MKT 201: Principles of Marketing
School of Business Studies, IBA Karachi
Program BBA/BSAF
Department Offering Marketing
Class ERP Number 96180
Faculty Sheikh Muhammad Irfan
Class details
Class Days, Timing and Session Days Time Classroom
Room
Session Days Mon/Wed 4:00 to 5:15 PM MAC 4
Credit Hours 3 Credit Hours
Email [email protected]
Counselling hrs. Before and after each class, by appointment
Course Description
Principles of Marketing focuses on the marketing process, its fundamental functions and the
institutions implementing these functions. This marketing course closely examines on how to
create and capture customer value, what motivates consumers, how to address their motivations,
what strategies can be employed to retains their loyalty and other related aspects of marketing.
The theoretical perspectives of marketing along with practical marketing implications will be
presented. Topics will include the understanding marketing and marketing process, developing
marketing opportunities and strategies, developing the marketing mix, and integrated marketing
communication. Numerous examples and caselets will be used to highlight the most relevant
topics & issues.
The primary mode of teaching will be lecture sessions integrated with case discussions & real life
examples & applications. However, a healthy discussion-cum-dialogue is not only welcome - it is
highly recommended. Students are encouraged to actively participate in constructive class
discussions
BBA Program Learning Goals
1. Communication Skills
Students will become effective speakers, listeners, writers and team members
2. Knowledge of All Business Disciplines
Students will gain a broad-based understanding of a range of business disciplines
3. Critical Thinking
Students will develop the ability to classify, analyze and evaluate the available data using appropriate techniques for
effective decision making.
4. Ethics
Students will have an awareness and understanding of ethical issues.
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5. Glocal Mindset
Students will develop a focus on global connections with local contexts through awareness of diversity across cultures
and markets.
Course Learning Outcomes (CLOs)
1. Understand the marketing concept, recognize and suggest application of the marketing concept.
( PLO 104, 203)
2. Assess in-depth the marketing mix and develop a marketing mix relevant to make business
decisions (PLO 203).
3. Discuss the implications of the marketing concept on an organization and its functions. ( PLO
104,203)
4. Explain the influence of the marketing concept on the firm, consumers and the society. ( PLO
104,203)
5. The course will inculcate skills on team working, decision making, communication and analytical
abilities.
(PLO 104, 203, 401, 402)
AOL Assessment Mapping
Teaching and Learning Methodology
1. Students are encouraged to read the topic prior to the lecture.
2. The pedagogy used for the course will be a combination of:
a) Self-Study
b) Live cases/ campaigns/ guest speaker sessions
c) Oral case discussion
d) Short Ads/Videos and their discussion
e) In Class Assignments
f) Slides
g) Readings (online and from the recommended text)
h) Presentations
i) Exams
Course Learning Outcomes mapped to Program Learning Objectives
Knowledge of
Communicatio Critical
All Business Ethics Glocal Mindset
Program Learning Goals n Skills Thinking
Disciplines
Course Learning
Outcomes
1 PLO 104 PLO 401, 402
2 PLO203
3 PLO 104 PLO203
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4 PLO 104 PLO203
5 PLO 104 PLO203 PLO 401, 402
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Chapters/ Mapping to
Course Session Topic
Readings Learning
Outcomes
Chapter 1 CLO1 Marketing: Creating and Capturing Customer Value
Company and Marketing Strategy: Partnering to Build
Chapter 2 CLO1 Customer Relationships
Chapter 3, 18 CLO1, CLO3 & CLO4 Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer
Chapter 4 CLO1
Insights
Consumer Markets and Consumer Buyer Behavior
Chapter 5 CLO1, CLO2 & CLO3
Business Markets & Business Buying Behavior
Chapter 6 CLO1, CLO2 & CLO3
Customer Value-Driving Marketing Strategy : Creating Value for
Chapter 7 CLO 1
Target Customers
Products, Services and Brands: Building Customer Value
Chapter 8 CLO1 & CLO2
New Product Development and Product Life Cycle
Chapter 9 CLO1 & CLO2 Strategies
Chapter 10 CLO1 & CLO2 Pricing: Understanding and Capturing Customer Value
Chapter 11 CLO1 & CLO2 Pricing Strategies
Chapter 12 CLO1 & CLO2 Marketing Channels: Delivering Customer Value
Chapter 13 CLO1 & CLO2 Retailing and Wholesaling
Chapter 14 CLO1 & CLO2 Engaging Consumers and Communicating Customer Value: IMC
Strategy
Chapter 15 CLO1 & CLO2 Advertising and Public Relations
Chapter 16 CLO1 & CLO2 Personal Selling and Sales Promotion
Chapter 17 CLO1 & CLO2 Direct and Online Social Media and Mobile Marketing
FINAL EXAMINATION
Text Material
Principles of Marketing: 18th International Edition
Philip Kotler and Gary Armstrong
Prerequisite Skills and Knowledge to take this
Course
Be comfortable with using technology for learning
Semester Grading Plan:
Term Report 20
Assignments 10
Class Participation 10
Quiz 10
Mid Term 20
Final Exam 30
Important Dates.
Important Dates
Midterm Exams: 10.03.2024
Final Term Exams: 19.05.2024
Quizzes: (N-1) 2 best quizzes will be counted in final grade. The quizzes may be unannounced. No makeup quizzes
Technology & Innovation
• All course materials will be posted on LMS and grades will be posted on ERP. Students are responsible to stay
updated on these platforms.
• Students should bring the calculator & textbook to class.
• Familiarity with MS Word & Excel.
• For discussions and course related queries please join the class WhatsApp group and avoid sending direct messages
Experiential Learning Exposure(s)
Guest Speaker Session/ Group Project/Individual Assignment on Marketing Mix and other Marketing Concepts of
an Organization.
Social Contribution / Impact
Learning of office etiquettes and human skills plus group dynamics
Academic Conduct
IBA policy
Attendance Policy
IBA policy
Plagiarism Policy
IBA policy
Withdrawal Policy
IBA policy
Assessments and Grading Scheme
Assessment Due Date Remarks
Project Ongoing Project will be done in groups of 04, refer below.
Quizzes Ongoing The quizzes may be in advance or from the previous topic. There will
be a perfect zero if you miss the quiz
Assignments Ongoing The assignments will be based on end of chapter questions or Concepts
Midterm and Final Exam Paper Exam Weeks There are two exams of 20+30 weightage
For Group Work
Students are required to work in teams of 4 to 5
When working as a group, students are reminded of the following expectations to their behavior and contributions to the
project: Each team member is expected to:
Treat other members with courtesy and respect;
Establish a positive and productive team dynamic;
Contribute substantially and proportionally to the final project;
Ensure enough familiarity with the entire contents of the group project/assignment so as to be able to sign off on
it as original work;
Meet the project timeline as established by the Faculty and team.
Comments and/or Suggestions
• Since subsequent topics build on previously learned material, it is imperative that students keep up with the
material. In addition, you should ensure that lectures are understood properly.
• A student who misses a class is responsible for obtaining any handouts and information on course content,
assignments, due dates, test dates, etc.
• It will only be possible to get full marks in class participation if you have full attendance
• Unethical behavior (cheating, plagiarism, proxy attendance) will be strictly penalized.
• Students are expected to read all topics and go through all end of chapter questions given in the textbook.
• Students are highly encouraged to read newspapers (Business Recorder etc.) to remain acquainted with current
affairs related to the course.
Technology & Innovation
• All course materials will be posted on LMS and grades will be posted on ERP.
• Students are responsible to stay updated on these platforms.
• For discussions and course related queries please join the class WhatsApp group and avoid sending direct messages
