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Department of Banking and Insurance, University of Dhaka

EMBA Program, Fall 2016


Fundamentals of Marketing (FB:502/FB:506*)
Course Outline
Instructor Hasina Sheykh, Associate Professor
Class Schedule 6.30 p. m. 9.30 p. m. (Wednesdays)
Contact hasina.sheykh@du.ac.bd
Basic Information about the Course
Evaluation Class Attendance 10% 2 Mid-term Tests 30%
Method Class Presentation/ Group Discussions 10% Term Paper 10%
Final Examination 40%
Course The primary objectives of the course are
Objective To outline the marketing function and its role within a corporations business strategies, also hopefully
generating a passion for the Marketing discipline and empowering you to evaluate Marketing as a
possible career choice,
To introduce and familiarize you with the elements of the marketing mix (product, pricing, promotion,
and distribution strategies) and enhance your problem solving and decision making abilities in these
operational areas of marketing tactics.
After completing the course, you are expected to get a solid background on which more focused and
concentrated business studies can be developed.
Course Description:
Topics Classes
Marketing: Creating and Capturing Customer Value (Chapter 1 & Supplementary Materials) Session 1
Market, Marketing, Why Marketing? Marketing Concepts; Evolution of Marketing Concepts; Marketing
Planning; Building Customer Relationships.
Competitor Analysis & Strategic Marketing (Chapter 2, 3 & 18) Session 2
Companys Strategic Planning, Marketing Strategy & Marketing Mix, Companys Micro and Macro
Environment, Creating Competitive Advantage.
Consumer Behavior (Chapter 5, 6 & 7) Session 3 & 4
Consumer Behavior, Introducing Gap Analysis; Buying Process, Perception/Cognitive Dissonance,
Learning and Habit, Behavioral Models, Factors Influencing Consumer Behavior; Consumer Expectations
in Services, Business Market & Business Buyer Behavior, Market segmentation, Target Marketing,
Positioning for Competitive Advantage.
First Mid-Term; Contents: Session 1-4 Session 5
Product Strategy (Chapter 8 & 9) Session 6
What is a Product? Product & Service Decisions, Branding Strategy, Service Marketing, New-Product
Development Strategy, Managing New-Product Development, Product Life-Cycle Strategies.
Pricing Strategy (Chapter 10 & 11) Session 7
Pricing and Profitability, Demand, Pricing Methods and Strategies, Pricing Decisions, New-Product
Pricing Strategies, Product Mix Pricing Strategies, Price Adjustment Strategies.
Place Strategy (Chapter 12 & 13) Session 8
Means of Distributing: Barriers, Channels of Distribution; Delivering through Intermediaries and
Electronic Channels, Retaining, Wholesaling.
Promotion Strategy (Chapter 14, 15 & 16) Session 9
Effective Communication; Internal and External Communication; Advertising; Personal Selling; Sales
Promotion; Public Relation.
Second Mid-Term; Contents: Session 6-9 Session 10
Term-paper Presentation Session 11
Final Examination; Contents: To be decided Session 12

Grading System Standard grading policy of the Department will be followed.


Required Materials
(1) Text Book: Philip Kotler & Gary Armstrong, Principles of Marketing, 13th Edition
(2) Lecture Notes and Cases Lecture notes and particularly hard copy of PowerPoint Slides will be provided.
(3) Supplementary Text / Reference
(a) David W. Cravens & Nigel F. Piercy (2003), Strategic Marketing 7/e, McGraw-Hill

* for 28th Batch to 32 Batch