New Vision College
Department of Management
Course Outline
Course Title Principles of Marketing
Course Code BMgt 2062
Credit Hours 3hrs
Prerequisite No prerequisite
Program BA Degree in Management
Academic Year
Instructor Name
Course Coordinator
Department head
Course Description The course covers an overview of marketing, the marketing
environment, types of markets, product decision, product development,
branding and packaging, pricing decisions, factors influencing' pricing,
pricing techniques, distribution decision: channel and physical
distribution decision, promotion decision: types of promotional
messages and media.
Course Objective Upon completing this course, the student will be able to:
Define basic/core marketing principles/ concepts.
Describe the marketing plan process and strategy.
Identify and analyze marketing environment.
Define and classify products/ product mix.
Explain the importance and role of product development.
Discuss marketing channel concept, examine the structure and
function of the channel system, physical distribution and materials
management.
Describe the role of promotion mix and identify factors affecting the
choice of promotional methods.
Analyze the importance of pricing and examine key factors that may
influence marketers pricing decisions
The Course Contents
Chapters Topic Time allotted
1 AN OVERVIEW OF MARKETING AND MARKETING 5 Hours
MANAGEMENT
1.1.Marketing and its core concepts
1.2.Philosophies of marketing
1.3.Importance of marketing
1.4.Scope of marketing
1.5.Companies’ orientation to marketing
1.6.Goals of marketing system
2 MARKETING ENVIRONMENTS 2 Hours
2.1.Meaning of marketing Environment
2.2.Internal and External Marketing Environmental Elements
3 BUYING BEHAVIOR 6 Hours
3.1.Consumer buying behavior.
3.2.Model of Consumer Behavior
3.2.1. Factors Affecting Consumer Behavior
3.3.The buyers’ decision process
3.4.Consumer buying, role
3.4.1. 3.4.2 Types of Consumers Buying Decision Behavior
3.4.2. 3.4.3 Stages in the Consumer Buying Decision Process:
3.4.3. 3.4.4 The Five-Stages Model
3.5.Business buying behavior.
3.5.1 Consumer Vs. Business Buying Behavior
3.5.2 Characteristics of Business Market
3.5.3 Influence on Business buying decision.
3.6. Decision making process in Business buying.
3.6.1Buying situations in Business buying
3.6.2 Decision Making Process in Business Buying
3.6.3 Participants in the Business Buying– the
3.6.4 Buying Center
4 MARKET SEGMENTATION, TARGETING AND 8 Hours
POSITIONING
4.1.Market segmentation
4.2.Importance of Market Segmentation
4.3.Market segmentation Procedure
4.4.Levels of Market segmentation
Patterns of Market segmentation
Basis for Segmentation
4.5.Targeting the Market
4.6.Market Segment Evaluation
4.7.Selecting Market Segments
4.8.Market Positioning
5 MANAGING MARKETING MIX ELEMENTS 20 hours
5.1.Product planning
5.1.1 Meaning of a product 5.1.2 Levels of product
5.1.3 Classification of a product
5.1.4 Product mix and product line
5.1.5 Product Life cycle
5.1.6 New Product Development Process
5.1.7 Product identification (Branding, Packaging 'and
Labeling)
5.2.Pricing Decision
5.2.1 Meaning of Price
5.2.2 Pricing Objectives
5.2.3 Factors Affecting Pricing Decisions
5.2.4 General Approach to Pricing
5.2.5 New Product Pricing Strategies
5.2.5 Price Adjustment Strategies
5.2.6 Product Mix Pricing Strategies
5.3.Placing the Product
5.3.1 Meaning and Importance of Distribution
5.3.2 Factors Influencing Channel Decision
5.3.3 Channel Decision
5.4.Promoting the product
5.4.1 Meaning of Promotion
5.4.2 The purpose of promotion
5.4.3 Factors affecting the promotion mix
5.5.Promotional Mix Elements:
5.5 1 Advertising
5.5.2 Sales Promotion
5.5.3 Public Relation and publicity
5.6.Personal Selling
TEACHING AND LEARNING METHODS
Lecture,
Case Study,
Term paper (students are expected to prepare marketing plan),
Presentation and Reflection
Assessment Methods Points
Test 1 10
Test 2 10
Term Paper (in group, marketing plan development) 10
presentation 10
Class activity and Participation 10
Final Exam 50
Total Points 100
Text:
Kotler, Philip, (2016). Principles of Marketing, 15th Ed. Prentice-Hall Inc, New Delhi
References:
1. Christopher, Marking and McDonald, Malcolm. Marketing: and Introductory
Text, Bath press, Great Britain, 1995.
2 J. Baker. Michael. Marketing: An Introductory marketing Text, Bata Press,
2010.
3. J. Baker, Michael: Marketing: Theory and Practice Bath Press, GreatBritain, 1995
6|P a g e
