Outline: BA424 : Marketing Principles
MBA(90·E)·1 (B)


BA424 Marketing Principles Obaid Pervaiz Gill

3/c!ass hours(per week) I O/lab hours(per week)

Friday, 21:30·22:30 Faculty Room at 154 obaid.pervaiz@szabist-edu.pk

Course Description
The course outlines marketing in a very fascinating and interesting way. It develops on the basic marketing ideology yet carries it forward towards application. It converges towards the modern marketing practices yet sticking to the traditional theoretical rigour.

Course Objective
The aim of the course is to sensitize the students regarding the importance marketing for their professional and to a little extent their personal lives as welL Furthermore manifestation of understanding regarding marketing into real world practice is also to be inculcated.

Learning Outcomes The student will be able to understand and apply the basic theory and understanding of marketing and on the other hand the student will become highly receptive to advance content in marketing.

Class participation is highly encouraged as there will be cases and examples to be discussed.

Notebooks, Pens and Internet Capable devices.

Marketing Basics: Introduction and Understanding Markteting: Creating and Capturing Customer Value Company and Marketing Strategy: Partnering To Build Customer Relationships Analyzing The Marketing Environment Managing Marketing Information To Gain Customer Insights Consumer Markets and Consumer Behaviour Customer Driven Marketing Strategy: Creating Value To Target Customers Mid Term Paper and Its Review Products, Service, And Brands: Building Customer Value Pricing: Understanding And Capturing Value Marketing Channels: Delivering Customer Value Communicating Customer Value: Integrated Marketing Communications Strategy Creating Competitve Advantage Final Project Presentations Final Presentations Continued and Summing Up The Course N/A N/A N/A Quiz - 1 N/A N/A Mid Term Paper N/A Quiz - 2 N/A N/A

N/A Final Presentation Final Presentation

Principles of Marketing, Kotler, Armstrong, Agnihotri, Haque, 13th Edition, Pearson,201Z.

Refrence Books

Quiz Final Paper Mid Term Paper Final Presentation Project Report



5 40 30 5
Total Marks 100


Exempted Included Included Exempted Included 85 (for DGs)

1 1 1


5 15

0 0

Prompt arrival and regular attendance are extremely important. For Academic policy refer to student handbook for policies on late entry, maximum absences allowed, leave application etc.

Students with Physical or Educational Challenges Students with educational and/or physical challenges are entitled to extra attention and time from the instructor. Therefore students are adVised to notify the course instructor at the beginning of the course. Special arrangement may also be made on prior request based on specific challenges.

This course seeks to empower students for independent learning, resourcefulness. clear thinking, and perception. AU submitted work and activities should be genuine reflections of individual achievement from which the student should derive personal satisfaction and a sense of accomplishment. Plagiarism and cheating subvert these goals and will be treated according to the policy stated in the Student Handbook. The instructor reserves the right to utilize electronic means to help prevent plagiarism.

Students and Instructors may contact the Institutional Research Department if there is a need to make suggestions or comments that can help further improve the course, A link is also provided on your ZABDE$K account for frequent and trouble-free feedback, The Institutional Research Department would like to hear your feedback about the following:



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Course Content! thoroughness Lecture Delivery /Supplementary Material Facil ities I Labsl Softwa re / Hardwa re Support Course alignment with learning outcomes Any other comments/feedback

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Availability of teaching material Facil ities/lnternetlAdminist,'ative Support Labs: Software I HardwarelTechnical support Availability and quality of Teaching Instruments Any other comments/feedback

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