Lahore University of Management Sciences SULEMAN DAWOOD SCHOOL OF BUSINESS. MKTG 201 Principles of Marketing. Dr Farrah Arif

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1 SULEMAN DAWOOD SCHOOL OF BUSINESS MKTG 201 Principles of Marketing Dr Farrah Arif COURSE OUTLINE Spring 2013

2 Instructor Dr Farrah Arif Room No SDSB Office Hours TBA Telephone Secretary/TA Mr Tahir Abbas / TBA TA Office Hours TBA Course URL (if any) Lahore University of Management Sciences MKTG 201 Principles of Marketing Spring 2013 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 Elective Open for Student Category Close for Student Category Yes 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. 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.

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

4 Course Project Lahore University of Management Sciences 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 The Marketing Process Introduction to Marketing 1 Chapter-1 (Text) Class Exercise Recommended Readings/Activities Objectives/ Application Defining and understanding the marketing process. 2 Preparation of a Marketing Plan Understanding of 5Cs and Marketing Research Importance of Consumer Behavior Business Markets and Business Buyer Behavior Chapter-1 (Text) Chapter-2 (Text) Chapter -2 (Text) Chapter 5 (Text) Quiz 1 Chapter 6 (Text) Quiz 2 Developing a marketing plan Understanding how consumers think and act (B2C) 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) Learning of marketing research 9 process and important tools Quiz 3 Designing a Customer-Driven Strategy: 10 Segmentation, Targeting, and Positioning (STP) Chapter-7 (Text) 11 Designing a Customer-Driven Marketing Mix Quiz 4 12 Designing a Product/Service Chapter 8 (Text) 13 Importance of Brands Chapter 8 (Text) 14 Managing Brand Portfolio Chapter 2 (Text) Understanding STP (Segmentation, Targeting, Positioning) strategies. Understanding the designing of a product/service Understanding the brand architecture

5 Quiz 5 Mid Term 16 New-Product Development Chapter 9 (Text) Understanding different stages of product development 17 Integrated Marketing Communication Chapter 14 (Text) Understanding traditional and 18 Advertising Chapter 15 (Text) contemporary communication channels 19 Personal Selling Chapter 16 (Text) 20 Social Media and Online Marketing Chapter 17 (Text) 21 Marketing Channels Chapter 12 (Text) Understanding supply chain and Quiz 6 value delivery network 22 Retailing and Wholesaling Chapter 13 (Text) Pricing Strategies I Chapter 10 Understanding pricing strategies 23 Quiz 7 24 Pricing Strategies II Chapter 11 Customer Loyalty and Relationships in a Sustainable Marketing Way Customer Relationship Building Quiz 8 Understanding customer loyalty, the economics of loyalty, customer defection, loyalty programs and relationship building Social Responsibility and Ethics Chapter 20 Learning about the negative consequences of marketing and how marketing can be reformed 27 Presentation of Project 28 (Learning how to develop effective and efficient Marketing Plan) Final Exam Textbook(s)/Supplementary Readings Text Kotler, P., Armstrong, G., Agnihotri, P.Y. and Haque E. (2010). Principles of Marketing A South Asian Perspective, 13th edition, ISBN: Readings Will be distributed in the class

6 Exhibit 1 ANALYSIS AND RESEARCH CUSTOMERS COMPETITION COLLABORATORS COMPANY CONTEXT MARKETING STRATEGY STRATEGIC PLANNING SEGMENTATION USP, POSITIONING DIFFERENTIATION PRODUCTS PROMOTION PLACE PRICE IMPLEMENTATION