University of Dhaka

Department of Management
MBA (Evening) Program
Course Outline: Principles of Marketing

Course Title: Principles of Marketing

Course Code: EM-505
Semester: Fall-2020
Course Teacher: Dr. Md. Mesbah Uddin, Associate Professor, Department of
Management, University of Dhaka.
Contact Email ID: mesbah.mgt@gmail.com
Class day and time: Every Tuesday from 6.30pm-9.30pm.
Class room no.: 203.

COURSE DESCRIPTION
A study that builds on the evolution of modern management towards a marketing-oriented view
of business; stressing the underlying principle of the “marketing concept”; and integrating
concepts in relation to consumer needs, marketing information, product development, pricing,
distribution, selling, advertising, and promotions.

COURSE OBJECTIVES
At the end of the course, the student should:
a. Understand the basic principles, theories, concepts and dynamics of Marketing.
b. Apply these principles and tools in case analysis and to practical business decision making
situations.
c. Integrate the concepts/techniques learned through application in the preparation of a
comprehensive marketing plan.
d. Appreciate and learn more about Marketing as a career.

COURSE OUTLINE

A. DEFINING MARKETING AND THE MARKETING PROCESS

Course Overview
Marketing: Creating and Capturing Customer Value Chapter 1
Partnering to Build Customer Relationships Chapter 2

B. UNDERSTANDING THE MARKETPLACE AND CONSUMERS

Analyzing the Marketing Environment Chapter 3

First Midterm Exam

Managing Marketing Information Chapter 4

Consumer Markets & Consumer Buyer Behavior Chapter 5
Business Markets & Business Buyer Behavior Chapter 6
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Second Midterm Exam

C. CREATING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MIX

Customer-Driven Marketing Strategy Chapter 7

Product, Services and Branding Strategies/New Product Development Chapter 8-9

Pricing Considerations and Strategies Chapter 10-11
Distribution Considerations and Strategies Chapter 12-13
Understanding/Developing the Promotions Mix Chapter 15-17
Final Exam

**Dates of exams, presentation, case analysis and deadlines for term paper and assignment
submission will be communicated in due course.

TEXT BOOK
Philip Kotler and Gary Armstrong. Principles of Marketing. Latest Edition.

EVALUATION CRITERIA
Students’ performance in this course will be evaluated as stated below:

Class Attendance 10%

Mid-Term Tests (Two) 30%
Term Paper and Presentation 10%
Assignment, Case Analysis and Presentation 10%
Term Final 40%
Total 100%

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