Oman College of Management & Technology
COURSE SYLLABUS
Department of Administrative and Financial Sciences
Course Code & Title (403201): Principles of Marketing I
Semester
Second Semester – 2015-2016
Instructor
Munawar Hameed
Class Schedule
10:30-11:30 - Sun, Tue & Thu
Office Hours
12:30-13:30 - Sun, Tue & Thu
Web Site
www.omancollege.edu.om/munawar
E-mail
Munawar.hameed@omancollege.edu.om
Teaching Methods:
The course will be based on the following teaching and learning activities:
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Lectures 
Discussions 
Case Analysis (Problem Based Learning (PBL)). 
Assignments 
Surprise Quizzes 
Course Description:
The course intends to provide fundamental knowledge and exposure to the concepts
and practices in the field of marketing through Problem Based Learning (PBL).
Course Objectives:
The objective of the course is to familiarize the students with basic marketing principles
and concepts by helping the students think out-of-the-box and practice marketing
their business better through Problem Based Learning (PBL).
Learning Outcomes:
The course is designed to make the students learn the fundamental marketing
concepts, theories and analytical tools to acquire marketing skills to tackle real life
marketing problems in today’s highly competitive and complex business environment
emphasizing on the management of profitable exchange of processes in the context
Course Syllabus
Principles of Marketing I
Page 1
of modern organizations demonstrating their ability to apply classroom knowledge to
their work situations through Problem Based Learning (PBL).
Course Time Table
Week
1
2
Topics
Introduction to marketing and its meaning
Scope of marketing; goods, services, events, experiences, persons, places,
properties, organizations, information and ideas
Core marketing concepts; Target markets and segmentation, marketers
and prospects, needs, wants and demands, product or offering, value
3
4
and satisfaction, exchange and transaction, relationships and networks,
marketing channels, supply chain, competition and marketing
environment
Company orientations toward the marketplace; production concept,
product concept, selling concept, marketing concept and societal
marketing concept; selling and marketing concepts contrasted
Marketing mix: four Ps of marketing: product, price, place and promotion;
5
Four Cs of marketing: customer solution, customer cost, convenience and
communication
6
Product Life-Cycle (PLC): introduction, growth, maturity and decline
7
First Exam
8
Pricing strategies; Marketing environment
9
Target market and market segmentation
10
Buyer behavior: meaning and factors influencing buyer behavior
11
Buying decision process: buying roles; Stages of buying decision process
12
Second Exam
13
Meaning and advantages of advertising
14
Developing and managing an advertising program
15
Deciding on media and measuring effectiveness; Sales promotion
16
Final Exam
Student Activity
Students are expected to refer the text / reference books specified to get detailed
and wide range of information on the subject matter and write the assignments on
the topics given.
Course Syllabus
Principles of Marketing I
Page 2
TEXT BOOKS
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8.
Marketing Management; Rajan Saxena
Marketing; William J Stanton
Marketing Management; Still and Cundiff
Marketing Management; Dr. K. Nirmala Prasad and Sherlaker
Marketing; J.C. Gandhi
Principles of Marketing: Ramasamy Namakumari
Marketing; J. Jayasankar
Marketing Management; Dr. C.B. Gupta and Dr. N. Rajan Nair.
REFERENCE BOOKS
1.
2.
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Principles of Marketing; Philip Kotler
Sales Administration; Bestrand Canfield and Englan Cliff, Prentice Hall.
Sales Management; Richard R. Still and Edward W.Cundiff, Prentice Hall
Marketing Management; V. S. Ramasamy, MacMillan.
Performance Evaluation:
The grade will be based upon the following:
First Exam
Second Project (Exam)
Class Participation & Activity
Final Project (Exam)
20%
20%
10%
50%
Student Responsibility:
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M o b i l e phones must be turned off during class time. 
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Students are expected to participate in class discussion and critiques. Failure to
do so will result in grade reduction. 
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Students are expected to follow OCMT’s standardized attendance policy. 
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Lecture attendance is mandatory. Students are allowed maximally of 15%
absentia of the total module hours. 
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Students are required to work on projects in and outside of class, and must
complete all assignments. 
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Meeting all deadlines and complete all assignments, (Late papers will not be
accepted). 
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Coming on time and staying till class is over. 
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Course Syllabus
Principles of Marketing I
Page 3