COURSE
SPECIFICATION
MKG 201
PRINCIPLES of MARKETING
MARCH
1
2010
Institution:
College of Business Administration, Al Kharj, King Saud University
College / Department: Marketing
A. Course Identification and General Information
1. Course Title and Code: Principles of Marketing: MKG 201
2. Credit Hours: 3 (3+0+0)
3. Program(s) in which the course is offered: BSBA
4. Name of faculty member responsible for the course: Dr. Saji George
5. Level/year at which this course is offered: 3rd Year/V Semester
6. Pre-requisite for this course: MGT 201
7. Co-requisites for this course: None
8. Location if not on main campus: College of Business Administration, Al Kharj
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B. Objectives
1. Summary of the main learning outcomes for the students enrolled in this course:
The main objective of this course is to provide the students with a survey of
marketing activities in business and non-profit organisations. The course explains
marketing principles, concepts and activities in local and international markets
under their social, economic, competitive, technological and legal environments. It
also explains the role played by marketing function in achieving the organisational
objectives and goals and in sustaining national economy. Discussion includes the
planning, implementation and control of marketing programs through marketing
mix elements of the product, price, distribution and promotion.
2. Briefly describe any plans for developing and improving the course that are being
implemented. (E.g. increased use of IT or web based reference material, changes in
content as a result of new research in the field):
Using personal productivity software in teaching
this course, the goal was to
improve “concept building and learning” in students by combining the practical
world situations and the application of marketing in it.
C. Course Description
1. Topics to be Covered:
Topics
Unit-1 Evolution of Marketing, Marketing Definition,
Marketing Environment & Marketing Planning
Evolution of Marketing-Production-Product-Selling-MarketingSocietal Concepts. Definition of Marketing-Understanding Social
& Managerial Process- Satisfaction- Need-Want-DemandExchange-Product-Value. Marketing Management & Marketing
Mix. Micro Environment-Company- Suppliers-IntermediariesCustomers-Competitors-Public. Macro Environmental FactorsDemographic Environment-Political Environment- Economic
Environment-Socio-Cultural Environment-Technological-NaturalLegal Environment. Defining Strategic Marketing PlanningCorporate Planning including Mission-Establishing SBU’sResource Allocation to SBUs-BCG Competitive Advantage
Matrix-General Electric Model-Planning New Business-IntensiveIntegration-Diversification-Business Planning including MissionSWOT Analysis- Marketing Plan
3
No. of
Weeks
Credit
hours
3
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Unit-2 Understanding Consumer Behavior
Defining Consumer Behavior. Factors influencing Consumer
BehaviorCultural-Social-Personal-Psychological.
Buying
Decision Process-Problem Recognition-Information SearchEvaluation of Alternatives-Purchase Decision-Post Purchase
Behavior. Business Buyer Behavior.
2
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Unit-3 Market Segmentation, Targeting, Positioning & Product
Differentiation
Need for Segmenting Market. Basis of Segmentation-GeographicDemographic-Psychographic-Behavioral. Niche Marketing. Criteria
for Segmenting Consumers. Target Market Selection ProcessEvaluating the Market Segments-Selecting the Market Segments.
Positioning-Getting into the Minds of Consumer. Types of
Positioning. Positioning Errors. Differentiation-Product-ServicesPersonnel-Channel-Image
3
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Unit-4 Product, Branding, Packaging, New Product
Development & Pricing Concepts
Product-Line-Breadth, Depth-Variants-Deviants. Branding-Brand
Definition- Branding Strategies. Packaging-Product Labelling.
Diffusion of Innovation- Early Adopters-Early Majority-Late
Majority-Laggards. Process of New Product Development. Product
Life Cycle. Pricing-Concepts-Pricing Strategies-Price SkimmingMarket Penetration Pricing
3
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Unit-5 Distribution Management, Promotional Mix &
Marketing Management: Ethical & Social Dimensions
Marketing Channels-Functions of Channels-Levels of ChannelChannel Design Decisions. Retailing & Wholesaling. Integrated
Marketing Communications-Understanding Promotional MixAdvertising-Personnel Selling-Sales Promotion-Public Relations.
Direct & Online Marketing. Global Marketing. Implementing &
Controlling Marketing Activities. Importance of Marketing EthicsMarketing
Ethics-Social
Impact
of
Marketing-National
Development through Marketing
3
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2. Course Components (Total contact hours per semester):
Lectures:
42
Tutorial: ---
Practical/Fieldwork/ Internship: ---
4
Others: ---
3. Additional private study / learning hours expected for students per week. (This should
be an average: for the semester not a specific requirement in each week):
As per the requirement: ( expected to be 5 hrs)
4. Development of Learning Outcomes in Domains of Learning:
a. Knowledge
( i ) Description of the knowledge to be acquired, after studying this course the students
should be able to:





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 & non profit organization in local
& global context
(ii) Teaching strategies to be used to develop that knowledge:





Class Lectures
Examples and Cases
Group Discussions
Mini Project
Providing Students with PPT’s and Handouts ( Wherever required)
(iii) Methods of assessment of knowledge acquired:
 In class short multiple choice questions [Quizzes].
 Two midterms and final examination.
 Assignments, mini project & presentation.
b. Cognitive Skills
(i) Cognitive skills to be developed:




Ability to gather, synthesize & evaluate information.
Think creatively in dynamic marketing environment.
Apply marketing techniques to generate business.
Recognize marketing problems and take corrective actions.
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(ii) Teaching strategies to be used to develop these cognitive skills:
Cognitive skills are developed through lectures supported by other class-based
sessions and independent learning.
(iii) Methods of assessment of students cognitive skills:
Assessment of cognitive skills occurs in the range of assessment methods
employed i.e. examination and coursework.
c. Interpersonal Skills and Responsibility
(i) Description of the interpersonal skills and capacity to carry responsibility to be
developed:



Ability to relate to, and collaborate effectively with colleagues.
Self-management to meet deadlines in business.
Ethical relationship.
(ii) Teaching strategies to be used to develop these skills and ability:




Group Project.
Report Writing.
Group Presentation.
Group Discussion.
(iii) Methods of assessment of students interpersonal skills and capacity to carry
responsibility:


Evaluation of assignments and reports.
Assessment of group discussion and presentation.
d. Communication, Information Technology and Numerical Skills
(i) Description of the skills to be developed in this domain:




Interpersonal skills.
Use of IT packages for presentations.
Use of IT skills including SPSS for data analysis.
Using statistical tools for data interpreting & decision making.
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(ii) Teaching strategies to be used to develop these skills:
Group Discussions, MS Office packages for assignments, Data analysis &
interpretation using SPSS in project implementation.
(iii) Methods of assessment of students numerical and communication skills:
These are assessed through relevant assignment in particular course works of
the modules.
5. Schedule of Assessment Tasks for Students During the Semester:
S. No.
Assessment
Task
(e.g.
quizzes,
assignments, mini project, examination
etc.)
Assignments
10%
Mini Project
13th
10%
Presentation
14th
5%
Midterm Examination-I
8th
15%
Midterm Examination-II
11th
14th
15%
Quizzes
2
3
6
7
Proportion of
Final Assessment
2th , 5th, 8th, 11th,
13th
th th th th,
3 ,4 ,6 ,8
10th, 12th, 14th
1
4
5
Week Due
Final Examination
Total
5%
40%
100%
D. Student Support
1. Arrangements for availability of faculty for individual student consultations and
academic advice (include amount of time faculty are available each week):
Office hours : 6 hr/ week (Monday to Wednesday: 11.00 am-12.00 pm & 1.00 pm 2.00 pm).
E. Learning Resources
1. Required Text(s):
 Philip Kotler & Gary Armstrong (2008) ‘Principles of Marketing’ Pearson
International Edition, 12e..
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2. Essential References:
 Cannon, Perreault, McCarthy (2008) ‘Basic Marketing’ Mc Graw-Hill
International Edition, 16e.
 Grewal, Levy (2008) ‘Marketing’ Mc Graw-Hill International Edition.
 Philip Kotler (2000) ‘Marketing Management Millenium Edition’ PrenticeHall Inc., 10e.
3. Recommended Books and Reference Material (Journals, Reports, etc) that's more
related to this course:




Journal of Marketing
The Wall Street Journal
Harvard Business Review


Journal of Academy of Marketing
Science
Journal of Marketing Research
Journal of International Marketing


www.census.gov
www.benjerry.com
4. Electronic Materials, Web Sites etc:


www.marketingpower.com
www.economist.com
and Websites on the internet that are relevant to the topics of the course.
5. Other learning material such as computer-based programs/CD, professional
standards/regulations:
Multimedia associated with the text book and the relevant websites.
F. Facilities Required
Indicate requirements for the course including size of classrooms and laboratories (i.e.
number of seats in classrooms and laboratories, extent of computer access etc.)
1. Accommodation (Lecture rooms, laboratories, etc.):
Lecture room with capacity of at least 25 seat.
2. Computing resources:
Computer with internet connection and unique data sets for each student depending
on the class size.
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3. Other resources (specify --e.g. If specific laboratory equipment is required, list
requirements or attach list).
G. Course Evaluation and Improvement Processes
1. Strategies for Obtaining Student Feedback on Effectiveness of Teaching:
 Course evaluation by student.
 Student-faculty meeting.
2. Other Strategies for Evaluation of Teaching by the Instructor or by the Department:
 Peer consultation on teaching.
 Department council discussion.
 Discussions within the group of faculty teaching the course.
3. Processes for Improvement of Teaching:
 Conducting/participating in workshops given by experts on the teaching and
learning methodologies.
 Periodical departmental revisions of the methods of teaching.
 Monitoring of teaching activities by senior faculty members.
4. Processes for Verifying Standards of Student Achievement (e.g. check marking by an
independent faculty member of a sample of student work, periodic exchange and
remarking of a sample of assignments with a faculty member in another institution):
 Providing samples of all kind of assessment in the departmental course
portfolio of each course.
 Assigning group of faculty members teaching the same course to grade same
question for various students.
 Conducting standard exams.
5.
Describe the planning arrangements for periodically reviewing course effectiveness
and planning for improvement:
 The course material and learning outcomes are periodically reviewed and the
changes to be taken are approved in the departmental and higher councils.
 The head of department and faculty take the responsibility of implementing
the proposed changes.
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