Lahore University of Management Sciences MKTG 201 Principles of Marketing Fall

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1 MKTG 201 Principles of Marketing Fall Instructor Dr. Aneela Malik Room No. 433 Office Hours TBA Telephone Secretary/TA Mr. Tahir Abbas/TBA TA Office Hours TBA Course URL (if any) Course Basics Credit Hours 04 (s) Nbr of Lec(s) Per Week 2 Duration 110 mins Recitation/Lab (per week) Nbr of Lec(s) Per Week N/A Duration Tutorial (per week) Nbr of Lec(s) Per Week Duration Course Distribution Core Elective Open for Student Category Close for Student Category Sophomores, Juniors, Seniors Freshmen 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. This course will enhance students knowledge, problem solving and decision making abilities. Course Prerequisite(S) None Course Objectives This course is intended to help students to: develop an in depth understanding of marketing concept possess the ability to apply theoretical concepts to practical marketing problems by learning about the kinds of problems and decisions the marketing managers come across explain STP (Segmentation, Targeting, Positioning) strategies consider marketing as a career understand the effects of the marketing concept on consumers and society Page 1 of 5

2 Learning Outcomes Successful completion of the course means students are able to: understand the crucial role of marketing for businesses and the key decisions makers analyze marketing problems and suggest workable solutions develop an understanding of the concepts and skills necessary in developing an effective marketing plan while emphasizing on customer satisfaction Grading Breakup and Policy Project: 15% Quiz(s): Class Participation: 10% Attendance*: 5 % Assigned Presentations: 10% Midterm Examination: 20% Final Examination: 30% 10% (These ll be unannounced quizzes ) 3 in total but only one of the lowest grades will be dropped. Missing a quiz will be considered as your lowest grade. No make ups for the quizzes! *More than 5 absences means you are not allowed to take the final exam. Project details This is a group work. Students will develop a Marketing Plan integrating the material presented in lectures and through class activities. The Marketing Plan will be developed for a new product. The selected product must be approved by the instructor. Students will submit a report and present their projects. The report should have pages (excluding reference list and appendices). The report must have the following parts: Executive Summary Table of Contents How did you identify the need, for the selected product, in the market? Marketing Audit (Target Customers, PEST Analysis, Competitor Analysis) SWOT Analysis Marketing Strategy Action Programs Budget Controls The time for the Group Presentation is 20 minutes* (including Q/A session). *It may vary depending upon the class size. Examination Detail Midterm Exam /No: Combine Separate: Duration: Preferred Date: Exam Specifications: Combined 1 hour closed books / closed notes Page 2 of 5

3 Final Exam /No: Combine Separate: Duration: Exam Specifications: Combined 1 ½ hour closed books / closed notes Course Overview Week/ / Module Topics Recommended Readings Objectives/ Application Module 1: Fundamentals of Marketing Thought 1,2 3,4 Introduction to Course Defining Marketing; developing a framework for Marketing Chapter 1 (Kotler et al., 2010) Building Customer Relationships Chapter 2 (Kotler et al., 2010) Students will know what is Marketing and the Marketing process Students will learn the elements of customer driven marketing strategy and the influencing factors Module 2: Market Analysis and Understanding Consumers 5 6,7 8,9 10 Analyzing the Marketing Environment Note: Group list due Marketing Information and Customer Insights Chapter 3 (Kotler et al., 2010) Chapter 4 (Kotler et al., 2010) Consumer Buying Behavior Chapter 5 (Kotler et al., 2010) Business Buyer Behavior Chapter 6 (Kotler et al., 2010) Students will understand the environmental factors affecting the way how a company serves its customers Students will know how companies analyze and use marketing information to serve their customers in a better manner define factors influencing consumer buying behavior define the business markets and explain how these are different from consumer markets Module 3: Designing the Customer Driven Strategy 11 Customer Driven Marketing Strategy Note: 1 page summary of Marketing plan due Chapter 7 (Kotler et al., 2010) This will make students understand how companies identify attractive market segments Page 3 of 5

4 12, Building Customer Value Chapter 8 (Kotler et al., 2010) Revision Mid Term Exam explain branding strategy and marketing of services Module 4: Customer Driven Marketing Strategy and Marketing Mix Decisions ,21 22 Product, Services and the Branding Strategy Chapter 9 (Kotler et al., 2010) Capturing Customer Value Chapter 10 (Kotler et al., 2010) Pricing Strategies Chapter 11 (Kotler et al., 2010) Delivering Customer Value Chapter 12 (Kotler et al., 2010) Integrated Marketing Communication Strategy Chapter 14 (Kotler et al., 2010) Direct and Online Marketing Chapter 17 (Kotler et al., 2010) Students will understand new product development and a product s life cycle This will make students comprehend a company s pricing strategy, keeping in view customer value perceptions Students will know how companies adjust their prices to cater to different types of customers Students will understand the importance of marketing logistics and the available major channels alternatives Students will learn how to develop effective marketing communications discuss the benefits of direct marketing to customers and business Module 5: Sustainable Business Practices 23,24 Sustainable Marketing Chapter 20 (Kotler et al., 2010) describe sustainable marketing and highlight its importance 25 Note: Submission of reports due Revision 26,27,28 Presentations of the projects Page 4 of 5

5 Important deadlines: 1. On the day of session 5, groups should be formed and one member from each group must send the TAs an (latest by 05:00pm) containing the names and IDs of each group member. Note: Students who will not be a member of any group by Week 2 will be arbitrarily grouped by the instructor. 2. Each group has to submit a soft copy (to the TAs) of the 1 page summary of the Marketing plan on the day of session 11 (latest by 05:00pm). The summary should clearly mention your choice of brand, rationale for this choice, how did you identify the need for that product and your research methodology to allow for the instructor s approval and feedback. 3. On the day of session 25 all the groups will submit their reports to TAs (hard and soft copies) and power point slides (latest by 02:00pm). Textbook(s)/Supplementary Readings The instructor will use the following as text book in the class: Kotler, P., Armstrong, G., Agnihotri, P.Y. and Haque E. (2010). Principles of Marketing A South Asian Perspective, 13th edition, ISBN: Supplementary Readings: Jobber, D. (2006). Principles and Practices of Marketing, 4th edition, McGraw Hill International UK,ISBN: X Electronic resources: Note: The instructor may add video clips/cases/reading material during the course or invite a guest speaker but all these changes will be announced in the class. Students are advised to regularly visit LMS for any update about the lecture. Questions related to the discussions in class will also be included in the Midterm and the Final exam. Passive listeners are not encouraged to take this course. 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. Page 5 of 5