NATIONAL TEXTILE UNIVERSITY

FACULTY OF MANAGEMENT SCIENCES

Course Specifications

MG-4083
Principles of Marketing

Spring 2014

http://www.ntu.edu.pk/
 COURSE SPECIFICATIONS

Basic Information
Course Title: Principles of Marketing
Course Code: MG-4083
Course credits/week: Theory: 03 Lab: Nil Total: 03
Pre-requisite(s):
Co-requisite(s):
Program(s) on which the course is given: B.Sc. Textile Engineering
Is the course major or minor element of the program: Major: Minor:
Department offering the program:
Department offering the course:
Academic year/level: Spring 2014
Revision #:
Last revised on (date):

Overall Aims of the Course

The course is meticulously designed to provide students a comprehensive introduction to the
principles of marketing. Marketing is an extremely important aspect in today’s corporations
because of its critical role in achieving organizational goals. It is one of major functions of
today’s corporations including companies from textile sector of Pakistan. However, some
people argue that Marketing, as a field of study, is inherently problematic. Similarly, people
from religious background also raise concerns on the existing practices of Marketing. Keeping
in view these multiple perspectives, efforts have been made to introduce students to all these
perspectives in some detail. It is expected that this course will insha-Allah help students
positively in their future endeavors.

Lectures/Class Discussions/Individual Class Participation

The lectures are devoted to discussion of the topics shown in the course outline. You will be
expected to come to class having completed the reading scheduled and prepared to
participate in class discussion.

Key Skills and Attributes to be Developed by the Course

Knowledge, - Basic Knowledge on the Working of Corporations will be provided to
understanding and students
application skills - Course will give a comprehensive introduction to the principles of
marketing.
- Islamic Perspective on Marketing will also be explained.
Analytical and - Students will be able to analyze current marketing practices from
problem solving skills critical and Islamic perspective.
- Students will be able to prepare plans to solve multiple types of real
life marketing problems.
Communication, - Emphasis on greater class participation will contribute towards better
interpersonal and IT communication skills
skills
Course Schedule

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 Reading
Week Intended Learning Outcomes
Material
 An Overview
 Overview of the Course
 What is Marketing
Week 01  Understanding the Marketplace and Customer Needs
 Designing a Customer-Driven Strategy Page 02-27 of
and 02
 Preparing and Integrated Marketing Plan Text Book
 Building Customer Relationships
 Capturing Value from Customers
 The Changing Marketing Landscape

Week 03  Dynamic Marketing Environment Page 28 – 46 of

and 04 Text Book
 The Company’s Microenvironment
 The Company’s Macro environment
 Responding to the Marketing Environment

 Consumer Markets and Consumer Buyer

Behavior
 Model of Consumer Behavior
 Characteristics Affecting Consumer Behavior
 Types of Buying Decision Behavior
 The Buyer Decision Process
Week 05 Page 84 – 139
 The Buyer Decision Process for New Products
and 06 of Text Book
 Business Markets and Business Buyer
Behavior
 Business Markets
 Business Buyer Behavior
 Institutional and Government Markets

 Customer-Driven Marketing Strategy: Creating

Value for Target Customers
Week 07 Page 140 – 167
and 08  Market Segmentation of Text Book
 Market Targeting
 Differentiation and Positioning

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 Mid Semester Examination

Week 09  Marketing Research and Market Information Page 168 – 196

 New-Product Development and Product Life-

Cycle Strategies
Week 10  New-Product Development Strategy Page 204 – 252
and 11  The New-Product Development Process
 Managing New-Product Development
 Product Life-Cycle Strategies

 Pricing: Understanding and Capturing

Customer Value
 What is Price?
 Factors to consider When Setting Prices

Week 12 Page 316 – 372

and 13  Pricing Strategies of Text Book

 New-Product Pricing Strategies

 Product Mix Pricing Strategies
 Price-Adjustment Strategies
 Price Changes
 Public Policy and Pricing

 Service Marketing
Page 284 – 311
 Nature and Importance of Services of Text Book
Week 14
 The Development of Services Marketing
 Designing the Services Marketing
 Managing service Quality

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  Channels of Distribution

 Middleman and Distribution Channels Page 376 – 401

 Designing Distribution Channels of Text Book
Week 15
 Selecting the type of Channel

 Retailing
 Nature and Importance of Retailing
Page 406 – 430
Week 16  Retailers Classified by Foam of Ownership
of Text Book

End Semester Examination

Teaching and Learning Methods

-Lectures
-Class Discussion

Required Learning Resources

Text Book(s):
(Title, Author, Edition, Publisher)
Reference Book(s):
(Title, Author, Edition, Publisher)
Marketing (14th edition) by Michael J.Etzel, Bruce J.Walker,
William J. Stanton
Principles of Marketing: A South Asian Perspective (13th
edition), by Kotler, Armstrong, Agnihotri and Ehsan ul Haque
– Pearson Prentice Hall.

Facilities Required for Teaching and Learning

-White Board
-Multimedia

Assignments Schedule Quiz Schedule

No. Week Assigned Week Due No. Week
1 2 3 1 4
2 4 6 2 10
3 12 14 3 12

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Weighting of Assessments
Quizzes 10 %
Class Participation 10 %
Assignments 10 %
Mid-semester examination 30 %
End-semester examination 40 %

Grading Criteria
Letter Grade Percentage Marks
A 85 & Above
B+ 80-84.9
B 75-75.9
C+ 70-74.9
C 65-69.9
D+ 60-64.9
D 50-59.9
F Below 50

Course Specifications Developed By: Course Specification Reviewed by:

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