Khwaja Fareed University of Engineering

& Information Technology, RYK

Institute of Business Administration (IBA)
Course Outline

MSCI-2104 Principles of Marketing

Pre-Requisite: Not required
Course Type: Business Administration
Theory/Lab: Theory
Total Lectures: 32

Course Introduction

This course examines the business function of Marketing. Students will learn how marketers deliver value in
satisfying customer needs and wants, determine which target markets the organization can best serve, and decide
upon appropriate products, services, and programs to serve these markets. Topics include branding and product
development, pricing strategies, marketing research, promotion, supply chain management and service marketing.
Marketing metrics will be used throughout the course to assess the impact of marketing strategies.

Course Contents
Introduction To Marketing: Marketing and the Society, Importance and scope of marketing, Definition of marketing, Nature
and concept of marketing, Marketing Environments: The Marketing environment, Macro environment, Micro environment,
Environmental scanning and monitoring, Marketing & Strategy: Strategic planning, Strategic marketing planning, Forecasting
marketing demand, Marketing Decisions: Information required for marketing decisions, Reasons for obtaining information,
Marketing research, Consumer Behaviour: Information for purchase decisions, Consumer decision process, Influence of social
and psychological factors, Market implications, Market Segmentation And Targeting: Factors for Segmentation, Selecting the
target market, Developing the positioning and target market strategies, Products And Services: Definition of product and
services, Classification of consumer goods, Classification of business goods, Product Development And Life Cycle: Product
development process and commercialization, Product life cycle stages and its implications, Pricing: Overview of pricing,
Importance of pricing, Break even analysis, Factor effecting pricing decisions, Setting The Price And Relating Strategies:
Pricing objectives, Sale based objectives, Profit based objectives, Status quo Pricing, Price strategy, Distribution: Importance
of distribution channels, Selecting a channel of distribution, Retail functions in distribution, Recent trends in wholesaling and
retailing, Promotion: Importance and types of promotion, Channels of communication, Objectives, budgeting and promotional
mix, Legal environments of promotion, Advertisement And Publicity: Scope of advertisement and publicity, Characteristic of
advertisement and publicity, Development, planning and implementation of advertising plan, Evaluating the success and
failure of promotional plan, introduction to e-business: Introduction, Different trends, Rules of doing e-business, E-business
application in the market.

Mapping of CLOs and PLOs

Sr. No Course Learning Outcomes PLOs Blooms Taxonomy
Be able to use the Principle of Marketing in the C(1&2)(Knowledge and
CLO_1 PLO-5
Marketing Sectors Understanding)
Be able to Observe, analyze, synthesize, apply and
CLO_2 evaluate Marketing Procedures how you apply in PLO-4 C(2) Comprehension
business and marketing Perspective.
Be able to observe, Assignments and Quizzes’ about
CLO_3 PLO-12 C(3) Application
Principles of Marketing Products Related Project
CLO Assessment Mechanism
Assessment tools Percentage Percentage Percentage
contribution of tools contribution of tools contribution of tools
related to CLO_1 related to CLO_2 related to CLO_3
Quizzes 30% 10% 0%
Assignments 0% 0% 10%
Midterm Exam 35% 40% 50%
Final Exam 35% 50% 40%
100% 100% 100%
Overall Grading Policy
Assessment Items Percentage
Quizzes 10%
Assignments 5%
Project 10%
Midterm Exam 25%
Final Exam 50%
Total 100%

Reference books:
1- Philip Kotler, Principles of Marketing (Latest Edition)
2- David Jobber, Principles of Marketing (Latest Edition)
3- Jerome McCarthy & William, D. Pareanth, Basics Marketing, (Latest Edition)

Administrative Instructions
. According to institute policy, 75% attendance is mandatory to appear in the final examination.
. In any case, there will be no retake of (scheduled/surprise) quizzes.
. For queries, kindly follow the office hours in order to avoid any Inconvenience

LMS Usage
Students are required to visit LMS Course portal regularly for latest course information, important notifications
regarding lectures, Quizzes, homework/assignments etc.

Lecture Breakdown
Week Topics Activity
Introduction to Marketing Management
 Introduction to Marketing Management
 Definition of Marketing
Week 1
 Definition of Marketing Management
 Importance & Scope of Marketing Management
 Differentiate between Product and Services
 The Evolution of Marketing
 Holistic Marketing Concepts
 Core Marketing Concept
 Differentiate Between Marketing and Selling
 4P’s Of Marketing Mix

Managing Marketing Informatio

 What is Marketing Information
System?
 What is Customer Insight
 Sources of Marketing Information
System
Week 2  Marketing Research System Assignment 1
 Process of Marketing Research
 Types of Marketing Research
 Marketing Intelligence System
 Marketing Decision Support System

Consumer Markets and Buying Behavior

 Definition of Consumer Market
 Why to Study Consumer Behavior
 Types of Consumer Products
Week 3 Quiz 1
 Factors Influencing Consumer Behavior
 Buyer Decision Process
 Stages In Adaptation Process

Industrial /Business Markets and Buying Behavior

 What is Industrial Markets and Buying Behavior
 Why to Study Business Buying behavior
Week 4 Quiz 2
 Types of Business Products
 Business Buying Decision Process

Company and Marketing Strategy

 What is Marketing Strategy
 Strategic Planning
Week 5  Process of Strategic Planning
 SWOT Analysis
 Marketing Environment
 Environmental Scanning And Monitoring
Customer Value Driven Marketing Strategy

 What is Customer Value Driven?

 What is Marketing Strategy
 What is Market Segmentation
Week 6 Assignment 2
 Importance of Market Segmentation
 Four Variables of Segmenting Market
 Target Markets
 Market Positioning
Introduction to E Business
 What is E Business
 Different Trends
Week 7&8
 Rules of Doing E Business
 E Business Application In the Market

Week 9 Mid Term Examination

Product, Services and Brand
 What is Product and Services
 Level of Products and Services
 Classification of Product and Services
Week 10
 Product Line and Product Line Length
 New Product Development
 Product Life Cycle PLC

Brand
What is Brand
 Scope of Brand
 Brand Equity
Week 11 Assignment 3
 Brands Equity Models
 Building Brand Equity
 Secondary Sources of Brand Knowledge

Pricing
 What is Pricing
 Importance of Pricing
 Pricing Strategies
Week 12 Quiz 3
 Types of Cost
 New Product Pricing Strategies
 Pricing Policies

Marketing Channel Decision

 Marketing Channels
 Importance of marketing Channels
 Channel Function
Week 13 Assignment 4
 Channel Designing Decision
 Channel Management Decision
 Channel Dynamics

Promotional Strategies
 What is Promotional Strategies
 Advertising
 Sales Promotion
Week 14
 Personal Selling
 Public Relation
 Major Decision In Marketing Public Relation

Promotional Strategies
Week 15  Direct and Digital Marketing Quiz 4
 Buzz Marketing
 Promotional Strategies
 Differentiate Between Advertising and Promotion
 Events and Experience
Personal Selling

 Principles of Personal Selling

Week 16
 Strategies of Personnel Selling
 Sales Force Management

Week 17 Final Term Examination