BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION
( BSBA)
COURSE PLAN
PRINCIPLES OF MARKETING
Dr. SAJI GEORGE
DEPARTMENT OF MARKETING
COLLEGE OF BUSINESS ADMINISTARTION
KING SAUD UNIVERSITY, AL KHARJ
Course Plan/Scheme of Work
Programme
Course Code
Course Title
Year
Semester
Learning
Outcomes
BSBA in Marketing
MKG 201
PRINCIPLES OF MARKETING
3rd Year
Fifth Semester
 Assess the implications of principles, concepts and fundamentals of
marketing
 Analyze marketing environment, marketing mix, marketing strategies,
marketing plans & consumer behavior
 Evaluate the effectiveness of marketing functions towards achieving
organizational goals.
 Construct Strategic Marketing Plan to meet the objectives of the company
 Apply knowledge of marketing in business & nonprofit organization in
local & global context
Required Text:
A: Philip Kotler & Gary Armstrong (2008) ‘Principles of Marketing’ Pearson International
Edition, 12e
Suggested Readings:
B: Cannon, Perreault, McCarthy, Sixteenth Edition (2008), ‘Basic Marketing’, McGraw Hill
International Edition
C: Grewal, Levy (2008) ‘Marketing’ Mc Graw-Hill International Edition
D: Philip Kotler (2000) ‘Marketing Management Millenium Edition’ Prentice-Hall Inc., 10e
Sess Concept / Topic to Teach
Session Objectives
Resources
ion
1
Introduction: myself /
To have mutual understanding of Refs: Curriculum of the
students/ course/ teaching teacher and students and give college for the subject
pedagogy
overview about the course contents
2
3
4
5
Philosophies of Marketing Understanding the chronological PPT’s
development of marketing, Production, Ref A: Chapt-1
Product, Selling, Marketing & Societal Pg 9-12
Concepts
Marketing
Definition Laying foundation to core marketing PPT’s
including
some
core
Ref A: Chapt-1
concepts as social &
Pg 4-9
managerial processes
Ref B: Chapt-1
Pg 4-6
Customer needs, wants, To understand the technical meaning PPT’s & Handouts
demand,
satisfaction, of basic marketing variables
Ref A: Chapt-1
exchange,
Product
&
Pg 4-9
Value
Marketing Management & To Define & understand various kinds PPT’s & Handout
Marketing Mix
of demand & demand management, Ref A: Chapt-1
Remarks
Assignment-1
Mini Project
Group Discussion
6
7
8
9
10
11
12
13
14
15
16
product, Elements of Price, Place & Pg 50-51
Promotion
Micro
&
Macro To be able to discuss the micro PPT’s & Hand Out
Environment of Marketing environment
of
marketing i.e. Ref A: Chapt-3
Company, Suppliers, Customers etc- Pg 62-86
and macro environment of marketing
like Demographics, Politics, legal
issues etc
Various Activities of To understand how the mission PPT’s & Hand Out
marketing at local & statements, goals and objectives are Ref A: Chapt-2
international
level formulated and analysis of strengths, Pg 52
including defining mission, weaknesses, opportunities & threats
objectives and goals & are done
SWOT Analysis
Resource Allocation to To be able to know how resource PPT’s &
SBU
allocation takes place with help of Hand Outs
BCG Matrix & General Electric Model
Growth Strategies
& To introduce to growth strategies like PPT’s
Marketing Plan
Intensive,
Integrative
& Ref A: Chapt-2
Diversification Growth Strategies and Pg 52-55
able to formulate Marketing Plan
Role of marketing in To give an introduction to Consumer PPT’s
attaining
organizational Behavior and to know the meaning
Ref A: Chapt-5,
goals
of
Customer
128-130
Satisfaction & Customer
Behavior Defined
Factors
Effecting To be able to recognize the cultural & PPT’s
Consumer Behavior
social factors effecting consumer Ref A: Chapt-5,
behavior
131-142
Factors
Effecting To be able to recognize the Personal PPT’s
Consumer Behavior
factors effecting consumer behavior
Ref A: Chapt-5,
131-142
Factors
Effecting To be able to recognize the PPT’s
Consumer Behavior
Psychological
factors
effecting Ref A: Chapt-5,
consumer behavior
131-142
on Marketing Mix
of Laptop
Quiz-1
Evaluation of
Quiz-1
Submission of
Assignment-1
Evaluation of
Assignment-1
Assignment-2
Brief about Mini
Project
Pg
Pg
Submission of
Pg Assignment-2
Evaluation of
Pg Assignment-2
To know about the steps involved in PPT’s
purchase decision like i.e. Problem Ref A: chapt-5, Pg 147recognition,
Information
search, 149
Evaluation of alternatives, Purchase &
Post Purchase Behavior
Business Buying Decision To know about the business PPT’s
Quiz-2 &
Process
participants & process
Ref A: Chapt-5, Pg Assignment-3
162-169
Group Discussion
on Purchase
Process of Laptop
Market Segmentation
To be able to understand the concept PPT’s
Evaluation of
& bases of segmentation,
Ref A: Chapt-7
Quiz-2
Pg 182-192
Ref B: Chapt-3
Buying Decision Process
Pg 65-73
17
18
19
20
21
22
23
24
25
26
27
Basis for Segmentation
To be able to understand the concept PPT’s
of
Geographic,
Demographic Ref A: Chapt-7
segmentation
Pg 182-192
Ref B: Chapt-3
Pg 65-73
Basis for Segmentation
To be able to understand the concept PPT’s
Psychographic,
Behavioral Ref A: Chapt-7
segmentation
Pg 182-192
Ref B: Chapt-3
Pg 65-73
Niche Marketing Criterion To know the Meaning of Niche PPT’s
for Segmenting Consumers Marketing, Evaluating the Market Ref A: Chapt-7
Segments, Selecting the Market Pg 182-192
Segment
Target Market Selection To be able to evaluate the Market PPT’s
Process
Segments and Select the Market Ref A: Chapt-7
Segment
Pg 182-192
Positioning & Types of To know the meaning and types of PPT’s & Hand Out
Positioning
positioning like Benefit, use, user, Ref A: Chapt-7
quality, price positioning etc
Pg 203-211
Ref B: Chapt-3
Pg 82-84
Positioning errors
To recognize positioning errors in PPT’s & Hand Out
terms of Over, under, doubtful & Ref A: Chapt-7
confused positioning errors
Pg 203-211
Ref B: Chapt-3
Pg 82-84
Product Differentiation
Able to define Product Differentiation PPT’s & Hand Out
and differentiate on the bases of Ref A: Chapt-7
product and services characteristics
Pg 203-211
Ref B: Chapt-3
Pg 81
Product Differentiation
Should be able to differentiate the PPT’s & Hand Out
product on the bases of Personnel, Ref A: Chapt-7
Channel & Image
Pg 203-211
Ref B: Chapt-3
Pg 81
MID TERM-1
Assessment of learning for the SESSION 1-24
sessions from 1-25
Product and Levels of To know the meaning of product and PPT’s
product
how the products be divided into Ref A: Chapt-8
different levels to establish respective Pg 218-229
value forms
Ref B: Chapt-9
Pg 236-241
Product & its classification To know different bases for PPT’s & Hand Out
classification & according to each Ref A: Chapt-8
basis the types of classifications
Pg 218-229
Submission of
Assignment-3
Evaluation of
Assignment-3 &
Assignment-4
Review Progress of
Mini Project
Submission of
Assignment-4
Quiz-3
Evaluation of Quiz3
Evaluation of
Assignment-4
Assigment-5
28
29
30
31
32
33
34
35
36
37
38
Mix To understanding different technical PPT’s & Hand Out
Submission of
terminologies used in product such as Ref A: Chapt-8
Assigment-5
product length, breath, lines, deviants, Pg 218-229
variants etc.
Branding & Packaging
To be able to define brand & branding PPT’s & Hand Out
Evaluation of
strategies, Packaging, Product labeling Ref A: Chapt-8
Assignemnt-5
Pg 230-238
New Product Development To be able to understand Diffusion of PPT’s & Hand Out
Innovation: Early Adopters, Early Ref A: Chapt-9
Majority, Late Majority & Laggards, Pg 250-262
Process of New Product Development
Product Life Cycle
To have introduction about PLC and PPT’s & Hand Out
Quiz-4 &
the stages involved : Introduction, Ref A: Chapt-9
Assignment-6
Growth, Maturity & Decline
Pg 267-271
Understanding
Pricing, To be able to discuss about pricing PPT’s
Evaluation of QuizFactors to be considered and factors to be considered while Ref A: Chapt-10
4
when setting prices
setting a price for a product
Pg 284-293
Pricing Strategies
To be able to apply different ways of PPT’s
Review Progress of
pricing
Ref A: Chapt-11
Mini Project
Pg 306-312
Submission of
MID TERM-II
Assessment of learning for the SESSION 26-33
Assignment-6
sessions from 26-33
Marketing Channels
To know the meaning of distribution, PPT’s & Hand Out
Evaluation of
Levels and functions of Channels
Ref A: Chapt-12
Assignment-6
Pg 332-349
Channel design decisions To know about the factors to be PPT’s & Hand Out
considered
while
designing
a Ref A: Chapt-12
distribution channel for a product
Pg 332-349
Ref B: Chapt-11
Pg 290-298
Channel Management
To be able to understand types of PPT’s & Hand Out
Assignment-7
channel conflict and how to manage Ref A: Chapt-12
these conflict and introduction to Pg 332-349, Pg 367-389
Retailing & Wholesaling
Integrated
Marketing To describe about communication PPT’s
Assignment-8
Communication
channels, types and pros/cons of Ref A: Chapt-14
channels
Pg 402-411
Product line
decisions
&
Ref B: Chapt-14
39
40
Promotional Mix
Promotional Mix
Pg 369-377
How to
use Advertising, public PPT’s
Submission of
relations, sales promotion personnel Ref A: Chapt-15( Pg Assignment-7 &
selling techniques, Direct marketing to 426-446) ,Chapt-16(Pg Quiz-5
convince the market to go for 450-470),Chapt-17(Pg
480-482, 493-504)
exchange
Ref B: Chapt- 15 (Pg
396-399),16 (Pg 424426, 445-449)
Employ Personnel selling techniques, PPT’s
Evaluation of
Direct, Online Marketing to convince Ref A: Chapt-17( Pg Assignment-7 &
the market to go for exchange
480-482, 493-504)
Quiz-5, Submission
of Assignment-8 &
Mini Project
41
Marketing Implementation To be able to assess the outcomes of PPT’s
& Control
marketing with the preset set plans and Ref B: Chapt-19
putting into place corrective actions Pg 532-540
including audit
42
Marketing
Ethics
& To apply marketing ethics and PPT’s
Implications on individual understand how marketing effects Hand Out
Consumers,
Marketing individual, How marketing would Ref A: Chapt-20
Implications on Society as affect the society and national Pg 568-591
a whole & Impact on economy
National economy
END SEMESTER
Assessment of learning for the
SESSION 1-42
EXAMINATION
sessions from 1-42
Presentation of
Mini Project
Evaluation of Mini
Project
Evaluation of
Assignment-8
LIST OF ASSIGNMENTS AND MINI PROJECT
Assignment-1: Define Marketing. Discuss the different Philosophies & core concepts of
marketing.
Mini Project: Prepare a Marketing Plan for a Product of your Choice.
Assignment-2: Discuss micro and macro environment of marketing. What is marketing mix.
Assignment-3: Explain the different steps involved in preparing marketing plan. What are the
factors effecting consumer behavior?
Assignment-4: Explain consumer purchase Process. What is segmentation and what are the
different bases of segmentation?
Assignment-5: What is Product Positioning? What are the different types of positioning? What
are the different bases for differentiating product?
Assignment-6: What is meant by product lines, depth, width, category?
Assignment-7: Discuss the different methods of Pricing.
Assignment-8: What do you understand by advertising, sales promotion, personal selling,
public relations and direct marketing?
Dr. Saji George
Department of Marketing, College of Business Administration, King Saud University,
Al Kharj, Saudi Arabia