AIR UNIVERSITY

Summer 2018

AUSOM
Air University School of Management-AUSOM

Course Information

Course Title : Principles of Marketing

Class : BBA-3
Lab (Not Required)
Credit Hrs : 3 Hours

Prerequisites For this Course: None

This Course is Prerequisite For:
Instructor: Muhammad Imran Hameed
e-mail: imran.hameed@mail.au.edu.pk Address:
China Block, Room No. 6

Web: http://www.au.edu.pk
Office Hours: 0840 to 1630 Hrs.
Tel: 051-9262557-9, Ext. 481

Text Book: Principles of Marketing, Kotler/Armstrong (KA)– Pearson Education Inc. 14th Ed.
ISBN 10: 013216712-3
Reference Books/Magazines:
1) Principles of Marketing: A South East Asian Perspective, Kotler/Armstrong/Haque-
Prentice Hall Inc. Latest Ed.
2) Harvard Business Review
3) Business Week, Fortune, Forbes and Aurora Magazine
Course Objectives
This course allows students to appreciate the impact of marketing and its application around
us. The syllabus is designed to provide understanding of the core concepts of marketing, basic
marketing planning, marketing processes and their basic application. The entire objective of
this course is to hone the ability to apply concepts through interactive pedagogical tools. The
content includes case studies and articles on a weekly bases to build strong communications/
presentation skills and to learn group dynamics in making decision. The final project enables
ability to produce winning marketing plans
Learning Outcomes
 Knowledge of Customer-driven strategy in the organization
 Written and verbal skills in marketing communications
 Verbal communications skills
 “See” business situations from a perspective of a Chief Marketing Officer
 Understanding of marketing issues in managing organizations

Teaching Methodology
The format of this undergraduate course is lecture, in-class case study, and individual and
team projects:

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Lecture Plan:

Week Topic Activity

June 19st  Introduction to Course and Topics Coverage
 Student Groups Formation
 Class Participation Guidelines
 Quizzes Guidelines
 Assignment/Presentation Guidelines
 Marketing Plan Guidelines (Format according
to Kotler pp. Appendix 1 and 2 (A1-28)
 Mid Term and Final Exam Guidelines
 Formation of Project Groups
 Project Theme - Briefing
A brief marketing plan of a sizable
firm operating in Pakistan (maybe
an MNC). Students shall choose a
firm for the analysis and get it
approved before start

Chapter 1: Marketing: Creating and Capturing

Customer Value
 What is Marketing?
 Understanding the Marketplace and
Customer Needs
 Designing a Customer-Driven Marketing
Strategy
 Preparing an Integrated Marketing Plan
and Program
 Building Customer Relationships
 Capturing Value from Customers
 The Changing Marketing Landscape
June 21th Chapter 2: Company and Marketing Strategy:  Case 1: Jet Blue
Partnering to Build Customer Relationships  Article 1: Logitech: The Little Mouse
That Roars (KA: pp 50-51)
 Company-wide strategic planning.
 Planning Marketing: Partnering to build
customer relationships
 Marketing Strategy and the Marketing Mix
 Measuring and Managing Return on
Marketing Investment
June 26th Chapter 3: Analyzing the Marketing  Quiz No. 1
Environment  Assignment No. 1 Briefing
 The Microenvironment  Project Theme – Deadline Approval
 The Microenvironment by the Instructor
 Responding to the Marketing Environment
June 28th Chapter 4: Managing Marketing Information  Assignment No. 1 Deadline
to Gain Customer Insights  Assignment No. 2 Briefing
 Assessing Information Needs  Article 2: Ethnographic Research:
 Developing Marketing Information Watching What Customers Really
 Marketing Research: Secondary and Do (KA: pp. 108-109)
Primary Data
 Analyzing and Using Marketing
Information

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July 3rd Chapter 5: Consumer Markets and Consumer  Case 2: Pepperfry.com
Buyer Behavior  Quiz No. 2
 Model of Consumer Behavior
 Characteristics Affecting Consumer
Behavior
 Types of Buying Decision Behavior
 The Buyer Decision Process
 Post-purchase Behavior
 The Buyer Decision Process for New
Products

July 5th Chapter 7: Customer-Driven Marketing  Case 3: Starbucks: Just Who is the
Strategy: Creating Value for Target Customers Starbucks Customer?
 Market Segmentation  Assignment No. 2 Deadline
 Target Marketing  Assignment No. 3 Briefing
 Differentiation and Positioning
July 10th Chapter 8: Products, Services, and Brands:  Quiz No. 3
Building Customer Value  Project First Draft – Submission
 What is a Product  Note: Groups shall email the report
 Product and Services Decisions to the Instructor, and request to
 Branding Strategy: Building Strong schedule Viva within 24 hours of
Brands submission
 Services Marketing
 Branding Strategy: Building Strong
Brands
July 12th
Mid-Term Examination

July 17th Chapter 9: New Product Development and  Assignment No. 3- Deadline
Product Life-Cycle Strategies  Article 3: Google: New Product
 New-Product Development Strategy Innovation at the Speed of Light
 The New-Product Development Process (pp. 258-259)
 Managing New Product Development
 Product Life-Cycle Strategies
 Additional Product and Service
Considerations

July 19th Chapter 10: Pricing: Understanding and  Case 4: Southwest Airlines:
Capturing Customer Value Balancing the Price-Value
 What Is a Price? Equation (pp. 310-311)
 Major Pricing Strategies  Quiz No. 4
 Other Internal and External Considerations
Affecting Price Decisions

July 24 st Chapter 11: Pricing Strategies:  Assignment No. 4 Briefing
 New-Product Pricing Strategies  Article 4: GlaxoSmithKline: No Easy
 Product Mix Pricing Strategies Answers in Pharmaceutical
 Price Adjustment Strategies Pricing (pp. 329-330)
 Price Changes
 Public Policy and Marketing

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July 26fh Chapter 12: Marketing Channels Delivering  Case 5: Netflix Leading with Data
Customer Value  Quiz No. 5
 Assignment No. 4 Deadline
 Supply Chains and the Value Delivery
Network
 The Nature and Importance of Marketing
Channels
 Channel Behavior and Organization
 Channel Design Decisions
 Channel Management Decisions
 Public Policy and Distribution Decisions
 Marketing Logistics and Supply Chain
Management
July 31st Chapter 13: Retailing and Wholesaling  Quiz No. 6
 Retailing  Article 5: Cabela’s: Creating a Sense
 Wholesaling of Wonder for People Who Hate to
Shop (pp. 385-386)

August 2nd Chapter 14: Communicating Customer Value:  Project Final Report Submission
Integrated Marketing Communications Strategy and Presentation
 Note: Groups shall email the report
 The Promotion Mix to the Instructor.
 Integrated Marketing Communications
 A View of the Communication Process
 Steps in Developing Effective Marketing
Communication
 Setting the Total Promotion Budget and
Mix
 Socially Responsible Marketing
Communication
August 7th Chapter 16: Personal Selling and Sales Promotion  Case 6: HP: Overhauling a Vast
 Personal Selling Corporate Sales Force (pp. 491-
 Managing the Sales Force 493)
 The Personal Selling Process
 Sales Promotion

Submission of INTERNAL Grading to the course coordinator

August 9th Chapter 17: Direct And Online Marketing:  Case 7: Lessons fro Zara on
Building Direct Customer Relationships Facebook
 The New Direct Marketing Model
 Growth and Benefits of Direct Marketing
 Customer Databases and Direct Marketing
 Forms of Direct Marketing
 Online Marketing
 Public Policy Issues in Direct Marketing
August Chapter 18: Creating Competitive Advantage  Case 8: Lessons fro Zara on
13th  Competitor Analysis Facebook
 Competitive Strategies
 Balancing Customer and Competitor
Orientations
KA: Principles of Marketing, Kotler, Armstrong
4
 Grading and General Course Policies:
The grading will be done as per the policy of university, however, the final grade for course will be
determined based on total points accumulated in the below areas with following weightage:

Final Examination --------------------------- (45%)

Mid Term Examination ---------------------- (25%)
Internals ----------------------------------------- (30%)

Internals Breakdown of 30% Internals:

 6 Quizzes (3 before mid-term, 3 after mid-term): ---------------------- 5% (Individual Basis)
 Class Participation (Cases and Articles Discussion)------------------ 10% (Individual Basis)
 4 Assignments: (2 before mid-term, 2 after mid-term) ---------------- 5% (Group Basis)
 Final Project: Marketing Plan of a company-----------------------------10% (Group Basis)
a. First Draft ------------------------------------------------------2%
b.Final Consolidated Report --------------------------------- 6%
c. Presentation -------------------------------------------------- 2%

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Note:-
1. Request for change in the deadlines of various class activities and the term
projects/presentations will not be entertained.
2. Each course will include the following:
a. At least 6 quizzes, all carrying equal weightage. The quizzes will be
unannounced and no retake will be allowed if a student misses a quiz.
b. Assignment: On the discretion of the Faculty Member/Course Requirement.
c. One Term Project related to the main theme of the course.
d. Review of research paper: Review of research paper is mandatory for all
courses. Research paper should be recent in publication/HEC approved
journals/ and new topics. However, field of research papers, year of
publication and type of journals will be decided by respective Faculty Member
as per Course Requirements.
3. Assignments/Presentation deadlines will be strictly followed by the respective
Faculty member.
4. 5% marks will be deducted for not complying with the given deadline. However,
in case of delay exceeding 24 hours, the assignments/ Presentation will not be
assessed at all.

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 APPENDIX- 1

Approved (Instructor):
BRIEF MARKETING PLAN
PROPOSAL SHEET
(Group Project) ___________________________________

June, 2018 Dated: ___________________________

A. Group No. _____________

1. Student Name:_____________________ Roll Number:________Cell No.:_______________

2. Student Name:_____________________ Roll Number:________Cell No.:_______________

3. Student Name:_____________________ Roll Number:________Cell No.:_______________

4. Student Name:_____________________ Roll Number:________Cell No.:_______________

B. Title:______________________________________________________________________

Industry:_____________________

C. Brief Description of Project:

Remarks:
Instructor Remarks (Internal Use Only):
Interim Review 1:
Interim Review:

Interim Review 2:
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 APPENDIX- 2

Miscellaneous Guidelines Regarding Projects

General

 You are supposed to develop a report on Marketing Plan for a company of your
choice observing 8½” X 11” page and 1.5 space format.
 Fill up the Project Proposal Sheet (Appendix 1) provided to you, and discuss your
project with the instructor for approval and formal go-ahead. No group can start work
unless the instructor has signed and approved the project.

 Try to find a company over which you have a lot of information (insider as well as
publicly available)

 In case two groups come up with similar project, final decision will be taken on first-
come, first-serve or mutual agreement basis – instructor will have the final word.

 Structure the report on the format provided by the textbook Appendix 1 and 2 (A 1-
16) Chapter 7 (Kotler and Armstrong, 14th Edition).
 Assume yourself as a professional consultant.
 Group presentation and report submission (hardcopy) will take place in the last week
of semester.

3. Presentation
Group projects will be presented before the class in the final sessions with all team
members presenting their work in a 20-30 minute presentation followed by questions and
answers by the audience. All group members need to actively participate in presentation.
Absence of any single person will result in a penalty of one grade lower marks of the
entire group in presentation.

4. Observing Academic Integrity

Plagery is to copy someone’s ideas, words, expressions, or findings in your work without
giving due acknowledgement to the originator. Plagiarism simply means lacking appropriate
credit while quoting or paraphrasing someone else’s intellectual work. In academics, and now
in industry, it’s a serious violation.

5. Attendance
10-Minute Rule: Students can be at most 10 minute late for being marked “present.” After
this time, a student may enter the class but will not get their attendance done. Kindly be in
time and save your “present” attendances for the rainy days.