FALL SEMESTER 2015

BBA

PRINCIPLES OF MARKETING
C O U R S E L E V E L : U N D E R G R A D U A T E
C O N T A C T HOURS: 48
CREDIT HOURS: 3

D E P T . O F M A N A G E M E N T S C I E N C E S

BAHRIA UNIVERSITY ISLAMABAD

Instructor: Adil Hashmi Email: adil.hashmi@bui.edu.pk

Duration: 2 Lectures/Week – 1.5 hours/Session Course: Principles of Marketing

Course Description:

Welcome to the course on “Principles of Marketing”. The course outline is designed to

understand the basic concepts of Marketing and it is operating in today's time. This course
must be geared towards providing an understanding of the rationale of marketing decisions.
This course will make students understand the of theory marketing. This course aims to
introduce you to the fascinating world of modern marketing in a theoretical yet practical and
enjoyable way. In general, the course is designed to help you better understand customer needs,
wants, preferences, and demands. The rationale is to link that knowledge to craft, communicate,
and deliver value offerings for selected customers so as to capture value for the organization in
return. The course runs for a single semester and consists of lectures, discussions, case studies,
presentations, assignments, project, a midterm, and the final exam.

Learning Outcomes:

Theoretical concepts to learn and work with:

 Current concepts of strategic marketing especially in reference to new economy

 The ways marketing startegies are made and how the marketing strategies are
interlinked with the other departments.
 The relationships between marketing and social, political and economic trends in
society
 Understanding the design and operations of marketing communications in companies

Practical skills to learn and work with:

 Continuing to read texts closely and be able to discuss them critically with peers
 Be able to draw on relevant concepts and analyze them for use in research
 Being able to argue alternative points of view in groups and in class

Teaching Methodology:

The course would be taught through a number of tools. These would include lectures, Cases,
and interactive sessions.
Course Expectations and Assignments

1. Attendance and Class Participation– A 75% attendance is required. Students are

required to be in each class and on time. Class participation doesn’t carry any marks
however you are encouraged to participate in class discussions to specify your researched
point of view. Attendance will be marked in the first 10 minutes as per university grading
policy.

2. Quizzes – The quizzes will cover material presented in class lectures and reading lists.
Please be prepared as most of the quizzes will be surprise.
3. Presentations: Students would be assigned presentations in groups. These would include
papers and reading assignments.

4. Final Project:The class will be divided into groups of 4 students (5 members in some
specific cases). You are expected to work with other members of your group in preparation
for the case project. Each student will get a chance to evaluate the contribution of the other
members of his/her group. Groups can be made yourself.

Course Schedule for the 16 Week Semester:

Week Topic Reading List

#1 Creating and Capturing Customer Value. Ch 1

#2 Company and Marketing Strategy Partnering to Build Ch 2

Customer Relationships

#3 Analyzing the Marketing Environment Ch 3

#4 Managing marketing Information to Gain Customer Ch 4

Insights

#5 Consumer Markets and Consumer Buyer Behavior Ch 5

#6 Customer Driven Marketing Strategy Ch 6

#7 Products, Services, and Brands: Building Customer Value Ch 7

#8 Mid Term Exam

#9 Mid-Term Results and Project Update

# 10 New Product Development and Product Life Cycle

#11 Pricing Strategies

#12 Marketing Channels Delivering Customer Value Ch 11

 #13 Advertising and Public Relations Ch 12

#14 Creating Competitive Advantage Ch 15

#15 Final Presentations

#16 Final Presentations

#17 Revision

#18 Final Exam

Recommended Textbook:

Following book is recommended for this course.

 Principles of Marketing, A South Asian Perspective (13 thEdition) -Phillip Kotler,

Ehsan Ul Haq.

Additional Readings

 Aurora Magazine

Attendance:

Minimum 75% attendance at lecture and tutorials/seminars/discussions is required. Each

student has a responsibility to come to class prepared and on time, complete the readings and

assignments, and actively participate in class room discussions.

Late Submission:

I would strongly discourage late submissions. In case of a late submission there would be a
deduction of 10% marks.

Student Responsibilities and Plagiarism:

Student responsibilities

There are a number of things you can do to ensure a good constructive relationship with your
teacher and a smooth sailing throughout the semester:
 Keep your Teacher informed about any problems or issues with your Course.

 Allow plenty of time to arrange appointments with your teacher. It is often difficult for
teacher to make meetings at short notice. It is your responsibility to ensure that you have
received your allocated amount of supervision.

 Allow sufficient time for your teacher to read through and provide feedback on your
queries. Expect a lead time of around 1 week for feedback.

 Follow the advice of your teacher.

 Observing the University’s regulations and code of conduct as given in the student
handbook is a guarantee for you to succeed in your academic life.

Plagiarism

Plagiarism is a serious offence. It is very important that you understand what constitutes
plagiarism. If you have any doubts about this, please contact your instructor who will be
pleased to explain further. Please note too that the members of staff in the university are highly
experienced in detecting plagiarism. We also have computer software which enables us to
check every single submission you make to us for such dishonesty both easily and quickly. By
submitting your assignments in the appropriate way you are also guaranteeing to us that your
submissions contain no academic dishonesty.
Moreover, we should take this opportunity to point out that, if by some chance your academic
dishonesty is not discovered, you will spend the rest of your life failing to measure up to the
academic promise indicated by your degree results and other people’s expectations of your
abilities. In short, academic dishonesty is not worth it.

Assessment Criteria:

ITEM ASSESSMENT LENGTH WEIGHTAGE TOTAL

TASK MARKS
1 Final Examination 02 Hours 40% 40
2 Mid- Term 1:30 Hour 25% 25
Examination
3 Quizzes/Presentation 10 Minutes each 15% 15 Marks (5
s Marks each)
4 Term Paper and
Presentation NA 20% 20 (5+15)

Grade Distribution:
 Grade Scale

A ≥ 87%

B+ 80% - 86%

B 72% - 79%

C+ 66% - 71%

C 60 % - 65 %

D 51 % – 59 %

F < 50 %