INSTITUTE OF BUSINESS AND MANAGEMENT SCIENCES
KPK, AGRICULTURAL UNIVERSITY, PESHAWAR
Program
Course Name
Course Code
Credit Hours
Total Weeks
Total Hours
:
:
:
MBA-I
Principles of Marketing
MBA-701
:
03
:
16
:
48
Course Objective
This course aims at giving an overall view of the field of marketing on the basis of basic concepts like
fours Ps, various functions and institutions of marketing and the different kinds of problems in marketing that
the modern decision maker must resolve.
Week 1:
What is marketing?
The marketing process customer
Needs, wants and demands,
Exchange, satisfaction, market
Marketing offers
Week 2:
Designing a customer driven
Marketing, strategy, selecting customer
To serve, choosing a value proposition
Marketing Management
Orientation
The production concept
The product concept
The selling concept
The marketing concept
The societal Marketing concept.
Week 3:
Marketing strategy and the marketing mix
Customer centered marketing strategy
Market segmentation
Target marketing
Market positioning
Developing the marketing mix
Week 4:
The Marketing Environment
The company’s microenvironment
Managing marketing information
Marketing Research
Week 5:
Consumer Market and consumer
Buying behavior
Characteristics Affecting consumer behavior
Types of buying decision behavior
Complex buying behavior
Dissonance-reducing buying behavior
Habitual buying behavior
Variety – seeking buying behavior
The buyer decision process
Week 6:
Business Markets and Business Buyer Behavior
Characteristics of Business market
Types of decisions and the decision process
Business buyer behavior
Buyer situations
Straight rebuy
Modified rebuy
New task
Week 7:
What is a product?
Product of service classifications?
Convenience product
Shopping product
Specialty product
Unsought product
Industrial product
Product of services decisions
Week 8:
Branding strategy
Building strong brands
Brand positioning
Brand Name selection
Manufactures Brand and private Brands
Licensing
Week 9:
New product Development strategy
Idea Generation
Idea screening
Product concept
Concept testing
Product life- cycle strategies
Week 10:
What is a price?
To day’s New pricing Environment
Factors to consider when sitting prices
Internal factors Affecting pricing decisions
External factors affecting pricing decisions
General pricing Approaches
Market skimming pricing
Market penetration pricing
Week 11:
Advertising, sales promotions, and public relations
Advertising, setting advertising Objectives
Advertising, setting advertising Budget
Developing Advertising Strategy
Creating the advertising message
Sales promotion
Major sales promotion tools
Consumer promotion tools
Trade promotion tools
Business promotion tools
Week 12:
Personal selling and direct marketing
The role of the sales force
Managing the sales force
Territorial sales force structure
Product sales force structure
Customer sales force structure
Complex sales force structure.
Week 13:
The personal selling process
Steps in the selling process
Prospecting and Qualifying
Pre approach
Approach
Presentation and Demonstration
Handling objections
Closing
Follow up
Week 14:
Labeling, Types of labels
Packaging, importance of packaging
Family and multipackaging
Week 15:
Distribution
The distribution, middlemen and distribution channels,
Important classes of middlemen
Channels for consumer goods, channels for the business goods
Week 16:
Distribution of services
Factors affecting the choice of channels
Retailers, classification of retailers
Tasks n the physical distribution management
Recommended Books:
1. Principles of Marketing --- Phillip Kotler, Gary Armstrong, 11th Edition Printice Hall
Publishers-1996
2. PRINCIPLES OF MARKETING --- Thomas C. Kinnear, Kenneth LBern Hardt, 4th
Edition Kathleem A.Krentler, Honper Collin College Publishers.
3. MARKETING --- Joel R.Evans, Barry Bevnan, 4th Edition. Mc Millian Publisher
4. MARKETING --- William M. Pride. O.C. Ferrell 6th Edition, Hovghton Mifflin CO.1989