mktg 201–principles of marketing-farrah arif

Lahore University of Management Sciences

SULEMAN DAWOOD SCHOOL OF BUSINESS

MKTG 201 Principles of Marketing

Dr Farrah Arif

COURSE OUTLINE Spring 2013


MKTG 201– Principles of Marketing Spring 2013

Instructor Dr Farrah Arif Room No. 4- 34 SDSB Office Hours TBA Email [email protected] Telephone 042-8560 8039 Secretary/TA Mr Tahir Abbas / TBA TA Office Hours TBA Course URL (if any) Course Basics Credit Hours 4 Lecture(s) Nbr of Lec(s) Per Week 2 Duration 1 hour 50 minutes each Recitation/Lab (per week) Nbr of Lec(s) Per Week N/A Duration N/A Tutorial (per week) Nbr of Lec(s) Per Week N/A Duration N/A Course Distribution Core Yes Elective Open for Student Category Freshmen Close for Student Category Course Description Marketing helps in meeting the local and global challenges facing different organizations throughout the world. This course introduces, to the students, the fundamentals of marketing such as key concepts, theories, decisions and applications along with emerging marketing trends which are an integral part of managing profitable customer relationships and are essential to any successful organization. The goal of every marketer is to create more value for customers. This course will enhance students’ problem solving and decision making abilities towards Marketing related issues using customer-centric approach. Course Prerequisite(s)

• None

Course Objectives & Learning Outcomes

A)

B)

C)

D) E)

The Marketing Process: Learning and Understanding of marketing process to develop an effective and efficient Integrated Marketing Plan Understanding of 5Cs: Understanding the role of Customers, Competition, Collaborators, Company and Context in the development of a marketing plan. Understanding the role of Marketing Research to manage marketing information to gain customer insights. Designing a Customer-Driven Strategy: Understanding the role of STP (Segmentation, Targeting and Positioning) for a successful marketing strategy. Designing a Customer-Driven Marketing Mix: Learning how to develop an effective and efficient marketing mix based on Branding and 4 Ps (Product, Promotion, Place, and Price) Customer Loyalty and Relationships in a Sustainable Marketing Way: Understanding the trade-offs of selling the product/services and negative impact on lives of consumers.

Learning the implications of social responsibility and ethics. The plan of the course is shown in Exhibit 1 This course builds a foundation for marketing electives.


Grading Breakup and Policy Course Project (Team Based): 15 Quiz(s): 15 Attendance and Class Participation: 10 Midterm Examination: 25 Final Examination: 35 Examination Detail

Midterm Exam

Yes/No: Yes Combined/Separate: Combined Duration: 60 minutes Preferred Date: TBA Exam Specifications: Objective + Subjective

Final Exam

Yes/No: Yes Combined/Separate: Combined Duration: 120 minutes Exam Specifications: Objective + Subjective

Teaching Methodology The course utilizes a mixture of interactive lecture (lecture slides, videos), class participation, class activities and group project. The students will form teams by the fourth session and will stay in the same team throughout the semester. The students will be given prior information regarding the topics to be discussed in the next session as well as the team activities to be performed so that they come prepared.

Expectations:

• No late entry in the class after 5 mins • Students are not allowed to leave the class before the end of the session without a prior permission from the instructor • Students are supposed to be regular and punctual; however, they can avail three absences (including any emergency case) after that

they’ll have -1 (from CP and Attendance) for each absence • Each student is supposed to actively participate in class discussions to earn his/her "class participation" (CP) grade. The instructor may

call on students to answer questions and discuss class materials to encourage everyone to participate in the class discussions. • Zero tolerance towards ‘PLAGIARISM’ • Students are expected to follow Class Decorum • No use of mobile phones and laptops in class. • Assignments should be typed (other than class assignments). No late assignment is acceptable


Course Project Developing a Marketing Plan

The course project experientially integrates the material presented in lectures and activities. It involves developing a Marketing plan for a new product/service. Each team should choose a product of its interest, with available and accessible information. The selected product/service must be approved by the instructor for starting the project.

The project comprises the following parts.

• Introducing the Product/Service • Analysis of 5 Cs • Gap Analysis and STP • Developing 4Ps • Risks and Contingency Planning

Project Deliverable

• Group Presentation (Duration will be announced later)

Course Overview

Session Topics Recommended

Readings/Activities Objectives/ Application

The Marketing Process

1 Introduction to Marketing Chapter-1 (Text)

Class Exercise Defining and understanding the marketing process.

2 Preparation of a Marketing Plan Chapter-1 (Text)

Chapter-2 (Text) Handouts

Developing a marketing plan

Understanding of 5Cs and Marketing Research

3 Importance of Consumer Behavior

Chapter -2 (Text) Chapter – 5 (Text) Handouts Quiz 1

Understanding how consumers think and act (B2C)

4

5 Business Markets and Business Buyer Behavior Chapter 6 (Text)

Quiz 2 Understanding Business Buyers (B2B)

6 Competitive Intelligence Chapter 18 (Text) Understanding the Competitor

7 Analyzing the Company Chapter 3 (Text) Understanding the marketplace and

company’s micro and macro environment

8 Importance of Marketing Research Chapter 4 (Text) Handouts Quiz 3

Learning of marketing research process and important tools

9

Designing a Customer-Driven Strategy:

10

Segmentation, Targeting, and Positioning (STP) Chapter-7 (Text) Handouts Quiz 4

Understanding STP (Segmentation, Targeting, Positioning) strategies.

11

Designing a Customer-Driven Marketing Mix

12 Designing a Product/Service Chapter 8 (Text)

Handouts Understanding the designing of a product/service

13 Importance of Brands Chapter 8 (Text)

Handouts Understanding the brand architecture

14 Managing Brand Portfolio Chapter 2 (Text)


Handouts Quiz 5

Mid Term

16 New-Product Development Chapter 9 (Text)

Handouts Understanding different stages of product development

17 Integrated Marketing Communication Chapter 14 (Text) Understanding traditional and contemporary communication channels 18

Advertising Chapter 15 (Text) Handouts

19 Personal Selling Chapter 16 (Text)

20 Social Media and Online Marketing Chapter 17 (Text)

Handouts

21 Marketing Channels Chapter 12 (Text)

Quiz 6 Understanding supply chain and value delivery network

22 Retailing and Wholesaling Chapter 13 (Text)

Handouts

23 Pricing Strategies I Chapter 10

Handouts Quiz 7

Understanding pricing strategies

24 Pricing Strategies II Chapter 11

Customer Loyalty and Relationships in a Sustainable Marketing Way

25

Customer Relationship Building Handouts Quiz 8

Understanding customer loyalty, the economics of loyalty, customer defection, loyalty programs and relationship building

26 Social Responsibility and Ethics Chapter 20 Learning about the negative

consequences of marketing and how ‘marketing’ can be reformed

27 Presentation of Project (Learning how to develop effective and efficient Marketing Plan) 28

Final Exam Textbook(s)/Supplementary Readings

• Kotler, P., Armstrong, G., Agnihotri, P.Y. and Haque E. (2010). Principles of Marketing A South Asian Perspective, 13th edition, ISBN: 978-0-13-607941-5

Text

• Will be distributed in the class

Readings


Exhibit 1

ANALYSIS AND RESEARCH

CUSTOMERS COMPETITION COLLABORATORS COMPANY

MARKETING STRATEGY

STRATEGIC PLANNINGCONTEXT

SEGMENTATION DIFFERENTIATION

PRODUCTS PROMOTION PLACE PRICE

IMPLEMENTATION

USP, POSITIONING

mktg 201–principles of marketing-farrah arif

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