Recommended Book:

Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri, Ehsan ul Haque (Latest Edition)
Principles of Marketing (A south Asian Perspective), Pearson Publishers

Course Outline:
The lecturers are supposed to complete the following topics/sub-topics before the
mid/final term examination as prescribed in the course outline below:

WEE
K
WEEK 1
&2

WEEK 3

CHAPTE
R
CHAPTER 1
&
CHAPTER 2

CHAPTER 2
&
CHAPTER 3

TOPICS TO COVER
WHAT IS MARKETING?
Marketing defined
The marketing process
UNDERSTANDING MARKET PLACE AND CUSTOMER NEEDS
Customer needs, wants and demands
Market offerings products, services, and experiences
Customer value and satisfaction
Exchanges and relationships
Markets

COMPANYWIDE
STRATEGIC
PLANNING:
DEFINING
MARKETINGS ROLE
Defining a market oriented mission
Setting company objectives and goals
Designing the business portfolio
PLANNING
MARKETING:
PARTNERING
TO
BUILD
CUSTOMER RELATIONSHIPS
Partnering with other company departments
Partnering with others in the marketing system
MARKETING STRATEGY AND THE MARKETING MIX
Customer-Driven Marketing Strategy
Developing an Integrated Marketing Mix
MANAGING THE MARKETING EFFORT
Marketing Analysis
Marketing Planning
Marketing Implementation
Marketing Department Organization
Marketing Control
ANALYZING THE MARKETING ENVIRONMENT
THE COMPANYS MICROENVIRONMENT
The company
Suppliers
Marketing intermediaries
Competitors
Publics
customers
THE COMPANYS MACROENVIRONMENT

WEEK 4
&5

CHAPTER 4

WEEK 6

CHAPTER 5

WEEK 7

CHAPTER 7

Demographic environment
Economic environment
Natural environment
Technological environment
Political and social environment
Cultural environment
MARKETING INFORMATION AND CUSTOMER INSIGHTS
ASSESSING MARKETING INFORMATION
DEVELOPING MARKETING INFORMATION
Internal data
Marketing intelligence
MARKETING RESEARCH
Defining the problem and research objectives
Developing the research plan
Gathering secondary data
Primary data collection
Implementing the research plan
Interpreting and reporting the findings
ANALYSING AND USING MARKETING INFORMATION
Customer relationship management
Distributing and using marketing information
MODEL OF CONSUMER BEHAVIOR
CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR
cultural factors
social factors
personal factors
psychological factors
TYPES OF BUYING DECISION BEHAVIOR
Complex buying behavior
Dissonance reducing buying behavior
Habitual buying behavior
Variety seeking buying behavior
THE BUYER DECISION PROCESS
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Post-purchase behavior
THE BUYER DECISION PROCESS FOR NEW PRODUCTS
Stages in adoption process
Individual differences in innovativeness
Influence of product characteristics on rate of adoption
MARKET SEGMENTATION
Segmenting consumer markets
Requirements for effective segmentation
MARKET TARGETING
Evaluating market segments
Selecting target market segments
DIFFERENTIATION AND POSITIONING
Positioning maps
Choosing a differentiation and positioning strategy
Communicating and delivering the chosen position
QUIZ 1

MID-TERM EXAMINATIONS
WEEK 9

CHAPTER 8

WEEK
10

CHAPTER 9

WEEK
11 & 12

CHAPTER 10
& CHAPTER
11

WEEK
13

CHAPTER 11
& CHAPTER
12

WHAT IS PRODUCT?
Product, services, and experiences
Levels of product and services
Product and service classifications
PRODUCT AND SERVICE DECISIONS
Individual product and service decisions
Product line decisions
Product mix decisions
BRANDING STRATEGY
Brand equity
Building strong brands
Managing brands
SERVICES MARKETING
Nature and characteristics of a service
Marketing strategies for services firms
NEW PRODUCT DEVELOPMENT STRATEGY
NEW PRODUCT DEVELOPMENT PROCESS
Idea generation
Idea screening
Concept development and testing
Marketing strategy development
Business analysis
Product development
Test marketing
Commercialization
MANAGING NEW PRODUCT DEVELOPMENT
Customer centered new product development
Team based new product development
Systematic new product development
PRODUCT LIFE-CYCLE STRATEGIES
Introduction stage
Growth stage
Maturity stage
Decline stage
WHAT IS PRICE?
FACTORS TO CONSIDER WHEN SETTING PRICES
Customer perceptions of value
Company and product costs
Other internal and external considerations affecting price
decisions
NEW PRODUCT PRICING STRATEGIES
Market skimming pricing
Market penetration pricing
PRODUCT MIX PRICING STRATEGIES
Product line pricing
Optional-product pricing
Captive-product pricing
By-product pricing
Product bundle pricing
THE
NATURE
AND
IMPORTANCE
OF
MARKETING
CHANNELS

WEEK
14

CHAPTER 14
& CHAPTER
15

WEEK 15

How channel members add value

Number of channel levels
CHANNEL DESIGN DECISIONS
Analyzing consumer needs
Setting channel objectives
Identifying major alternatives
Evaluating the major alternatives
Designing international distribution channels
THE PROMOTION MIX
STEPS
IN
DEVELOPING
EFFECTIVE
MARKETING
COMMUNICATION
Identifying the target audience
Determining the communication objectives
Designing a message
Choosing media
Selecting the message source
Collecting feedback
ADVERTISING
Setting advertising objectives
Setting the advertising budget
Developing advertising strategy
Evaluating advertising effectiveness and return on advertising
investment
QUIZ 2
PROJECT PRESENTATIONS

FINAL TERM EXAMINATIONS

Assessment Criteria
No.
1.
2.
3.
4.
5.

Assessment
Mid Exam
Final Exam
Quizzes
Assignments
Group Project
Total

Percentage
25%
50%
05%
05%
15%
100%