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MIDLANDS STATE UNIVERSITY
FACULTY OF COMMERCE
Bachelor of Commerce Marketing Management Honors Degree
DEPARTMENT OF MARKETING MANAGEMENT
Principles of Marketing Management: MM101
Lecturers: Marufu B. Cell: 0773004134, E-mail: marufub@msu.ac.zw
Chokera F. Cell: 0772 781 812/0713 122 222
Chokeraf@msu.ac.zw
Module Outline.
Module objectives:
To introduce students to the principles of marketing and acceptable marketing practices that
develops the role of marketing in the business today.
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Make the students aware of terminology and vocabulary of marketing with ultimate
objective of equipping them to analyze situations and develop workable marketing
strategies.
To expose the philosophies and concepts of marketing that provide management
knowledge needed in today’s ever-changing environments.
Module content
1. The nature and role of marketing
 Definition of marketing and the marketing concept
 Role of marketing
 Origins of marketing
 Critics of marketing
 Characteristics of a modern marketer
2. The marketing environment
 Micro and macro-environments
 Environmental opportunities and constraints
 Responding to the global marketing environment
3. Marketing Information Gathering
Importance of research
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Components of an information system
The marketing research process
4. Consumer and buyer behavior
 Information and decision making
 Internal and external variables affecting consumer behavior
 Types of buying behaviors
5. Industrial/organizational markets
 Industrial Vs consumer markets
 Process of industrial buying
 Characteristics of organizational markets
 Types of buying under industrial markets
6. Market segmentation
 Concept of segmentation
 Basis of segmentation
 A seven step approach to segmentation
 Segmentation, positioning and target marketing
7. The marketing mix elements
 Product
 Product classification
 Packaging and JND concept
 PLC variations
 New product strategy
 Services marketing
 Characteristics of service
 Place
 Some duties of middlemen
 Types of distribution channels
 Criteria for selecting a distribution channel
 Distribution intensities
 Price
 Pricing objectives and strategy
 Factors influencing pricing
 Broad pricing policies
 Promotion
 Communication process
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 Communication mix
 Promotional objectives and budgeting
8. The soft Ps
 Physical evidence
 People
 Process
9. Global marketing
 International marketing approaches
 Challenges of global marketing
10. Corporate Social responsibility and marketing ethics
 Concept of corporate social responsibility
 Consumerism
 Environmentalism
Continuous assessment
One individual assignment 30 marks
One group Assignment
30 marks
In – class Test/ Presentations 30 marks
Assignments should conform to the following;
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Typed with 1.5 spacing, 12 font and ARIEL
Referencing using Harvard System
Submission directly to lecturer
Meet set deadlines and due dates, penalty for late submission.
Recommended texts
1. Kotler P. Armstrong, (2000), Principles of Marketing, millennium Edition, Prentice
Hal, New Delhil
2. Kotler P 2009. Principles of Marketing, 13th Edition
3. McCarthy J. Perreault, (1997) Basic Marketing, 12th Edition, Irwin & Homewood
4. Stanton, William J. , (1991), Fundamentals of Marketing 10th edition, Mcgraw Hill
5. Journals of Marketing and management
6. Online Resources
www.knowthis.com./principles –of-marketing
www.learnmarketing.net
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http.wikipedia.orgk
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