BUS 110:
INTRODUCTION TO MARKETING
YEAR OF STUDY
I
SEMESTER:
II
CREDIT POINTS:
2
CONTACT HOURS PER WEEK: 5 (3 Lectures and 2 Seminars)
COMPULSORY COURSE IN:
ELECTIVES COURSE IN:
BBA, B.SC. (POM)
NONE
PREREQUISITE COURSES:
NONE
MODE OF TEACHING:
Lectures, Group discussion, Case Studies
COURSE OBJECTIVES:
At the end of the course, students should be able to:

Explain basic concepts and practice of marketing in general

Identify and interpret customer need in terms of goods or services

Describe the idea of what marketing field entails

Articulate the administration of marketing mix.

Formulate effective plans for implementation and control of marketing strategies
READING LIST:
1. David A. Aaker, (1988): Developing Business Strategies: John Wiley and Sons, Canada
2. Kotler, Philip (1997): Marketing Management, Analysis, Planning and Control; Prentice Hall Inc.
3. Marking R (1982): Marketing Strategy and Management, John Wiley & Sons, New York.
4. McDonald (1980): Handbook of Marketing Planning, MCB Publications Ltd., Bradford,
England
5. Stanton, William (1994): Fundamentals of Marketing, McGraw Hill, New York
COURSE CONTENT
1.
Marketing – An Overview
2.
 Marketing defined
 Micro and Macro Marketing
 Marketing evolution or Business Philosophies
 Application
Marketing Management Process


3.
Marketing Planning
Contents of Marketing Planning
4.
Marketing Environment
 Macro Environmental Factors
 Micro Environmental Factors
Buyer Behaviour
5.
 Definition of Markets
 Types of Markets
 Consumer Buying Behaviour
 Industrial Buyer Behaviour
 Government Buying Behaviour
Marketing Research (MR) & Marketing Information System (MIS)
6.
 Marketing Information System (MIS)
 Marketing Research (MR)
Market Measurement Forecasting
7.
 Estimating Current Demand
 Methods of Forecasting
Marketing Segmentation
8.
 Marketing targeting
 Product Positioning
Product Planning Development
 Definition of Product and Classifications
 Products Mixes and Product Lines
 New Product Development
 Product Packaging, Branding and Labelling
 Product Life Cycle Concept
Service
9.
 Definition of Service
 Characteristics of Service
 Types of Marketing in Service Industry
 Quality Service
 Determinants of Service Quality
Pricing
 Pricing policy objectives
 Pricing Procedures and Approaches
 Pricing Strategies
10.
Promotion
 Nature and Importance of Promotion
 Communication Process and promotion
 Promotional Methods
1.
Distribution
 Channels of Distribution
 Physical Distribution
 Major Components of Physical Distribution
Marketing for non profit organizations
 Nature of products
 Marketing strategies
2.