Principles of Marketing

COURSE DESCRIPTION:

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.

COURSE OBJECTIVES:

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.

PREREQUISITE (IF ANY):

N/A

COURSE POLICY:

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.
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.
The reading materials for each class will be given prior to that class so that student may have a cursory look into the materials.
Class participation is vital for better understanding of sociological issues. Students are invited to raise questions.
Students should take tutorials with the instructor during the office hours. Prior appointment is required.
Students must maintain the IUB code of conduct and ethical guidelines offered by the School of Business.
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.

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.

ASSESSMENT AND MARKS DISTRIBUTION:

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%

GRADE CONVERSION SCHEME:

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

REQUIRED TEXT:

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 (13^th Edition) by Philip Kotler, Gary Armstrong, Agnihotri & Haque. Pearson Education International

Link to virtual learning system: http://103.254.86.4/sb/ (School of Business – Faculty name- Login as a guest- password is 1234).

CLASS AND EXAM SCHEDULE, TOPIC AND READINGS:

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