaning of
basic marketing variables
PPT’s
Ref A:
Chapt-1
Page 6-10
1
2
Week
II
24/01
3
4
Week
III
31/01
5
Marketing Mix
To Define & understand
various kinds of demand
& demand management,
product.
To discuss the elements
of marketing mix
Various Activities of
marketing at local &
international level
including defining
mission, objectives
and goals & SWOT
Analysis
To understand how the
mission statements, goals
and objectives are
formulated and analysis
of strengths, weaknesses,
opportunities & threats
are done
Resource Allocation
to SBU’s
To know how resource
allocation takes place
with help of BCG Matrix &
General Electric Model
Remarks
Page 1-13
PPT’s
Ref A:
Chapt-1
Page: 4-6
PPT’s
Ref A:
Chapt-2
Page 52-53
PPT’s
Ref A:
Chapt-2
Page 38-43
3
6
Growth Strategies &
Marketing Plan
Mini Project
Briefing
Week
IV
7/02
7
8
Week V
14/02
9
10
Week
VI
21/02
To introduce to growth
strategies like Intensive,
Integrative &
Diversification Growth
Strategies.
Nature and contents of a
Marketing Plan
PPT’s
Ref A:
Chapt-2
Page 43-46
& 55
Appendix 1,
A1-A10
To let know the
importance and stages
involved in preparation
and submission of the
mini project reports.
Marketing
Environment, Micro
Environment of
Marketing
To explain in detail the
micro environment
factors influencing
marketing
PPT’s
Ref A:
Chapt-3
Page 66-71
Macro Environment
of Marketing
To explain in detail the
macro environment
factors influencing
marketing
PPT’s
Ref A:
Chapt-3
Page 71-88
Consumer Behavior
To teach the Definition
and importance of
consumer behavior
Factors Effecting
Consumer Behavior
To let know about the
factors influencing the
consumer behavior
PPT’s
Ref A:
chapt-5
Page 125140
Consumer Buying
Decision Process
To let know about the
steps involved in
consumer buying decision
process.
Business Buying
Decision Process
Market
Segmentation
To teach about the stages
involved in B2B buying
decision process.
To explain what is market
segmentation and its
importance in marketing
PPT’s
Ref A:
chapt-5
Page 141143
PPT’s
Ref A:
chapt-6
Page 152170
PPT’s
Ref A:
Chapt-7
Quiz 1
10 Feb
Wednesday
(Chapter-1 & 2)
12.30-12.50 pm
Assignment 1
due.
4
11
Page 178186
12
Bases for
Segmentation
To explain the bases for
segmentation.
Week
VII
28/02
Mini Project
review with
students
To determine the
progress made by
students with regard to
mini project and give
appropriate suggestions
for improvement
13
Target Market
Selection Process
14
Week
VIII
6/03
Product positioning
& Types of
Positioning
Positioning errors
To recognize positioning
errors in terms of Over,
under, doubtful &
confused positioning
errors
Product
Differentiation
Able to define Product
Differentiation and
differentiate on the bases
of product and services
characteristics
Product
Differentiation
Should be able to
differentiate the product
on the bases of Personnel,
15
16
To explain how
companies identify
attractive market
segments and choose a
market targeting strategy
To know the meaning and
types of positioning like
Benefit, use, user, quality,
price positioning etc
PPT’s
Ref A:
Chapt-7
Page 178186
PPT’s
Ref A:
Chapt-7
Page 186191
PPT’s
Ref A:
Chapt-7
Page 50 &
192-194
Mid Term
examination 1
9 March
Wednesday
(Chapter-1 ,2,3 &
4)
Time: 3.00-4.00
pm
PPT’s
Ref A:
Chapt-7
Page 192195
PPT’s
Ref A:
Chapt-7
5
Channel & Image
Page 193195
To review the level of
student understanding
on the subject taught
from session 2 to 10.
(Chap-1,2,3 & 4)
Week
IX
20/03
Product decisions
To define product and
the major classifications
of products and services
PPT’s
Ref A:
Chapt-8
Page 202209
Product line &
product mix
To describe the decisions
companies make
regarding their
products/services,
product lines and product
mixes
PPT’s
Ref A:
Chapt-8
Page 213215
Mini Project –
review with
students
Review the progress
made by students in
their mini project.
17
18
Week X
27/03
19
20
To evaluate the level of
understanding of the
students on topics
taught from session 11
to 16. (Chap-5 & 6)
Quiz Sheets
Branding &
Packaging
To discuss branding
strategy- the decisions
companies make in
building and managing
their brands. Packaging &
labeling
PPT’s
Ref A:
Chapt-8
Page 211213
New Product
Development
To explain how
companies find and
develop new-product
ideas
PPT’s
Ref A:
Chapt-9
Page 240-
Quiz 2
23 March
Wednesday
(Chapter-5 & 6)
Time: 12.3012.50 pm
&
Assignment 2
Due
6
Week
XI
3/04
Product life cycle &
strategies
21
22
Week
XII
Pricing Strategies
Marketing Channels
10/04
23
To list and define the
steps in the new product
development process
To describe the product
life cycle and how
marketing strategies
change during the
product’s life cycle
To explain the various
types of prices and factors
influencing the pricing
decisions
To explain the
importance of marketing
channels and their
functions
24
Week
XIII
17/04
25
Channel design
decisions
To explain how
companies select,
motivate
Channel Evaluation
Evaluate channel
members
Promotional Mix
To explain the various
elements of promotional
mix
Integrated
Marketing
Communication
To explain the importance
and need for integrated
marketing
communications
250
PPT’s Ref A:
Chapt-9
Page 253258
PPT’s(Chap11)
Ref A:
Chapt-10
Page 267276
Assignment No.3
due
PPT’s
Ref A:
Chapt-142
Page 400435
PPT’s(Chap11) & Hand
Out
Ref A:
Chapt-14
Page 411415
Mid Term-2
Examination
13 April
Wednesday
(Chap-7,8,9 &10)
Time: 3.00-4.00
pm
PPT’s(Chap
11)
Ref A:
Chapt-11
Page 300306
7
26
Week
XIV
24/04
27
28
The communication
process
To outline the steps in
developing effective
marketing
communications
PPT’s(Chap11)
Ref A:
Chapt-11
Page 300306
Assignment No.
4 due
Global Marketing
Implementation &
Control marketing
activities
To explain global
marketing mix
PPT’s(Chap
16)
Ref A:
Chapt-16
Submission of
Mini Project
Sustainable
marketing, social
responsibility
(consumerism,
environmentalism)
and ethics
Week
XV
01/5
29
Review of Chapters
1 to 6
To define sustainable
marketing, its importance
and the role of social
responsibility and ethics
in marketing
To review the level of
student understanding
on the subject taught
from session 23 to 28.
(Chap-11 &12)
Page 466489
PPT’s(Chap
16)
Ref A:
Chapt-17
Page 496498,506512 & 517519.
Quiz 3
04 May,
Wednesday
(Chap-11&12)
12.30-12.50 pm
Presentation
30
Review of Chapters
7 to 12
Students to give
presentation of the mini
project submitted
Presentation
Week
XIV
Final Examination
To review and grade the
understanding of the
students for the entire
course.
8
Glossary:G1 to G11 is available in bilingual language in the text book(Arabic & English)Providing
translation of key terms found in each chapter.
9