The University of Lahore (Islamabad Campus)

Lahore Business School

Principles of Marketing
Bachelor of Business Administration

Semester: IV
Instructor: Sumaira Irshad Email: Sumaira.irshad@lbs.uol.edu.pk
Course Code: Course Cr. Hrs.: 3

I. Course Description:

This course is designed to introduce the foundations of marketing as they relate to the whole
business enterprise. This course will focus on developing an understanding of key marketing
concepts.

II. Course Objectives (COs):

The objective of this course, specifically, is to enhance the conceptual knowledge of marketing
as applicable to decision making process with a focus on tactical marketing mix decisions.
Further it will provide the student with a comprehensive framework to evaluate marketing
decisions and to create successful marketing initiatives. The course, will therefore, provide an
understanding of the principles of marketing in relation to the product and services including the
planning process, organizing the marketing functions, implementing the marketing decisions
keeping in mind the ethical, legal and societal consideration.

III. Learning Outcomes:

By the end of this course it is expected that the student will be able:

1. Understand the marketplace and the consumers.

2. Understand the elements in marketing mix and their application in marketing decisions.
3. Outline the functions of marketing communication.
4. Discuss social responsibility and ethics in marketing.
5. Understand the importance of customer relationship in marketing and the creation of customer value.

IV. Soft Skills and Personal Effectiveness:

This course will develop the following competencies among students.

 Communication skills
 Product knowledge
 Problem-solving skills
 Patience and Positive attitude
 Professionalism
 Time management skills
 The ability to let it go

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V. Course Material:

Philip Kotler, Principles of Marketing (Latest Edition)

Reference Books:
 Handout provided by the teacher in class.
 Various internet sources

VI. Training Methods:

 In addition to lecturers, the instructor will also use following training methods during 16
weeks semester, 32 sessions (for details – please refer lesson plan)
 4 case studies
 1 role plays
 1 Class Activities
 7 exercises
 3 videos
 3 group discussions

VII. Evaluation Criteria:

Quizzes: 05%
Assignments: 05%
Project and presentations: 10%
Participation 05%
Mid Term Examinations: 25%
Final Term Examination: 50%
Total: 100%

VIII. Grading Criteria:

A student’s course score is associated with letter grades as per following grid:

Class Score           Grade

85% or above               A
<= 80% < 85%                   A-
<= 75% < 80%                   B+
<= 70% < 75%                   B
<= 65% < 70%                   C+
<= 60% < 65%                   C
<= 55% < 60%                   D+
<= 50% < 55%                   D
Less than 50%                F

IX. Week-wise Content Break-up:

All reading resources will be provided by the instructor to students.
Week Contents
1 Introduction to Marketing
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 2 Marketing Environments
3 Marketing and Strategies
4 Marketing Decisions
5 Consumer Behavior
6 Market Segmentation and Targeting
7 Products and Services
8 Revision
9 Mid Term Exam
10 Product Development and Life Cycle
11 Pricing and Its Strategies
12 Distribution
13 Promotion
14 Introduction to E-Busiess
15 Revision and Project Presentations
16 Final Exam

X. Consultation Protocol:
All relevant inquiries will be encouraged and it is highly advisable to ask them during lecture or
consultation time. However, if any query is missed during those times, please ask via email
and/or SMS. Consultation hours are as follows:
Wednesday, Thursday and Friday 10:00 AM to 12:00 PM

XI. Plagiarism Policy:

LBS have a strict plagiarism policy to discourage all its forms. If found involved, strict disciplinary
actions and exemplary punishments are exercised in accordance with the LBS plagiarism policy
and HEC guidelines. For details, please refer to the exam policy."
Academic offenses like cheating, plagiarism, etc., in any form or type, weaken the distinctive
ethical character of the university. LBS takes them very seriously and holds punishable under
the university disciplinary system. For details, please refer to exam policy.
XII. Case Studies and Research Papers:

Week Contents Case Study/Article Source

Dyson: Solving Customer Text Book

1 Problems in Ways They
Company & Marketing Strategy
Never Imagined

Sony: Battling the Text Book

Marketing Environment’s
2 Marketing Environment
“Perfect Storm”

MID TERM EXAM

3 TBD
TBD TBD
4 TBD
TBD TBD
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END TERM EXAM

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