COURSE SYLLABUS
PRINCIPLES OF MARKETING
MKTG-101
I.
Subject Code :
II.
III.
Pre-Requisite :
BMGT-101
IV.
Intended For :
V.
Credit Units :
VI.
No. of Hours :
VII.
Description :
This course is designed to be an introduction to the board concept of marketing mix for the future
manager. Management students will progress through the topics of generic functions of business, the
environment of business, market planning, information, and segmentation, consumer behavior,
marketing ethics, and marketing strategy.
VIII.
Learning Outcomes :
At the end of the semester, the learners shall be able to:
Plot marketing goals and approaches for product or service.
Develop a program for customer service.
Conduct marketing research, interpret market buying behavior on product or
service, and identify the product or service target market.
Design a new product or service, decide types of pricing approach, and choose
distribution methods and promotion tools that respond to market trends.
Create a new product or service design and pricing, and promotion and distribution
strategies.
Orally defend the mini-marketing plan.
IX.
Course Outline
No.
Hours
Overview of Marketing
o What is Marketing
o Functions of Marketing
o The Marketing Process
o The Marketing Concept
o The Marketing Variables
The Macroenvironment
The Microenvironment
of
Consumer Behavior
o Model of Consumer Behavior
o Factors Affecting Consumer Buying Behavior
o Types of Buying Decision Behavior
o The Buyer Decision Process
Market Segmentation and Targeting
o What is a Market
o Types of Market
o Market Segmentation
o Process of Segmenting the Market
o Bases for Market Segmentation
VISION
MISSION
Marketing Mix
o Product
What is a Product
Classification of Products
Branding
Branding Strategies
Packaging
Labeling
Product Warranty
Pricing Objectives
Pricing Procedure
Pricing Approaches
Distribution Strategies
o Promotion
Promotion
Sales Management
X.
XI.
XII.
Methods of Teaching :
Lecture and classroom discussion, seatwork discussion, research works and group exercises.
Course Requirements :
The students are required to comply with the following :
Assignments
Attendance
Case Study
Recitation
Quizzes
Assignments/Seatwork
Term Examination
Midterm Grade / Tentative Final Grade
2/3
10%
20%
20%
30%
20%
1/3
VISION
MISSION
XIV.
Sage
Classroom Policies :
a. Expectations from Student
The students responsibility is to come to each class prepared. He is also expected to take
all examinations and quizzes on the date scheduled. He is expected to attend each class
and participate actively in the discussions.
b. Academic Dishonesty
All students are expected to be academically honest. Cheating, lying and other forms of
unethical behavior will not be tolerated. Any student found guilty of cheating in
examinations or plagiarism in submitted course requirements will receive a failure in the
course requirement or in the course. Plagiarism refers to the use of books, notes or other
intellectual property without giving proper attribution to its author, or representing the work
of another person as ones own; Cheating refers to securing help in a test; copying tests,
assignments, reports or term papers; collaborating with other students during an
examination or in preparing academic work; signing another students name on an
attendance sheet; or otherwise practicing scholastic dishonesty.
c. Policy on Absences
The allowed number of absences is 11 hours for the whole semester. Request for excused
absences or waiver of absences must be presented upon reporting back to class. Special
examinations will be allowed only in special cases, such as prolonged illness. It is the
responsibility of the student to monitor his own tardy incidents and absences that might
accumulate leading to a failing grade.
VISION
MISSION