Course : Essentials of Marketing

Course Code : BMKT 12264

Credit Value : 4

Status : Compulsory

Level                           : Level 1

Semester                     : Semester II

Overall Learning Outcomes : At the end of the session students should be able to;

  1. identify the basic elements of marketing programme
  2. discuss the each element of marketing mix in relation to developing marketing programme
  3. differentiate the application of marketing mix in the different stages of Product Life Cycle
  4. describe the new product development process in the dynamic marketing environment
  5. recognize the application of extended marketing mix in different contexts

Course Content :


Topic No.

Topic

Learning Outcomes

Teaching

and

Learning Method

Method of Assessment

1

An overview of marketing mix

At the end of the session students should be able to;

  1. identify basic elements of marketing mix and discuss the interrelationship among each element
  2. discuss the marketing mix in consumer perspectives

Lectures

Group discussions

Question and answering sessions

End Semester Examination Quiz

2

Product

At the end of the session students should be able to;

  1. identify five product levels to be adopted by marketers in designing a product
  2. identify the main layers of product hierarchy
  3. discuss the product classification on different bases and recognize the marketing implications of each product category
  4. recognize the nature of product mix based on length, width, depth and consistency
  5. interpret the product line decisions
  6. define a brand and identify the basic concepts of branding (including brands characteristics, brand name strategies)
  7. discuss the role of packaging and labeling in marketing perspectives

Lectures

Group discussions Question and answering sessions



End Semester Examination Classroom assignment

3

Pricing

At the end of the session students should be able to;

  1. define price and discuss the importance of pricing element in marketing mix
  2. discuss each step of pricing process
  3. recognize the 3C’s model of pricing (cost based, competitor based, customer based)
  4. recognize the applicability of price adaptation strategies in pricing process
  5. clarify the consequences of initiating price cuts and demonstrate the ways of responding  to competitor’s price changes
  6. explain the price quality strategies in marketing

Lectures

Group discussions

End Semester Examination

Class room assignments

4

Distribution

At the end of the session students should be able to;

  1. define “Distribution” and identify the elements of marketing channels
  2. discuss the importance of using intermediaries
  3. review the channel management decisions and identify the factors affecting to the channel choice decisions
  4. recognize the dynamics of channel management

Lectures

Group discussions

End Semester Examination  Quiz

5

Promotion

At the end of the session students should be able to;

  1. define marketing communication and identify the elements of promotional mix
  2. define advertising and identify types of advertising (including ATL, BTL, TTL)

3.      define sales promotion and identify types of sales promotion (including push and pull)

4.      define public relations and identify types of public relation tools

5.      define direct marketing and identify methods of direct marketing

  1. define events and experience and identify tools of events and experience

Lectures

Group discussions Question and answering sessions


End Semester Examination Group assignment

6

Product Life Cycle and New product development

At the end of the session students should be able to;

  1. identify the PLC and discuss the characteristics of each stage of PLC (introduction to decline stage)
  2. differentiate the application of the marketing mix in different stages of PLC
  3. define new product development and identify the types of new products
  4. identify the reasons for failure of new products in organization (including internal and external perspectives)
  5. discuss the factors affecting to the success of new product development and identify the organizational arrangement for new products
  6. describe new product development process
  7. observe the consumer adoption process (including innovators, early adopters, early majority, late majority, and laggards)

Lectures

Group discussions

Question and answering sessions


End Semester Examination Quiz

7

Service Marketing

At the end of the session students should be able to;

  1. identify the basic concepts of service marketing
  2. discuss the application of 7P’s in service context

Lectures

Group discussions

Question and answering sessions

End Semester Examination Quiz

Recommended reading   :

  1. Baines P., Fill C. and Page K.  (2013) “Essentials of Marketing”, Asian Edition, Oxford University Press.
  2. Kotler P. and Armstrong G. (2010), “Principles of Marketing: A South Asian Perspective”, 13th edition, Prentice Hall.
  3. Kotler P., Keller K.L., Koshy A. and Jha M.  (2012), “Marketing Management: A South Asian Perspective”, 14th edition, Prentice Hall.
  4. Kotler P. and Keller K.L. (2011), “Marketing Management, 14th edition, Prentice Hall.
  5. Silk A.J. (2006), “What is Marketing”, Harvard Business School Press, USA.
  6. Peter J. P. and Donnelly J. H. (2012), “Marketing Management: Knowledge and Skills”, 11th edition, McGraw-Hill/Irwin.
  7. Mullins J. and Walker O. (2012), “Marketing Management: A Strategic Decision-Making Approach” 8th edition, McGraw-Hill/Irwin.
 

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