Course : Marketing Fundamentals

Course Code : BMKT 11224

Credit Value : 4

Status : Compulsory

Level : Level 1

Semester                     : Semester I

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

  1. identify the nature and scope of marketing as a theoretical discipline
  2. recognize the evolution of marketing and historical milestones in developing market orientation
  3. discuss the environmental factors and information needed for marketing decisions
  4. describe the behavioral aspects of customers with relating to the basic understanding of segmentation targeting and positioning
  5. recognize real life application of marketing concepts respective to the theoretical background

Course Content :


Topic No.

Topic

Learning Outcomes

Teaching

and

Learning Method

Method of Assessment

1

Introduction to marketing

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

  1. define marketing in different perspectives (including thoughts and definitions)
  2. differentiate between marketing and selling (including conceptual and operational differences)
  3. identify the role of marketing in an organization
  4. recognize market offerings
  5. review the simple marketing system and identify the markets based on characteristics of customers and their commitment to purchase the products
  6. describe core concepts of marketing and their interrelationships

Lectures

Group discussions Question and answering sessions


End Semester Examination Quiz

2

Marketing philosophies

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

  1. explain the historical background of marketing
  2. discuss production, product, selling, marketing, societal marketing, customer and holistic marketing concepts
  3. identify the model for marketing philosophies
  4. describe the dimensions of market orientation (including internal orientation, customer orientation, competitor orientation, and total market orientation)
  5. identify the evolving views on the role of marketing in an organization
  6. discuss the basic principles of demand management

Lectures

Group discussions  Question and answering sessions




End Semester Examination Quiz

3

Understanding the marketing environment

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

  1. define and identify the marketing environment
  2. recognize major components of micro environment
  3. recognize major components of macro environment and identify the opportunities created for organizations based on new trends of macro environment
  4. discuss the prevailing condition of marketing environment in the domestic and global contexts

Lectures

Group discussions

End Semester Examination Class room assignments

4

Marketing Information Systems

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

  1. define Marketing Information System (MKIS) and identify main elements of MKIS
  2. identify the nature and importance of internal records systems
  3. identify the nature and importance of marketing intelligence systems
  4. determine the scope of marketing research and discuss the steps of a marketing research process
  5. recognize the nature of marketing decision support system
  6. discuss the main techniques of demand forecasting

Lectures

Group discussions

End Semester Examination Individual assignment

5

Consumer Buying Behavior

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

  1. define consumer buying behavior
  2. discuss the stimulus response model and identify the scope of consumer buying behavior
  3. recognize the cultural, social, personal and psychological factors affecting to consumer buying decisions

4.      identify the Decision Making Units (DMU) in consumer market

5.      discuss the main types of Consumer Buying Behavior (including complex buying behavior, impulse buying behavior, variety seeking buying behavior and dissonance reduction buying behavior)

  1. review the steps of consumer decision making process
  2. differentiate consumer buying behavior and organizational buying behavior

Lectures

Group discussions

Question and answering sessions


End Semester Examination Quiz

6

Segmentation, Targeting & Positioning

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

  1. discuss the different marketing approaches adopted by organizations (including mass market, product market and target market)
  2. define segmentation and identify segmentation variables of the consumer market (including geographic, demographic, psychographic and behavioral segmentation)
  3. identify the levels of segmentation and discuss the characteristics of an effective segment
  4. illustrate the patterns of market segmentation
  5. define market targeting and discuss the methods of selecting target markets (including single – segment concentration, product specialization, market specialization, multiple segment concentration , full market coverage)
  6. define positioning and discuss the main positioning errors
  7. describe main positioning approaches and positioning map

Lectures

Group discussions

Question and answering sessions


End Semester Examination Group assignment

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.
 

Highligts

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