Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
CBA Dept. Marketing and Management
MKT301 - Principles of Marketing
Credit: 3(3,0,0)
Instructor:
Office:
Phone:
Email:
Dr Mikhail Zenchenkov (‫)م ی کائ یل‬pronunciation: ( Mee-ha-il)
E 346
01 494 8738
mzenchenkov@psu.edu.sa
Course Description:
This course will introduce students to key basic concepts in marketing and will focus on
critical competitive strategies for generating and meeting customer satisfaction. Additionally,
the course will concentrate in the activities used to implement marketing strategies created to
meet customer needs and expectations. Special emphasis is given to understanding marketing
& the marketing process , assessing opportunities in a dynamic marketing environment , as
well as developing marketing strategy and the marketing mix.
Areas covered in the course include: Defining Marketing& Marketing Process, The Marketing
Environment,Managing Marketing Information, Consumer Markets & Consumer Buyer
behaviour, Product & Services Strategy,New–Product Development & Product Life Cycle
Strategies, Pricing Products, Marketing Channels, Retailling & Wholesaling,& Integrated
Marketing Cpmmunications.
Course objectives and expected learning outcome:
Students completing the course are expected to:
1. Demonstrate an understanding of the basic analytical tools used in contemporary
marketing and aquire the skills needed to recognise, serve and satisfy identified and
potential customer needs;
2. Apply theoretical conceptsin diverse business situations and understand the
importance of marketing approaches in decision making process;
3. Develop, apply and update relevant set of instruments when anlyzing business
opportunities;
4. Outline and apply key marketing principles to the analysis, planning, implementation
and control of policies and practicies designed to achieve marketing and corporate
objectives.
1 - 319 ‫ حتويلة‬4548489 / 4548011 : ‫هاتف‬
11586 ‫ الرايض‬66833 .‫ب‬.‫ ص‬- 4548317 : ‫فاكس‬
P.O. Box No. 66833, Riyadh - 11586, Tel. No. 454-8011, 454-8489 - Fax No. 4548317
Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
CBA Dept. Marketing and Management
Course materials:
RequiredText Book: Philip Kotler&Gary Armstrong, Principles Marketing : 13th Edition,
New York, Prentice Hall , 2010.
Reference book: Perreault, Cannon, McCarthy. Basic Marketing: 18th/Ed., McGrawHill,
2011.
Learning and Teaching Strategies:
There are three contact hours per week. The key concepts, methods and techniques will be
introduced in lectures. The course will incorporate case studies and the analysis of real world
examples, and may include guest speakers.Students will be given opportunities to analyse real
world companies and present their findings orally and in written forms. Students are expected
to work cooperatively in groups and individually. Active participation and live debates are
highly aprriciated.
Evaluation:
The breakdown of the course assessment is as follows; schedule for 2011, 2nd semester





Major 1 (exam)
Major 2 (exam)
Final Exam
Project
Participation and attendance
15%
15%
40%
20%
10%
(March 26-30)
(May 14-18)
(June 4-14)
Attendance Policy
Abcences
Percentage
Abcences
0-3
5%
0-5
3-5
2.5%
6-9
5-7
1%
9-11
8
0%
12
9
DN
13
2times/week
3times/week
2 - 319 ‫ حتويلة‬4548489 / 4548011 : ‫هاتف‬
11586 ‫ الرايض‬66833 .‫ب‬.‫ ص‬- 4548317 : ‫فاكس‬
P.O. Box No. 66833, Riyadh - 11586, Tel. No. 454-8011, 454-8489 - Fax No. 4548317
Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
CBA Dept. Marketing and Management
Assignments, casesand projects:
You can getrequired support in the class, during the consultation hours and working both in
study groups and individually. You should remember that in advance preparation and meeting
the deadlines will turn into the best result.
PROJECT.
20%, group (3-5 members),
1st draft submision – Feb 28, non-submission (-5%)
2nd draft submission – March 12, non-submission (-3%)
Final submission – April 23, after 3 days (-10%), after 5 days 0% for the project
Topics for the project:
SET 1
1. Positioning strategy for the university
2. Marketing strategy for start-ups and new ventures
3. Marketing efforts/activities of a selected KSA company
4. Branding, New Product Development in KSA
SET 2, additional extra 2%
1. Marketing and marketing gurus
2. Understanding consumer: Value versus Product
3. Consumer in focus: Segmentation Targeting Positioning
4. Tailoring to needs:4 Ps-4Cs to 7Ps
5. Brands and Consumer psychology
6. E-marketing: Digital Consumption
7. Marketing Strategy: Integration, Decisions, Execution
Report Requirements:
Report should include formal elements:
1. Cover pager: your names, IDs, Subject, Title of the Project, Professor’s name, date of
submission
2. Content page
3. Contacts page: names, IDs and e-mail adresses; phone numbers (if applicable)
4. Executive summary: brief highlights and short introduction to entire project
5. Introduction: Opening thought about state of the problem
6. Main part: split it in logical parts
7. Conclusion: summary of the paper
8. Appendix: diagrams, tables
9. Reference page, according to harvard reference style
3 - 319 ‫ حتويلة‬4548489 / 4548011 : ‫هاتف‬
11586 ‫ الرايض‬66833 .‫ب‬.‫ ص‬- 4548317 : ‫فاكس‬
P.O. Box No. 66833, Riyadh - 11586, Tel. No. 454-8011, 454-8489 - Fax No. 4548317
Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
CBA Dept. Marketing and Management
Revision of the report before its submission
1. You should include CD/DVD with the file of the report in the final submission
2. Presentation is a critical part of the report, therefore review business reports on
the internet and apply professional presentation format
3. All graphs, tables, and diagrams in the body of the report as well as in the
appendix should be accoumpanied with the source of information below the
item
4. Variety of information sources should be represtned by: on-line materials,
journals, newspapers, magazines, books, dictionaries, internal/public
companies’/organizations’ information
Exams and evaluation criteria
Thepurpose of the exams is to monitor your academic performance. Main criteria for
evaluation are:
- Logical and structured answer
- Critical evaluation of the questions: assesing different factors, taking into
consideration multiple perspectives
- Recognizing and applying relevant concepts, approaches, techniques
- Evidence of extra readings on the subject
- Providing personal opinion supported by the knowledgable arguments
SAMPLE of the question:
(Problem): Mobily has realized that different subcultural groups in Riyadh has never
been taken seriously by any telecom company as a growing consumer
segment.(Analysis objective and approach):In order to understand the new
consumers’ needs, behavioral factors related to the specific subculture have to be
reviewed and analyzed.(Requirement): (1) Select one or two subcultural groups and
explain your analysis. (2) How your analysis will be performeed if new product is
going to be introduced to the selected segments?
4 - 319 ‫ حتويلة‬4548489 / 4548011 : ‫هاتف‬
11586 ‫ الرايض‬66833 .‫ب‬.‫ ص‬- 4548317 : ‫فاكس‬
P.O. Box No. 66833, Riyadh - 11586, Tel. No. 454-8011, 454-8489 - Fax No. 4548317
Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
CBA Dept. Marketing and Management
Class participation and attendance:
Class participation and attendance are important elementsof your studies which help you in
understanding the subject by exchanging the views with your colleuges, defending your own
viewpoints, sharing your ideas and presenting them. Active participation in the claas will
allow you to evalauate your own skills and test your knowledge.Use this opportunity for your
own acdemic benefits and professional growth.
Additional Material
1. Cases:
2. Web: visit my home page, on the left lower side of the page there are 40-50 links to
marketing materials
3. Library: Library has updated its materials, now latest business books areavailable
4. Youtube:
5. Video Interviews:
6. Reports:
7. Kotler
8. Speakers
9. Visists
5 - 319 ‫ حتويلة‬4548489 / 4548011 : ‫هاتف‬
11586 ‫ الرايض‬66833 .‫ب‬.‫ ص‬- 4548317 : ‫فاكس‬
P.O. Box No. 66833, Riyadh - 11586, Tel. No. 454-8011, 454-8489 - Fax No. 4548317
Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
CBA Dept. Marketing and Management
Course Content
Week
1
Chapters
Introduction:Chapter 1
 What Is Marketing
 Understanding the Marketplace & Consumer Needs
 Designing a Customer-Driven Marketing Strategy
2
Managinc Profitable Customer relationships:Chapter 1
 Marketing Management Orientation
 Building Customer Relationships
 The New Marketing Landscape
Company & Marketing strategy:Chapter 2
Partnering to Build Customer Relationships
3
4
The Marketing Environment::Chapter 3
 The Company’s Microenvironment
 The Company’s Macroenvironment
5
Managing Marketing Information:Chapter 4
 Assessing Marketing Information Needs
 Developing Marketing Information
 Analysing Marketing Information
 Distributing & Using Marketing Information
Exam
Major 1
1
6
Business Marketsand Business buyer behaviour:Chapter 6
 Characteristics Affecting Consumer Behaviour
 Types of Buying Decision Behaviour
 The Buyer Decision Process
7
Customer Driven Marketing Strategy Chapter 7
 Market Segmentation
 Market Targetting
 Differentiation and positioning
8
Product & Services & Branding Strategy:Chapter 8
 What is a Product?
6 - 319 ‫ حتويلة‬4548489 / 4548011 : ‫هاتف‬
11586 ‫ الرايض‬66833 .‫ب‬.‫ ص‬- 4548317 : ‫فاكس‬
P.O. Box No. 66833, Riyadh - 11586, Tel. No. 454-8011, 454-8489 - Fax No. 4548317
Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
CBA Dept. Marketing and Management
 Product & Service Decisions
9
10
&11
 Branding Strategy
New –Product Development & Product Life Cycle Strategies:Chapter 9
 New-Product Development Strategies
 Product Life-Cycle Strategies
Pricing Consideration & Strategies:Chapter 10&11
 What is a Price?
 Factors to Consider When Setting Prices
 General Pricing Approach
 New-Product Pricing Strategies
Exam
Major 2
2
12
Marketing Channels& Supply Chain Management:Chapter 12
 Supply Chains & the value Delivery Network
 The Nature & Importance of Marketing Channels
 Channel Behavior & Organization
 Channel Design Decisions &Channel Management Decisions
 Marketing Logistics & Supply Chain Management
13
Retailling & Wholesaling:Chapter 13
 Retailing
 Wholesailing
14
Integrated Marketing Communication(I):Chapter 14
 The Marketing Communication Mix
 A View of the Communication Process
 Setting the Overall Communication Mix
15
Integrated Marketing Communication(II):Chapter 15
 Advertising
 Sales Promotion
 Puplic Relations
16
Integrated Marketing Communication(III):Chapter 14
 Personal Selling
 Directe Marketing
 E-Marketing
Projec Presentationt:
 Developing a Marketing Plan
Exam
Final
7 - 319 ‫ حتويلة‬4548489 / 4548011 : ‫هاتف‬
11586 ‫ الرايض‬66833 .‫ب‬.‫ ص‬- 4548317 : ‫فاكس‬
P.O. Box No. 66833, Riyadh - 11586, Tel. No. 454-8011, 454-8489 - Fax No. 4548317
Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
CBA Dept. Marketing and Management
3
8 - 319 ‫ حتويلة‬4548489 / 4548011 : ‫هاتف‬
11586 ‫ الرايض‬66833 .‫ب‬.‫ ص‬- 4548317 : ‫فاكس‬
P.O. Box No. 66833, Riyadh - 11586, Tel. No. 454-8011, 454-8489 - Fax No. 4548317