Post Graduate Diploma SOB, BOU

Course Outline: Principles of Marketing

Textbook:
Principles of Marketing: Professor Abu Sayed Talukder and Professor Dr. Md. Zakir Hossain Bhuiyan,
Bangladesh Open University.
Reference book:
Principles of Marketing: Philip Kotler, Gary Armstrong; 13th Edition by Pearson.

Course Overview:
This course aims to provide the student with a practical knowledge of marketing principles and how these
principles are applied in the business environment. It also provides an introduction to basic marketing
concepts. Topics include the marketing mix, new product development, consumer behavior, customer
relationship management, strategic planning and e-commerce. Students will develop a comprehensive
marketing plan and apply course concepts to real or imaginary products.

LEARNING OUTCOMES:
Upon completing the requirements for this course, the student will be able to:

1. Define the role of marketing in business.

2. Explain the role of selling, customer relations and product management in marketing.
3. Describe marketing.
4. Define pricing and channel management strategies.
5. Demonstrate knowledge of marketing principles by applying them to the business environment,
6. Identify and analyze the strategies adopted by the environment.

Tentative Course Outline:

(Subject to revision and adjustment)
1. Marketing in a Changing Environment: Definition and Meaning of Marketing; Scope; Importance and
Functions of Marketing; Marketing Management Philosophies.
2. Strategic Planning and the Marketing Process: Strategic Planning; The Marketing Process
Marketings Role in the Organization; Managing the Marketing Effort.
3. The Marketing Environment: The Companys Micro Environment; The Companys Macro
Environment.
4. Measuring and Forecasting Demand: Defining the Marketing and Measuring Current Market
Demand; Forecasting Future Demand.
5. Market Segmenting, Targeting and Positioning: Market Segmentation: Meaning and Bases; Market
Targeting; Market Positioning.
6. Consumer Market and Consumer Buyer Behavior: Factors Affecting Consumer Behavior and Types
of Buying Decision Behavior; The Buyer Decision Process.
7. Designing Products Products, Brands, Packaging and Services: Definition and Classification of
Products; Individual Product Decisions; Product Line and Product Mix Decision: Product Life-Cycle
and Marketing Strategies.
8. Pricing Product Pricing Considerations and Approaches: Internal Factors Affecting Pricing
Decisions; External Factors Affecting Pricing Decisions; General Approaches of Pricing.
9. Placing ProductsDistribution Channel and Logistic Management: The Nature of Distribution
Channels and Channel Behavior and Organization; Channel Design Decisions and Channel
Management Decisions; Physical Distribution and Logistics Management.
 Post Graduate Diploma SOB, BOU
10. Placing ProductsRetailing and Wholesaling: Retailing Its Nature; Types and Trends; Wholesaling:
Nature and Types.
11. Promoting Products Advertising, Sales Promotion; Public Relation and Personal Selling:
Advertising Its Nature and Role; Sales Promotion and Public Relations; Personal Selling: Its Role and
Nature.
12. Marketing Services, Organizations, Persons, Places and Ideas: Service Marketing Nature;
Characteristics and strategies; Marketing Organization; Person; Place and Idea.