COURSE OUTLINE FOR ONLINE CLASSES

General Information
Course Title: Principles of Marketing Course Code: MKT201 Credit Hours: (3+0) Hours
Text Book
Title: Principles of Marketing, (Philip Kotler)
Publisher’s Name: Pearson Education, 2008 Edition: 15th Ed
Reference Book
Marketing by Roger Kerin and Steven Hartley
Pre-Requisite
Course Title: NIL Course Code: NIL

Course Description: This course introduces principles and problems of marketing goods and
services. Topics include promotion, placement, and pricing strategies for products. Upon
completion, students should be able to apply marketing principles in organizational decision-
making.

University’s Vision: Our vision is based on global perspectives. We aspire for a society with scientific
brilliance and technological mastery matching international criteria on quality parameters. We strive for
managerial excellence for an unprecedented leap and unmatched stride further accentuating the
university's already accelerated momentum. This would make the nation dynamically distinct,
professionally progressive and competitively superior while focused on ultimate national gain. Our vision
is to see this nation emerge as a competitive citizen of a multidimensional society.
University’s Mission:To promote technical, employability skills and ethical values among the graduates
needed for their success. By offering them relevant and challenging educational programs, fostering an
orderly, caring, supportive and creative environment and brokering new and empowering connections
with the industry
Department’s Vision: To provide students with distinctive, modern, practical and academic eligibility
that coheres with the rapid local and international developments in today’s world of business and
commerce.
Department’s Mission:To provide an access for talented and determined students including those with
meager financial means with the opportunity in the corporate sector by ensuring that the students are
equipped with the business management & commerce related professional skills required to meet the
contemporary market requirements

Course Objective(s) (COs):

CO # 1: To understand how organizations Creating and Capturing Customer Value
CO #2: To comprehend marketing decisions, based upon the combination of product, price, promotion,
and distribution elements.
CO # 3: To understand marketing is carried out by an organization to meet the requirements of domestic
and international buyers, both households and businesses, within the bounds of ethics and the legal
environment.
CO # 4: To apply key frameworks and methods, and develop analytical skills to solve marketing
problems.
CO # 5: To understand how direct and online Marketing is carried out.
A. Knowledge:

CLO # K-1:

CLO # K-2:

CLO # K-3:

B. Comprehension:

CLO # C-1:

CLO # C-2:

CLO # C-3:

C. Application:

CLO # A-1:

CLO # A-2:

CLO # A-3:

D. Analysis:

CLO # AS-1:

CLO # AS-2:

CLO # AS-3:

E. Synthesis:

CLO # S-1:

CLO # S-2:

CLO # S-3:

F. Evaluation:

CLO # E-1:
CLO # E-2:

CLO # E-3:
Week-wise Course Break-up: At ILMA University, each course is spread over 18weeks
divided in two equal session of 1 Hr 20 min each with a 20 minutes break time.
Wee Content Teaching Course Learning
k# Methodologies Outcomes
1 Marketing: PPT& lecture
Creating and Capturing
Customer Value
2 Analyzing the Marketing PPT& lecture
Environment
3 Company and Marketing PPT& lecture
Strategy
Partnering to Build Customer
Relationships
4 Managing Marketing PPT& lecture
Information to Gain Customer
Insights
5 Consumer Markets and PPT& lecture
Consumer Buyer Behavior
& Quiz I
6 Product, Services, and Brands: PPT& lecture
Building Customer Value
7 Mid Term
8 Mid Term
9 New-Product Development
and Product Life-Cycle
Strategies
10 Pricing: PPT& lecture
Understanding and Capturing
Customer Value
11 Pricing Strategies PPT& lecture
12 Marketing Channels: PPT& lecture
Delivering Customer Value
13 Communicating Customer PPT& lecture
Value: Integrated Marketing
Communications Strategy
Quiz II
14 Direct and Online Marketing: PPT& lecture
Building Direct Customer
Relationships
15 Creating Competitive PPT& lecture
Advantage
16 Sustainable Marketing PPT& lecture
Social Responsibility and
Ethics
17 Final
18 Final

Class Activities& Assessment Tools:

i. Class assignment(s)
 ii. Surprise Quiz(s)
iii. Group Discussion(s)
iv. Case Studies(s)
v. Group Project
vi. Sharing of Latest Research Output(s), (if applicable)
vii. External Tutorial(s), where applicable

Soft Skills Development:

i. Presentation(s)
ii. Webinar(s)
iii. Team Work
iv. Critical Thinking
v. Inter Personal Communication

Online Class Conduction:

 The teacher shall start the class on time as per the scheduled class time table
 The students shall join the class using the Zoom link provided on STeP
 The teacher shall allow only those students to join the ZOOM session who are enrolled in the
class as per the attendance sheet available on the faculty portal and who mention complete name
and student ID on the ZOOM.
 The attendance shall be marked at any time during the class at the discretion of the teacher on
Faculty e portal
 During the online session, the student will not use chat box for discussion with other students or
with the teacher for the purpose of asking any question or query or any reason, whatsoever.
 The student shall keep its audio mute and can raise hand on ZOOM in case of any query or
question
 The teacher shall answer the question/query and student shall lower hand on ZOOM
 During the online session, the student will not share any material, whatsoever, with other students
or with the teacher for the purpose whatsoever
 The student will not be allowed to exit the class without the permission of the teacher; in case of
disconnection, the teacher may admit the student as desired.
 Cell phones shall be put on silent or switched off to avoid disturbance in the online class
 In case of courses involving lab work/practical demonstration or computations, the teacher shall
use various audio-visual tools including simulation models in addition to the lecture slides for
satisfactory understanding of the students as per the best practices
 No communication between the students and teacher shall be allowed through social media tools
including face book messenger, whatsapp or other chat tools, in any case, and communication
between the teacher and the student shall be made through e-portal.
 The faculty shall be available during the counseling hours through ZOOM, schedule of which is
available on e-portal.
 The lectures & other instructional materials of the course shall be accessible to all the students
through ILMA Learning Management System (ILMS)
 Students shall be required to maintain atleast 80% attendance in the class otherwise, students will
not be allowed to appear in the midtermand final examinations
 The students shall not encourage unauthorized persons to attend the class by sharing the
ZOOM ID
 In case of violation, strict disciplinary action shall be taken.

Class Participation:
Class participation marks are awarded on the level of involvement and performance generated by the
student in the Course & its related activities.

Assignment/Project, (if applicable):

Project report will be submitted by the students to the faculty member. The marks are awarded by the
faculty member for satisfactory completion of the assignments or project report.

Identification of Corporate Needs:

Business development is a somewhat-ambiguous term with a function and responsibility that varies from
company to company.

While the definition has been endlessly debated, the ultimate goal of business development is to find
strategic opportunities that create long-term value. This requires effort from brand marketing, sales,
partnerships, and ultimately depends on the delivery of quality products to match these efforts.
Essentially, BD applies to every area of a company.

Business development is often used interchangeably with sales, which underestimates the many other
considerations necessary to execute on strategic business initiatives. While sales is an important
component of BD, it's one of several key factors that go into creating value for a business.

The broad definition of business development underlies just how crucial it is to success in any industry,
and ecommerce is no different.

Marks Distribution:
S. No. Assessment Marks
1 Quiz I 05
2 Midterm 20
3 Quiz II 05
4 Class Participation 10
5 Assignment/Project 15
6 Final Exam 45
Total 100

Grading Criteria:

Numerical Grade Grade Point Alphabetical

(NG) (GP) Grade (AG)
88-100 4.00 A
84-87 3.70 A-
80-83 3.30 B+
76-79 3.00 B
72-75 2.75 B-
68-71 2.50 C+
64-67 2.25 C
 60-63 2.00 C-
50-59 1.8 D
0-49 0 F

Develop customer relationships and value through marketing.

2. Link marketing and corporate strategies.
3. Scan the marketing environment.
4. Discuss ethics and social responsibility in marketing.
5. Define consumer behavior.
6. Recognize organizational markets and buyer behavior.
7. List ways to reach global markets.
8. Turn marketing information into action.
9. Identify market segments and targets.
10. Develop new products and services.
11. Discuss the management of products, services, and brands.
12. Formulate pricing strategies for products and services.
13. Create strategies for managing marketing channels and supply chains.
14. Define retailing and wholesaling.
15. Integrate marketing communications and direct marketing.
16. Analyze advertising, sales promotion, and public relations.
17. Define personal selling and sales management.
18. Implement interactive and multichannel marketing.