Basic Information

Faculty Parvez Mahmud

Office Hour (10:00 am – 2:30 pm) Sun & Tue (09:00 am - 09:50 am & 11:30 am – 1:00 pm) Mon &
Wed (10:00 am - 2:00 pm) Thurs
Contact Details parvez.mahmud@ulab.edu.bd
Course Pre-requisites N/A
Department offering the course ULAB School of Business (USB)
Course Title Principles of Marketing
Course Code Credi
BUS 206 03 Term Fall, 2016
t
Number of
Number of Lectures 20 Number of Tutorials 3 N/A Total 23
Practical

Course Details

1. Course Description
The purpose of this course is to teach students the basic terms and vocabulary of marketing, to make them able to identify the
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marketing mix components; explain the environmental factors which influence consumer and organizational decision-making
processes and to explain how the marketing practices of 21st century is being influenced by technology.
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2. Intended learning outcomes of the course (ILOs)

to teach students the basic terms and vocabulary of marketing
KNOWLEDGE

to make them able to identify the marketing mix components

explain the environmental factors which influence consumer and decision-making process

explain the environmental factors which influence organizational decision-making process

SKILLS

to explain how the marketing practices of 21st century is being influenced by progress in IT

developing the ability to think in a creative manner

Developing the capacity to make decisions

ATTITUDE

Developing and nurturing the skills essential to work in a group

Developing the skills of communication, persuasion and negotiation

3. Contents
Sl. No. Topic Number of Sessions
Course Outline | Page 1 of 4
 1. Marketing: Creating and Capturing Customer Value / Company and Marketing Strategy: 4
Partnering to Build Customer Relationships
2. Analyzing the Marketing Environment/ Managing Customer Information to Gain Customer 3
Insights
3. Consumer Market & Consumer Buyer Behavior/Business Market & Business Buyer 4
Behavior
4. Products, Services and Brands: Building Customer Value/ New-Product Development and 3
Product Life-Cycle Strategies
5. Pricing & Pricing Strategies 3
6. Integrated Marketing Communication 4
7. New Market Opportunities & Global Perspective 2
Total 23
4. Teaching & Learning Method
Book, whiteboard & Marker,Lecture sheets, powerpoint slides
Group discussion and presentation
Case studies
Scanning the contemporary marketing scenario and explaining its different dynamics

5. A. Assessment Schedule

Assessment 1 Quiz 1, Individual Assignment Sessio 4

n
Assessment 2 Mid Term Exam Sessio 7
n
Assessment 3 Quiz 2, Individual Assignment, Presentations Sessio 9
n
Assessment 4 Term Paper Presentations Sessio 12
n
Assessment 5 Final Exam Sessio 14
n

B. Weights of Assessments
Assessments %
20
Mid-term Examination
35
Final Term Examination
10
Attendance and Class Participation
15
Presentation
10
Assignments
10
Quizzes
100
Total

C. Grading Policy
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........ A relative or bell-curve grading system will be followed, so that the majority will receive a middle grade, and only a few will get A/A-, or F. The course
Course Outline | Page 2 of 4
teacher will assign mark ranges to each letter grade, taking into account the assessment components and assigned weights, difficulty level, average academic

ability of the class,

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Mark range Letter

Grade
95-100 A+
85-94 A
80-84 A-
75-79 B+
70-74 B
65-69 B-
60-64 C+
55-59 C
50-54 D
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6. List of References
Course Notes Notes will be delivered in the class during lecture

Essential Books (Text Books) Principles of Marketing: A South Asian Perspective, Philip Kotler, Gary Armstrong,
Prafulla Y. Agnihotri&EhsanulHaque, 14thedition

Recommended Reference Books

Periodicals
http://businesscasestudies.co.uk/case-studies/by-topic/marketing.html#axzz2qqr3HTMH
Online Resources

Facilities Required for Teaching and Learning

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.Whiteboard, Markers of different colors, Projector, Internet access from classroom computer, Audio/Visual

equipments.\...........................................................................................................................................................................................................................................
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.............................................................................................Whiteboard, marker, ............................................

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Course Outline | Page 3 of 4

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Course Policies and Procedures

Class
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attendance: Regular attendances of classes are mandatory and students will be assigned F automatically if he/she
misses 6 consecutive classes.

Late submission of work: Late submission will be followed by penalty, please maintain deadlines.

Unfair means /plagiarism: Plagiarism will not be dealt with severe penalty. Original work is encouraged as they will
carry value marks.

All assignments must be typed and submitted following professional formatting.

Recommended Font (Body/ Headline) -Times New roman / Arial
Recommended Font size- Body 11/ 12 Headline- 14
Line spacing – 1.5
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Course Coordinator/ Teacher ............

Date: Head of the Department

Date:

Course Outline | Page 4 of 4