Principles of Marketing

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Principles of Marketing

This course is designed to introduce you to the fundamentals of contemporary marketing through the discussion of theoretical and practical aspects of modern marketing management and application of marketing principles to a real-world case. You will learn the basic concepts of the marketing definition, consumer behavior, and the principal marketing functions: strategy, product development, branding, pricing, distribution, communication, research, and planning.



  • To introduce you to the key elements in developing a marketing strategy and planning a marketing program. We will cover topics such as customer segmentation, positioning, branding, consumer research, pricing, marketing communications, new product development, and channel strategy.
  • To enhance your problem-solving abilities in operational areas of marketing by providing you with a set of analytical tools (i.e., frameworks, concepts, models, and techniques).
  • To provide you with a forum (both oral and written) for presenting and defending your own recommendations, and for critically examining others’ recommendations.
  1. It is the student’s responsibility to gather information about the assignments and covered topics during the lectures missed. Regular class attendance is mandatory. Points will be taken off for missing classes. Without 70% of attendance, sitting for final exam is NOT allowed. According to IUB system students must enter the classroom within the first 20 minutes to get the attendance submitted.
  2. The date and syllabus of quiz, midterm and final exam is already given here, however, announcements will be given ahead of time. There is NO provision for make-up quizzes.
  3. The reading materials for each class will be given prior to that class so that student may have a cursory look into the materials.
  4. Class participation is vital for better understanding of sociological issues. Students are invited to raise questions.
  5. Students should take tutorials with the instructor during the office hours. Prior appointment is required.
  6. Students must maintain the IUB code of conduct and ethical guidelines offered by the School of Business.
  7. Students must refrain from any type of cheating and/or plagiarism in a course. Any student acting otherwise will receive an “F” grade in the course. School of Business, IUB, maintains a zero tolerance policy regarding violation of academic integrity.
  1. Students are not allowed to keep bags, handouts, books, mobile phones, smart watches or any other smart electronic devices with them during any exam. Students are advised to keep everything in the front of the class room before the exam starts. Please note that, just carrying any smart electronic devises (even if the devise is turned off or put it in silent mode) during the exam will be considered as “cheating”. Moreover, during the exam, anything written on hand palms (or anywhere else) and carrying paper materials (whatever is written) will be considered as “cheating”. Any sorts of “cheating” will result in an “F” grade with no exception. During the exam, students are only allowed to carry pen, pencil, eraser, sharpener, ruler, highlighter and calculator in a clear plastic bag.
Type of Evaluation Nos. Weight
Class Attendance and Participation 100% 5
Quiz (Best one will be counted) 2 10
Project and Presentation 01 25
Midterm Exam 01 30
Final Exam 01 30
Total   100%

The following chart will be followed for grading. This has customized form the guideline provided by the school of Business.

A A- B+ B B- C+ C C- D+ D F
90-100 85-89 80-84 75-79 70-74 65-69 60-64 55-59 50-54 45-49 0-44

* Numbers are inclusive

The course will be based mostly on the following books [some other books and journals may be referred time to time]:

  • Principles of Marketing: A South Asian Perspective (13th Edition) by Philip Kotler, Gary Armstrong, Agnihotri & Haque. Pearson Education International


Link to virtual learning system: (School of Business – Faculty name- Login as a guest- password is 1234).

Sl. Topics Text/ Reference Link Lecture No.
Chapter 1

Creating and Capturing Customer Value

Definition of Marketing, Five Core Customer and Marketplace Concepts, Marketing Management Orientations (Philosophies), Partner Relationship Management, Customer Relationship Groups, The Changing Marketing Landscape,

CLV, Share of Customer, Customer Equity


Kotler,Armstrong, Agnihotri and Haque

Lecture no. 1
Chapter 2

Company and Marketing Strategy: Partnering to Build Customer Relationships


Strategic Planning, Mission Statement, Downsizing, Value Chain, Value Delivery Network, Designing the Business Portfolio, The BCG Growth Share Matrix, The Product/Market Expansion Grid, Marketing Strategy and the Marketing Mix, Marketing Plan  

Kotler,Armstrong, Agnihotri and Haque

Lecture no. 2
Chapter 3

Analyzing the Marketing Environment


The Company’s Micro environment: The Company, Suppliers, Marketing Intermediaries, Competitors, Publics, Customers. The Company’s Macro environment: The Demographic, Economic, Natural, Technological, Political, Social & Cultural Environment  

Kotler,Armstrong, Agnihotri and Haque

Lecture no. 3
Chapter 5

Consumer Markets and Consumer Buyer Behavior


Consumer Buyer Behavior, Consumer Market,  Model of Consumer Behavior, Characteristics affecting consumer behavior, Types of Buying Decision Behavior, The Buyer Decision Process, The Buyer Decision Process for New Products  

Kotler,Armstrong, Agnihotri and Haque

Lecture no. 4
Chapter 7

Customer-Driven Marketing Strategy:

Creating Value for Target Customers

Market Segmentation, Market Targeting, Differentiation Positioning, Major Segmentation Variables for Consumer Markets, Requirements for Effective Segmentation, Market Targeting, Evaluating Market Segments, Selecting Target Market Segments, Positioning Maps, Choosing a Differentiation and Positioning Strategy, Identifying Possible Value Differences, Choosing the Right Competitive Advantage, Selecting an Overall Positioning Strategy, Developing a Positioning Statement  

Kotler,Armstrong, Agnihotri and Haque

Lecture no. 5
Mid-term Exam




Chapter 8:

Products, Services and Brands:

Building Customers Value

Products, Services, Product Quality, Product Style and Design, Brand, Product Line, Product Mix, Levels of Products and Services, Product and Service Classification Packaging, Labeling, Product Support Services, Building Strong Brands, Brand Positioning, Brand Name Selection Brand Sponsorship, Brand Development, Characteristics of Services  

Kotler,Armstrong, Agnihotri and Haque

Lecture no. 6
Chapter 9: New product development and Product Life Cycle Strategies New Product Development Strategy, The New Product Development Process, Product Life Cycle Strategies  

Kotler,Armstrong, Agnihotri and Haque

Lecture no. 7
Chapter 10+  Chapter 11: Pricing Strategies Market Skimming and Penetration Pricing, Product Mix Pricing Strategies, Price Adjustment Strategies, Price Changes  

Kotler,Armstrong, Agnihotri and Haque

Lecture no. 8
Chapter 15: Advertising and Public Relations

Chapter 16: Personal Selling and Sales Promotion

Advertising Objectives, Developing Advertising Strategy, The Role and Impact of Public Relations, Steps in Selling Process, Personal Selling and Managing Customer Relationships, Sales Promotion Tools  

Kotler,Armstrong, Agnihotri and Haque

Lecture no. 9
Case, Documentary, Presentation, Debate  


Lecture no. 10
Final  Exam

Students who are willing to audit the course are welcome during the first two classes and are advised to contact the instructor after that.

Plagiarism- that is the presentation of another person’s thoughts or words as though they were the students’ own – must be strictly avoided. Cheating and plagiarism on exam and assignment are unacceptable.

Please see the green book for further information about academic regulation and policies, including withdrawal and grading, apples and penalties for pilgrims and academic misconduct.

Students with disabilities are required to inform the School of Business/ Department of Economics of any specific requirement for classes or examination as soon as possible.