Course Syllabus
Academic year 1/2012
Faculty of Management Science
Subject Code: 761 207
Subject: Principles of Marketing
Number of Credits: 3 credits – 3 hours per week.
Course description:
The main purpose of this course is to study the principles, definition, scope, and
classification of marketing. The course content also includes the general function and
activity of marketing among the economic system, the marketing environment, the
factor in marketing changes, consumer behaviour, marketing segmentation, marketing
research and marketing strategy formulation and planning.
Course Aims:
 To familiarize students with marketing concepts, strategies, and problems.
 To enhance students’ command of business language with emphasis on marketing
terminology.
 To improve students’ capacity to identify current marketing activities engaged by
Organizations.
Tentative Course Outline.
Wk
Period
Date
Content
Lecturer
1
11 June
Chapter 1:
Marketing: Managing Profitable Customer Relationships
Aj. John
2
18 June
Chapter 2:
Company and Marketing Strategy: Partnering to Build
Customer Relationships
Aj. John
3
25 June
Aj. John
4
2 July
Chapter 3:
The Marketing Environment
Chapter 4:
Managing Marketing Information
5
6
9 July
16 July
Aj. John
Aj. John
7
23 July
8
9
6 August
10
20 August
11
27 August
QUIZ I
Chapter 5:
Consumer and Business Buyer Behavior
Chapter 6:
Segmentation, Targeting and Positioning: Building right
relationships with the right customers
MID-TERM EXAM
Chapter 7:
Product, Services, and Branding Strategy
Chapter 8:
New-product Development and Product Life-Cycle
Strategies
Chapter 9:
Pricing Considerations and Strategies
Aj. John
Aj. John
Aj. John
Aj. John
Aj. John
12
3 September
13
10
September
14
15
17
September
Make up
16
Make up
17
Chapter 10:
Marketing Channels and Supply Chain Management
Chapter 11:
Retailing and Wholesaling
Aj. John
Aj. John
QUIZ II
Aj. John
Chapter 12:
Integrated Marketing Communications: Advertising, Sales
promotion, Public Relations, Personal selling and direct
marketing
Chapter 13:
Integrated Marketing Communications: Personal selling and
direct marketing
FINAL EXAM.
Aj. John
Aj. John
Lecturer:
Aj. Surej P John
Email: pjohn@au.edu, surejpjohn@gmail.com
Phone: 0809091393
Coordinator: Aj. Korapat
Phone: 0805942509
Email: biggie81@hotmail.com
Learning Experience:
Lecture:
Class Assignment
Self study topics:
Video presentation
3 hours per week
(Reading books)
Materials used in the course:
1. Main text book:
2. Power points:
3. CD ROMS, Videos etc:
Evaluation:
Quizzes (2x10%)
In-Class Assignment
Midterm Examination
Final Examination
Total
Marketing: An Introduction By Gary
Armstrong and Philip Kotler, 8th Edition from
Pearson Publishers
Students can download after the class
Given to the students whenever necessary
20%
10%
30%
40%
100%
Grading:
80-100
70-79
65-69
60-64
55-59
50-54
45-49
Below 45
A
B+
B
C+
C
D+
D
F
2
Evaluation Criteria:
A
B+
B
C+
C
D+
D
F
Excellent
Very Good
Good
Fair Good
Fair
Poor
Very Poor
Fair
4
3.5
3
2.5
2
1.5
1
0
References:
1. Marketing Management by Philip Kotler and Kevin Lane Keller, 12th Edition,
Prentice Hall, 2006
2. Marketing Management, A Strategic Decision-Making Approach by John
Mullins, McGraw Hill Publishers
3. Principles of Marketing by Kinnear, Thomas C, Bernhardt, Kenneth L., jt.
auth.
4. Principles of Marketing, 12/E by Kotler & Armstrong from Prentice Hall
2008; ISBN-10: 0132390027
5. Marketing: An Introduction, 8/E
Armstrong & Kotler, from Prentice Hall ;ISBN-10: 0131865919
Some interesting websites for your reference.
1. http://www.marketingthai.or.th
2. http://www.knowthis.com
3. http://www.marketingnewz.com
4. http://www.marketingprofs.com
5. http://www.marketingtoday.com
6. http://www.marketingteacher.com
7. www.marketingpower.com
8. http://www.marketingthai.or.th
9. http://www.positioningmag.com
10. http://www.marketingtool.com
11. http://marketing.about.com
12. http://www.gmarketing.com
13. http://www.marketeer.com
3